Workshop → 24/7 execution
Three ways to begin.
Eight agent teams. One locked tension.
Pick the tracks that fit your locations — they don't compete for the same hour of your time.
Track A
New Location
Pre-Sale Activation
Track B
Mature Location
Retention & Always-On
Track C
Underperformer
Performance Recovery
The workshop produced a knowledge base, a set of guardrails, and a shared read on what ETS sells that no competitor can copy. This memo turns that work into a plan the team can act on. Three ways to begin. Eight agent teams. One locked tension under all of it.
No decisions are being asked for today. The point is to let every director see themselves in the field before we narrow it.
Executive Summary
What the workshop produced, what this plan proposes, what we need back from you.
Transcript — Executive Summary
Coaches versus capital is the locked tension, and the word ETS owns is Director. Two dashboards are already yours. This plan proposes three parallel ways to activate eight always-on agent teams against that tension. One for a new location. One for a mature high performer like Mankato. One for an underperformer. Pick one. Pick two. None of the tracks compete for the same hour of your time.
Source: exec-summary-script.txt
Coaches vs Capital is the locked tension. Your directors complete a three-month residential program, coach every session, and earn through revenue share — not franchise fees. That is the structural fact under the brand, and it is the one thing no competitor can copy without rebuilding their business. The word ETS owns is Director.
Two dashboards are live and already yours — a research dashboard that holds the judgment layer (who you are, where the white space sits, what the data refuses to let you say) and a marketing dashboard that holds the execution layer (moments, assets, feature map).
This plan proposes three parallel ways to activate eight always-on agent teams against that tension. One track for a new location. One for a mature high-performer like Mankato. One for an existing underperformer where we replace outside agency spend with in-house capability. Pick one. Pick two. None of the tracks compete for the same hour of your time.
What we need from you this week: which track (or tracks) to start with, which locations to run it in, and a named owner per agent team we turn on.
How the workshop knowledge base works
Two dashboards. Already yours.
Click either — they are live, they are indexed against the same locked tension, and they continue to update.
Two layers. The dashboards hold the first layer. The agent teams run on the second.
Layer one — the judgment layer. Always-on context. Locked tension, the three customer extremes, the refused-language list, the visual system, the white-space features. Its job is not to tell the agent teams what to do. Its job is to tell them what not to do.
Layer two — the 24/7 agent teams. Eight teams, 40 specialists, all reading from the same judgment layer. They draft, publish, measure, test, report. You keep approval control where it matters — publish toggles, spend caps, escalation paths. Every output routes to Slack, email, or Teams for review before anything goes live.
Judgment layer
Outsider Advantage Research Dashboard
Who you are, where the white space sits, what the data refuses to let you say.
Open in new tab oa-ets-performance.pages.devExecution layer
Go-to-Market Marketing Stack Dashboard
Moments, assets, feature map — the execution view of the agents' operating surface.
Open in new tab ets-showcase-v3.pages.devEvery two weeks the competitive intelligence team re-runs the landscape. New entrants, messaging shifts, pricing changes, fresh feature launches — all of it feeds back so the other seven teams are executing against this quarter's market, not last quarter's.
The eight agent teams
Who runs on what, and the three we would turn on first.
Three teams are marked Priority below. Those are the three where the meeting produced the clearest mandate — cost-replacing Santer Media spend, opening an inbound email handoff for inside sales, and turning on location-level social and email. The other five are not optional. They are sequenced.
Priority team
Non-priority team
Active on track
Not on track
Phase 2 activation
| Team | Specialists | Track A · New | Track B · Mature | Track C · Under |
|---|---|---|---|---|
| SEO & Organic Growth | 7 | |||
| Content Production | 6 | |||
| Paid Advertising | 5 | — | ||
| Conversion Optimization | 5 | — | — | |
| Email & Nurture | 4 | P2 Phase 2: activated after 2 weeks of draft-mode review of the monthly parent-comms workflow. | — | |
| Social & Community | 5 | — | — | |
| Analytics & Reporting | 4 | |||
| Competitive Intelligence | 4 |
Total: 8 teams, 40 specialists. Every team reads from the same locked tension and the same refused-language list. None operates in isolation.
One note on Email & Nurture. Jameson raised monthly parent communications clearly — per-athlete progress updates, pulled from Vault and Gym Master, personalized before send. That is the highest-leverage retention use case in the building. It is also the biggest workflow change, because it needs new per-athlete data pipes, a voice-capture step for director input, and a review loop before send. We are flagging it as a Phase 2 activation inside Email & Nurture, not a week-one turn-on. Easier wins run first: inbound email funnel to inside-sales handoff, founding-member nurture during pre-sale.
Three parallel tracks
Pick the one that fits the location. Or pick two.
The tracks are additive, not ranked. Every track is anchored to the same locked tension, so assets produced in one track will not contradict assets produced in another.
Pre-Sale Activation
Where it fits: greenfield opening, pre-sale window.
Listen — Track A
0:30
Transcript — Track A
Track A is the new location track. Parksville is the clearest example. No existing traffic, no existing members, a pre-sale window that needs one hundred founding members and one hundred fifty by day thirty. Paid, Content, Email, Analytics, and Competitive Intelligence light up. The playbook already exists inside ETS. The teams do not invent the motion. They run it continuously at whatever volume paid budget supports.
Source: track-a-script.txt
Where it fits
Greenfield opening. Parksville is the clearest example from
the meeting. No existing traffic, no existing members, a
pre-sale window that needs to hit 100 founding members and
grow to 150 by day 30.
Teams that light up
Paid Advertising
Content Production
Email & Nurture
Analytics & Reporting
Competitive Intelligence
What we measure
Leads, booking rate, show rate, founding-member conversion,
count at day 30, cost per founding member vs. your
historical benchmark.
Kickoff
One to two hours with the pre-sale director and the CEO,
recorded. Seven to ten days of draft-mode review. Full
activation after that.
Why this track
The pre-sale playbook already lives inside ETS. Your pre-sale director named it by team, including founding-member targets, offer structure, and benchmarks. The agent teams do not invent the motion. They get an hour of playbook context, a week of sandbox observation, and then they run the motion continuously at whatever volume paid budget supports.
Retention and Always-On Growth
Where it fits: top-performing location like Mankato.
Listen — Track B
0:30
Transcript — Track B
Track B is the mature location track. Mankato is the example. The goal is not more leads. It is taking administrative weight off your director and deepening retention through the personalized parent communication every member survey flags as missing. Email, Social, SEO, Analytics, and Competitive Intelligence light up. Monthly parent comms is the Phase Two activation — the biggest workflow change and the highest leverage retention move in the building.
Source: track-b-script.txt
Where it fits
Mankato. Top-performing location in your system. Director at
bandwidth. The goal is not more leads. It is taking
administrative weight off your director, deepening retention
through the personalized parent communication every member
survey flags as missing, and compounding organic presence so
paid spend gets more efficient over time.
Teams that light up
Email & Nurture
P2
Social & Community
SEO & Organic Growth
Analytics & Reporting
Competitive Intelligence
What we measure
Director hours freed per week, retention delta against the
rolling 12-month baseline, monthly parent-comms completion
rate, organic traffic growth to the location page, local
social engagement delta.
Kickoff
Two to three hours with Jameson and your comms lead,
recorded. We capture director voice, per-athlete data access
paths, and the specific Vault and Gym Master fields the
monthly comms will draw from.
Why this track
Your CEO framing: “We want our directors on the floor more. Eliminate administrative heavy lifting.” Jameson named the specific use case that drives retention — monthly one-to-one parent updates, currently off-the-cuff and inconsistent across the director bench. The knowledge base already carries the feature anchors for the Covenant Keeper and Evidence Seeker parents. The teams use those anchors to draft comms that read like your director wrote them, flag the thin ones, and surface the ten minutes of director voice-memo input needed per athlete.
Flags 1 · P2
A flag on the monthly parent-comms piece. It is the highest-leverage work on this track and the biggest workflow change. It needs the per-athlete data pipeline (Vault, Gym Master), the voice-memo capture step, and a director-review-before-send loop. Recommendation: activate the easier Email & Nurture wins first — re-engagement, newsletter, event comms — to prove the approval model. Turn on the per-athlete monthly update as a Phase 2 activation once the output has been draft-reviewed for two weeks.
Performance Recovery
Where it fits: plateaued location like Lakeville.
Listen — Track C
0:30
Transcript — Track C
Track C is the underperformer recovery track. Lakeville was named as a candidate. The goal is cost replacement — equal or better results than your current agency spend, at meaningfully lower cost, with permanent in-house capability. SEO, Content, Paid, Conversion Optimization, Analytics, and Competitive Intelligence light up. The teams run alongside Santer for two to four weeks in a controlled market, then migrate. Same result at less cost is the floor.
Source: track-c-script.txt
Where it fits
A plateaued or underperforming location. Lakeville was named
as a candidate. Others may fit. The goal is cost-replacement
— equal or better results than your current Santer
Media spend, at meaningfully lower cost, with permanent
in-house capability instead of agency dependency.
Teams that light up
SEO & Organic Growth
Content Production
Paid Advertising
Conversion Optimization
Analytics & Reporting
Competitive Intelligence
Paid Advertising to replace the Santer Google and Meta
spend with agent-managed campaigns. Content Production for
the location-specific blog posts, landing pages, and
founding-member pages that do not exist today. Conversion
Optimization to split-test the top landing pages for
better show-up on the same traffic.
What we measure
CAC versus the current Santer benchmark, cost per lead,
ROAS, on-page conversion across the top five landing pages,
organic traffic delta on a longer horizon, total monthly
marketing spend against baseline.
Kickoff
Two hours with Jed and your inside-sales lead, recorded. We
capture the current Santer playbook, campaign structure, and
creative benchmarks, plus the sales-call recordings you
offered to upload. The teams run alongside Santer for two to
four weeks in a controlled market, then migrate.
Why this track
Your CEO framing again: “There is immediate cost savings by taking profitable stores and migrating them to an always-on strategy that's less expensive.” Santer's current spend and results are the benchmark. The agent stack runs against it. The numbers decide inside 60 to 90 days. Same result at less cost is the floor. Better result at less cost is the ceiling.
How we turn on each team
The same pattern, every time, so nothing goes live cold.
-
Context capture
One hour of context capture per team. Recorded. Your domain owner — pre-sale director, comms lead, inside-sales owner, paid-media owner — walks through how they measure, what tools they use, what guardrails they set, what the current result looks like. That recording feeds the knowledge base.
-
Sandbox activation
Seven to ten days of sandbox activation. The team works in draft mode. Social schedules to a draft queue. Email sequences build but do not send. Landing pages stage in a sandbox. Your approval owner flags voice, brand, or substance issues. Feedback goes in as email or voice memo.
-
Observation window
Two-week observation window. The team operates in publish mode with elevated flagging thresholds. Any anomaly — tone drift, unexpected ad spend, off-key claim — escalates to your senior director bench via Slack, email, or Teams.
-
Full activation
The team runs continuously. Approval toggles stay where you want them. Competitive Intelligence refreshes every two weeks. Analytics & Reporting delivers a weekly rollup on what is working and what is drifting.
None of this is a black box. At any point a team can be paused, an approval threshold tightened, or the knowledge base updated. You keep control.
Rollout sequence
The first eight weeks, assuming one track and one location to start.
- Week 1 You pick the track and the location. Named owner per team. Slack channel live. Photo library indexed. Go High Level instance confirmed.
- Weeks 2–3 Kickoff interviews, one hour each, recorded. Knowledge base absorbs context. Sandbox activations begin. First draft-mode output lands for your review.
- Weeks 4–6 Draft-mode content, ads, and email generation. Approval-owner review. Feedback tightens voice, offer, and claim language. First live publishes run under elevated flagging.
- Week 7 onward Full activation. Two-week competitive refresh on cadence. Weekly performance rollups.
- Month 3 review Scorecard against KPIs. Expand the track, add a second, or add a second location based on what the data says.
Compress or expand this as needed if we run two tracks in parallel.
The Ask
What we need from you this week.
Three things. One email, one voice memo, or one Slack message works for each.
Transcript — The Ask
Three things. First, pick a track, or two. Mankato fits Track B. A greenfield like Parksville fits Track A. A plateaued location like Lakeville fits Track C. Second, name an owner per team you want turned on. The person whose hour we need to capture the playbook. Third, green light the kickoff interviews. One hour per team, recorded. That is the only commitment before we are in draft mode.
Source: the-ask-script.txt
Pick a track — or two
Saved
Mankato fits Track B. Parksville or another greenfield fits Track A. Lakeville or another plateaued location fits Track C. One track is fine. Two in parallel is manageable. Three stretches the kickoff calendar.
Name an owner per team
Saved
The person whose hour we need to capture the playbook. Pre-sale director for Track A. Jameson for Track B retention. Jed and the inside-sales lead for Track C.
Green-light the kickoff interviews
Saved
One hour per team, recorded. That is the only time commitment from your side before we are in draft mode.
We also need a few things from operations in the first week: the Google Drive photo library indexed so Social and Content draw from real athletes and facilities, your Go High Level instance credentials confirmed, and any sales-call recordings or director email samples uploaded to the knowledge base.
Feedback in any format works — email, voice memo, Slack. Long-form is better than short-form. The knowledge base reads every word and validates against the locked tension before anything changes.
Thanks — Jed will see this.
:
""
Appendix
Meeting voices.
So every director sees the track that answers what they raised.
| Who | What they raised | Track that answers it |
|---|---|---|
| Jed (CEO framing) | Self-funding vs. future-hire replacement. Migrate profitable stores to always-on for cost save. Pressure-test against the current paid-media benchmark. | Track C |
| Jed | Inside sales — an inbound email and voice handoff that schedules 85% of appointments and escalates the outliers. | Track A & Track C |
| Jameson (Mankato director) | Monthly one-to-one parent communication is the biggest time suck and the top complaint in member surveys. Time-block it, personalize it, flag the thin ones, let the director add ten minutes of voice. | Track B P2 |
| Pre-sale director | Parksville-style pre-sale — 100 founding members in the window, 150 by day 30. Playbook already exists. | Track A |
| Pre-sale director | Social content split by location — HQ page does brand-wide, location pages stay local. Real photos, no AI-generated athletes. | Track B |
| Ops / integration lead | Go High Level as the front end, agents as the brain. Vault and Gym Master consolidation is a Phase 2 product decision. | All tracks |
| Utah market director | Location-specific sales approach — LDS community in Utah, heavy Hispanic population in New Mexico, community-specific buying patterns. | All tracks |
| Florida multi-market ops | Competitor-aware positioning by state — the D1 “two hours every other day” gap vs. your eight hours. Local adjustments invited. | Track C |
| DIT / recruiting lead | LinkedIn and Indeed presence for director recruiting. Flood the calendar with qualified coaches. | Track B |
| Brian | Company LinkedIn presence for ETS leadership voices, not just the brand handle. | Track B |