Your studio is worth more than it is running at.

I ran the floor and the books at one studio for three and a half years. Everything on this page comes from what running it taught me.

Start a conversation See the work

Empty concrete plunge room with a steel cold tank in a shaft of light

Three questions your books already answer

How many members joined in the last year, and how many are still active this month?

Most of the loss never walks out the front door. It sits in the booking data, unworked.

What does one member who stays pay you over their life, next to one drop-in?

Retention is where the money is. Acquisition gets the attention anyway.

What was your best month, and what are you running at now?

The gap between those two numbers is the job.

I ran a studio for three and a half years. I know where these answers hide, and what to do once you have them.

What I do

The work that raises the asset

Empty red light therapy room with a single dark bench

Keep the people you already sold

The leak is almost never the front door. It is week two, when nobody calls.

Close view of still water in a steel cold plunge

The second touch

A welcome call that finds the real goal and puts a plan in their hands.

Hemlock sauna with a black stone bench and a low ember glow

Revenue already on the floor

Memberships and protocols priced on staying, not more walk-ins.

A closed black notebook, steel pen, and glass of water on a dark desk

Ops that do not need your mood

Queues, scripts, and rails so follow-through is not a personality trait.

Steel plunge tank in a dark concrete room

Protocol before modality

Sleep, back pain, performance. Match the room to the reason they came.

How the work actually happens

Diagnose
I read the books and the calendar. I find where members vanish and where money sits idle.
Install
One loop first: every new member gets a second touch. The next loop waits until that one holds.
Measure
Called versus uncalled rebooking. Revenue versus the ceiling already in the data. One number. A date.

Overcast Southern California coastline, rock and pale water

I ran the rooms. Now I use them.

I operated Plunge Performance & Recovery in Dana Point for three and a half years, from build-out in 2022 to May 2026. Staffing, scheduling, sales, the site, the numbers. That chapter is closed. Before that, seventeen years at REI Co-op, and a Pizza Hut restaurant with thirty people and full P&L.

I use cold, heat, and light every day. That is not a brand posture. It is how I know whether a protocol is something a real person will keep doing.

I design the system and I talk to the member. I do not pretend to be the person writing the code by hand. I am the operator who makes sure the work happens.

This page claims what running one studio taught me, not client results, because there are not any yet. Full-time operating work is what I am built for and what comes first; consulting runs alongside it when it fits. If there is ever a client result to show, it will be here.

Tell me about the studio

I will tell you if I can help. LinkedIn is always open if you prefer it.