ExitLoop · Operational Risk Audit — June 2026

You're running a 4-site business on a 1-site system.

24 interviews. 4 sites. 6 functions. 125 friction points. Every number on this page traces to something your team said — or to data already on your screens.

$0.00M–$0.00M / year

recoverable, conservatively booked

"We want someone who's actually going to help fix it, not just write a report."— Susan Jansson, kickoff

01What we found

Three findings, one pattern.

What's working

Pipedrive is paying off. Joe Genova closes consults at 40% — the industry average is 10%. The culture, the loyalty, the 25 years of mission — that part is real and rare.

Where the friction is

38% of the problems are people, 39% are process, 23% are tools. This is an operating-model fix, not a tool fix.

Where the cash is leaking

$8,500/mo in Stripe collections stopped May 1 — no one filled out one form. 30% of January's promo never got a callback in time. 200 families sit on a swim waitlist — some for six years.

02The opportunity matrix

The opportunity matrix

19 opportunities, scored on impact × effort. Tap any Quick Win or Bigger Bet to see what's broken, what we'd do, and what it's worth.

Impact →

Quick Wins9

— plus 2 bonus plays not counted in the headline: Swim cohort · PT referral engine. See Run the Numbers.

Bigger Bets4

Nice-to-Haves4

Brand portal GA4 / Tag Manager Workspace cleanup Above-ground pool research

Park for now2

Voice AI (revisit Q4) Replacing Club Automation

Low Effort——→High Effort

Quick Wins ship in 60 days. Bigger Bets phase over 6 months. Every line adds up — check our math below. Combined: $1.14M–$1.70M / yr

03Run the numbers

Don't trust our assumptions. Use yours.

Every slider starts at our conservative default. Pull them down as far as you like — and watch what survives.

Stripe leak recovery $82K

80%

% of the $102K ceiling recovered · our default: 80%

Website: mobile-lead recapture $156K

25%

% of lost mobile leads recaptured · our default: 25%

5-minute lead reply $144K

100%

% of the $144K midpoint · our default: 100%

Retention pulse $264K

100%

% of the $264K midpoint · our default: 100%

Connective tissue $290K

100%

% of the $290K midpoint · our default: 100%

Trainer schedulingheld at conservative$15K

Signup feeheld at conservative$36K

GoHighLevel pathfloor of range$80K

Productivity stackfloor of range$15K

Operating modelheld at conservative$160K

RCRC manager (net of salary)held at conservative$33K

Your total, your assumptions $1.27M / year

Every assumption halved — and the floor is still ~$840K a year. That's the point.

Bonus plays — not in the total above

Two plays we deliberately left out. The assumptions are pre-pilot — excluded until the pilots prove them.

Swim waitlist as a paid cohort est. $150K–$300K / yr 200 families are already waiting. The pilot proves the price before we book a dollar.

PT referrals from 12 physicians est. $200K–$300K / yr Joe's play. Excluded until the referral pilot proves the flow.

Formulas mirror the companion report §5. This calculator is directional — the written math governs.

04Your rocks, our phases

The six rocks from your May 14 offsite — already on the plan.

Weeks 1–12

Phase 1

Courtney

Website

Your Aug 14 deadline becomes Week 2.

Jamie

Pilates Party

Weeks 6–9.

Weeks 13–26

Phase 2

Joe

RCRC coordinator

Delivered as Bet 4 — the hire plus the system around the role.

Doug

Swim unification

Phase 2.

Doug

Maintenance scale-up

Phase 2 (indirect).

No phase needed

Yours

Carol

Benefit proposal

Yours — we honor it and stay out of it.

You are not picking between our plan and your rocks. They are the same plan.

Week 5Stripe leak fixed

Week 12Commit to Phase 2

Week 26Phase 3 continues — or you opt out

You decide at each gate.

05Three paths

Three paths. Same diagnosis. The difference is how much skin we both have in the game.

Path A

Bridge

$70K cash across Phases 1 + 2, then Tier 1 retainer from Month 7 — ~$8K/mo, range $5K–$10K by scope. You get the full roadmap value.

You invest$70K cash, Phases 1 + 2 You get back$1.14M–$1.70M / yr roadmap value

Our pick

Path B

Build

$35K Phase 1 + 10% equity. We build your own club management software — the platform you've said you want. ExitLoop fills the CTO seat.

3× → 10× at exit

An ops + services business sells at ~3× earnings. Wrapped in proprietary software, ~10×. Same business, different multiple. Cash fallback: $150K–$200K, laddered by scope.

How the equity structure works

Consult-for-equity with mutual due diligence — both sides check each other out before anything signs.
Vesting tied to delivery. We earn it by shipping, not by signing.
HealthSPORT owns or jointly owns the software, with a defined buyout. Take the cash ladder instead and you own it outright.
No licensing to direct competitors without your written sign-off.
Full documentation handoff, standing. You are never hostage to us.

You invest$35K cash + 10% equity You get backSame roadmap value + 3×→10× exit multiple

Path C

DIY

Take the report and run it yourselves. We're on call for checkpoints at $500/hour.

You investYour team's time You get backUnknown — depends on execution

Phase 3 retainer, by tier

Tier	Price	What's in it
Tier 1	~$8K/mo baseline	ExitLoop runs the platform we built, the standards, the cadence.
Tier 2	priced at close	+ Vendor management. Vendors bill HealthSPORT directly — ExitLoop manages the relationship.
Tier 3	priced at close	Full Chief AI Officer — AI governance, policy, training, and literacy across the team.

06The evidence

Every tested page fails Google's performance bar.

Google PageSpeed Insights (Lighthouse), 10 runs across 5 pages, 2026-05-07. Raw JSON on file. Failing cells in red.

Page	Mobile perf	Desktop perf	Mobile LCP	Desktop CLS
Homepage	29	15	61.4 s	0.437
Membership	39	42	9.6 s	0.687
Personal Training	62	51	2.9 s	0.638
Classes	25	54	6.1 s	0.825
Arcata location	42	49	14.7 s	0.437
Google "Good"	90+	90+	≤ 2.5 s	≤ 0.1

1

61 seconds to render, 69 before buttons work on the mobile homepage. Most visitors never see what you sell.

2

Conversion pages reflow as they load. Visitors aim at "Join Now" and click something else. Recordable on video.

3

Google can't crawl the CTA links on conversion pages — organic ranking is suppressed site-wide.

4

~700 KB of dead JavaScript ships on every page. The weight is in the platform, not the content — the case for rebuild over tune-up.

!

ADA exposure: contrast failures, keyboard traps, broken ARIA — the technical signature cited in digital-accessibility suits against gyms.

[ 61-second homepage load — screen recording ]

This portal was designed and built by ExitLoop in one day. It loads in under a second. That difference is the audit, in one sentence.

07The documents

Everything in writing.

The full math, the build plan, and the software one-pager — open any of them, any time.

Document 1 Audit Report The full findings — every number on this page, with its math and its source. Open in Google Docs → Document 2 Implementation Roadmap Week by week, phase by phase — who does what, and when you decide. Open in Google Docs → Document 3 Build Your Own Software The Path B one-pager — what we'd build, how the equity works. Open in Google Docs →

Book the path conversation

Susan, Erik & Doug — pick a time that works for all three of you.

Prepared for HealthSPORT · Confidential · June 2026 Designed and built by ExitLoop in one day. It loads in under a second.

Audit results portal

You're running a 4-site business on a 1-site system.

Three findings, one pattern.

The opportunity matrix

Don't trust our assumptions. Use yours.

The six rocks from your May 14 offsite — already on the plan.

Phase 1

Phase 2

Yours

Three paths. Same diagnosis. The difference is how much skin we both have in the game.

Bridge

Build

DIY

Every tested page fails Google's performance bar.

Everything in writing.