The Always-On
Brand.
A phased agentic rollout for Mankato and the 79 locations to follow.
Contents.
The answer hiding in plain sight
What this issue asks you to say yes to
The 12-month window
What’s already built
A slow start, a fast finish
Content as compound interest
Centralized brand, local flavor
Eighty-five percent, handled
Five playbooks, one plan
Five thousand flat, a hundred per agent
Read this with a pen. Every page is a prompt. Every decision can be undone. Voice memos to the editor are always welcome.
My kid’s strength coach is going to change every six months. That’s the line the rest of the industry hopes you don’t hear.
ETS answered it: six-figure director pay, a training house in Lakeville, and a revenue share that keeps coaches for four years instead of four months.
This issue is about making that answer work for you while you sleep.
Three Decisions.
Mankato.
Jamison runs your top location. He was in the room, and he can handle one new workflow without it blowing up his day. We start there. Everyone else comes in once we have data.
not ten.
Geo-SEO. Location-specific Social with Quality Control. Inside Sales. These three pay back the fastest. They have the clearest failure modes, and you'll see real data within seven to fourteen days. Everything else waits.
in parallel.
Jamison's biggest time-suck is the monthly one-on-one parent update. It's a different kind of system: it pulls from Vault and Gym Master, it's personal (one parent, one message) not broadcast, and the brand risk is almost zero. We build it alongside Phase 1, not inside it.
Why Now.
The workshop found four things your competitors aren't doing yet. Zero of them are. What changed is that the tools to own those four things are finally ready.
The big AI companies just shipped what makes an always-on marketing team actually work. Salesforce did a quiet release. Go High Level is right behind them. The tech is no longer the bottleneck.
Your competitors, D1, EXOS, and the hundred we tracked, are running the same AI their agencies use. That AI doesn't know ETS. It can't tell the difference between your story and "speed and agility for kids."
Every month you stay under Sanchez, your edge leaks back into the agency's playbook. The workshop gave you the strategy. Now you need the engine.
The Archive.
Phase 1 doesn't rebuild any of this. It puts it to work. The teams publish from this material every single day.
Eight core features that answer the real tension. Scored against 100 competitors.
Covenant Keeper. Evidence Seeker. Aspiring Operator. Fully profiled.
100 companies. 52 things we scored. Shows exactly where the market is empty.
Four audience variants. Aligned to the core tension.
Positioning, funnel, retention, partner, dark social, events, ops.
1,500–2,500 words each. Ready for the SEO team to publish from day one.
Parent and operator sequences: welcome, nurture, sales, re-engagement.
Parent guide, operator guide, opt-in & thank-you pages, challenge.
IG, Facebook, LinkedIn, YouTube. Batch-produced and ready to schedule.
The Four Phases.
The bottleneck is never the tech. It's the interviews where each team learns what makes ETS different. Once we capture that at Mankato, adding the next location is just setup.
One working session per team. We capture guardrails for each one, as long as it takes to do it right. We also set up your own Go High Level account. Mankato sandbox only.
Three teams running at Mankato only. Everything starts in draft mode. A human approves before anything goes live for the first four weeks. At eight weeks we ask: is this worth expanding?
Mankato, one existing location that's plateaued, and one presale (Parksville). We run them side by side to prove the cost model and the growth engine at the same time.
Ten to fifteen locations. Utah/LDS, Florida D1-hours, Hispanic markets each get content tuned to their audience automatically. The recruiting team turns on here too.
All eighty locations. Brand stays consistent across all of them. Parent communications run automatically across the whole network.
Geo-SEO
& Blog Content.
Why this team first: you see data fast, the brand risk is low, and the ten blog posts already written mean we can publish on day one. This is the kind of work that builds up over time. The agency isn't doing it.
What it does. Publishes blog posts for Mankato written around what local parents actually search for. Cleans up the meta, schema, and internal links on location pages so they show up in search. Checks the nearest 35 competitors every two weeks. Feeds Go High Level with fresh long-form content to pull from.
Who trains it. Heidi and Jamison give it the Mankato context. Jed sets the brand filter at the top.
- — Every post goes to draft first. A human approves it for the first four weeks.
- — After that, posts go out after a daily quick review.
- — No claims unless they trace back to the workshop knowledge base.
- — Every post has a location tag. If something needs to come down, one command does it.
Social
& Quality Control.
Why this team second: this one fixes the problem where directors post their own stuff and it doesn't match the brand. Same rules everywhere, local voice per gym. Cheapest to run. Biggest cultural win across the network.
What it does. Drafts 70 to 80 posts a month per location for Instagram, Facebook, LinkedIn (the company page and personal), and YouTube. Pulls real athlete photos from shared drives. Keeps HQ content separate from what's local to Mankato.
The QC agent checks every piece before it goes anywhere: brand voice, visual consistency, claim safety, location accuracy. Posts that don't pass come back with rewrite notes already attached.
Monitoring runs 24/7 after something goes live. If a director posts something off-brand, it gets flagged. Nothing gets deleted automatically. Humans make that call.
- Weeks 1–4. Every post goes through Jamison's approval queue. The QC pre-scoring cuts his review time to about 15 minutes a day.
- Weeks 5–8. Posts that score above the QC threshold go out automatically. The rest get a human look. Target: less than 2% pulled back.
- Forever. Monitoring never auto-deletes. A human always makes the removal call.
Inside Sales
& Inbound Handoff.
Why this team third: it can pay for itself by doing what an inside-sales hire would do. The big question is whether the agent can handle 85% of the work so directors stay on the floor where they belong.
How it takes leads. Email, SMS through Go High Level, web forms, and voice AI (ElevenLabs handles the speed, your knowledge base handles the answers). Every prospect gets one thread, no matter how they came in.
Qualification. The agent asks the questions from the workshop. The ones that actually matter. It's trained on Jamison's real call recordings.
Booking. Schedules the visit straight into the director's calendar through Gym Master or Go High Level.
The Handoff Brief. The morning of the visit, the director gets a one-pager: what the prospect said, their pain points, objections, their kids' ages and sports, and which of the three buyer types they look like.
The agent runs alongside the human team. No outbound. You see the difference between how fast the agent responds and how fast the human does.
The agent writes every reply. A human approves before it sends. We track how long each step takes.
The agent sends on its own if it's in-scope. Anything outside the script, it pages a human.
The agent is built to say no when the fit isn't right. It's not trying to maximize bookings. It's trying to book the right people only.
— Jed’s instruction, Apr 21
The Parent
Communication.
Jamison's top ask. Monthly parent updates take too much time, quality depends on the director, and in your own survey this was the biggest reason families don't stay.
It needs Vault and Gym Master, not Go High Level. It's personal, one message per parent, not a broadcast. Lower brand risk. Completely different kind of workflow.
The agent drafts a message for each athlete every month. The director spends ten minutes adding the personal touches it flagged as missing. Then it goes out.
Every director has this same problem. It's the most common time-drain across all eighty locations. Get it right at Mankato and Phase 3 sells itself.
Priced separately from Phase 1. Different tech (Vault + Gym Master), different workflow, different cost model. We'll give you real numbers once we've scoped the integration work.
The Directors.
Jamison.
Mankato.
You're the test case. All three teams run at your location starting week 3. You sit through three context interviews, about an hour each, and you're in the room when we turn each team on.
Parent communications come online for Mankato at week 8.
About 6 hours of context in the first two weeks. About 15 min/day in the approval queue (drops to around 5 min after week 4). A shadow/supervised rhythm for inside sales.
Mankato becomes the story the other directors hear. The week 8 and week 16 numbers are what drives the Phase 2 go/no-go.
Four More.
The D1 Hours
Angle.
In Florida, D1 only offers sports performance two hours every other day. They don't say that on their website. ETS offers eight. That's your edge, and it belongs in Team One as Florida-specific content. Drop us a memo and the agent works that fact into every page, meta, and schema for your market.
The LDS
Adaptation.
Same-day call-backs don't land in your community. So Team One adjusts the tone, examples, and CTAs for LDS norms, and Team Three runs a trained version with no same-day call, longer follow-up windows, and more emphasis on character development. One working session when you come on in Phase 2.
Parksville.
Greenfield.
Can this system drive a presale? Yes. And it's a clean test because the agency never touched it. Parksville is the second Phase 2 market. Team One starts publishing 60 days before you open. Team Three runs the challenge funnel. Target: 100 founding members on day one, 150 within 30 days.
Flood the
Calendar.
A recruiting and employer brand team turns on in Phase 3. The assets already exist: webinar, operator guide, email sequences. We connect them to LinkedIn (NSCA attendees, mid-career strength coaches, people hitting a $52K ceiling) and tune the Indeed posts to lead with the revenue-share story. One HQ agent: $100/month plus media.
Go High Level as
the operational front-end.
Your ETS-owned Go High Level account runs Teams 2 and 3. We don't rebuild what you have. Vault and Gym Master live in the parent-comms track. We use the business-grade AI, not the free consumer version. Your data never trains a model. Every location has its own locked-down access. Every agent action can be undone. One command rolls it back.
The Commercial.
| Phase | Locations | Teams | Monthly |
|---|---|---|---|
| Setup | 1 sandbox | 0 active | $5,000 |
| Mankato | 1 | 3 | $5,300 |
| 3 markets | 3 | ~10.5 | ~$6,050 |
| Regional | 12 | ~49 | ~$9,900 |
| Full network | 80 | ~321 | ~$37,100 |
At full network, $37,100/month across 80 locations is $463 per location per month. That's well below what a marketing agency charges per location in this space.
How We’ll
Know.
“Is this a self-funding exercise, or a replacement, or a future hire? Let’s test against what we have.”
At or above baseline at week 8 → Phase 2 starts. Within 10% below on 1–2 metrics → 4-week tune-up before we expand. Clearly below → we stop, write down what we learned, and re-scope.
The Risks.
The QC agent checks everything. Each team goes through a four-week warmup with a human in the loop at every location. Monitoring catches off-brand signals after something goes live. Nothing publishes automatically until the quality bar is met and confirmed.
The knowledge base is the only source the agent can pull from. No claims about programming, results, pricing, or compliance without a workshop doc or ETS-approved document to back it up.
Jamison goes first. He becomes the story his peers hear from someone they trust. Each director gets their own onboarding so they own the guardrails from day one. Nothing takes them off the floor.
Business-grade AI only. No consumer endpoints. Your data doesn't train any model. Each location has its own locked access. Every action is logged. We'll walk you through the full setup if you want to see it.
We have a relationship with the Vault dev team. Worst case: we build our own scheduling layer as a Phase 3 module. Jed said he's open to that.
Publishing fast and publishing deep is what builds the lead. The two-week refresh catches competitor shifts before they matter. The four things ETS does that no one else does still sit at zero competition.
Flat pricing per location, per team. We cover the AI usage. $37K/month at full network is the number, and you see it on day one.
The Next
Fourteen Days.
One line from Jed. That's all we need to go.
One session per team: Geo-SEO, Social + QC, Inside Sales. Jamison runs them. Jed joins the Inside Sales one. In that last session, we turn Team 1 on live so you can see exactly what happens.
A Go High Level admin seat. Your photo library. Vault and Gym Master API contacts. The ad reports Sanchez sends you. Jamison's call recordings and pre-sales playbook. The monthly parent-update template you already use. And a Slack channel to drop it all in one place.
Your feedback is always welcome. Voice memos beat emails. Emails beat typed notes. Nothing you say goes to waste.