Core Identity
Mission, Vision & Values
Our Mission
Help coaches succeed abundantly so they can serve generously.
Our Vision
A world where baseball facility owners build real businesses — not grind-heavy jobs disguised as one. Every owner we touch moves closer to a $1M+ operation that runs without them in it, freeing them to lead their family, serve their community, and build lasting wealth.
Our Commitment
Every action we take, every program we develop, and every relationship we build is aligned with our mission. We measure success not just in profits, but in the meaningful difference we make in the lives of coaches and their clients. We do not add new products. We go deeper, not wider.
I
Pillar One
Better Service to Your Clients
Masterful delivery and scalable systems that drive real, measurable outcomes for every athlete and family we touch.
II
Pillar Two
The Life Your Family Deserves
Income, time freedom, and presence. You should be able to show up where it matters most — on your terms, not the business's.
III
Pillar Three
A Business You Love
Purpose-driven. Values-aligned. Built around what you actually care about — not just revenue. If you hate running it, we failed.
Core Values
🤝 Servant Leadership
We lead by serving others first, putting the growth and well-being of our coaches at the forefront of everything we do.
⭐ Excellence in Experience
We create and deliver outstanding experiences that exceed expectations and inspire real transformation — not surface-level change.
🚀 Empowering Growth
We provide the tools, knowledge, and support needed for coaches to reach their full potential and achieve extraordinary results.
🎁 Generous Spirit
We believe in the power of generosity. We encourage our community to share their success with others as they grow.
🏘 Community Impact
We measure success not just in profits, but in the meaningful difference we make in coaches' lives and the athletes they serve.
🧠 Legacy Mindset
We build for the long arc. Every decision gets filtered through: "If I looked back at the end of my life, would I say this was well-lived?"
The Team
Who's Running This
You won't be "coached by a community." You'll be advised by operators who have already done it. Together, we've generated over $25,000,000 in client revenue.
CB
Collier Buttgen
Founder & CEO
Sets the vision, leads the model, runs the PE track. Responsible for the overall direction of Facility Coach and the Profit First OS methodology. The final word on pricing, strategy, and product.
💬 Primary contact · Slack
BT
Blake Talley
Operations & Execution Lead
Systems, SOPs, client delivery, and operational excellence. Keeps fulfillment tight and the machine running. If it needs a process, Blake builds it.
💬 Ops channel · Slack
JH
Joe Hoye
Marketing & Ads
Lead generation, paid traffic, funnels, and CRM. Covers the first 6 months of ad spend for new clients. Content planning and conversion systems.
💬 Marketing channel · Slack
BK
Brandon King
Media Manager
Owns all media production and brand presence for Facility Coach. Video, content creation, visual assets, and anything that represents the brand on screen. If it's seen, Brandon built it.
💬 Media channel · Slack
AW
Anna Walker
Operations & Brand Manager
Knows everything about how Facility Coach operates and is the YES that keeps the machine running. Owns email execution, social posting, community backend, lead magnet publishing, contracts, invoices, and content approvals.
💬 Ops channel · Slack
Coming 2026 — Guest Coaches & Advisors
Jason Phillips
Donnie Ecker
Mike O'Connell
Chad Reelfs
Tobias Young
+ More TBA
Resource Hub
Every Doc, Every Link — One Place
Click any card to open the resource. All internal use only. Update URLs with your actual hosted file links.
Sales & Pricing Guide
The exact call flow, pricing scripts, commitment matrix, and hard rules for Collier, Blake, and any sales team member.
Sales
Internal Sales Trainer
Live sales training resource for the FC sales team. Scripts, objection handling, call reviews, and methodology.
Sales Team
ACQ Action Plan
30/60/90 acquisition plan — Rule of 100, Marketing Machine, weekly scorecard, and decision rules for hitting 20–30 calls/month.
Acquisition
Money Model Map
Full offer stack from Attraction → Core OS → PE Group. Three stages, every price point, every downsell rule.
Strategy
Marketing Ecosystem Playbook
Full marketing system: channels, content pillars, lead gen flows, organic + paid strategy, and CRM automation map.
Marketing
90-Day Action Plan Template
The editable client-facing action plan. Quarterly rocks, monthly benchmarks, weekly wins — ready to customize per client.
Client Delivery
Pricing & Membership Rebuild
The rebuilt pricing architecture for facility clients. Session structures, membership tiers, and revenue forecasting model.
Client Delivery
Content Tracker
Brandon & Anna's shared hub for logging every email, post, reel, video, and lead magnet — from idea to published.
Brandon · Anna
Anna Walker SOP
Daily checklist, authority matrix, lead magnet publishing SOP, brand voice standards, and weekly task calendar for Anna's role.
Operations
Brandon King Internal SOP
Internal standard operating procedure. Role-specific responsibilities, task flows, and accountability framework.
Operations
CRM Dashboard
Pipeline, lifetime paid tracking, PE clock, and lead stages. Every prospect in one view.
Operations
FC Community Platform
The best community in baseball. Where clients live between calls, access resources, and stay connected.
facilitycoach.live
Call Scheduler & Group Call Links
2× weekly group calls. Strategy calls. 1-on-1 Slack advisory access. All scheduling links in one place.
Operations
Live Pages & Client-Facing Links
Application Page
The primary entry point for new prospects. Send this to anyone who qualifies on a discovery call or comes in through ads.
facility-coach.com/apply
Facility Profit Diagnostic
Free audit entry point. Qualifies owners at $100–500k and moves them toward an OS conversation. Stage I attraction offer.
facility-coach.com/diagnostic
Scaling Roadmap
The visual path from where they are to a $1M+ facility. Use this in sales calls and onboarding to anchor the full journey.
facility-coach.com/scalingroadmap
Freedom Number Calculator
Let prospects see their own numbers. Powerful pre-call or on-call tool to anchor the value of the OS investment against projected lift.
facility-coach.com/calculator
Client Intake Form
New client onboarding intake. Send immediately after a deal closes. Captures everything needed to kick off implementation.
facilitycoachintake.netlify.app
Pricing Strategy Guide
Client-facing pricing education lead magnet. Share to attract facility owners thinking about repricing their programs.
facility-coach.com/pricingstrategyguide
Client-Facing Documents
Coach FAQ
Scheduling, group size, financial, sales, and referral standards for coaches.
Client Facing
New Client Pathway
6-step, 7-day process from first contact to first training session.
Client Facing
Client Onboarding
Hybrid program flow from signed contract through the first session.
Client Facing
SOPs & Offer Letters
Ready-to-send offer letter templates for every client tier and program type.
Client Facing
Email Sequence
Copy-ready emails for moving clients from session-based to subscription model.
Client Facing
45-Day Rollout Timeline
Phase-by-phase offer launch with milestones and accountability checkpoints.
Client Facing
Scheduling Guide
Time blocks, availability rules, and conflict handling for coaches.
Client Facing
Offer Creation Model
Structure, naming, positioning, and pricing frameworks for new offers.
Client Facing
Break The Book
2026 daily Bible reading plan. 365 days, 3 readings per day through the whole Bible.
breakthebook.org
The Offer Stack
One Program. Sold Multiple Ways. Over Multiple Years.
We do not add new products to solve revenue problems. Every offer here is an entry point, a retention path, or an upgrade — not a new thing.
IAttract
Facility Profit Diagnostic
Free audit · 1-on-1 discovery · qualifies owners at $100–500k
Free
↓
IFront-End
Profit First Facility Intensive
1-Day Virtual · $1,500 credits toward OS within 30 days
$1,500
↓
IICore
Profit First OS — Year 1
12-month advisory + implementation · PIF $25k · Financed $29k
$25K+
↓
IIDownsell
90-Day Quick-Start Revenue Sprint Downsell Only
Group only · Credits toward OS within 60 days · Only for genuinely unready prospects
$7,500
↓
Year2
Profit First OS — Year 2 Renewal
Scale + wealth phase · Same structure, higher-level problems · Always present first
$25K+
↓
Year2 DS
Owner Standard Continuity Only If Won't Renew
Community + 2× group calls/mo + playbooks · Never present before renewal
$12K+
↓
IIIPE
Private Equity Group
Unlocked at $50k lifetime paid + revenue benchmarks · Capital deployment, not coaching
$50K LTV
Pricing Reference
Hard Floor + In-House Financing
Option A — Pay In Full
$25,000
Single payment today. No future billing. Maximum ROI.
✓ Saves $4,000 vs. financing
Program access12 months
DFY front-load✓ Included
PE track startsAt $50k LTV
Due today$25,000
Option B — In-House Financing
$29,000
They pay more for the privilege of time. Preserve cash — but it costs them.
Down payment today$5,000
Monthly payments12 × $2,000
Billing cadenceEvery 4 weeks
MethodAutopay / Card on file
Total$29,000
⚠ Hard Rules — Non-Negotiable
No program under $25k PIF, ever. No custom payment shapes — only use alternatives as a downsell, never as a menu. If they can't handle $5k down + $2k/4 weeks and they're not an 8/10 on desire — they are not your person. You are rewarding PIF, not punishing financing. Frame it that way every time.
🎙 The Positioning Line — Say It Exactly
"The program is $29k. Most owners just prepay $25k and save $4k. If you'd rather preserve cash, it's $5k today and $2k every 4 weeks for 12 cycles."
Sales Call Flow — Run This Every Single Call
1
Set the Value Anchor — Before You Say a Price
Walk through 12-month outcomes. Anchor to the expected $150–200k+ annual lift. Frame: "We're reverse-engineering a $1M+ facility that works without you."
2
Present Price — Once, Clearly
State it flat. Then go quiet. Confidence in the number IS the pitch. "The full Profit First OS implementation is $29,000 for the year."
3
Immediately Reward PIF
Don't wait. Lead with PIF as the default. "If you want to keep it simple and maximize ROI, we do $25,000 pay-in-full. That's what most of our owners do. It locks in your spot and saves you $4,000."
4
Cash Hesitation → Introduce the Plan
Only move here if they push back on cash. Frame it as a cash-management tool, not a discount. "It costs more because we're absorbing time and risk."
5
Check Commitment Before Any Concession
"On a 1–10, how serious are you about fixing this in the next 12 months?" Gate everything behind this. Only 8+ earns flexibility — and even then, total stays at $29k+.
1
2
3
4
5
6
7
8
9
10
1–4: End the call gracefully.
5–7: Probe deeper. No price concessions.
8–10: Earned structure micro-adjustment.
Stage III — Private Equity
Seed This on Every Call. From Day One.
The PE Group is not "more coaching." It's a wealth vehicle. Plant this seed early — it reframes the $25k entry as the first step toward deploying capital as an operator, not a coaching expense.
🔓
Unlock Trigger
$50,000 Lifetime Paid + Revenue Benchmarks Hit
Stage 01
Profit First OS
Build a $1M+ facility that runs without you. Operations, marketing, systems, retention — all dialed in over 12 months.
→
Stage 02 — At $50k LTV
Private Equity Group
Investment shifts from "paying for coaching" to deploying capital with top facilities. Community access maintained. PE deals unlocked.
🎙 Seed It on Every Call
"Facility Coach is built in two stages. Stage 1 is Profit First OS: we help you build a $1M+ facility that runs without you. Stage 2 is our Private Equity Group: once you've invested $50,000 total with us and hit the revenue benchmarks we map together, you're eligible to graduate. At that point, your investment shifts from paying for coaching to deploying capital alongside other top facilities and keeping access to the community."
Client Lifetime Value Track
Entry
OS Year 1
→
Year 2
OS Renewal
→
If Needed
Owner Standard
→
At $50k LTV
PE Eligible
Add "Lifetime Paid" Column in CRM
Track total dollars paid per facility across all transactions. This is your PE clock — it starts on Day 1.
Set "PE Track" Tag at $50k
Once they cross $50k lifetime paid, the tag fires. All comms, calls, and next steps shift to PE-track language.
The Impossible Game Framework
The 4 Dimensions of a Life Well-Lived
Legacy framework. The filter for every big decision. "If I looked back at the end of my life, would I say this was well-lived?" — built across four dimensions.
Dimension 1
Business
Have enough invested to never worry about money again. Reverse-engineer your Freedom Number.
Dimension 2
Body
Attain your dream body. Discipline and energy to lead. Define weight, strength, recovery, and daily vitality standards.
Dimension 3
Connection
Show up as the best version of yourself in relationships. Quality time, marriage health, depth with community.
Dimension 4
Personal / Spiritual
Grow your mind, guard your soul, live with purpose. Scripture, reading, mentorship, and contribution through service.
Business Freedom Number Formula
Freedom Number = Annual Lifestyle Cost ÷ 0.04
Assumes 4% withdrawal rate on 8% annual returns
Example: $200,000/year lifestyle → $5,000,000 invested
Example: $200,000/year lifestyle → $5,000,000 invested
$5M
Target at $200k/yr lifestyle
Daily Win Map — 4 Wins = A Winning Day
💼 Business
1 Business Win/Day
Send 3 sales DMs · Host team call · Follow up on open deals · Record content piece
💪 Body
1 Body Win/Day
Hit macros · Train · Sleep 7+ hrs · No-compromise movement minimum
❤️ Connection
1 Connection Win/Day
Call dad · Date night · Play with kids · One meaningful conversation
🧠 Spiritual
1 Spiritual Win/Day
15 min scripture + journal gratitude · Meditation · Contribution or service
Success Metrics
What We Track to Know It's Working
Update these numbers weekly. These are your North Star indicators — not vanity metrics.
New Clients / Month
—
Goal: Consistent, quality pipeline
TargetTrack weekly
PIF vs. Financed %
—
Higher PIF = healthier cash position
TargetMaximize PIF
Cash Collected Day 1
—
$25k PIF or $5k down per deal
Per deal$5k–$25k
Clients at PE Track
—
Clients at or near $50k lifetime
Trigger$50k LTV
Client Profile
Exactly Who Wins in This Model
Know this cold. Every qualified conversation starts here. The ecosystem rewards implementers — qualify ruthlessly.
Core Profile
- Age 25–50
- Location U.S. — strong youth baseball markets
- Revenue $100k–$500k/year
- Facility 2,000–5,000 sq ft, small–mid
- Role Owner-operator wearing every hat
What They Actually Want
- Predictable monthly revenue
- A real membership model
- Staff who deliver without them
- Systems that create leverage
- A path to $1M+
- Time freedom
Winning Traits
- Has skin in the game
- Feels urgency
- Respects structure
- Wants leverage
- Is coachable
- Implements, doesn't just consume
✕ Not Ideal — Disqualify Fast
- Brand new coaches with zero revenue
- People looking for better drills
- Hobbyists
- Coaches unwilling to change pricing
- Emotionally attached to 1-on-1 hourly sessions
- Anyone resistant to structure