Bijan Anjomi, a three-time Mr. Universe, says achievement should be effortless. [Wang Jing / China Daily]

"Effortless" is not a word usually used to describe the preparation needed to become Mr. Universe, but that's exactly how Bijan Anjomi claims he won it - each time, at age 50, 51 and 60.

Ask anyone if they could win such a title at that age and you will almost be guaranteed a scoffed response. Anjomi not only doesn't agree, he has made it his life's work to inspire others.

"I had a diet and, of course, worked out every day," Anjomi said. "But I let it come to me instead of forcing it. Anything I can do, anyone else can do too."

Anjomi is a "life coach" and holds seminars around the world to teach anyone interested how to achieve anything they desire, without effort.

And China is the place he believes he can impact the most. Anjomi has held seminars in Taiwan and Hong Kong over the past ten years, but he has his eyes set on Beijing and plans to give annual seminars here.

"China is opening up and it has the most potential in the world. The government is taking care of things and the country is showing the rest of the world that they're coming up. The Chinese are wonderful and caring people."

Anjomi is quiet and self-confident, never rushing his words or becoming frustrated.

He's a man who appears to be at complete peace with himself, noting that his philosophy is all in his book Effortless Prosperity and his seminars.

"Life is very simple. It's all about right here, right now. The ego looks to the past and then to the future. It ruins things. I teach others to focus on the present."

The word "effortless" might be associated with "laziness" for some, but Anjomi disagrees. To him, it means releasing negative energy and letting go of stress. He said once a person can do that, there's nothing to hold them back.

"The lessons I teach are easy because the truth is simple. The ego complicates things. When people let themselves go and allow the universe to help them, they can achieve anything."

At 67, Anjomi has plenty of life experiences to share with his audience. He left his home country of Iran at the age of 19 and moved to America to attend college.

He's worked a variety of jobs, from bartender to real estate agent, before his current profession.

He says his experiences in so many fields have given him the skills necessary to travel the world and relate to anyone.

"Every experience takes you to a higher point. The more content you are, the more you can achieve."

He attributes meditation to the discovery of these teachings. After a session, he would write down the lesson that came "through him." Within a few months, he had all the teachings necessary to allow anyone to reach their full potential.

Publishers were wary at first to put his book out on the market, but after hundreds of people showed up for a seminar, they were convinced the book was marketable.

The life coach claims more than a quarter of a million people read his book every day.

And when it comes to the effect of his book, Anjomi lets the results speak for themselves.

"I've never come across someone who has read the book and not changed," he said.

His overall goals however go well beyond helping people on the individual level - world peace is his main focus.

But, for now, Anjomi will continue to help people release their doubt. He plans to train others to hold seminars so he can continue to help subjects on a wider level.