Plant Strong Athletix ("the Company") is a premium online plant-based fitness coaching business founded by David and Lorraine Roberson, to be formed as a Limited Liability Company under California law. The Company delivers high-ticket, medically informed coaching that guides busy professionals through the transition from the Standard American Diet to a whole-food, plant-based performance lifestyle.
Unlike a startup seeking capital to build its operation, Plant Strong Athletix is raising capital to scale an operation that is already built and running. The Company's client delivery platform, CRM, sales pipeline, marketing automation, and paid advertising infrastructure are live today, and its founders bring an active coaching client roster through sister brand Mission Ready Aesthetix.
This raise funds one focused objective: scaling the online coaching business using the infrastructure already in place. A physical training studio and wellness center is part of the Company's longer-term vision, but it is explicitly not part of this investment — it would be pursued later, funded by its own cash flow and a separate future raise. This keeps the present opportunity clean: a single online growth thesis the investor can evaluate on its own merits.
What it is: a single, focused revenue-share investment. $50,000 at close scales the proven online coaching business — funding consistent client acquisition, the content-production backbone, and a working-capital buffer that keeps the growth engine running without interruption. What's in it for the investor: 12% of house net revenue until 1.75× of capital is repaid — a total return of $87,500, with a projected effective annualized return of roughly 40% in the base case and principal returned by month 12, several multiples above typical public-market returns. No equity given up, no board seat, no debt schedule, and an exit built into the structure. Even the conservative case returns capital within roughly 15 months. Full terms in Section IV.
To provide a guided, medically supported transition from the Standard American Diet to a whole-food plant-based lifestyle, paired with personalized training and accountability systems that allow busy professionals to achieve elite-level health, physique, and performance outcomes.
"I spent 17-plus years serving in uniform, and when I went fully plant-based eight years ago I was told the same thing every plant-based athlete hears: you can't build a championship physique without meat. I decided the answer to that wasn't an argument. It was proof. I earned my first pro card in the IFBB, the most storied federation in bodybuilding and home of the Olympia and the Arnold Classic, then went on to earn professional status in the WNBF, OCB, and PNBA, the three premier federations in natural bodybuilding. All of it fueled entirely by plants, while raising a family and living the same overloaded schedule as the busy parents we coach. Today I also serve as a judge for the WNBF. That's the heart of this company. But long before I coached clients, I spent the last seven years of my military service coaching people through the hardest transformations of all — as a mentor to at-risk teens, training and rebuilding hundreds of them, six months and hundreds of kids at a time. That's where I learned that coaching isn't about the coach's trophies; it's about whether the person in front of you reclaims their life. Lorraine has spent more than twenty years as a Nurse Practitioner watching preventable lifestyle disease take men and women down in their 40s and 50s, treating it downstream, after the damage is done. Plant Strong Athletix is us moving upstream. Every client we coach, the busy professional dad and just as often his wife navigating the same demanding season of life, gets more strong years with their family. That's the mission, that's the drive, and it's why we'll outwork anyone in this space."
— David Roberson, Founder
A decorated athlete is not automatically a great coach — investors are right to look for coaching evidence, not just competition results. The Founder's record answers that directly. During his final seven years of military service, David was selected for a residential program mentoring and physically training at-risk youth (ages 16–19), working with roughly 220 new participants every six months — day in, day out, through the full arc of physical, emotional, and personal transformation.
Plant Strong Athletix delivers a laddered suite of premium coaching programs — from a 12-week foundation to a full-year transformation — priced by depth and duration. Nutrition is built into every program, not sold separately. Every client engagement includes:
| Program | Length | Investment | Built For |
|---|---|---|---|
| Foundation | 12 weeks | $1,500 | Entry transformation — establish training, nutrition, and habits |
| Elite Rebuild | 16 weeks | $2,000 | Deeper physique and performance change with full coaching support |
| Transformation | 6 months | $3,200 | Serious, sustained body recomposition and lifestyle change |
| Mastery | 12 months | $5,000 | Full-year transformation with year-round clinical and coaching oversight |
Current live pricing is set at introductory rates while the Company builds its published testimonial base; the ladder above reflects the standard pricing the funded plan scales into. Program length and depth justify each tier — a blended average package value of approximately $2,130 is used throughout the financial model.
Plant Strong Athletix operates alongside sister brand Mission Ready Aesthetix, the founders' established physique-competition prep and posing coaching business. PSA is the entry point for lifestyle and transformation clients; clients who progress to stage-ready condition transition into MRA competition prep. This pipeline extends client lifetime value well beyond a single program cycle and differentiates the Company from single-offer competitors. A future physical facility would deepen this pipeline further, giving athletes an in-person path from lifestyle transformation through competition prep.
The virtual fitness market is in a sustained, structural growth phase. Consumer behavior has permanently shifted toward remote coaching, and demand is concentrated in exactly the Company's target demographic: time-poor working professionals seeking flexible, high-quality guidance.
The broader personal fitness trainer market is valued at $15.6 billion in 2026 and projected to reach $43.3 billion by 2036. Within this growth, premium 1-on-1 virtual coaching retains strong pricing power with senior professionals — the Company's primary market — while commoditized app-based products compete at the low end. Plant Strong Athletix is positioned deliberately at the premium, human-led, clinically credentialed tier.
This is not a raise to discover whether the model works — the funnel is built, live, and converting today. In a recent test-and-refine window, on minimal spend, the Company's acquisition system produced results that establish its core conversion capability:
The underlying conversion metrics are the story: a ~$50 cost per acquired client, a 26% conversation-to-call rate, and a 56% call-to-close rate — figures that establish the Company can generate and convert demand efficiently. Important context and conservatism: this window fell during peak physique-competition season and skewed toward seasonal posing/prep clients, whose economics are not assumed to hold year-round. The funded plan therefore does not rely on $50 acquisition cost; the financial model is built on a deliberately conservative blended cost roughly double that figure, extending this proven conversion capability into year-round premium PSA coaching. The takeaway for the investor is capability, not a permanent cost: the system reliably turns spend into booked calls into closed clients — funding scales it, it does not gamble on it.
Investor capital will not fund setup. The Company's operating infrastructure was designed and built in-house by the Founder, who holds bachelor's degrees in both Web Design & Interactive Media and Digital & Online Marketing. This eliminates agency dependency, keeps acquisition and maintenance costs structurally low, and means every system below can be modified in-house at zero incremental cost. The infrastructure is live:
| Horizon | Objective |
|---|---|
| Short-Term | Scale online revenue to a run-rate near $28,000/month by the end of Year 1 as coaching capacity is added, driven by the proven acquisition funnel in Section IV. Return investor principal on the base-case timeline (approximately month 12). |
| Mid-Term | Scale the online operation to $50,000–$65,000/month within 3 years by expanding the credentialed coaching team and the PSA→MRA client-lifetime-value pipeline, completing the investor return (1.75× cap) along the way. |
| Long-Term | Reach $90,000–$120,000/month ($1M+/year) within 5 years by continuing to scale the coaching team, expanding program verticals, and — funded by its own cash flow and a separate raise — pursuing the physical studio and wellness facility described in the long-term vision. |
Beyond the online business this raise funds, the Company's longer-term vision is a physical home for the brand: a boutique training studio and wellness center offering 1-on-1 and semi-private coaching, small-group training, posing and physique-prep coaching, plant-based nutrition and lifestyle-medicine consultation, and premium recovery amenities. A facility would convert the Company's online authority into local premium revenue and serve as a content-production hub — the hybrid online-plus-facility model that mirrors the industry's strongest post-pandemic format.
The furthest expression of that vision is a flagship plant-based performance and recovery destination: high-end training equipment, dedicated recovery suites (cryotherapy, infrared sauna, cold plunge, red light, massage therapy), classroom space for nutrition and lifestyle-medicine education, and a member lounge. This vision is presented as direction, not as part of this raise. Any facility would be funded by its own cash flow and a separate future capital raise, evaluated on the strength of proven online performance. Investors in the present round would hold a first right of participation if and when a facility round is capitalized.
The online business will operate as a California Limited Liability Company. All brand assets, program materials, and platform systems are original works developed and owned by the founders. Legal and accounting fees for entity maintenance, contracts, and the investor agreement are budgeted in the use of funds. Any future physical facility would be structured with appropriate counsel at that time, funded by that separate future raise.
Primary: Career-driven, family-oriented professional dads ages 30–50 with an interest in transitioning from the Standard American Diet to a plant-based lifestyle while pursuing measurable health and physique goals. This avatar has disposable income, limited time, and a strong preference for done-for-you structure and credentialed guidance.
Women clients: The Company coaches both men and women. Co-Founder Lorraine Roberson — a Nurse Practitioner additionally certified in Women's Health — leads coaching for women clients, most often the spouses of primary-avatar clients navigating the same demanding season of life. The husband-and-wife coaching pair is a natural expansion path that increases per-household revenue and retention.
Secondary: Adults 18+ seeking a guided plant-based transition with personalized training — including transformation clients who may progress into physique competition through Mission Ready Aesthetix.
Future in-person market: Should the Company later open a physical studio, its local market would be affluent, health-engaged residents seeking premium in-person training, plant-based nutrition guidance, lifestyle-medicine consultation, and physique-competition coaching — a market the founders would select on demographics and fit at that time. This is future vision, not part of the present raise.
Program packages ladder from $1,500 to $5,000 by depth and duration (Section I). This is not a premium tacked onto a commodity — it reflects a fundamentally different product. The mass market of app-based and generic online coaching competes at roughly $100–$400/month with automated or lightly-supervised programming. The Company operates in the distinct specialized, human-led, clinically-credentialed tier, where the market consistently rewards expertise with materially higher pricing.
What the client actually buys at this tier justifies the investment: clinical oversight from a Nurse Practitioner board certified in Lifestyle Medicine (not a nutrition template), programming and posing authority from a four-federation natural pro and WNBF judge, live 1-on-1 coaching, objective body-composition tracking, and a complete done-for-you system delivered through a branded platform — all specialized for plant-based performance, a niche almost no credentialed competitor serves. Across the coaching market, specialization and credentials are the primary drivers of pricing power, and a full multi-month transformation is routinely priced in four figures.
Notably, the Company's current live pricing sits below this tier — an intentional introductory position while the published testimonial base is built. That represents genuine upside headroom: as social proof accumulates, pricing moves up the ladder toward full market rate, a lever the financial model treats conservatively rather than assuming. All inbound leads are qualified through an application questionnaire and discovery-call interview before enrollment.
Competition level: moderate. The Company competes against three archetypes rather than any single dominant player:
| Competitor Archetype | Their Gap |
|---|---|
| Generic online personal-training platforms and app-based coaching | No plant-based specialization; commoditized programming; no clinical nutrition oversight |
| Plant-based nutrition coaches and influencers | Nutrition-only offers; no structured training, physique expertise, or medical credentials |
| Local in-person trainers | Geography-bound, time-bound, and rarely credentialed in plant-based or lifestyle medicine |
No competitor in the plant-based coaching space combines the Company's credential stack: a Nurse Practitioner board certified in Lifestyle Medicine leading clinical nutrition, paired with a professional natural bodybuilder holding pro status in four federations leading training — both certified in plant-based nutrition through eCornell. This combination delivers medical-grade credibility at the top of the market and is extraordinarily difficult to replicate.
Credentials are the credibility layer. The durable defensibility is the system beneath them — the part a competitor cannot copy by hiring a coach or buying an app:
Competitors can copy a price or a logo. They cannot easily copy a clinically-supervised, competition-proven, plant-based methodology delivered through infrastructure that is already built and already converting.
With over four decades of combined expertise in clinical medicine, plant-based nutrition, and pro-level competitive physique training, we take your plant-based lifestyle to elite levels with a plan custom-tailored to you — coached by proof that plants build champions.
Unlike a pre-revenue projection, this funnel is anchored to the Company's own live conversion data (Section II), then deliberately de-rated for conservatism and year-round seasonality. Rather than acquisition cost, the binding constraint on this business is coaching capacity — proven demand exceeds what two founders can serve alone, which is precisely what the funded team-scaling plan addresses.
| Funnel Stage | Modeled Assumption | Basis |
|---|---|---|
| Cost per acquired client | $80–$100 (modeled) | Conservative — ~2× the ~$50 achieved in live testing |
| Conversation → booked call | ~26% | Live funnel data |
| Booked call → close | ~56% | Live funnel data |
| New clients per month (capacity-scaled) | 10 → 28 over Year 1 (base case) | Founders, then credentialed coaches as volume warrants |
| Blended package value | $2,130 | Four-tier ladder (Section I) |
Ad spend required to fill this pipeline is modest — roughly $900–$1,200/month even at the conservative modeled acquisition cost — because the funnel is efficient, not spend-hungry. This raise therefore funds coaching-team capacity, systems, and multi-channel reach, not a large ad budget. Revenue is recognized across each client's engagement (a multi-month coaching book), so monthly revenue compounds as the active roster grows.
The Company is not dependent on paid digital alone. Proven online conversion is complemented by offline channels that lower blended acquisition cost and reduce platform-dependence risk: sponsor tables and presence at physique competitions (where the founder judges and competes), every-door direct mail and local flyering, and affiliate relationships with gyms and supplement retailers. This diversified acquisition base is a deliberate de-risking of the growth model, not a scattering of tactics.
The investor return is modeled against three scenarios: a conservative floor, a base case underwritten to the business plan, and an aggressive upside case. The point of showing all three is simple — the investor earns a strong return even if the business meaningfully underperforms its own expectations.
| Metric | Conservative | Base Case | Aggressive |
|---|---|---|---|
| ACQUISITION ASSUMPTIONS | |||
| Modeled CAC | $100 | $90 | $80 |
| Onboarding ramp (mo1 → mo12) | 8 → 16/mo | 10 → 28/mo | 12 → 38/mo |
| Coaches hired (Year 1) | 1 | 2 | 3 |
| INVESTOR RETURN | |||
| Principal ($50K) returned | Month 15 | Month 12 | Month 10 |
| 1.75× cap ($87.5K) reached | Month 25 | Month 20 | Month 16 |
| Effective annualized return | ~31% | ~40% | ~52% |
| BUSINESS SCALE | |||
| Active concurrent clients (mo24) | ~75 | ~100 | ~125 |
| House net revenue (mo18) | ~$31k/mo | ~$35k/mo | ~$43k/mo |
CAC assumption note: A live competition-season test spend achieved roughly $50 per acquired client. The modeled range of $80–$100 deliberately de-rates that result by roughly 2× to account for off-season market normalization and scaling drag — the model is built on a conservative multiple of real performance, not on the best number observed. A dedicated off-season validation campaign is underway to confirm the year-round figure before capital is deployed; final CAC assumptions will be updated from that test.
All three cases model conservative payment timing (50% pay-in-full, 50% installment), an entry-weighted tier mix, and flat-rate coach compensation of $100 per active client per month — not a percentage split — which protects house margin and keeps growth predictable as package prices rise. The base case represents the business plan; the conservative case is the defensible floor.
Because delivery is digital and coaching-led, gross margins are structurally high and acquisition cost is low relative to package value. The Year 1→Year 2 revenue jump reflects the compounding of a multi-month coaching roster plus added coaching capacity — not heroic new-client volume.
| Metric | Year 1 | Year 2 |
|---|---|---|
| Gross recognized revenue (base case) | ~$205,000 | ~$370,000 |
| Coach compensation (flat-rate) | ~$24,000 | ~$60,000 |
| Other operating expenses (platform, software, ads, production) | $55,000–$68,000 | $95,000–$115,000 |
| House net before founder compensation | $113,000–$126,000 | $195,000–$215,000 |
Growth is deliberately modeled conservatively; online coaches running comparable systems scale well beyond these figures by continuing to expand the coaching team, which the Company intends to pursue as demand supports it.
The ask is built bottom-up from a line-by-line use of funds, not chosen as a target. Four cost categories a less disciplined plan would fund — contractor labor, coach compensation, the existing software stack, and coach onboarding — are deliberately carried by the founders or absorbed by revenue as the business scales. Investor capital funds only what must exist up front to generate that revenue: consistent acquisition across online and offline channels, the content-production backbone, proper legal and insurance protection, and a working-capital buffer that keeps acquisition from ever stalling. This is why the number is $50,000 and not larger — every dollar maps to a specific growth lever, and the disciplines that do not require outside capital are not billed to the investor.
Self-funding caps growth at whatever surplus each month happens to leave, which means acquisition spend rises and falls with cash flow. In paid acquisition, that inconsistency is expensive: starting and stopping resets algorithmic performance and drives cost-per-lead up, so a lean month does not merely pause growth — it erases progress already paid for. The working-capital buffer in this raise exists to solve exactly that. It guarantees uninterrupted acquisition through the ramp, which is the one thing self-funding structurally cannot promise. The capital does not replace what the business earns; it removes the throttle and protects the compounding the investor is here to capture.
| Purpose | Allocation |
|---|---|
| Paid online acquisition — Meta / social ads ($2,500/mo × 6 months) | $15,000 |
| Offline acquisition — EDDM direct mail + educational clinics (front-loaded, months 1–3) | $12,000 |
| Working-capital buffer — 2 months acquisition continuity (guarantees uninterrupted spend) | $9,000 |
| Content production equipment — studio, video, audio & lighting (one-time capital) | $7,000 |
| Contingency — unallocated reserve | $3,000 |
| Legal & accounting — investment agreement, client contracts, bookkeeping | $2,500 |
| Insurance — general + professional liability (California-rated) | $1,500 |
| Total | $50,000 |
| Term | Detail |
|---|---|
| Investment | $50,000, deployed in full at close — a single, focused raise sized to the use of funds above |
| Structure | Revenue-share agreement — no equity dilution, no board seat, no fixed debt schedule |
| Investor share | 12% of the Company's monthly house net revenue (gross client revenue after coach compensation), paid monthly |
| Payment timing | The investor's revenue share accrues from the first month after close. Cash distributions begin after a 90-day ramp window, with amounts accrued during that window paid as a catch-up at the start of distributions — so the return clock starts immediately while the business gets a short operational ramp. Because accrued amounts are paid in full, this timing does not materially change total return or payback. |
| Return cap | 1.75× of capital deployed — a total return of $87,500 on the $50,000 invested, after which the revenue share ends |
| Projected return (base case) | Approximately 40% effective annualized return. Principal is projected returned by month 12, with the full 1.75× cap reached by month 20 — derived from the Company's conversion data, modeled with flat-rate coach economics and conservative payment-timing assumptions. See the three-case projection that follows for the conservative floor and aggressive upside around this base case. |
| Downside protection | Even the conservative case returns principal within roughly 15 months at an approximate 31% annualized return; the deal is structured so the investor earns a strong return even if the business meaningfully underperforms its base plan. |
| Reporting | Monthly revenue statements and quarterly business updates provided to the investor |
The $50,000 raise may be filled by a single investor or syndicated among several. All participants invest on identical terms through fractional units of the same revenue-share pool — each investor receives a pro-rata share of the 12% house-net revenue pool and carries the same 1.75× cap on their own capital. Illustrative participation:
| Investment | Share of 12% Pool | Effective Revenue Share | Capped Return (1.75×) |
|---|---|---|---|
| $10,000 | 20% | 2.4% of house net | $17,500 |
| $25,000 | 50% | 6.0% of house net | $43,750 |
| $50,000 | 100% | 12.0% of house net | $87,500 |
Minimum participation: $10,000. Identical terms across all participants keeps the capitalization clean, avoids conflicts between investors, and simplifies legal documentation. Should the Company pursue a future facility raise, participants in this round hold a first right of participation before new investors are admitted.
The revenue-share structure is self-liquidating: the investment concludes automatically once the capped return is fully paid, requiring no sale, refinancing, or valuation event. Exit pathways:
| Pathway | Mechanics |
|---|---|
| Standard exit (built-in) | Monthly revenue-share payments continue until the investor has received 1.75× of invested capital ($87,500 on $50,000), at which point the agreement terminates automatically. No further action required by either party. |
| Early buyout (Company option) | The Company may prepay at any time by paying the remaining cap balance in a lump sum — accelerating the investor's return and improving their effective annualized yield. |
| Investor liquidity (transfer right) | The investor may assign or transfer the revenue-share agreement to a third party with Company consent, not to be unreasonably withheld. |
| Sale or acquisition of the Company | If the Company is sold before the cap is reached, the remaining cap balance becomes due to the investor from sale proceeds, senior to founder distributions. |
No growth business is without risk. The Company has identified its primary risks and built a specific, funded response to each — the mark of an operation that has thought past the pitch.
| Risk | Contingency |
|---|---|
| Customer acquisition cost rises | Paid acquisition is the primary lever, and CAC can drift as ad markets shift. The Company is not dependent on paid traffic alone — it runs an organic content engine (Monday–Friday cadence) and the Mission Ready Aesthetix referral pipeline. If blended CAC exceeds target, spend is throttled and reallocated to organic and referral while creative and offer are re-tested — protecting margin rather than chasing volume. |
| Advertising costs or platform changes disrupt lead flow | The funnel is diversified across Meta, organic social, and email/SMS nurture rather than single-channel dependent. Offline channels — direct mail and educational clinics — further reduce platform-dependence risk, and the working-capital buffer keeps acquisition spend uninterrupted through any single-platform disruption. |
| Coaching capacity constrains growth | The binding constraint on this business is coaching capacity, not lead flow — proven demand already exceeds what two founders can serve. The funded plan addresses this directly by scaling a credentialed coaching team. Capacity is added ahead of demand on a defined trigger (when active clients approach current serving capacity), so growth is never throttled by an understaffed roster. |
| Founder concentration | The founders are the brand. Delivery capacity is expanded over time by adding credentialed coaches (a stated Long-Term goal), documented systems and an in-house-built platform make onboarding repeatable, and the two-founder structure means no single point of failure in either coaching or clinical oversight. |
Plant Strong Athletix is not a bet on an idea — it is fuel for a machine that is already running: an operation built, live, and converting today, run by a four-federation natural pro and a board-certified Lifestyle Medicine Nurse Practitioner. This $50,000 scales that proven online engine — consistent acquisition, the content backbone, and the working capital to keep it running without interruption. The return is capped, the exit is built in, and even the conservative case returns your capital. And the longer-term vision — a physical home for the brand, funded by its own success — is one you would hold first position to join. Every client we coach is a parent who gets more strong years with their family. This is the ground floor of proof that plants build champions. We would like you on it.