Dan Barnett. Founder.
Hi, I'm Dan.
I'm Dan Barnett, an Advanced Instructor with Oxygen Advantage, a lifelong golf obsessive, and a 25 year veteran of the advertising business.
I built Alito because the missing tool I kept watching professionals reach for, on the course and in the boardroom, was always the one they already carried with them.
It is the breath.
Two passions have driven my life. The first is helping people make real improvements to how they feel and how they perform. The second is golf, the maddening, marvellous game that has held me captive since I was small.
For 25 years I worked in advertising agencies. I saw, up close and at scale, what stress does to a high-functioning mind. The pitches that should have flown, drowning under nerves. The presenters with the best material, undone by the first ten seconds at the lectern. The leaders who could not sleep at three in the morning before the meeting that would shape the next year.
I trained as an Advanced Instructor with Oxygen Advantage because, of all the wellness and performance methods I tried over the years, this was the one with the strongest science, the most direct effect, and the simplest practice. Functional breathing. CO2 tolerance. Diaphragm strength. Nervous system regulation. You can train it in weeks. You can use it forever.
Combining that work with the world's best mental game thinking, refined for golf and translated for business, is the heart of what I now do. The result is Alito. A short, focused, evidence-based programme designed to give you the calm, the focus, and the control you need when the pressure is biggest.
I built it because it would have changed my own career. And because I genuinely cannot wait to watch what it does for yours.
Credentials and affiliations.
Oxygen Advantage is the leading functional breathing methodology, used by elite athletes, special forces, and high-performing professionals worldwide. Becoming an Advanced Instructor required 18 months of training, supervised practice, and ongoing professional development.
I continue to train. I continue to coach. And I continue to use this work, every single day, on my own game and my own work.
Oxygen Advantage
Advanced Instructor, certified 2025
Want to work together?
Start with a no-obligation discovery call of around 15 minutes. I'll walk you through how the Alito programme works and whether it fits.