Our Philosophy
Everyday Defense & Wellness Coaching LLC (EDC) helps individuals, families, and professionals build true readiness.
We work with kids, teens, adults, and working professionals to develop the skills, strength, and mindset needed to navigate everyday life with greater confidence.
We redefine readiness through a complete training ecosystem where you can strengthen your body, sharpen your mind, and develop practical skills that prepare you for the real world.
Coaches Not Instructors
We offer certified coursework, fitness programming, concealed carry, and self defense training designed to help you become truly ready.
Most organizations have instructors. We have coaches.
Instructors teach from standardized curriculums and tell you what to do. Coaches meet you where you are and create hands-on experiences that help you solve problems, build skills, and develop confidence through practice.
We believe discipline matters more than motivation. Motivation fades; discipline keeps you showing up.
No egos. No war stories. No endless lectures.
In every class, you’ll spend no more than 20 minutes at a time in slides before moving into practical skill development.
Our mission is simple: train your body, sharpen your mind, and build the skills you need to live ready.
Meet your Coach…
Theron is a father of four and husband of 10 years. Over the past 20 year’s he has made a career in corporate retail training high performing teams and leaders across the country and internationally. Theron has elevated teams across several big name brands like Barnes and Noble, Blockbuster, LEGO, Carvana and CVS Health.
With a degree in performance leadership from Cornell University, Theron starts with the end in mind to create comfortable learning environments paired with strong developmental content and coaching programs.
In addition to his background in corporate leadership Theron is also a lifelong martial artist, Batman enthusiast, certified firearms and personal defense instructor for both the NRA and the USCCA. As an NRA instructor Theron is designated as a duly authorized instructor for NYS which allows him to provide the 18 hour safety courses required for pistol permit applications.
Theron brings a unique mix of personality, experience and education to the personal defense industry. This mix has led to the creation of Everyday Defense & Wellness Coaching or EDC for short. This is a first of it’s kind concept built around a total readiness system that develops the modern citizen through fitness, personal defense and decision making training.
Hi, I’m Theron.
For nearly 20 years, I built a career in retail leadership while raising a family and doing what many of us are taught to do: work hard, pay the bills, and provide stability. But after my daughters and wife faced serious health challenges, I realized how quickly life can change—and how important it is to spend your time building something that truly matters.
Since I was young, I’ve been drawn to fitness, martial arts, survival skills, emergency medicine, and practical preparedness. But like many busy parents and professionals, I put those passions on hold while focusing on work and family.
That changed one night when my newborn daughter needed to go to the emergency room.
On the drive there, I couldn’t stop thinking about a recent assault near the hospital. My wife was beside me. My sick newborn was in the back seat. And one question kept running through my mind:
If something happened, could I protect my family?
The honest answer was: not as well as I wanted to.
That realization changed my life.
I rebuilt my health, returned to martial arts, and pursued professional firearms training. I earned both NRA and USCCA instructor certifications and trained wherever I could. But I quickly discovered how difficult it was for everyday people to find one place to develop fitness, self-defense, and responsible concealed carry skills together.
So I created Everyday Defense & Wellness Coaching (EDC).
EDC is built for ordinary people—busy parents, working professionals, and complete beginners—who want to become stronger, safer, and more confident.
We combine fitness, personal defense, concealed carry, and practical decision-making into one complete readiness ecosystem.
Most organizations have instructors. We have coaches.
Instructors teach from standardized curriculums and tell you what to do. Coaches meet you where you are and guide you through hands-on experiences that help you solve problems, build discipline, and develop real-world skills.
No egos. No endless lectures. No intimidation.
In every class, you’ll spend no more than 20 minutes in slides before moving into practical skill development—because confidence comes from doing.
Our mission is simple:
Strengthen your body
Sharpen your mind
Build practical skills
Help you protect the people who matter most
When you join EDC, you’re joining a supportive community of people committed to becoming more capable together.
If you’ve ever wondered whether you could protect yourself or your family, you’re not alone.
And if the answer is “not yet,” we’ll build that confidence together.
I’d be honored to help you become stronger, safer, and truly ready.
— Theron
Theron.Genaux@EDCRochester.com
585-285-4137
Interested in booking us for private training?
Have questions about what we can do to support you?
Fill out the form below and we’ll get in touch with you to discuss.