Field Guide for Facility Directors
Everything you need to build your facility from day one. Not theory -- tasks. Each section tells you what to do, when to do it, and exactly what to say.
Week-by-week roadmap from boot camp graduation to a running facility. Check off each task as you complete it.
Four partnership channels to build your local pipeline. Each one includes the exact script to use, what to offer, and how to follow up.
Why churches matter: Your most valuable families -- faith-driven parents who want consistency, character, and coaching continuity -- find you through their church community, not Google. If you are not present in the 10-15 churches within driving distance, those families never hear about you.
One-quarter page: "Free Performance Evaluation for [Church Name] Families. Mention this bulletin. ETS Performance [City] -- where phones go in the bucket and iron sharpens iron."
Not to sell. To be present. Shake hands. Be a face in the community. Trust is built by being seen, not by pitching.
60 minutes. Director-led. Fun, structured, and culture-forward. Parents watch. 8-15 families attend. Expect 3-5 evaluation bookings per event. Never call on Sundays.
Why clinics matter: When a PT tells a parent "they actually use VALD force plates on youth athletes -- the data is clinical-grade," that referral converts at 40-50%. The highest of any channel.
Visit the clinic. Leave a one-page document: facility name, director name, VALD ForceDecks technology (what it measures), Mayo Clinic research partnership, and a free evaluation offer for referred patients.
After the lunch-and-learn, send the clinic an anonymized sample VALD report. Then: when a referred family enrolls, send the VALD report back to the referring clinician (with parent consent) after every re-test. This keeps the referral relationship active.
Why middle schools: Athletes ages 11-14 are the strategic entry point. Highest injury risk window (especially ACL for female athletes), highest neuroplasticity for motor skills, and the age when parents are most actively choosing training programs. Most competitors target high school. You win by going younger.
Send a brief follow-up email. If still no response, visit the school in person during the athletic period. Personal visits convert 3-5x better than emails.
Targets: Youth soccer clubs, baseball/softball leagues, basketball leagues, AAU programs, volleyball clubs, football leagues, swimming/track clubs. Contact 5-10 per month in the first 90 days.
Weeks 1-4
Weeks 5-8
Weeks 9-12
Step-by-step script for the free 40-minute Performance Assessment. This is not a sales pitch. It is a conversation between a coach and a parent about their child.
The framework: C.L.O.S.E.R. -- Clarify why they are here. Label the problem. Overview past pain. Sell the vacation (not the plane ride). Explain away concerns. Reinforce the decision.
Listen for: If they mention data, numbers, or force plate results -- you are talking to an Evidence Seeker. Lead with specifics. If they mention environment, culture, or other kids' behavior -- you are talking to a Covenant Keeper. Lead with culture and trust.
Run the standard VALD force plate testing: bilateral asymmetry, rate of force development, deceleration capacity. While the athlete performs each test, narrate what you are measuring and why it matters. Parents should be watching.
Key phrases to use: "What we are measuring right now is..." "This tells us whether..." "Most programs do not test this because they do not have force plates."
For the Evidence Seeker Parent
For the Covenant Keeper Parent
Close with two options, not an open question: "I have a Tuesday/Thursday track and a Monday/Wednesday/Friday track right now with openings. Which works better for your family's schedule?"
If they need time: Schedule a specific follow-up within 72 hours. "How about Thursday at 4? I'll call you with the assessment data fresh." Never leave it as "call us when you're ready."
Acknowledge: "I hear you. $229 a month is a real number. Nobody should pretend it is not."
Probe: "Is it the total monthly budget, or is it that you are not sure the value justifies the price compared to other options?"
Respond (budget): "At $229 a month, that is about $7.64 per session at three times a week. A single session with an independent trainer runs $40 to $100. One showcase season costs $5,000 to $7,000. And we have a Foundation tier at $179 a month -- two sessions a week, still includes force plate assessment."
Respond (value): "What would you need to see in the first six weeks to feel like it is worth it? Because I can probably tell you right now whether we will deliver that."
Acknowledge: "Of course. I would not want you to make a decision like this without [spouse's name] on board."
Probe: "What do you think [spouse's name] will want to know? The cost, the schedule, or something else?"
Respond: "I will email you [Child Name]'s full assessment data, the force plate results, and a breakdown of the tiers and pricing. If [spouse's name] has questions, I am happy to jump on a quick call with both of you."
Confirm: Book a specific follow-up call within 72 hours. "Would Thursday work for a quick call if [spouse's name] has questions?"
Acknowledge: "Good. The fact that you are already investing means you understand the value. I am not going to trash wherever they are at."
Probe: "At the current place, do they do any kind of objective testing? Force plates, biomechanics assessment? How do they track progress over time?"
Respond: "We use VALD force plates at every location. The same technology EXOS uses at $330 to $650 a month. We re-test every six weeks and you get a report showing exactly what changed. Most places tell you your kid is 'doing great' and charge you monthly. The free assessment is free. No commitment. Bring [Child Name] in and you will have an objective comparison."
Acknowledge: "I get it. Schedules are packed, especially during the season."
Respond: "Two sessions is better than zero. We have a Foundation tier at $179/month for two sessions per week. And we can move between tracks if the schedule shifts mid-season. Would [specific day/time] work as a starting point?"
Acknowledge: "Totally fair. I would want to think about it too."
Probe: "Most people who say that, it is not because they think it is a bad fit. There is one thing they are not sure about. What is it?"
Let them sit in the silence. The real objection will surface. Then handle it with the framework above.
Confirm: Always schedule a specific follow-up. "I will call you Thursday at 4 with the assessment data. If anything changes before then, you have my cell."
Keeping a family costs 5-10x less than finding a new one. Every lost family at $219/month is $2,628/year walking out the door. Here is how you keep them.
"We have been going for four months and I can not tell if anything is working."
Fix: Deliver a "progress narrative" at every re-test -- not just numbers. Connect the VALD data to the parent's original concern.
Fix: Send a parent-friendly re-test summary email within 24 hours with before/after and plain-language interpretation.
Fix: If a parent misses a re-test, call within 48 hours. Not email. A phone call.
Fix: Monthly "micro-progress" text. One sentence: "Saw [child's name] nail the deceleration drill today. That movement was not there three weeks ago."
"We just can not make the times work anymore."
Fix: After 2 consecutive missed sessions, reach out: "I noticed [child's name] missed Tuesday and Thursday. Did the schedule change? We can adjust."
Fix: Offer a temporary step-down (Total Performance to Foundation). "Two sessions is better than zero. Let's keep the data building."
Fix: Offer a 30-day membership freeze (1 per year, no fee). The family stays on the roster and retains their re-test history.
"It is just getting too expensive with everything else."
Fix: Reframe ETS as the foundation, not the extra: "Club soccer teaches the sport. We build the body that plays the sport."
Fix: Proactively present the family discount before the parent asks. Second child is 15% off ($195/month instead of $229).
Fix: At the 6-month re-test, present annual pricing: "$199/month instead of $229. That is $360 saved this year."
Fix: Use the cost-per-session reframe: "$229/month at 3 sessions/week is $19 per session. Less than a private lesson."
"My daughter loved Coach [Name]." (Past tense.)
Fix: You personally conduct every re-test walkthrough, regardless of which assistant coach runs daily sessions. You are the relationship anchor.
Fix: When an athlete transitions age groups, introduce the transition personally.
Fix: If an assistant coach leaves, communicate to every affected family within 24 hours.
Fix: Multi-thread the relationship. Help families connect with 2-3 other families in their child's training group. Families with community connections churn at half the rate.
They do not say anything. They just stop showing up.
Fix: After 7 days of no attendance, send a personal text (not automated): "Hey [parent name], noticed [child] missed this week. Everything okay?"
Fix: Before known break periods (summer, holidays), proactively communicate: "The off-season is when the real gains happen."
Fix: Schedule the next re-test before the break starts. A specific date on the calendar creates a commitment to return.
Fix: If 21+ days of no attendance, call (not text). "I want to make sure we do not lose the gains. [Child's name] improved [specific metric]."
One sentence. Specific. Shows you are paying attention between re-tests.
Every re-test deepens the data set. Every data point increases switching cost. The parent stops asking "is this worth it?" and starts asking "how could we leave?"
| When | Action | Channel |
|---|---|---|
| Weekly | Check for families with 2+ missed sessions. Send personal text. | Text |
| Every 3 weeks | Micro-progress text for each athlete (between re-tests). | Text |
| Every 6 weeks | Re-test. In-person walkthrough. Summary email within 24 hours. | In-person + Email |
| Monthly | Post 3-5 times in Facebook Group. Respond to all comments within 2 hours. | Facebook Group |
| Quarterly | Community night / open house. Ambassador appreciation event. | In-person |
| 3x/year | Seasonal re-engagement email (Aug, Jan, May) to full list + lapsed members. | |
| At 6 months | Personal thank-you video. Annual pricing offer. Ambassador nomination. | Video + In-person |
| At 12 months | ETS Family car magnet. Facebook Group recognition. Priority scheduling. | Mail + Digital |
Social proof is the most important asset you build. Testimonials, reviews, photos, and case studies compound over time and do your selling for you.
The best moment is immediately after a re-test walkthrough where the parent is looking at clear progress. The data creates confidence -- the parent is not guessing, they are reading numbers. That confidence makes sharing feel natural, not salesy.
Ask the parent to answer these 3 questions. Film on your phone at the facility. Keep it casual.
When to ask: After the third re-test (18 weeks). The family has enough history to tell a complete story with data behind it.
One-page cheat sheets designed for printing or screenshotting. Tear these out, pin them to your wall, keep them in your phone.
"I run a youth sports training facility. We use force plate technology to measure your kid's athletic development every six weeks. Same coach, every session. The evaluation is free."
"I'm Coach [Name] at ETS Performance in [City]. We train youth athletes ages 8 to 18 -- speed, strength, deceleration, injury prevention. What makes us different is the data. We use VALD force plates to test every athlete at enrollment and re-test every six weeks. You get a report with actual numbers -- bilateral asymmetry, deceleration scores, rate of force development. Not 'your kid did great.' Actual measurements. I'm the same coach in the building every day. The free evaluation takes 40 minutes and the data is yours to keep."
"I'm Coach [Name], the director of ETS Performance in [City]. We're a youth sports performance training facility -- part of a 50+ location network across 20 states. What makes the model different is two things. First, the technology: we use VALD ForceDecks at every location to run bilateral asymmetry testing, rate of force development measurement, and deceleration capacity analysis. We re-test every six weeks and deliver a full report to parents. Second, the coaching model: I completed a three-month residential boot camp to open this facility. I'm the head coach AND the owner. I coach on the floor 15 to 20 hours a week and I'm not going anywhere. No franchise fee model, no rotating coaches. The families here know my name and I know their kids' names and last re-test scores. We serve athletes ages 8 to 18, and we're especially focused on the 11-to-14 window where injury risk is highest and motor development is most plastic. The initial evaluation is free, takes 40 minutes, and the parent leaves with a printed VALD report. I'd welcome a referral from your practice anytime -- and I send the VALD data back to referring clinicians with parent consent after every re-test."
| Tier | Monthly | Annual | Includes |
|---|---|---|---|
| Foundation | $179 | $159/mo | 2 sessions/week. 12-week re-tests. VALD assessment. |
| Total Performance | $229 | $199/mo | 3 sessions/week. 6-week re-tests. VALD assessment. |
| Performance Plus | $319 | $279/mo | 4 sessions/week. 6-week re-tests. Director walkthrough after every re-test. |
Family discount: 2nd child 15% off. 3rd child 25% off.
Short-term: Up to $350/month for month-to-month commitments.
Entry point: Free 40-minute Performance Assessment. Always free. Always.
Cost per session: $229/mo at 3x/week = $19/session. Less than a private lesson.
"Too expensive."
"$19 per session. Less than a private lesson. Less than one showcase entry fee. And you get force plate data every six weeks."
"Need to talk to my spouse."
"Let me email you the data so you have it in front of you both. Can I call Thursday at 4 in case there are questions?"
"Already has a trainer."
"Do they test with force plates? The free assessment gives you an objective comparison. No commitment."
"Can't make the times work."
"We have a 2x/week tier at $179. Two sessions is better than zero. And we can flex if the schedule shifts."
"Want to think about it."
"Totally fair. What is the one thing you are not sure about? If I can answer that right now, it might save you a week of wondering."
| Metric | Monthly Target | Why It Matters |
|---|---|---|
| Evaluations booked | 15-30 | Top of funnel. Everything starts here. |
| Evaluation-to-enrollment rate | 55-65% | Measures your evaluation conversation quality. |
| Re-test completion rate | 85%+ | Your #1 retention lever. Members who re-test retain at 90%+. |
| Monthly churn rate | Below 2% | Each lost family = $2,628/year in lost revenue. |
| Active membership count | 100+ (by Day 90) | Day-one profitability threshold. |
| Google Reviews | 2-3 new/month | Drives local search visibility. Parents check reviews. |
| Facebook Group members | Growing monthly | Community health indicator. Group-active families retain at 85%+. |
| Community outreach contacts | 8-12 new/month | Pipeline for churches, schools, clinics, leagues. |
Social Media Quick-Start
Platform priority: Instagram first, Facebook second, YouTube third. Here is your weekly content calendar and 10 ready-to-use post templates.
"This [age]-year-old [sport] player improved bilateral symmetry by [X]% in six weeks. Not a guess. Not a feeling. Force plate data, measured to 0.1N precision. The numbers do not need a caption."
Pair with: anonymized VALD comparison graphic.
"[X] years ago, I completed a three-month boot camp to open this facility. Today I coach [X]+ athletes and know every one of their names, their sports, and their last re-test scores. Same building. Same coach. Same families."
Pair with: photo of you coaching on the floor.
"Phones in the bucket. Eyes on the floor. This is what focus looks like."
Pair with: short video clip -- no music, just the sound of the gym.
"Your kid does not need another showcase. They need a deceleration assessment. 70% of ACL injuries happen during deceleration. Most programs never test for it. We test every six weeks."
Pair with: bold text graphic or short clip of deceleration drill.
"[Parent first name] said it better than we ever could: '[Direct parent quote about their child's experience or results].' The evaluation is free. The data is yours to keep. Book at the link in bio."
Pair with: parent headshot (with permission) or facility photo.
"Female athletes are 2 to 8 times more likely to tear an ACL than males. Bilateral force asymmetry above 15% is one of the predictive risk factors. Your daughter's force plate data can show if she is at elevated risk. The evaluation takes 40 minutes and it is free."
Pair with: force plate screen showing bilateral comparison.
"5:45 AM. The floor is set. First session starts in 45 minutes. This is the part nobody sees -- the prep before the coaching. Every cone, every force plate calibration, every session plan reviewed. Because when your kid walks in, everything is ready."
Pair with: early morning facility photo or story series.
"The average family spends $1,016 per child per year on youth sports. A single showcase season costs $5,000 to $7,000. At ETS, 12 months of force-plate-tested development costs $2,148 to $2,748. And you actually see what is improving."
Pair with: side-by-side cost comparison carousel.
"Nobody asked her to. A 16-year-old helping a nervous 10-year-old with landing mechanics. This is what happens when the culture is real. Iron sharpens iron."
Pair with: candid video of older athlete helping younger one.
"If you have been curious about ETS, here is the simplest way to see what we do. Book a free 40-minute Performance Assessment. Your [son/daughter] will leave with a printed VALD force plate report showing exactly where they stand -- yours to keep whether you enroll or not. No pressure. Just data. [Booking link]"
Pair with: photo of you handing a parent a report.