Executive Summary

Who

Founder: 
Anthony Mendes, NASM-CPT, CES, CSNC, PES, SFC, WLS, CNC, BCS, VCS

 

Target Audience:
Fitness coaches who have a passion for teaching, and the next generation of athletes

What

Tensegrity Athletics creates fitness solutions for coaches and the next generation of athletes

Why

Clients will be interested because we supply the most current education and expertise in fitness coaching to businesses and consumers. Many daily activities and careers create daily stress on the body that leave people with postural distortions, lower back and/or neck pain, increased risk of injury, limited range of motion, and other movement system deficiencies. In addition to this, there is an increasing number of underweight and overweight individuals in the population. The American Obesity Association estimates that by 2025, 50% of Americans will be obese. Fitness coaching is a solution to various illnesses that leave people out of work, unable to perform their daily tasks, or are limited in their movement patterns. This may be crucial for mental health, well-being, and quality of life.

Mission Statement:
To Elevate Quality of Life and Wellness of the World through Fitness Solutions

Vision statement: 
2024: Establish company and create business strategy 

2027: Open athletic studio, develop training academy for fitness coaches and training systems for clientele.

2032: Open multiple athletic studios, hold community events and fundraisers, have a network of health professionals, and create a positive impact on clients' quality of life.
________________

Company Description 

Tensegrity Athletics is a fitness solution company. Our mission is to To Elevate Quality of Life and Wellness of the World through Fitness Solutions. Our methods are through fitness coaching, cultivating communities through athletics and physical activity, continually educating our coaches and clients, and with more being announced soon. We wish to improve the life of every individual who wants or needs the help we can provide.

We are scouting for the problems that lead to reduced fitness, health or wellness, so that we may create solutions that raise our standard of living. Utilizing biomechanics, exercise physiology, behavior modification, and healthy eating patterns, we’re attempting to have a global impact on how people move, eat, and think. We’re developing models and systems that will bring light to the health issues plaguing society, such as lower back pain, poor balance, limited range of motion, obesity, etc., and generate a positive sum outcome on the wellness of the world. We’re not looking to disrupt any industries; we’re an effort to join together and enhance our collective health.

Phase One:
Tensegrity Athletics must first be established. Our goal for 2024 is to form the business and create our business strategy. During this time we will begin fundraising for Phase 2 and Phase 3. We will offer virtual fitness coaching and begin development of our systems and academy.

Phase Two:
We will create the Tensegrity Athletics Training System and Tensegrity Athletics Training Academy that accommodates both the client and the professional. This training system prioritizes postural stability and muscular balance, and will guide a newcomer towards daily movement efficiency increases as well as improved athletic performance. The base session rate of a Tier 1 trainer may be $50/25 minutes, and the trainer rate 50% (about $50/hour). This keeps the cost per session low while we educate the trainer for promotion to a Tier 2 trainer through the Tensegrity Athletics Training Academy. To accomplish Tier 1 and above, you must take a training course and pass a proctored exam with 85% or above.

Phase Three:
We will have Tensegrity Athletic Studios for exclusive 1:1 coaching. These studios will be designed for 5-10 clients at a time. Our Cash-flow projections (See: Cash-flow Projections) indicate our target budget to be $130,000 in order to generate $520,000 gross in annual revenue ($260,000 goes to coaches, a $130,000 profit) if we have 10 tier-one fitness coaches, 4 nutrition coaches and 4 wellness coaches each servicing 10 hours a week. Considering that to be 25% capacity, if all coaches were tier-five and worked 40 hours a week, our annual profit would be $1,128,000 gross per studio (See: Cash-flow projections or calculate here. We will continue to offer virtual coaching at home. We’ll contact businesses and form strategic partnerships. We will donate 10% of profits to various charities that improve the human condition!

Products and Services
Tensegrity Athletics Coaching

 

 

We will offer a team of professionals. Fitness coaches, nutrition coaches, lifestyle coaches, and potentially more.

While we are becoming established, we will offer fitness training without the tier system. We will not offer full-service Lifestyle Coaching or Nutrition Coaching until further developed. We are actively developing our systems and academy.

Phase 1:
Fitness Coaching
$50/25 minutes at-home, virtual, or business
$100/50 minutes at-home, virtual, or business

Phase 2:
Nutrition Coaching
$50/25 minutes at-home, virtual, or business
$100/50 minutes at-home, virtual, or business

Phase 3:
Lifestyle Coaching
$50/25 minutes at-home, virtual, or business
$100/50 minutes at-home, virtual, or business
________________

 

 

Tensegrity Athletics Academy
See appendix

Tensegrity Athletics Training System
See appendix

Tensegrity Athletics Publishing

Tensegrity Athletics will be a fitness, health and wellness book and content publisher. We will secure professionals in our target industries and offer support with 1. research, 2. peer-review, 3. marketing, 4. sales, 5. strategy, 6. product management, and 7. distribution. 
Research: 
We will assist with the development of studies into fitness, health, and nutrition
Peer-review:
We will review the author’s content and confirm scientific accuracy with meta-analysis, RCT, etc. 
Marketing:
We will assist with target marketing and creating new market spaces. 
Strategy:
We will create business strategies that align with our authors’ and readers’ needs
Product management:
We will deliver buyer utility by providing services that maximize the lifecycle of our products 
Distribution:
We will create distribution channels that satisfy the needs of readers and authors

Price Structure
Phase 1:
Fitness Session price: $50/25 minutes $100/50 minutesTrainer rate: $50/hour

 

________________

Phase 2:

Tier 1: 
Fitness Session price: $50/25 minutes $100/50 minutes
Trainer rate: $50/hour

Tier 2: 
Fitness Session price: $55/25 minutes $110/50 minutes
Trainer rate: $55/hour

Tier 3
Fitness Session price: $60/25 minutes $120/50 minutes
Trainer rate: $60/hour

Tier 4
Fitness Session price: $65/25 minutes $130/50 minutes
Trainer rate: $65/hour

Tier 5
Fitness Session price: $70/25 minutes $140/50 minutes
Trainer rate: $70/hour

Master Tier
Fitness Session price: Custom rate
Trainer rate: 70%

Phase 3:

Nutrition Coach Level 1: TBD

Nutrition Coach Level 2: TBD

Nutrition Coach Level 3: TBD

 

Lifestyle coach Level 1: TBD

Lifestyle coach Level 2: TBD

Lifestyle coach Level 3: TBD

 

 

Marketing Plan
 

 

 

Prospecting
We will post free content on Instagram and YouTube, at least once every 2 weeks, as well as reach out to businesses and prospects. We'll create educational content that demonstrates our expertise. We will keep an updated website that makes it easy to discover what we do. 

Lead nurturing
We will be active daily on social media. We will focus on one topic every 2 weeks to include in a blog post, YouTube video and/or Instagram post. We will keep a lead tracking system and reach out once a month via email, phone, or mail to prospects and leads. Every year we will send a physical gift to members who sign up on our website.

Customer Satisfaction 
We will continually develop our training and business systems to create a seamless experience where clients are satisfied and love our services. Client results will be our highest priority and we will ensure consistency. We will offer supplemental services (lifestyle, nutrition, fitness coaching) and have an easy referral network based on client needs. We'll partner with professional athletes and businesses to expand our horizons and reach the right clients for our services. We'll create a loyal fan base by providing consistent quality services and ask for referrals after we have satisfied each customer. 
________________

 

Cash-flow Projections
Target Cost, Profit, Revenue (Link)

Snapshots of early projections
10 hours x 10 fitness coaches + 4 Nutrition coaches + 4 Wellness coaches
 

 

Snapshots of early projections
20 hours x 10 fitness coaches + 4 Nutrition coaches + 4 Wellness coaches

  

 

 

 

 

 

 

 

40 hours x 10 fitness coaches + 4 Nutrition coaches + 4 Wellness coaches
 
________________

Budget Plan 
Work in progress

 

 

Appendix

Business Model Canvas
 

 

________________

Value Proposition Canvas

 

 

Value map  
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

________________

 

Tensegrity Athletics Training System

  

________________

 

What are the Tensegrity Tiers and Training System?

Tensegrity Athletics develops fitness training systems with the Tier system being the foundation. Each Tier comes with required courses and requires all previous tiers. Completion of the Tier Exam (plus required C.E.U's) will earn a recipient a certificate of completion and enable them to work with a new population of clients. This allows Tensegrity Trainers, and our clients, to have a place to start and a place to finish. The following is an explanation of each of the 5 Tensegrity Tiers.

Tier 1
This tier is for anybody new to the Tensegrity training system. This tier has the goal of client intake, assessment, and foundational exercise. Our priority with this tier is to enable safe progression and introduce our clients to our training philosophy.

Tier 2
This tier is for those who have worked with a Tier 1 trainer and are ready to progress. We introduce concepts of strength-endurance training, anaerobic system training, and use higher intensities of exercise for balance, core, and skill.

Tier 3
This tier typically begins after multiple months of Tensegrity Training. We’ve begun a corrective program if applicable, and began training for our desired activities with sport-specific skill training. We may now focus on muscular hypertrophy, core strength, balance-strength, and high intensity interval training, matching game-time intensities.

Tier 4
This is for a seasoned Tensegrity Trainee. You’ve seen improvements in posture. You stand more upright, confident, and prepared. You’re ready for the heavy lifting and explosive movements of sport. This tier prioritizes maximal strength, core power, Tier 4 Balance and Skill development, and high-intensity training.

Tier 5
This is the pinnacle of human performance. You’ve defied the odds, ran the distance, and are approaching the finish line to optimal performance. Your skill development is fine-tuned, your resistance training is explosive, as is your balance and core training. All that’s left is the high-intensity sprint to the top!

 

Tensegrity Athletics Academy
Required Tier courses 

Tier 1: Foundation
Purpose: Develop structural foundation
Tensegrity Athletic Screening
Core stability 1
Stability endurance 
Balance 1
Aerobic endurance
Skill development 
Credits: 2

Tier 2: Progression
Purpose: Integrate progressive challenges
Muscular endurance
Core stability 2
Balance 2
Skill development 2
Anaerobic endurance
Credits: 4

Tier 3: Transformation 
Purpose: Creation of the athletic lifestyle
Hypertrophy
Core strength 1
Balance 3
Skill development 3
High intensity interval training 1
Credits: 6

Tier 4: Optimization
Purpose: Fine-tune training and gameplay
Muscular strength
Core strength 2
Skill development 4
Peak planning
Credits: 8

 

Tier 5: Innovation
Purpose: Reach new levels of success and vertical development
Skill development 5
Muscular Power
Core power
Tensegrity Master Course
Credits: 10

 

 

Full list of courses
Required courses:
The Art of Tensegrity
Tensegrity Athletic screening
Core stability 1
Core stability 2
Core strength 1
Core strength 2
Core power
Muscular Stability
Muscular Endurance
Muscular Hypertrophy
Muscular Strength
Muscular Power
Balance 1
Balance 2
Balance 3
aerobic endurance
Anaerobic endurance
High intensity interval training
Skill development 1, 2, 3, 4, 5
Peak Planning
Tensegrity Master Course

 

Continuing Education:

Ball games
Basketball
Baseball
Football
Soccer
Pickleball
Rugby
Golf
Tennis
Pickleball

Fitness training
Physique Training
Powerlifting

Running
Obstacle course
Long distance running
Sprint training

Nutrition
Nutrition 101
Sports nutrition

Lifestyle
Behavior Design
Goal Achieving
Lifestyle Design

Sports psychology
Mental Toughness
Teamwork
Four C's
Positive Psychology
Self Discipline