The Sales Coach — Ritual Training AI-assisted Sales System

Ritual Sales Coach System — Executive Summary & How to Use

Version 1.0 · Portland (PDX) + Bend · Ritual Training / Ritual Longevity / Recovery Sessions Built to slot into Mariana Tek (booking/roster/POS) + Xplor Growth (automated comms)

1. What this is, and why it exists

The Ritual Sales Coach System is a documented, end-to-end playbook for turning a lead into a member and keeping the quality of that journey consistent across every coach and both locations — so it no longer depends on Emily being in the room.

The business case is conversion. Ritual's single biggest revenue lever is not ad spend or class capacity — it is the rate at which leads become trials and trials become members. Today that rate swings with who handles the consultation, how they present membership, and whether they follow up. That variance is invisible in the P&L but expensive: with annual memberships carrying ~$2,500 lifetime value, a handful of avoidable "let me think about it" losses per month per site compounds into five figures a year. This system removes the variance by giving every coach the same words, the same structure, and the same standard — expressed in Ritual's voice (straight-talking, no hype, no shame, no pressure, no medical promises).

It is deliberately parametric: locations, programs, membership tiers, and the Ritual Intro offer are all variables, not hard-coded. That is what lets it scale to two sites now, and to other gyms later under GymOS.

2. The eight stages

The system covers the full conversion journey. Each stage is a self-contained module (script + coach notes + what to log in the system):

1. Lead response — first contact with an inbound enquiry; speed, tone, and getting to a booked Intro.
2. Booking the Ritual Intro — converting interest into a confirmed trial slot in Mariana Tek.
3. Pre-Intro nurture & show-up — the run-up that gets a booked trial to actually walk in.
4. The Intro experience — how the trial session itself is delivered so it earns the consultation.
5. Consultation / discovery — understanding the prospect's goals and situation before recommending anything.
6. Membership recommendation — matching the person to the right tier/program without over-selling.
7. Objection handling & close — working through hesitation and asking for the decision, cleanly.
8. Follow-up & re-engagement — the disciplined chase for "thinking about it", no-shows, and didn't-join leads.

3. How a coach uses it, day to day

• Before a shift with Intros on the books: open the stage module for the sessions you're running (usually 4→5→6→7). Skim the script and the "say this / not this" notes so the language is fresh.
• During: follow the structure, not a robot script. The words are a floor, not a cage — stay in Ritual's voice, adapt to the person in front of you, but hit every beat (discovery before recommendation; recommendation before close; always a next step).
• After every Intro: log the outcome and the reason in the system (see Stage flow below). No outcome logged = the follow-up engine can't fire and the manager is flying blind.
• The rule of thumb: never skip discovery to get to the offer, never recommend without a reason the prospect gave you, and never let a "maybe" leave without a scheduled follow-up.

4. How a manager rolls it out and coaches to it

• Roll-out: introduce one stage per week, not all eight at once. Model it, let the coach run it observed, then let them run it solo. Both sites work from the identical modules so a PDX standard is a Bend standard.
• Coaching to it: use the modules as the observation rubric. Sit in on Intros (or review the logged outcomes + comms), score against the stage's key beats, and coach the specific beat that's missing — not "sell better", but "you recommended before you'd asked why she's here."
• Managing it: watch conversion by stage and by coach, using the outcome data flowing into Mariana Tek / the L10 dashboard. The system makes underperformance diagnosable — you can see whether a coach loses people at discovery, at the offer, or in follow-up, and fix that specific thing.

5. Honest quality picture (per-stage grades)

These grades are the worst score each stage received under independent adversarial review — i.e. the toughest possible read, not the average. They are a to-do list, not a verdict of failure. A 5/10 here means "solid skeleton, needs hardening before it's coach-proof," not "broken."

Top cross-cutting risks to watch:

1. Adoption over authorship. The document is only as good as the coach who follows it. The failure mode is a beautiful playbook nobody opens — hence the one-stage-a-week roll-out and manager observation.
2. Data discipline. Stages 6–8 (recommendation → close → follow-up) collapse if outcomes and reasons aren't logged in Mariana Tek. No data = no follow-up = the most expensive leak.
3. Voice drift. Under pressure to close, coaches slide toward hype or nudging. Every module must keep pulling them back to anti-hype, no-pressure, no-medical-claims language — the brand is a hard constraint, not a preference.
4. Two-site consistency. Bend and PDX must not fork the playbook informally. One source of truth, one standard, reviewed together.
5. Front-half fragility. Stages 1–3 sit at 5/10 and gate everything downstream — a poor lead response or a no-show never reaches the strong Intro (Stage 4). Harden the top of the funnel first.

6. How it plugs into Mariana Tek + Xplor Growth (end to end)

A lead lands and Xplor Growth fires the Stage 1 response sequence and routes them to book a Ritual Intro in Mariana Tek (Stage 2), which holds the slot and roster; XG then runs the Stage 3 pre-Intro reminders that get them through the door, where the coach delivers the Intro (Stage 4), runs discovery (Stage 5), and makes the tier recommendation (Stage 6) — logging the outcome and reason back into Mariana Tek, which becomes the source of truth; the close is completed in MT as a membership sale (Stage 7), and for anyone who says "not yet," no-shows, or doesn't join, MT's status triggers the Xplor Growth Stage 8 re-engagement sequences (win-back / thinking-about-it / nurture) — so MT holds bookings, roster, and outcomes, XG runs every automated touch around the human moments, and the coach owns the conversations in the middle. Nothing here replaces MT or XG; the system standardises the human beats between the automations they already run.

7. GymOS note — how this templatizes

This is built to be lifted into other gyms with minimal rework. Everything gym-specific is a variable, not a fixture: locations, program names, membership tiers, trial-offer name and terms, brand-voice guardrails, and the MT/XG account bindings. The eight-stage structure, the coach scripts' shape, the manager roll-out cadence, and the log-the-outcome discipline are the reusable core; a new client swaps their offer, tiers, voice rules, and booking/comms platform config, and keeps the engine. Ritual is the reference implementation and the hardening ground — every gap closed here (the 5s pushed to 8s) upgrades the GymOS template for the next gym.

How to read the grades again: they are the harshest independent score, chosen deliberately so the roadmap targets real weak points. The priority order for hardening is the top of the funnel (Stages 1–3), then locking the discovery→recommendation→close spine (Stages 5–7), with data-logging discipline treated as a prerequisite for the whole back half working at all.

Stage 1 — Lead → Intro Booked

Ritual Sales Coach · Applies to both locations (PDX + Bend) · Owner: Location Manager · Version 2.0 (hardened)

⛔ Compliance gate — nothing in this stage sends until this is signed off

This SOP describes automated and human SMS/calls/email to US (Oregon) leads. Before ANY sequence goes live:

1. Consent basis is documented per lead source. The Meta/Facebook/Instagram lead form and the website form must carry the express SMS/call-consent disclosure and capture it. DM leads are asked for their number and permission before any text or call — we never lift a number from a profile.
2. Every SMS carries the business name + Reply STOP to opt out. Every automated email carries a CAN-SPAM footer (physical address + one-tap unsubscribe).
3. STOP / unsubscribe is honoured system-wide — a STOP on any channel suppresses all further outreach immediately.
4. Calls follow the same consent basis; no cold auto-dialling.

A brand that sells "no games" cannot ship quietly non-compliant outreach. This gate caps deployability — treat it as blocking.

🔧 Lock-before-deploy config (owner to set — do not let coaches improvise these)

• Ritual Intro — is it free or $X, and what exactly is it? (see §5A operational definition — must be filled per product before launch)
• Membership figures: confirm the monthly tier range and name the recurring/committed reality (see §4 price row)
• What-to-bring line (confirm specifics per site)
• Staffed hours per site and the named lead-duty + backup rota (§6)
• Cross-site Mariana Tek visibility: can a Bend coach see/book PDX's schedule, y/n? (§4 transfer row)
• XG/BrandBot capability check: confirm what BrandBot actually supports before building the pipeline (§5C)

1. Purpose & Outcome

This stage has one job: turn a new lead into a Ritual Intro on the Mariana Tek schedule — on the lead's terms, warm, and genuinely without pressure. For a lead who wants to talk, that means a booked session with a date and time. For a lead who wants to look first, that means they leave with clear pricing, the schedule, and a friction-free way to book themselves when they're ready — without being chased.

The one metric: Lead → Intro Booked rate (Intros booked ÷ leads received), tracked per location, reviewed weekly at L10.

Supporting metric — speed-to-first-response: minutes from lead arriving to first human touch, during staffed hours. Working target: under 5 minutes staffed, same-day always. (This is our operating hypothesis for the biggest lever in the stage — we validate it on the dashboard, we don't assert it as fact to anyone.)

What "done" looks like — two valid outcomes:

1. Booked: the lead has a Ritual Intro reservation in MT, knows what to expect, and has a confirmation.
2. Served-and-parked: a researcher has pricing, schedule, and a self-book link, plus (with their permission) one agreed check-back. Tagged researcher. This counts as a clean outcome, not a failure.

On the numbers in this document: any figure about no-shows, response rates, or booking horizons is a working hypothesis to be validated on the L10 dashboard, not an established fact. We never present unsourced statistics as data — internally or to a lead.

2. THE LIVE RUN-CARD (the only thing a coach touches mid-lead)

Print this. Everything in §3–§7 is back-of-house reference — never navigate the full doc on a live lead.

A. Cold form / DM / Meta-ad lead (they haven't asked to talk) → TEXT FIRST.

1. Claim it (move to "Contacted", one owner). Check MT first — if they already self-booked, go to card E, do not call.
2. Send the speed-to-lead text (§3A). Warm, human, one line, self-book link, opt-out. Do not cold-call a form/DM lead.
3. If they reply and want to talk → run the 3 beats (card D). If they reply and want info → answer + link + stop (card F). If silence → follow the one cadence table (§4), capped.

B. Phone-in lead, or referral/walk-past who signalled they want to chat → talk now. Run the 3 beats (card D). These leads asked for a conversation — a call is service, not intrusion.

C. Walk-in → book before they leave the building. "Let's get you in properly — a coach gets real time with you at an Intro. What's your name and mobile?" → book in MT on the spot → confirm date/time → "you'll get a text confirmation shortly." (§3E)

D. The 3-beat conversation (only for leads who want to talk):

1. Open, neutral, one light question. "Thanks for calling — what were you hoping to find out?" (Answer their actual question first — logistics, price, schedule. Log anything they volunteer about their goal in the notes; never interrogate.)
2. Fit-check — the two scripted questions (§3H). Route on their stated goal, never their age:
   • Wants gentler / balance / mobility focus, or tells you they're looking for the 60+ session → offer Ritual Longevity as the fit.
   • Otherwise → Ritual Training.
   • Asks specifically about mobility/recovery → mention Recovery Sessions exist (pilot, Tues/Thurs from 27 Jul) but the standard Intro is still the front door; note it for the consultation. Never position Recovery to someone with pain/injury (see card G).
3. The booking ask — offer, don't corner (§3C). Two live times from MT and a genuine open door + self-book link. "I've got [A] or [B] this week — or tell me what suits, or grab any slot here [link]." No assumptive-close framing.

E. Self-booked lead (booked via the link) → confirm by TEXT, never cold-call (§3I). Same-day warm human text: confirm the slot, run the two fit-check questions (re-route if they picked the wrong product), deliver the expectation-set, offer opt-out. Flag any mis-route for the manager review.

F. "Just researching / send me info / I want to look first" → serve, don't chase (§3D / §4 researcher row). Send price + schedule + self-book link. Answer their question fully. Offer one check-back on a date they agree. Tag researcher. Do not run the follow-up cadence on them. Then stop.

G. Injury / medical mention → say the scripted line, comment on nothing (§3G). Do not assess, advise, reassure, or promise to "scale around" anything. Deflect to their GP + our health screen, hold the door warmly.

H. If not booked, never leave it in limbo: either booked, or a specific dated next action on the card, or researcher, or disqualified with a reason code. Then set expectations (card, §3F) and log.

Voicemail (only if you were invited to call and they didn't pick up) — §3B. What-to-bring / expectation-set — locked script §3F.

3. Word-for-Word Language (On-Brand)

Rules baked into every script: no hype, no shame, no scarcity theatre, no promises about their body, no medical claims — and no announcing how honest or no-pressure we are. We say the plain thing; we don't narrate that we're being plain. Coaches deliver these, they don't recite them — a stiff read is worse than a natural paraphrase, but the load-bearing lines (the booking options, the expectation-set, the medical line) stay intact.

A. Speed-to-lead text — first touch for a cold form/DM lead (TEXT, not call)

Hi [Name] — [Coach] here from Ritual Training in [Portland/Bend]. Thanks for reaching out. The Ritual Intro is a single coached session so you can try it for yourself — I've got a couple of times free this week, or you can see the schedule, pricing and book whenever suits here: [link]. Anything you want to know first, just ask. Reply STOP to opt out.

B. Voicemail (only after an invited call goes unanswered — 15 sec, locked)

"Hi [Name], it's [Coach] at Ritual Training in [location]. You asked me to give you a call — no worries that I missed you. I'll drop you a text with a couple of Intro times and a booking link so you can sort it whenever's easy. Speak soon."

C. The booking ask — offer + open door (never a forced choice)

"I can do [Tue 5:30] or [Thu 9:15] this week — or if neither lands, tell me what works, or grab any slot here: [link]. Whatever's easiest for you."

(Two times are a helpful default, not a trap. The open door and the link are not optional — they're what makes this no-pressure.)

D. Info / price / "just looking" reply — answer, hand the link, stop

"Sure — memberships run roughly $[X]–$[Y]/month depending on how often you come, and there are committed options too; I'll send the full breakdown. Here's the schedule and pricing, and you can book an Intro yourself whenever you like: [link]. Happy to answer anything else — otherwise I'll leave you to have a look."

(Then stop. No pivot back to the ask. If they want to book, they will.)

E. Walk-in

"Great timing — I can't chat long between sessions, but let's do this properly. Let me book you a Ritual Intro so a coach gets real time with you. What's your name and mobile? … [book in MT] … Done — you're in for [day/time], you'll get a text confirmation shortly."

F. Expectation-set — LOCKED 3-line script (say or paste exactly; this is the show-rate defence)

"Three quick things: 1) Wear trainers and comfortable clothes you can move in, and bring water. 2) Come about 10 minutes early so the coach can meet you first — it's roughly 45 minutes all-in with that chat. 3) The session is scaled to you on the day; you'll do your version, not keep up with anyone."

G. Injury / medical mention — LOCKED, no improvisation

"Thanks for telling me. I'm not able to advise on that — that's really one for you and your GP. What I can do is get you the info and, when you're ready, the coach runs a quick health check-in before your first session. If you'd like to clear it with your doctor first, no rush at all — I'm happy to hold your spot and check back whenever suits, or leave it with you. Which would you prefer?"

(Never: assess the condition, reassure about it, promise to "scale around it", or imply doctor-clearance is our call. We comment on nothing medical.)

H. Fit-check — the two scripted questions (Beat 2)

Q1: "What are you mainly hoping to get out of it — general strength and fitness, or more around balance, mobility and moving well?" Q2 (only if unclear): "And is there a particular session you had in mind, or shall I point you to the best fit?"

Route on the answer, not on assumed age: strength/conditioning goal → Training; balance/mobility/gentler-pace goal they state → Longevity (offered as an option, never pre-decided). A fit 62-year-old who wants the harder class gets the harder class.

I. Self-book confirmation text (they booked themselves — confirm, don't call)

"Hi [Name] — [Coach] from Ritual [location]. Nice one, you're booked for a Ritual Intro on [day/time]. Quick check so we point you right: mainly after strength/fitness, or more balance and mobility? Either way — wear trainers, bring water, come ~10 min early (it's about 45 min all-in), and it's scaled to you on the day. Anything you need, just reply. Reply STOP to opt out."

J. Instagram / Facebook DM reply — stay in-channel, don't demand a number

"Hey [Name] — thanks for the message! The Ritual Intro is one coached session, scaled to wherever you're starting from. Here's the schedule, pricing and a link to grab a slot yourself: [link]. Happy to answer anything right here in the DMs. If you'd rather I text you the times, just send a number and say the word — no problem either way."

(Meet them where they chose to be. We never ask a DM lead for their phone number as a precondition, and never to "text them a couple of times.")

What we never say (hard list, both locations)

• ❌ "Crush your goals" / "melt fat" / "transform your body" / "game changer"
• ❌ "Spots are filling fast" as a nudge. A capacity fact is stated only if the lead asks about availability, plainly, never to hurry a decision: "That one's got 2 spots left if you want it."
• ❌ Anything diagnosing, reassuring about, or promising outcomes for pain, injuries or conditions
• ❌ Guilt / "you said you wanted to change…"
• ❌ Over-narrating our own honesty ("the honest way", "judge for yourself", "no games") — say the plain thing instead of announcing it
• ❌ "Pencil it in for you" — we never create an MT reservation without an explicit yes

4. Decision Points & Branches

The ONE follow-up cadence (single source of truth — this table overrides any timing mentioned elsewhere)

Hard cap: 4 touches over 7 days for a non-responding lead. Then Nurture. No stacking multiple channels in the first hour. Calls only to leads who invited a call. Every touch carries an opt-out.

Nurture = low-frequency, opt-out-respected, out of active work. Not deleted. Researchers skip this cadence entirely (one agreed check-back only).

5. The MT / XG (BrandBot) Split — Machine vs Human

Principle: automation buys speed, consistency and compliance; humans do the conversation and the ask. Automation never "sells", never chases past the cap, and never calls. Self-serve is a first-class path, not a fallback.

5A. What the "Ritual Intro" actually is (define before launch — do not let coaches guess)

The Intro is the first-visit product every new lead is routed to. Lock per product: whether it's a dedicated 1-1 slot or a reserved place in a group class with guaranteed coach attention; the MT session-type name; whether it's free or $X; and exactly what's promised. The scripts promise "a coach meets you properly" and "scaled to you on the day" — those promises must be operationally true for whatever the Intro physically is. If it's a packed group class with no individual coach time, the scripts must change.

5B. Self-serve is the hero path

There is a friction-free page behind every link showing the schedule, transparent pricing, and one-tap Intro booking — no human required. Pricing is published there so a researcher never has to talk to a person to get a number. If a lead self-books, nobody calls them — they go straight to confirmation + reminders, plus the one warm confirmation text (§3I). Let people convert themselves.

5C. ⚠️ VERIFY before building: what BrandBot (Xplor Growth) actually does

XG is BrandBot — a marketing/messaging automation layer on MT (lists, segments, journeys, tags), not necessarily a sales-opportunity Kanban CRM. Before anyone builds §5D/§6 on it, confirm whether BrandBot supports a true opportunity pipeline with drag-able stages and an MT-booking trigger that moves cards. If it doesn't:

• Source of truth for "booked" = the MT roster. If it's not in MT, it isn't booked, whatever a thread says.
• BrandBot holds messaging/journey state (tags: new, contacted, researcher, nurture, disqualified, booked).
• Pipeline visibility for managers uses whatever BrandBot genuinely offers (segments/tags) or a lightweight shared tracker — not an assumed Kanban board.

Also confirm the MT ↔ BrandBot sync latency: MT self-bookings and walk-ins originate in MT, not BrandBot, and the sync is often batched. "Instant response" and "immediate confirmation" promises apply only where the plumbing genuinely supports real-time — verify per lead source before promising it.

5D. Automation handles (once compliant + verified)

1. Instant acknowledgement for form/DM leads if not human-claimed within the target window — short, on-brand, self-book link, business name + STOP. Never stacked on top of a human text.
2. Capped no-response cadence per the §4 table (max 4 touches / 7 days), each with opt-out. No countdowns, no "last chance".
3. Booking confirmation + reminders once MT shows a reservation: confirmation, 24h reminder, 2h reminder with what-to-bring/parking. Every message carries opt-out.
4. Suppression on STOP, system-wide, immediately.

5E. Mariana Tek handles

• The Ritual Intro as a bookable session type at both sites; the roster is the single source of truth for who's coming.
• Client profile at booking with verified mobile + email (bad contact data here breaks everything downstream — verify it).
• The MT reservation event is the trigger for confirmations (subject to sync latency — see §5C).

5F. Humans handle (never automated)

• The conversation and the booking ask (with explicit yes before any reservation)
• Fit-check and routing on stated goal
• The self-book confirmation-and-fit-check text
• The injury/medical deflection (locked script)
• Invited call-backs only

5G. Never do (both systems)

• Cold-call a form/DM/self-book lead
• Create an MT reservation without an explicit yes ("pencil it in")
• Stack auto-text + auto-email + human text + call inside the first hour
• Exceed the 4-touch / 7-day cap
• Send anything without business name + opt-out

6. Consistency Mechanism — How Both Sites Do This Identically

1. Lead duty is a named shift with a named backup. Each staffed period, one person per location owns lead duty, posted on the shift schedule, plus a designated backup for when the lead-duty coach is mid-class. Define staffed hours per site. When the primary is teaching, the backup carries the speed target; if neither is free (small-team reality), the honest standard is "first human touch by end of the current class block" — state it rather than pretend 5 minutes is always possible.
2. The run-card is the single source. Coaches work from §2 only, mid-lead. They personalise greeting/warmth/sign-off; the load-bearing lines (booking options + open door, expectation-set, medical line, fit-check questions) stay intact.
3. One SLA, one audit bar — aligned. Target = first human touch under 5 minutes during staffed hours. Audit = a lead in "Contacted/New" older than 30 minutes during staffed hours is a miss. (No more 5-min-target-vs-1-hour-audit split — coaches are held to one clearly stated bar.)
4. The record is the audit trail (MT roster + BrandBot state per §5C). Managers check the state, not memories.
5. Weekly L10 scorecard (on the dashboard): leads in, Intros booked, Lead→Booked %, median speed-to-first-response, researcher count, opt-out rate — per location, side by side. PDX and Bend seeing each other's numbers is the cheapest consistency tool we have. (Watch opt-out/complaint rate as the guardrail that the cadence stays no-pressure by count, not just by tone.)
6. Manager coaching cadence: monthly, pull two real threads per coach (one text, one call note) against a 6-point check: right first channel (text-first for cold) ✓ / capped-and-compliant ✓ / fit-check on stated goal ✓ / offer-not-corner booking ✓ / self-book & medical handled to script ✓ / booked-or-clean-next-action ✓. Coach the checklist, not the person — same anti-shame standard we hold with members.
7. Self-book review: managers spot-check self-booked Intros weekly to catch mis-routes (e.g. a balance/mobility lead who self-picked Training) and confirm each got the confirmation-and-fit-check text.
8. New coach onboarding: shadow 3 lead conversations, run 3 supervised, then solo. No lead duty before this and before the compliance + medical-script sign-off.

7. GymOS Note — What's Parametric Here

Invariant across all gyms (the actual IP): text-first for cold leads (call only on invitation), self-serve as the hero path with published pricing, a hard capped, opt-out cadence, the compliance layer, offer-don't-corner booking (never book against a "no"), route-on-stated-goal, the locked expectation-set and medical-deflection scripts, a self-book confirm-and-fit-check touch, MT-roster-as-source-of-truth, and the aligned single SLA/audit bar. That's the GymOS Stage 1 chassis; everything else is config.

War-game notes

Top 3 risks addressed:

1. "No-pressure" was contradicted by the machine's DNA. Fixed by flipping cold leads to text-first (call only on invitation), making self-serve with published pricing the hero path, capping outreach at 4 touches / 7 days with an opt-out on every touch, softening the booking ask to offer-plus-open-door, killing "pencil it in" and the pivot-back-to-the-ask, and adding a real "just researching" branch.
2. Legal + medical exposure. Added a blocking compliance gate (consent basis per source, STOP on every SMS, CAN-SPAM footer, system-wide suppression) and a locked, no-improvisation medical script that comments on nothing, deflects to GP + a health check-in, and holds the door warmly. Recovery Sessions carry a "not rehab/physio" guardrail.
3. Unusable-under-pressure + internal-hype. Extracted a single-page live run-card, collapsed four conflicting follow-up timings into one cadence table, aligned the 5-min target with a 30-min audit bar, scripted the fit-check word-for-word (routing on stated goal, not age), added the missing branches (researcher, wrong number, reactivation, DM-won't-share-number, self-book confirm), and reframed every statistic as a dashboard hypothesis, not asserted fact.

Residual watch-outs for the coach / owner:

• Config not yet locked: the Intro's price/terms and exact operational definition, confirmed membership figures, staffed hours, cross-site MT visibility, and the BrandBot capability check are all decisions Emily must make before go-live — the scripts break if they're guessed. Don't deploy with placeholders live.
• BrandBot may not have a real pipeline. §5/§6 assume a source of truth; if BrandBot is messaging-only, use MT roster for "booked" and tags for state — verify before building.
• Lead-duty-while-coaching is a real small-team collision; the named-backup rule mitigates it but the honest fallback SLA must be posted, not aspirational.
• Watch the opt-out/complaint rate on the dashboard as the live proof the cadence stays no-pressure by count, not just by tone.

Next stage: Stage 2 — Intro Booked → Intro Attended (show-rate defence + the Intro session experience).

Stage 2 — Confirm & Show-Up

Ritual Sales Coach · Stage 2 of the Intro Pipeline · Applies identically at PDX and Bend

1. Purpose & Outcome

Purpose: A booked Ritual Intro is not a win — a walked-in Ritual Intro is. This stage exists to get the person who booked through the door, clear on what to expect and who'll greet them, without making them feel chased. The person booked because Ritual felt low-friction; the confirm sequence has to protect that feeling, not spend it.

Outcome this stage must produce: The prospect arrives at their Intro on time (ideally 10 minutes early), knowing (a) what the session actually is, (b) what to wear/bring and where to park, and (c) that a real person is expecting them.

Primary metric: Show-Up Rate = Intros attended ÷ Intros booked, per location, per week, pulled from the Mariana Tek roster.

• Do not launch against a fixed 80% target. Free trial-session no-shows commonly run 30–50% industry-wide, so a perfectly run stage can still land at 55–70%. First, measure the current baseline at each location for 4 weeks. Then set the target as baseline + 10–15 points for the following 8–12 weeks, and only fix an absolute target once real data exists.
• Review trigger is a sustained fall against the rolling baseline (two consecutive weeks below baseline), not an absolute number — so it doesn't fire spuriously from day one and get ignored.

Counter-metrics (tracked alongside show-up, so the target can't be gamed by over-texting or by relabelling no-shows):

A coach whose show-up rate is high but whose opt-out/complaint rate is also high is not succeeding at this stage.

2. The Contact Cadence — Signal-Responsive, Capped

The old model fired five touches at everyone regardless of how they responded. That reads as needy. This model caps contact and backs off the moment the prospect engages.

The Confirm-and-Back-Off rule (this is the core change — read it twice)

The moment a prospect confirms or replies positively at any point, stop the remaining sequence. Send ONE short line — "Great — see you [day] at [time]. We'll leave you to it." — and suppress every later human touch. An engaged prospect should receive no more than ~3 total contacts before their Intro.

• Confirmed after T2 → skip T4. They get at most the automated same-day reminder.
• Prospect says "just email me" / "I'm all set" / "please don't text" → honour it. Mark the preference on the MT record; drop them to email-only or reminder-only. This "opt-down" is distinct from a full STOP and must be respected the same way.
• The system responds to the prospect's signals. It never runs a fixed gauntlet regardless of what they've said.

Coach's daily routine (one named shift task — see §6)

Realistic time: 20–40 minutes on a busy day (6–8 Intros), not "10." Budget for it honestly.

1. Open the MT roster for your location, looking 48 hours out.
2. Mark attendance from yesterday's sessions — attended / no-show — for any not yet marked. (Attendance marking normally happens within 1h of each session by the coach who ran it; this step is the safety net. The show-up metric and all no-show recovery depend on it. This is a step, not a footnote.)
3. New bookings since yesterday (booked ≥48h out): send T2 from the studio number, signed by the coach scheduled to run that Intro. Skip anyone flagged <48h (Branch F handles them). Log it.
4. Tomorrow's Intros: send T4 only to names not yet confirmed. Anyone who already confirmed gets nothing further (back-off rule). Anyone flagged <48h who already got the collapsed Branch F text gets nothing — do not double-text them.
5. Work the reply queue in the shared studio inbox: reschedules, questions, nerves, pricing, health disclosures, opt-outs — handle per §4 today.
6. Yesterday's no-shows: send the recovery text (§4 Branch D) at this run. Check the tickler queue for any Branch A (48h) and Branch D (3–4 day) follow-ups due today.
7. Log every human touch on the MT contact record (see §5 — one system, MT, both locations): date, touch type, reply.

If you marked attendance, sent T2 to new bookers, sent T4 to the unconfirmed, cleared the inbox, and ran no-show recovery — you did Stage 2.

3. Word-for-Word Language

All human texts go from the shared Ritual studio number (see §5) and are signed by a named coach so they read as a person, not a brand blast — while replies still land in one auditable inbox. Keep them short. State the low-pressure promise once, confidently — repeating "no pressure / no sales pitch / nobody yells" four times signals the opposite and plants images the prospect hadn't imagined.

Pre-send check (mandatory): before you hit send, confirm every [bracket] is filled — name, day, time, coach, location. A literal "Hi [First name]" going out is the fastest way to blow the "real person" premise.

T2 — Personal welcome (within 24h of booking)

Fixed structure (name → who you are → their booking → one warm, confident line → open door). Use the approved opener rotation so two prospects comparing notes don't see identical mail-merge; the body stays fixed.

Approved openers (rotate):

• "Hey [First name] — [Coach] here at Ritual [Portland/Bend]."
• "Hi [First name], this is [Coach] from Ritual [Portland/Bend]."
• "[First name] — [Coach] at Ritual [Portland/Bend] here."

Body:

You're booked in for [day/time] and I'll be the one showing you around. It's 40 minutes, scaled to wherever you're at today — no experience needed. If anything comes up before then and you need to move it, just reply here and we'll sort it.

Note: T2 no longer asks the prospect to disclose injuries or training history over text to someone they've never met. That ask is intrusive, premature, and creates liability (see §4 Branch G). If they volunteer anything, follow Branch G. Otherwise the natural place for "anything I should know?" is a friendly question at the door, or the PAR-Q at check-in.

T4 — Day-before personal confirm (only if not yet confirmed)

This text now carries the load-bearing logistics — arrive-10-early, wear/bring, coach name, parking — because texts get read and the email often doesn't.

Hey [First name], [Coach] from Ritual [Portland/Bend] — you're set for [time] tomorrow. A few things so you're sorted: wear anything you can move in, bring water, and come 10 minutes early so I can say hi and get you set up. [Parking/entry line]. If tomorrow doesn't work, just tell me and we'll move it — genuinely no problem.

The reschedule offer is deliberate: we'd rather get an honest "can't make it" the day before than an empty spot on the day. It is not framed as a spot being "held for you" (that becomes guilt on a no-show) — it's simply an easy out.

T3 — 48h pre-frame email (XG template — written once, automated, reinforcement only)

Subject: What your Ritual Intro actually looks like

Hi [First name],

Your Intro at Ritual [Portland/Bend] is on [day] at [time]. The honest picture, so there are no surprises:

• It's a real session, scaled to you. 40 minutes of strength and conditioning, adjusted to where you are today — first-timer or returning lifter.
• Wear anything you can move in. Bring water.
• Arrive 10 minutes early so your coach can get you set before the room fills.
• Parking / entry: [location-specific line].

You train, you see how it feels, and afterwards we'll have a straight conversation about whether Ritual's a fit — and it's genuinely fine if it isn't.

Need to move your slot? Reply or use the link — life happens. [Reschedule link → MT booking]

See you [day], The Ritual [Portland/Bend] team

Banned in all Stage 2 comms

"Crush," "melt," "transform," "game changer"; countdown scarcity ("only 2 spots left"); any physical or medical promise ("scales to exactly where you are" is fine as a description, but never pair it with a reassurance to someone who's disclosed a condition — see Branch G); guilt/reciprocity framing ("we held this spot for you," "I'll have your spot ready," "hope everything's okay"); pre-experience flattery ("good call," "smart move"); and the "Reply YES" micro-commitment mechanic — it reads as a marketing bot, not a person. If a line would make Emily wince, it doesn't send.

4. Decision Points & Branches

Branch A — Reschedule request (any point before the session). Treat it as a save. Respond same day:

No problem. What does [next 5–7 days] look like? I've got [option 1] or [option 2]. Rebook in MT immediately, on the thread. An "I'll check and get back to you" gets one follow-up 48h later — set an XG/MT tickler on the contact record so it actually surfaces — then it goes to Stage 1 nurture. Never leave a reschedule floating unbooked.

Branch B — Nerves / "I'm out of shape" wobble. The most common pre-Intro wobble and the highest-value save. Normalise, don't overpromise:

That's most people's starting point here — you set the pace, and the session's built to meet you there. Come see how it actually feels. No "you'll be amazed." No physical guarantee. Just normalise and re-anchor to the appointment.

Branch C — No reply to T4. They stay on the roster. Do not chase — the automated same-day reminder (T5) still fires, and extra pings read as pressure. A meaningful share of non-repliers show anyway (measure your own rate per location rather than assuming a number).

Branch D — No-show (marked in MT). One human text at the next daily run (i.e. next morning — the once-daily routine means "same day" isn't promised for evening no-shows), zero shame or fake concern:

Hey [First name], sorry we missed you at [time]. If you still want to try an Intro, I'm happy to find you another slot this week — no rush either way.

• Reply → rebook (Branch A).
• No reply → one more touch 3–4 days later (set a tickler): "Last note from me — happy to hold an Intro open if the timing's better now. Either way, all good." Then move to XG long-term nurture. Two touches total post-no-show, then stop. We don't hound people — it's off-brand and it poisons the local reputation both studios depend on.

Branch E — Second no-show after a rebook. No third personal chase. XG nurture list only. Note it in MT so no coach re-runs recovery on them.

Branch F — Booked <48h out (treat as a first-class path, not an edge case — for boutique trials this is often the majority of bookings). T3 can't fire in time and there's no day-before window. Send one collapsed text on booking (or at the next run if booked overnight) carrying all essentials — signed by the greeting coach:

Hi [First name], [Coach] from Ritual [Portland/Bend] — got you booked for [day/time]. Wear anything you can move in, bring water, and come 10 minutes early so I can get you set. [Parking/entry line]. Need to move it? Just reply. XG must be configured to suppress T3 for <48h bookings and to flag these contacts so the daily T4 pass skips them — they've already had the collapsed text; a second day-before text is the exact double-contact the cadence exists to avoid.

Branch G — Health / injury / pregnancy / medical disclosure (volunteered at any point). Do not reply with a reassuring physical claim ("it scales to exactly where you are, come see"). That's an implied safety promise and a liability. Instead:

Thanks for flagging that — good to know. So we set you up safely, could you fill in this quick health form before your session? Your coach will tailor things within what's safe for you.

• Route to the PAR-Q + waiver (completed before the Intro).
• Red-flag escalation (recent surgery, cardiac event, acute injury, high-risk pregnancy, etc.): the Intro proceeds only after medical clearance. When in doubt, escalate to the manager — never freelance a "you'll be fine."

Branch H — Pricing question ("how much is membership?"). Do not quote numbers — quoting cold kills the Stage 3 in-person consult where price lands in context:

Good question — pricing depends on what fits you, so we walk through it properly after your Intro when we know your goals. Short version: there are a few options and no pressure to pick anything on the day.

Branch I — "Can I bring a friend / my kid?"

Love that — [location's real answer: e.g. "your first Intro is just you so I can focus on you, but bring a friend to a class straight after and we'll sort them a session too" / kids policy]. Want me to note it? (Each location fills in the true answer once; it doesn't get freelanced.)

Branch J — STOP / opt-out. Honour immediately and permanently (compliance, §5). Confirm auto-response fires, log it, and no further contact of any kind — no nurture, no recovery. Distinct from an "opt-down," which reduces contact but doesn't end it.

Branch K — Compound replies ("I'm nervous AND can't make Tuesday", "how much is it and I've got a bad knee"). Handle the logistics/reschedule first (Branch A), then the nerves (B), then any health flag (G) or pricing (H). Don't answer only the easy half and drop the rest.

5. Mariana Tek + Xplor Growth: The Split

Mariana Tek = single source of truth for BOTH locations. All bookings, reschedules, attendance marks, contact-log notes, and prospect preferences live in MT. There is no per-location choice of system — PDX and Bend both log in MT, so the weekly spot-check, cross-location reporting and coach handoffs all work. A reschedule agreed by text that isn't moved in MT didn't happen. Attendance is marked against the roster within an hour of each session — the metric and Branch D both die without it.

The texting channel — decided, not assumed:

• Human touches (T2, T4, all branch replies) send from a shared, Ritual-owned business number via XG/BrandBot 2-way SMS (or MT's messaging, whichever the integration supports) — never a coach's personal phone. This fixes safeguarding, the "is this a stranger's personal cell" discomfort, thread continuity when a coach leaves or the roster changes, and — critically — makes the §6 brand-voice audit possible, because every sent message lives in the shared inbox, not on someone's device.
• The "personal" feel comes from signing with the coach's name, not from a private number.
• Coach-substitution: the touch is signed by the coach scheduled to run that Intro per the MT roster. If the rostered coach is uncertain or likely to change, sign generically ("the Ritual [PDX/Bend] team" / "your coach") — never promise a specific name who won't be the one to greet them. If the roster changes after a named text went out, the shared inbox lets whoever's on send a quick "[New coach] will be looking after you tomorrow — you're in good hands."

Xplor Growth = the automation rail (information layer):

• Intro booked → T1 confirm (instant, transactional) + T3 pre-frame (48h, suppressed if <48h) + T5 same-day reminder (suppressed on opt-down).
• Confirmed by prospect → suppress remaining human/automated touches per the back-off rule.
• Attended → hand off to Stage 3.
• No-show → XG surfaces a coach task; it does not auto-send a "we missed you" (that's the robo feel we avoid). Branch D is human.

⚠️ Integration verification (open build item — do before go-live): confirm with the live BrandBot/MT integration that automations can trigger off attended and no-show attendance status, not just booking data. If they can't, the daily manual roster review in §2 (steps 2 & 6) becomes the primary mechanism for both the Stage 3 handoff and no-show recovery — so the pipeline never silently stalls waiting on an event that doesn't exist. Do not ship assuming the trigger works until it's tested.

SMS compliance layer (US / Oregon — TCPA + A2P 10DLC — non-negotiable):

• Opt-in captured at booking (checkbox in MT) — separate consent for transactional reminders vs. marketing/nurture.
• STOP / HELP auto-responses configured and honoured (Branch J).
• Quiet hours: no texts outside ~8am–8pm local time.
• Transactional (T1, T5, day-before logistics) vs. marketing (nurture list) kept distinct — the nurture list requires marketing consent; a no-show who only gave transactional consent does not get marketing SMS.
• Do not deploy SMS until this layer is confirmed live. Statutory exposure is $500–$1,500 per message.

Rule of thumb: XG handles information, humans handle relationship — but both now run through Ritual-owned, logged, compliant channels. The only per-location content differences are the parking/entry line and the coach-name merge field. Everything else is one shared sequence — the two locations do not fork their own templates.

6. Consistency Mechanism

How Stage 2 runs the same on a Tuesday in Portland or a Saturday in Bend, with any coach on shift:

1. The one-page job aid is the operating artifact. The real deliverable is a single laminated card / one screen — readable in 30 seconds between classes — carrying: the fixed daily run-time, the numbered routine (§2), the T2 and T4 scripts verbatim with the pre-send bracket check, and the branch-trigger table (§4). This seven-section document is the reference; the card is what actually runs the stage. Consistency can't depend on anyone re-reading an essay under time pressure.
2. Canonical scripts, minimal variance. One T2 structure, one T4 structure, with the approved opener rotation for human feel. No freelancing new language; proposals go to the manager, not into the wild.
3. The daily routine is a named shift task — assigned to a specific person per day on the opening/closing checklist, not "whoever remembers." Whoever runs it signs texts with the greeting coach's name per the roster (see §5), so the named-human promise stays true even when front desk runs the task.
4. MT is the audit trail. Every human touch is logged on the MT contact record and every text sits in the shared inbox. If it's not there, it didn't happen.
5. Weekly manager review (15 min, per location): pull show-up rate and the counter-metrics (opt-out, complaints, reschedule-to-no-show ratio, touches-per-Intro) from MT/XG; spot-check 3 random contact records — were T2/T4 sent, on script, brackets filled, branches handled same-day, back-off respected? Read the actual sent texts in the shared inbox for voice drift.
6. Coaching to it: on a dip or a failed spot-check, the manager reviews the real sent texts against the §3 scripts — specific, blame-free, one correction, re-check the next week. Emily sees the weekly number and the guard metrics; she's never in the loop otherwise.
7. Onboarding: a new coach shadows the routine twice, runs it observed once, then owns it, working from the one-page card.

7. GymOS Note — What's Parametric

This stage templatises almost entirely.

Fixed (non-parametric) core: the signal-responsive confirm-and-back-off cadence (not a fixed gauntlet); the touch cap for engaged prospects; "automation = information / human = relationship"; studio-owned, logged, compliant channels only; load-bearing logistics carried in the read channel (text), not just email; no-show recovery being human-sent and capped; reschedule-as-win (without guilt framing); a compliance layer and counter-metrics as mandatory, not optional; PAR-Q/waiver routing for any health disclosure; and the single-source-of-truth logging + weekly spot-check loop. That's the GymOS Stage 2 engine; everything else is config.

Hands off to: Stage 3 — Run the Intro & Consult (fires on MT "attended" mark — verify trigger, else manual roster handoff). Receives from: Stage 1 — Lead → Intro Booked (which must capture SMS consent).

War-game notes

Top 3 risks addressed

1. "Volume reads as thirsty" / pushiness at the cadence level. The fixed five-touch blast is replaced by a signal-responsive, capped cadence: the moment a prospect confirms, all remaining touches are suppressed and they get one closing line — engaged prospects see ~3 contacts max, with an explicit "opt-down" path. Repeated "no pressure" reassurances, the "Reply YES" micro-commitment, pre-experience flattery ("good call"), and reciprocity/guilt framing ("held your spot," "hope everything's okay") are all removed. Show-up rate now sits next to counter-metrics (opt-outs, complaints, reschedule-to-no-show ratio, touches-per-Intro) so the target can't be gamed by chasing.

2. Undefined channel + legal/safeguarding exposure. The texting rail is now decided: a shared Ritual-owned 2-way SMS number, signed by the coach's name, never a personal phone — fixing continuity, safeguarding, and making the brand-voice audit real. A full TCPA / A2P 10DLC compliance layer (opt-in at booking, STOP/HELP, quiet hours, transactional-vs-marketing split) is mandatory pre-launch. A health-disclosure branch (G) routes any injury/pregnancy/medical flag to PAR-Q + waiver with red-flag escalation, closing the implied-physical-claim liability — and the intrusive injury ask is removed from T2.

3. Operational fictions that would break on contact. Attendance-marking is now a numbered run-sheet step, not buried prose; load-bearing logistics (arrive-10-early, wear/bring, parking, coach name) moved into the read channel (T4 text); one logging system (MT) for both locations; scripts collapsed to canonical with a pre-send bracket check; <48h bookings promoted to a first-class path and de-conflicted from the T4 pass; ticklers added for deferred follow-ups; the show-up target rebased off measured baseline; and unsourced statistics deleted in favour of "measure per location." New branches added for pricing, bring-a-friend, opt-out, and compound replies.

Residual watch-outs for the coach

• Verify the BrandBot/MT attendance-status trigger before go-live. If attended/no-show automations don't exist, the daily manual roster review is your only backstop — do not let it slide, or Stage 3 handoffs and no-show recovery silently stop.
• The daily routine is 20–40 minutes on a busy day, not 10. Don't let logging be the thing that gets dropped when you're rushed — an unlogged touch breaks the next coach's handoff and the audit.
• Honour opt-downs as seriously as STOPs. A busy skeptic who says "just email me" is often your most convertible lead; one more text after that undoes the whole low-friction promise.
• Never quote price by text (Branch H) and never reassure a disclosed injury with a physical promise (Branch G) — both feel helpful in the moment and both cause real damage.

Stage 3 — The Ritual Intro (Consult + Session Flow)

The consistency backbone. This is the run-sheet a coach follows every time someone comes in on a Ritual Intro — Portland or Bend, no variation by coach, no variation by mood. The one-page card in §2 is the deliverable the coach actually uses at the floor; everything after it is the training manual behind the card.

1. Purpose & Outcome

Purpose: Turn a booked Intro into a person who (a) had a genuinely good first session, (b) felt coached rather than sold to, and (c) is offered a clear, unhurried recommendation about how to continue — which they are completely free to take, defer, or decline on the spot.

The outcome this stage must produce: Every Intro guest is offered the recommendation — a short, plain conversation where the coach reflects back what they're after and says what they'd suggest. Whether the guest sits down for it, takes it standing on the way out, or says "I just want to think about it" and leaves — all three are correct outcomes. What is not acceptable is a guest leaving without ever being offered a straight recommendation, or a guest being kept in the building against their signalled wish to go.

One key metric: Intro-to-Recommendation-Offered rate. Of people who attend an Intro, what % were clearly offered the recommendation conversation? Target: 95%+. This measures the coach's behaviour (did you offer it, cleanly and without pressure), not whether the guest stayed. A guest who is offered the conversation and chooses to leave is a pass — it is tagged clean-decline and counts as a good Intro. A guest who is never offered it is the only miss.

Why this metric and not "seat taken": scoring coaches on getting people seated creates a direct incentive to block the exit — the exact pressure the brand forbids. "Was the offer made, cleanly?" is 100% within coach control and cannot be hit by cornering anyone. Conversion to member is Stage 4's metric; lead quality pollutes it, so coaches are never scored on it alone.

2. The Run-Sheet

THE ONE-PAGE CARD (laminated, at the coach's station — identical PDX/Bend)

RITUAL INTRO — RUN-SHEET

Before class

• Prep: Pull the Intro guest's name + goal from their client profile / booking-form response in MT (not the roster line). Never learn their name at the door.
• Greet by name as they arrive. Bag, water, bathroom. Introduce them to one nearby regular.
• Quick chat (2–3 questions, casual, no clipboard): What made you book this? · Any movement background? · Anything you want me to work around today?
• Heads-up line (ONE default line): "You'll do the real class. After, if you've got a few minutes, I'll give you my honest read on how to continue — totally your call."
• HEALTH STOP-CHECK: if they name anything on the Clear-First list (recent surgery, pregnancy, cardiac condition, acute/undiagnosed injury, "doctor said no lifting") → do not load them today; offer a modified/observe option + refer to clearance. See §4-E.

During class (coach it normally — 3 real touches):

• Setup touch — first block: check their weight/scaling, adjust once.
• Competence touch — at the start of the second working block: catch one thing they did right and name it, specifically and truthfully.
• Finish touch — final block: "How's that feeling?"

At class end (offer, don't capture):

• Before you dismiss the class, offer it in motion: "Before you head off — want 5 min for my honest read, or shall I drop it to you in your app?"
• If yes → sit somewhere quiet, run the 3 debrief Qs → Stage 4.
• If "I'll think about it" / "I need to go" → "Totally fine — no chase from us. It's all in your app and I'll send the options over." Warm goodbye. This is a pass.

After (under 20 sec): Log the pinned MT note — goal phrase + outcome tag (dropdown: converted / follow-up-booked / thinking / clean-decline / no-offer).

Debrief Qs: How was that, honestly? · What surprised you? · You mentioned [their goal] — here's how the training actually maps to that…

Total realistic footprint: ~60–70 min (arrive ~10 early + 40–45 session + up to 15 optional after). The guest is told this in Stage 2 comms before they book — Step 4 is never the first time a busy prospect learns their 40-minute class asks for more of their day.

BEFORE THE SESSION (the manual behind the card)

Step 0 — Prep the night before / morning of (2 min): Open the MT roster for the class, then open each Intro guest's client profile / booking-form response — that is where Stage 2's captured goal and referral source live (MT rosters surface name/membership/check-in, not free-text form answers). Note: name, goal, background, referral. Never learn an Intro guest's name for the first time when they walk in. (If your site has pinned the goal as a custom field visible on the roster, use that — otherwise open the profile.)

Step 1 — Arrive-ready (near the door before class): Coach (or designated Intro host) greets the Intro guest by name within ~30 seconds of arrival. Not mid-setup, not on the phone.

Step 2 — Welcome + orient (2 min): Name greeting → bag/water/bathroom → introduce them to one nearby member naturally. Don't pre-cast or brief a specific regular to perform a greeting — a warm, real "this is Jordan, first session today" is enough.

Step 3 — The mini-consult (2–3 min, standing, casual — no clipboard, no phone in their face): Three questions, conversationally:

1. "What made you book this?" — listen for their goal in their own words. Note it after, discreetly (post-chat or post-class), never by typing in front of them.
2. "What's your movement background — anything recent or a while back?" — calibrates load.
3. "Anything I should know so I can set you up well — anything you're working around?" — a coaching question, not a medical intake.
   • Disclosure is optional and can be private. Tell them: "You don't have to get into anything here — if there's something you'd rather flag privately, note it in the app or grab me one-to-one."
   • If they name something minor: "Good to know — I'll show you a version that suits it." Nothing more. No diagnosis, no promise it'll improve.
   • If they name anything on the Clear-First list, go to the health rule in §4-E before they train.

Step 4 — Light heads-up (~20 sec): Because the ~60–70 min footprint and the optional after-chat were already set in Stage 2's comms, this is a brief confirmation, not an announcement of a waiting pitch. One default line (§3). It is honest and light — an offer they can already tell is optional — not a "mandatory verbatim" pre-scheduling of a close.

DURING THE SESSION

Step 5 — Position them well: Middle of the room or beside the member they met. Never front-center (exposed), never back corner (invisible).

Step 6 — The 3-Touch Rule (anchored to class landmarks so it can't get lost): Coach the whole class normally — they're here to see the real product. The Intro guest gets three individual touches:

• Setup touch — first block: check weight/scaling, adjust once.
• Competence touch — at the start of the second working block (a fixed landmark, not vague "mid-class"): name one thing they did right, specifically and truthfully. This is a trained principle — real, earned observation — not a memorised flattery line.
• Finish touch — final block: "How's that feeling — good?"

Specific and true, never inflated or leading. "Nice control on those rows" — yes. "You're crushing it!" — no. Banned: leading flattery like "you've done this before, haven't you?" fed to a beginner. People can smell a script; give them observation, not technique.

Step 7 — Close the class warmly: In the wrap, a natural welcome by first name if your class culture does shout-outs. Keep it genuine and light — a real 10 seconds of belonging, not a staged, on-cue performance.

AFTER THE SESSION

Step 8 — Offer the conversation in motion, before you dismiss the class: Do not "collect," "grab," or walk them to a fixed pitch table. As the class winds down, make it a genuine two-way offer they can decline while moving: "Before you head off — want five minutes for my honest read on how to continue, or shall I drop it to you in your app?"

• If yes → somewhere quiet and comfortable (vary the spot; don't run a visible "closing desk" everyone gets marched to).
• If they want to go → §4-D. Let them go, warmly. That is a success.

Step 9 — Debrief with three questions (hands into Stage 4):

1. "So — honestly, how was that?"
2. "What surprised you — harder, easier, different than expected?"
3. Service, not tie-down: "You mentioned you're after [their goal] — here's how the training actually maps to that…" — reference their goal to serve the recommendation, never as a gotcha ("you said you wanted X, does today get you there?").

Step 10 — Recommendation offer (default = permission-asking): the bridge into Stage 4. Default to the V1 shape in §3 (asks permission). If they engage → Stage 4 now. If not → §4-D.

Step 11 — Log it (under 20 sec, pinned template): In MT, complete the pinned Intro note template: goal phrase field + outcome single-select dropdown (converted / follow-up-booked / thinking / clean-decline / no-offer). This is the single non-negotiable admin task — it drives Stage 5 follow-up and the routing in §5. Any health/working-around note is handled per the consent rule in §5, not dumped into the profile freeform.

3. Word-for-Word Language (On-Brand)

Each moment has one default line — the line every coach learns cold first. Alternates are advanced variants, used only once the coach can deliver the default reliably. They exist to prevent two coaches (or a couple on different days) hearing an identical script; they are not a day-one menu.

Step 4 heads-up — DEFAULT: "You'll do the real class — it's the actual thing, not a demo. After, if you've got a few minutes, I'll give you my honest read on how to continue. Totally your call either way."

• Advanced variant: "You're just doing the class today. If you want, we can take five after so I can tell you honestly what I'd suggest — no obligation."

Note: We have deliberately cut "no pressure either way." Saying it out loud is itself a pressure tell — it flags that a pitch is coming. We replace it with a stated, real out ("totally your call") and then we actually honour it (no chase). Behaviour, not reassurance.

Step 6 competence touch — DEFAULT (principle, delivered in the coach's own honest words): "That's a strong hinge — good tempo." / "Smart call scaling that — that's exactly the right version for today."

• Banned: any leading/assumptive flattery ("you've done this before, haven't you?").

Step 8 offer-in-motion — DEFAULT: "Before you head off — want five minutes for my honest read, or want me to drop it to you in the app instead?"

Step 10 recommendation — DEFAULT (permission-asking; this is the correct shape): "Based on what you told me you're after and what I saw today, I've got a clear idea of what I'd suggest. Want me to walk you through it? Couple of minutes — and if it's not right, tell me straight, I'd genuinely rather know."

• Advanced variant (softened — the earlier "this would work for you" is removed): "Here's my honest read: I think this is a strong fit for what you told me you're after. Want me to show you what continuing actually looks like — schedule, cost, all of it — so you can decide with the full picture?"

V2's old "this would work for you" was an unqualified results promise — cut. Coaches default to V1; the softened variant is opt-in for experienced coaches only.

If they flagged something they're working around (Step 3) — the only acceptable shape: "We'll work around it — every movement has a version that suits where you're at today." Never: "this will fix your back," "strength training cures X," or any outcome promise about pain, weight, or health.

Clean decline (mandatory, learned cold): "Totally fine — no chase from us. It's all in your app and I'll send the options over so you've got them. Really good to have you in today."

Banned in this stage (non-negotiable): "no pressure either way" (the phrase itself), "crush your goals," "melt fat," "game changer," "you'd be crazy not to," "this price won't last" (unless a genuinely expiring offer exists and is stated factually), any countdown pressure, any body-shame framing ("beach body," "problem areas").

4. Decision Points / Branches

Live branches the coach must hold in-head (only these four): right-fit redirect (B), eager buyer (C), can't-stay / clean exit (D), and health disclosure (E). The rest (A, F, G, H) are handled by prep, staffing, and monthly shadow-coaching — not front-of-mind during the session.

A. Nervous first-timer vs. experienced lifter (read at Step 3, Q2): (training-manual nuance, reinforced in shadow visits)

• Nervous: extra setup touch, position by a friendly regular, scale down and let them ask up. Debrief Q2 leans on "what surprised you?"
• Experienced: don't over-coach (reads as condescending). One technical touch at their level. They buy on programming quality — Stage 4 should lean there.

B. 60+, or mobility/balance is the stated goal — anchor on the goal, never on age: If they're in a Ritual Training Intro but Longevity fits better, offer it on the strength of what they said they want, not their age: "You mentioned balance and mobility matter to you — we run a class built around exactly that: 45 minutes, strength, balance, mobility. Want to try that one too before you decide anything?" Never phrase it as being moved to a "seniors' class." Offer the rebooking; don't reassign them. Right-fit-over-quick-sale is the brand and converts better.

C. They ask "how do I sign up?" before Step 9: Skip the debrief, go straight to Stage 4. Never make an eager buyer sit through a script.

D. They can't stay, or just want to leave — a first-class SUCCESS outcome: There is a clean, dignified exit here and it is not a KPI failure.

• Want to leave, no chat: "Totally fine — no chase from us. It's all in your app, I'll send the options over. Great to have you today." Let them go warmly. Tag clean-decline. Pass.
• Interested but genuinely out of time: don't cram a pitch into a doorway (a rushed pitch converts worse). Offer — don't insist — a proper follow-up: "I'd rather not squeeze this — want me to send it over, or shall we grab ten minutes another time?" If they want it, book it in MT before they leave. If they'd rather just have it sent, that's fine too. Tag follow-up-booked or thinking accordingly.
• Never block the door, "collect," or run a same-spot detention. A guest whose top need is to not have their time captured must be able to leave and still be a good Intro.

E. Health — the STOP/refer rule (pre-session AND during):

• Clear-First list (do not load them today; offer modify/observe + refer to clearance): recent surgery, pregnancy, known cardiac condition, acute or undiagnosed injury, any "my doctor said no lifting"/medical restriction. Line: "For that one I'd want you cleared before we load it — today let's keep it light/observe, and once you're good to go, everything here scales around it." Reference the waiver / PAR-Q. Refer out; never assess or clear them yourself.
• Pain during the session: regress or swap immediately, no drama. If beyond "adjust and continue," stop that movement and post-session: "I'd get that looked at by someone qualified before loading it — when you're cleared, everything here scales around it."
• This is a safety, liability, and consistency fix: every coach handles the serious case the same documented way.

F. Staffing — explicit default, trigger, and handoff: (managers own this call before the guest arrives)

• Default: the class coach owns the whole arc.
• Trigger for a second "Intro host": 2+ Intros in one class, or a class of 12+ with an Intro. At that threshold the manager assigns a host who runs Steps 0–4 and 8–11; the class coach still owes the 3-Touch Rule.
• Handoff signal: the host physically collects the debrief; the agreed verbal cue at class-end is the host saying the guest's name to the class coach ("I've got Jordan"). One named owner for the collect — never both, never neither.
• Multi-Intro, no second staffer (time-collision fallback, stated so no one improvises it): run one shared 90-second frame-set to both Intros together before class, keep the 3 touches for each, and do the debriefs sequentially after class (offer each the app-drop option so no one is left waiting long). Better a clean shared frame than a skipped one.

G. They brought a friend/partner: Debrief together. Decision-maker absent ("I'll check with my husband") is a Stage 4 branch — surface it naturally, as service not qualifying: mention early that they're welcome to bring the person who'd be deciding with them.

H. Recovery Sessions pilot (from 27 Jul): If recovery/mobility comes up, mention as a fact, not a pitch: "Worth knowing — we run mobility-focused Recovery Sessions Tues/Thurs. Some members stack one alongside training." Sweetener for Stage 4, never the headline.

5. Mariana Tek + Xplor Growth Split

Principle: automation gets them to the door and follows the tagged outcome; everything between "hello" and "here's my recommendation" is human.

Follow-up for thinking — ONE channel, once, consented:

• Pick one touch, not three. Either the XG thinking sequence or a personal coach message — never both firing on the same guest.
• Consent + channel of record: SMS requires opt-in captured at booking (TCPA). If SMS consent exists, send from the business number logged in MT/BrandBot — never a coach's personal phone. No SMS consent → default to email. The message is a system-of-record message with human words, not an untracked personal text.
• Timing: next-day, once — not same-evening. Same-evening "spontaneous" warmth from someone whose interest is a $2,500 membership reads as pursuit; next-day-once reads as courtesy.
• Tone: plainly helpful and to-the-point ("here are the options we talked about"), not intimate or CRM-flavoured pseudo-spontaneity.

Health/working-around data — consent + handling (compliance must-fix):

• Any injury/limitation info is captured only with an explicit, on-brand consent line ("Mind if I note that so we set you up safely each time?"), stored in a defined access-controlled field, used only to scale training, and not retained on a non-joining prospect beyond a stated window. Health info is sensitive data under OCPA — treat it accordingly. If the guest doesn't consent, don't record it.

Practical note: MT's booking form must carry Stage 2's captured goal to the client profile so Step 0 works. Every integration assumption above (Intro-type filter to BrandBot, tag→sequence sync, purchase-event onboarding, opt-in capture) is a pre-launch verification item, not a hope.

6. The Consistency Mechanism

Four locks:

1. The one-page card (§2) is the primary artefact — identical PDX/Bend, at the coach's station. The full manual (§3–§7) sits behind it. Structure is fixed; personality is the coach's, using one default line per moment learned cold, variants only once earned.

2. The MT structured tag as proof-of-work — hardened against self-report. The Friday audit checks: exactly one outcome tag applied? goal phrase captured? And it is paired with at least one independent signal — did the tag match reality (e.g. follow-up-booked → is there actually a booked slot in MT; converted → is there a purchase; did the outcome-driven XG sequence actually fire)? A note existing is not proof a good conversation happened, so the number is cross-checked, not taken on trust.

3. Shadow-and-debrief — frequent early, then monthly. During rollout (coaches under-trained), the manager/Emily shadows weekly per coach; once behaviour is stable, monthly. Scored on observable, controllable behaviours: greeted by name in ~30s? mini-consult questions asked? light heads-up given? three touches (incl. the second-block competence touch)? recommendation offered cleanly, in motion? health STOP-check applied if triggered? Binary items, not vibes. A guest who was offered the conversation and chose to leave scores as a PASS. Debrief = one strength + one fix, rehearsed out loud (coaches practise the offer line the way members practise hinges).

4. The number in the weekly meeting. Recommendation-Offered rate per location (per coach once volume allows) on the scorecard beside attendance — never conversion alone (lead quality pollutes it), and never "seat taken" (that incentive manufactures pressure). When one site trails, the first question is "which step is getting skipped?" — usually Step 8 (offer never made) or Step 4 (heads-up skipped, so the offer feels abrupt). Fix the step, the number follows. Coach to it, don't police it.

7. GymOS Note — What's Parametric

Fixed (do not parametrize): the arc — human-only Intro window, competence-based touches, the offer-in-motion (never detention), a genuine clean-exit success path, one-tap structured logging, tag-driven routing (never note-driven), consented single-channel follow-up, the health STOP/refer rule, and the four consistency locks. That structure is the product.

(Adapted-from-Hormozi note for the GymOS library: this stage keeps Gym Launch's "prescription over pitch" spine — learn the goal, deliver the experience, recommend specifically — and deliberately strips the urgency/scarcity/price-drop and seat-capture mechanics, which conflict with {brand_voice_rules}. Critically, the metric is inverted from the source: we score offering the recommendation, not retaining the body, because a KPI that rewards blocking the exit is off-brand by construction.)

War-game notes

Top 3 risks addressed:

1. The KPI manufactured the pressure the brand bans. The old 95% "conversation-happened / seat-taken" target rewarded coaches for not letting hesitant guests leave. Redefined to Recommendation-Offered rate, with clean-decline an explicit pass and a genuine dignified exit as a first-class branch (§4-D, §1, §6). Respecting "I want to go" now scores as correct execution.
2. Broken MT/XG routing + consent/compliance gaps. Free-text notes don't fire BrandBot sequences — routing now runs on a structured single-select MT tag verified to sync pre-launch (§5); onboarding is owned by the MT purchase event (no double-fire); "no-offer" is a manual Friday audit (automation can't fire on tag-absence); health data now requires explicit consent + access control + retention (OCPA); follow-up is one consented channel via the business number, next-day-once, never a coach's personal phone (TCPA).
3. Undeliverable under real pressure. Added the one-page card as the primary deliverable, one default line per moment, competence touch anchored to the second working block, a hard health STOP/refer list, a <20-sec dropdown log, explicit staffing default + trigger + handoff signal, and a stated multi-Intro time-collision fallback. De-scriptified the warmth (banned leading flattery, removed "belonging is the product" and the on-cue greeter, built in line variation), stopped weaponising the guest's own words (service, not tie-down), cut "no pressure either way" (the phrase is the tell), and moved the 70-min footprint upstream into Stage 2 comms.

Residual watch-outs for the coach:

• The offer line can still drift into pressure through tone. "Want five minutes?" said while stepping between the guest and the door undoes everything. Offer in motion, mean the app-drop alternative, and let a "no" be a real no. Shadow visits watch tone, not just whether the words were said.
• Self-reported tags remain partially gameable. Cross-checking against MT bookings/purchases and XG fires catches most of it, but a coach can still tag clean-decline on an Intro they simply fumbled. Early weekly shadowing is the real control until the behaviour is trusted.
• Branch B age-shame risk is reduced, not eliminated — anchored on the guest's stated goal, but a flat delivery can still read as "you belong in the seniors' class." Rehearse it warmly.
• Integration assumptions are launch-blockers, not footnotes — MT-Intro-type filter into BrandBot, tag→sequence sync, purchase-event onboarding, and SMS opt-in capture must each be verified live before this stage ships, or the routing silently fails and leads rot unseen.

Stage 4 — Discovery & Goal Diagnosis

Ritual Sales Coach · Applies at PDX and Bend (staffing differences noted in §10) · Owner: Studio Manager, each location

1. Purpose & Outcome

Purpose: Understand this person well enough that the membership recommendation in Stage 5 is about them — their goal, their history, their week, how they decide — not a pitch we'd give anyone.

The outcome this stage must produce: A Discovery Card (up to 5 fields, defined in §2) logged as a client note in Mariana Tek (MT) the same day. A partial card (Goal + Next step) for a rushed prospect still counts — a thin honest card beats a fabricated full one. If there's no card at all, Stage 5 doesn't happen yet.

Metrics — two, and the quality one leads:

• Card quality (primary): % of Discovery Cards that pass the portability test (§10) at weekly review — i.e. a coach at the other location could run Stage 5 from the card alone. This is what we actually care about.
• Same-day completion (secondary): % of Intro attendees with a card (full or partial) logged in MT the same day. Honest target: 80%. We set it at 80% on purpose — a 95% target on a metric that depends on the prospect's cooperation just manufactures fake cards, which then poison the follow-up engine (§8).

What this stage is NOT: It is not qualifying, closing, or handling objections. If you catch yourself steering toward the tiers mid-conversation, you've left Stage 4. Come back.

2. The Discovery Card — "GROWN"

Five fields. Same five, both locations. Memory hook: GROWN.

GROWN is deliberately a plain, positive word — no acronym theatre. Say the five out loud in order and you've run the stage.

3. The Run-Sheet (do it in this order)

Where: In the ~10 minutes after a prospect's first Ritual Intro session, at the one fixed semi-private spot each Studio Manager designates and records here — PDX: [designated spot]; Bend: [designated spot]. Not the middle of the floor, and not a different corner every time. (Longevity and "talk-first" prospects follow §7, not this run-sheet.)

Setup (before class):

1. Pull the day's roster in MT. Identify first-time Intro bookings; check the note field for anything logged at Stage 3 (source, how they found us).
2. Assign the discovery owner per attendee before class — never "whoever's free after." Staffing rules (single-staff shifts, multiple first-timers) are in §10; sort coverage before the session, not during.

The conversation (after the session): 3. Open on their experience, honestly. Ask how the session felt and listen. If you have a genuine, specific observation, use it ("your setup on the sled looked solid"). If you don't, don't invent one — hollow praise reads as buttering-up and tells a sharp prospect this is a routine. 4. Set an honest expectation, then ask. One line (§5, Block A): name that it's ten minutes and a few questions, and name the payoff they get (an honest fit answer). Don't undersell it as "just a couple of questions" and then run a 12-minute intake — the gap is a small dishonesty people notice. 5. Say you'll take notes — and get a yes. One line before you write anything: "I'll jot a couple of notes so whoever you see next isn't starting from scratch — that OK?" Consent to being noted is given, not assumed. 6. G — Goal. Block B, then the follow-up: "What would that actually look like, day to day?" Capture their exact phrase — you'll reuse it verbatim in Stage 5, so capture it now (§4 pocket card, in-the-moment capture), not from memory tonight. 7. R — Record. What they've done before, what worked, what didn't (Block C). Never editorialise about other gyms, franchises, or programs — many of our members (and prospects) came through the Fit Body era. "That didn't work for me" gets a nod, not a pile-on. 8. O — Obstacle. What's most likely to get in the way this time (Block D). Highest-value question in the stage. Ask it, then stop talking and let them think — because it's a real question you want the real answer to, not because a script told you to pause. 9. W — Week. What a realistic normal week looks like (Block E). Don't lower the number for them — ask them for the floor: "What's a number you'd actually hit on a bad week?" Let them right-size it themselves; deciding for them ("let's say 2, not 4") can read as a quiet vote of no-confidence. 10. N — Next step. How they'd want to move if this felt right (Block F): solo or with someone; ready now, needs time, or wants the numbers in writing. 11. Reflect it back, then ask two separate things. 20 seconds in their words (goal, obstacle, realistic week): "Did I get that right?" — that question checks understanding only. Then, separately: "Want me to show you which option actually fits that today, or would you rather I send it over and you sit with it?" — that question is pitch consent. A "yes, that's right" is never permission to pitch; only the second answer, plus the gate rule in §6, moves you to Stage 5. 12. Log the card same day. GROWN into the MT note using the template (§4), plus the two tags (§8). Verbatim goal phrase captured in the moment; card finished and logged by end of shift (one deadline — no other version of this deadline exists in this doc).

Time budget — one number, with a fast path:

• Standard Ritual Intro: aim 8 minutes, hard stop 12.
• Rushed prospect: 60–90 seconds — Goal + Next step + book the follow-up. Partial card, counts.
• Longevity / talk-first: no clock — let it breathe (§7). Do not apply the 12-minute stop to the population that most needs patience.

4. The Pocket Card (the thing that actually runs on the floor)

This one-pager — laminated at the desk and in every coach's phone notes — is the deliverable. The rest of this document is the training and certification backing for it.

DISCOVERY — GROWN 1. Open honest — how did it feel? (real observation or none) 2. Set expectation + ask — "Ten minutes, a few questions, and I'll tell you honestly if this is a fit — if it's not, I'll say so. OK?" 3. "OK if I take a couple of notes?" 4. Ask, in order — and listen: Goal → "What's the real goal? And what would that look like day to day?" Record → "What have you tried before — what worked, what didn't?" Obstacle → "What's most likely to get in the way this time?" → then stop, let them answer. Week → "What's a number you'd actually hit on a bad week? Which days/times?" Next step → "Solo or with someone? Decide now, sleep on it, or want it in writing?" 5. Reflect back → "Did I get that right?" (understanding) 6. Pitch consent → "Show you the fit now, or send it to sit with?" 7. GATE: advance today only if they decide solo + are ready now + said "show me." Any other answer → book the next step in MT, don't pitch. 8. Capture now: type the exact Goal words into a phone note (or 20-sec voice memo) before you forget them. 9. Log + tag (see below), end of shift.

MT note template:

[DISCOVERY yyyy-mm-dd · coach initials · PDX/BND]
G: <their exact words>
R: <prior attempts + outcome>
O: <primary obstacle>
W: <realistic freq + days/times>
N: <solo/with-someone | now/needs-time/in-writing>
Next: <booked next step + date, or "→ Stage 5 done">

Two tags (binary — can't get them wrong):

• Status: talking again now → discovery-done-advancing · booked a next step → discovery-done-warmhold · no card yet → discovery-incomplete
• Obstacle (pick one, optional): obs-time · obs-motivation · obs-injury-adjust · obs-confidence · obs-cost — if unsure, leave it off; the neutral follow-up fires by default.

5. Word-for-Word Language (on-brand examples, not scripts)

Learn the job of each block; say it like yourself. Reciting V1 like a robot fails calibration (§10). Both variants approved — alternate them.

Block A — Set expectation + ask (the "not a sales thing" line is gone on purpose — nobody who isn't selling says it, so it manufactures the suspicion it's trying to kill. Let the behaviour prove intent.)

• V1: "Give me ten minutes and a few questions and I can tell you honestly whether this is a fit — and if it isn't, I'll say so. That work?"
• V2: "Ten minutes, a handful of questions. I'd rather understand what you want than guess — and if Ritual isn't the right thing for you, I'll tell you."

Block B — Goal

• V1: "So what's the actual goal? Not the gym-y answer — the real one."
• V2: "What tipped you into booking this week specifically? Usually something does."
• Follow-up: "What would that look like, day to day?"
• Longevity variant: "What do you want to be able to keep doing — or do more easily — than you can right now?"

Block C — Record

• V1: "What have you tried before? What worked, what didn't?"
• V2: "Fresh start or a comeback? Give me the history."
• Bad past experience: "Fair enough — what about it didn't work for you?" Then leave it. No commentary on the other place.

Block D — Obstacle (one version only — the "if you've stopped coming, why?" pre-mortem is removed. Asking a brand-new prospect to picture themselves having already quit primes failure, cuts against an encouraging brand, and a sharp prospect recognises the sales-training fingerprint. Its only guardrail was "use judgement, skip if fragile," which hands the hardest call to the least-experienced coach — exactly the variance this stage exists to kill.)

• V1: "What's most likely to get in the way this time — life, schedule, boredom, injury, motivation?"
• V2: "What would make it easy to keep coming? And what would get in the way?" — forward-framed; safe for every coach.

Block E — Week

• V1: "What does a realistic week look like — a normal one, not a perfect one? What's a number you'd actually hit on a bad week?"
• V2: "Which days and times genuinely work? I'd rather build around your real calendar."

Block F — Next step

• V1: "If this felt right, how'd you want to take the next step — decide today, talk it over at home, or have me send the details in writing?"
• V2: "How do you usually make calls like this? Some decide on the spot, some sleep on it — both fine. I just want to line up the right next step."

Hard language rules (all blocks):

• Never: "crush," "transform," "melt," "game changer," "results guaranteed," "last chance," "spots filling fast."
• No medical or physical-outcome claims. Not "this will fix your back." Keep it to experience: "Members often tell us they enjoy it and it becomes the part of the week they look forward to — everyone's different, and we'll pay attention to how it goes for you."
• 60+ / Longevity carve-out: make no balance, fall-prevention, strength, or functional-health claim — "you'll feel steadier / stronger" is an implied health outcome to an older adult and is banned. Stay on enjoyment and experience, not physical results.
• Never shame a past attempt or another gym. Record is data, not ammunition.
• Never argue with an obstacle. Here, obstacles get understood and written down, not handled (handling is Stage 5).

6. Decision Points & Branches

Handle in this priority order when several apply (a 58-year-old with a sore knee asking the price is Branches A + B + E at once): 1st — injury/medical (A). 2nd — price (B). 3rd — everything else. Medical lane always goes first.

The three that happen most:

A — They lead with an injury, pain, or condition. Listen, note it factually and minimally (see §9 — no clinical speculation), and stay in our lane: "Anything medical is a conversation for you and your doctor — we'll take our lead from what they say. What our coaches can do is give you adjustments so the work meets you where you are." Never promise improvement of a condition. Common with Longevity — same answer, warmer. Do not pivot a pain disclosure into a Recovery-pilot pitch (see F).

B — They ask the price mid-discovery. Give a real number, don't deflect (dodging price is a hype-gym move; a soft "let me understand you first" is the same dodge in a nicer coat): "It's roughly $X–$Y a month — the difference is mostly frequency. I can pin the exact one down once I know your week, or just send you all three now — your call." Answer, offer the info unconditionally, then carry on only if they want to.

C — Vague goal ("just want to get fit"). One soft prompt: "Fit for what, though? Everyone means something different." If it stays vague, log it honestly and note goal: unclear — that's real data (recommend the simplest entry in Stage 5, don't oversell frequency).

Then the rest:

D — Next-step answer is "not today" (needs a partner, time, or it in writing). Do NOT push to Stage 5. Book the specific next step in MT — a second Intro or a 10-minute call, with a date — never "I'll email you." Tag discovery-done-warmhold.

E — They're clearly ready ("what do I sign?"). Still run the fast card (Goal + Record + Week, ~4 min) — skipping discovery for eager buyers is how mismatched memberships and 60-day cancellations happen — then, if the gate clears, straight to Stage 5.

F — Recovery Sessions pilot. Mention it only when someone shows interest in a gentler pace or mobility work as a preference — never as a response to pain (that's Branch A, medical lane first). Factual, no therapeutic implication: "We also run a mobility-focused session — worth knowing about if that pacing appeals." Check the current pilot schedule in MT before mentioning it (days/dates change; nothing about timing is hardcoded in this SOP). Note recovery-interest: yes.

G — Longevity vs. Training ambiguity. Never assign by age. They've done one format today, so compare that lived session against a plain description of the other: "You tried [today's format]. We also run [other] — [one line on it]. Based on what you're after, want to stick with today's or try the other before deciding?" Their choice goes on the card; your read goes in the note if it differs.

H — They decline discovery ("I'd just like to try a few classes first"). Honour it — no interview. This is the most natural skeptic move and the biggest source of coach-to-coach improvisation, so it gets a scripted, on-brand response: "Totally fair — best way to know is to feel it. Let's get you booked." Book the next class in MT, capture the one field they volunteer (usually Goal, in passing), and tag discovery-declined. No pressure, no re-ask.

The Stage 4 → Stage 5 gate, stated once: advance to a recommendation today only if N = decides-solo AND ready-now, AND they answered "show me" to the pitch-consent question (§3 step 11). Every other case → book the next step, do not pitch.

7. Non-Intro Paths

The run-sheet in §3 assumes a post-Intro conversation. Three cases don't:

• Cold walk-in asking about membership. Don't force a full sit-down. Answer their actual question first (including price — Branch B), then: "Best way to know if it's for you is to feel it — want me to book you into an Intro?" Capture Goal + Next step, tag discovery-incomplete if no Intro booked, or book it.
• Phone inquiry. Same shape, shorter. Get Goal and book an Intro. One field + a booking beats a full interview they didn't sign up for.
• Longevity / "want to talk before I move" prospect. This is a pre-booked consult, not a post-workout chat. No clock — let it breathe (aim 15–20 min). Run GROWN warmly and slowly; the 8–12-minute target does not apply.

8. How It Slots Into Mariana Tek + Xplor Growth

Principle: discovery is 100% human. MT is the system of record; XG (Xplor Growth / BrandBot) is the follow-up engine that consumes the record. Automation never asks discovery questions and never impersonates a coach.

Mariana Tek (human, system of record): the Discovery Card is a client note in the §4 format, same day. Branch-D next steps are booked in MT, never left as an informal promise.

Xplor Growth (automated, consumes the record): the coach applies the two tags from the pocket card.

• discovery-done-advancing → suppress generic trial-nurture; the human owns the relationship. (Nothing undermines a real conversation faster than a templated "How was your first class?!" two hours later.)
• discovery-done-warmhold → a short, plain reminder before the booked next step. No urgency copy, no countdowns.
• discovery-incomplete → one honestly-signed message from the studio / front desk (never from the coach's name — see below) offering the 10-minute call; if no reply in 5 days, XG creates a task/notification for the manager to follow up personally.
• Obstacle-matched copy keys off the optional obs-* tag: the warm-hold and post-trial messages swap in an obstacle-appropriate insert (time-obstacle copy talks about the 40-minute format and class-time spread; motivation-obstacle copy talks about the coaching and the room). If no obs-* tag, the neutral version fires — the mechanic never breaks or guesses.

No coach impersonation — hard rule. Automated messages are signed by the studio or front desk, honestly. If a message needs to come from a named coach, the coach sends it themselves. Faking a personal relationship at scale is the single most off-brand thing this system could do; it's banned.

Fail-safe default: untagged / unknown = no automated message fires. A forgotten tag can never trigger the "How was your first class?!" blast. Silence is the safe default; automation only acts on an explicit tag.

⚠ Before this ships, the build team must CONFIRM (not assume) with MT + XG — these are load-bearing and currently unverified:

1. Which MT tags actually propagate to XG as segmentable fields, and whether free-text note content syncs at all (it likely does not — which is exactly why personalisation keys off the obs-* tag, not the note text).
2. Tag-based suppression only works if each nurture automation is pre-built with an exclusion filter on the status tag — a tag can't retroactively pull a contact from an already-queued send. Build the exclusion filters first.
3. There is no reliable native per-coach "From" name across two sites — use a studio/front-desk From name + coach sign-off, or have the coach send personally. Don't design around per-coach sender identities.
4. "Flag the manager" = a concrete BrandBot notification/task, defined during build — not a vague hand-wave.

The split, plainly: humans ask, listen, and log. MT remembers. XG follows up consistently with what the human learned, honestly signed, and steps aside the moment a human is in the conversation.

9. Data Handling & Duty of Care

Discovery captures personal and sometimes health information into a note the whole team can read. That carries a real obligation (Oregon consumer-privacy rules are in force), so:

• Transparency: the note-consent line in §3 step 5 is mandatory, every time. A prospect always knows a note is being made.
• Data minimisation: record injuries/conditions factually and briefly — "works around left knee; cleared by physio" — not clinical speculation, diagnoses, or "old bruises" narrative. Enough for the next coach to keep them safe, no more.
• Health handoff: anyone disclosing a condition (especially Longevity) is pointed to the standard PAR-Q / medical-clearance / waiver step before programming — health data doesn't just sit in a sales note as the only record.
• Recordings: default to notes, not recordings. For the monthly calibration (§10), any recording of a real discovery requires the prospect's explicit consent, captured beforehand — the coach's agreement is not sufficient, because it's the prospect's data on the tape.

10. Consistency Mechanism (two locations, every coach)

This exists because quality currently varies by coach and site. It scores outcomes, not technique theatre — because a skeptic can feel a coach executing discrete "beats," and training coaches to perform moves is how warmth turns into procedure.

1. The card is inspectable. Full or partial, in MT, same day. No card → the stage didn't happen. The quality metric is the portability-pass rate (below); the same-day rate is secondary.
2. Weekly 15-minute card review, per location. The Studio Manager pulls 3 random cards and applies the portability test: "Could a coach at the other location run Stage 5 from this card alone?" Graded against a published rubric of gold-standard example cards — one clear PASS, one borderline, one FAIL — so PDX and Bend grade the same way (without shared examples, the consistency check itself becomes inconsistent).
3. Monthly calibration, scored on outcomes. The manager reviews one real discovery per coach (notes, or a prospect-consented recording per §9). The score is "did the card come out genuine and portable?" — not a checklist of "permission asked / silence held / reflected back." Coach the result, not the choreography. Feedback: one keep, one change, in Ritual voice.
4. New-coach certification. No coach owns an Intro attendee solo until they've shadowed 3 discoveries, run 2 observed, and produced cards that pass the portability test. Same bar both sites; Emily signs off the standard once, managers apply it — the system doesn't need her in the room.

Staffing reality (because "identical at both sites" only holds if we say how):

• The discovery owner is assigned before class.
• Single-staff shift (coach = instructor = front desk): don't try to peel off for 12 minutes mid-floor. Do the 60–90-second fast capture (Goal + Next step) and book a 10-minute call in MT — that booked call counts toward the same-day target.
• Multiple first-timers in one Intro: the owner takes the warmest/readiest first; the others get a partial card in passing (Goal + Next step) and a same-week booked call. From-memory logging hours later is not an acceptable way to hit the number — a booked follow-up is.
• PDX and Bend may staff differently. Each Studio Manager documents their site's coverage pattern here rather than pretending it's identical.

What managers coach: run-sheet order, the hard language rules, card quality. What they don't police: exact wording. A coach who sounds like themselves and gets a genuine, portable card is doing it right.

11. GymOS Note — What's Parametric

The structure (GROWN card, run-sheet, pocket card, prioritised branches, human-asks/system-remembers split, fail-safe tags, data-handling protocol, outcome-based consistency loop) is the invariant template. Per-client variables:

Do not parametrise: the five GROWN fields, the "no card → no recommendation" gate, the honest expectation-set (no "not a sales thing"), the note-consent line, the obstacle-then-listen, the split reflect-back/pitch-consent, the D-field gate rule, the no-coach-impersonation rule, the fail-safe-untagged default, and the data-handling protocol. Those are the product.

War-game notes

Top 3 risks addressed:

1. Covert use of confided vulnerability + coach impersonation (brand-critical). The Obstacle is no longer a hidden "personalization payload" mined from free text — personalisation now keys off an optional, small obs-* tag with a neutral fail-safe default, under an explicit note-consent line, plus a full data-handling/minimisation protocol (§9). All automation is honestly signed by the studio; automated messages "from the coach's name" are banned outright.
2. Not deployable on the floor + a gameable metric. Added the real deliverable — a Pocket Card (§4) with one time target, a 60–90-second fast path, and binary fail-safe tags. Reset the metric to lead on portability-pass quality with an honest 80% same-day secondary and a partial-card path, killing the fabrication incentive the 95% target created.
3. Off-brand pressure tells and unhandled skeptic move. Removed "not a sales thing" and the failure-priming pre-mortem; split the reflect-back so "you understood me" ≠ "you may pitch"; gave a real price answer; and wrote the missing branch for the prospect who declines discovery entirely (Branch H). Medical claims tightened with a 60+ carve-out, and the Recovery pilot can no longer be pitched at pain.

Residual watch-outs for the coach:

• The §8 MT→XG integration is asserted-then-flagged, not proven. Until the build team confirms tag propagation, exclusion filters, sender identity, and the manager-notification object, treat the automation layer as pending — run discovery and MT logging manually; don't rely on XG behaviour you haven't seen fire.
• The [designated spot] placeholders and per-site staffing patterns in §3/§10 must be filled in by each Studio Manager before rollout — left blank, they reintroduce exactly the site variance this stage exists to remove.
• Gold-standard example cards (§10) must be written before the first weekly review, or the portability test grades differently at each site.
• "Ephemeral" creep: the Recovery pilot schedule lives in MT, not this doc — if you ever see a hardcoded date reappear here, it's rotting; send it back to "check MT."

Stage 5 — Membership Recommendation & Price Presentation

Ritual Sales Coach · Stage 5 of the coach-led sales system · Applies identically at PDX and Bend

1. Purpose & Outcome

Purpose: Take everything you learned in discovery (Stage 2) and the Ritual Intro experience, and turn it into one clear, honest recommendation made inside full price transparency — the prospect sees every option and hears which one you'd pick for them, and why. This is a coaching recommendation, not a close.

The outcome this stage must produce: A prospect who has seen all the prices, heard a single reasoned recommendation, and been genuinely handed the decision — free to join now, take the written recommendation home, or say no, with no version of that penalised. What this stage must never produce: a prospect who felt worked over, isolated, out-waited, or steered away from a cheaper option they later discover existed.

The metric (deliberately plural — one number in isolation trains pressure):

How to read them together: the join rate is never looked at alone. A coach is doing this stage well when join rate, 90-day retention, and the no-pressure score are all healthy together. A high join rate with weak retention or a poor no-pressure score means the coach is pushing — that is a problem to fix, not a number to celebrate.

Attribution & leakage rules: the denominator is tagged recommendation conversations, not intro completions (Mariana Tek cannot tell "completed an intro" from "received a recommendation" — see Section 5). Joins are credited to the recommending coach via the structured tag (Section 5), and count if the join happens at either location or online within the window.

2. The Run-Sheet (numbered, do it in this order, every time)

When & where this happens. The recommendation is a conversation the prospect controls, not an ambush. Offer it at their final Ritual Intro session, but let them choose the frame:

"I'd like to give you a straight recommendation on what would actually fit you — no pressure to decide anything. Easiest is five minutes now while it's fresh, or I can email it to you so you can look at it properly. Which works?"

• If now: find a spot where you can talk without stating someone's price across a busy room — a quiet corner, the office, or the front desk between class resets. Privacy is for their comfort, not to isolate them from the door.
• If email / later: that is a first-class outcome, not a fallback. Send the written recommendation (Section 5) and stop. No sit-down required.
• If multiple intro-completers finish the same class: don't rush back-to-back closes or skip anyone. Triage — do the ones who want it now, and for the rest book a specific short slot or email the recommendation. Never compress the human part to make the schedule work.

Step 1 — Confirm the goal back (30 seconds), reframed to what we control. Quote the prospect's own words for what they want — but if their goal is an uncontrollable physical or medical outcome ("fix my back," "lose 20 lbs," "so I stop falling"), reframe it to the activity, motivation, or behaviour underneath it before you echo it. Never anchor a recommendation to a result the gym can't guarantee.

• They said "fix my back" → anchor on "you want to move through the day without it flaring up, and you're after a program that's coached rather than guessing on your own."
• They said "lose 20 lbs" → anchor on "you want to train consistently with a structure you'll actually stick to."
• They said "so I stop falling" (Longevity) → anchor on "you want to feel steadier and stronger day to day, with coaching on the movements that matter for that."

If you don't have their words at all (you weren't the intro coach, or notes are thin — common; see Section 5), don't fake it and don't send them back to discovery. Ask one clarifying question now: "Before I recommend anything — what's the main thing you're hoping training does for you?" Then anchor on their answer.

Step 2 — Talk about their actual week, then agree a frequency (2–3 minutes, two-way). This is a conversation, not a prescription. Start from their constraints:

"How many days a week can you realistically train without it becoming a thing you dread? Be honest with me — I'd rather build around your real week than a perfect one."

Then bring the coaching view and invite pushback:

"For what you described, I'd usually program around [X] a week — here's why. And [lower number] is a completely legitimate choice, not a downgrade; it's slower but real. What feels right to you?"

Frequency is agreed with them, using the goal→frequency rubric on the tier card (Section 6). A lower frequency they'll actually keep beats a higher one they'll resent. Frequency selects the tier — but it's their informed choice, not something done to them.

Step 3 — Show all the prices, then make ONE recommendation inside that transparency. Hand them (or read from) the one-page price sheet: every tier, monthly price, sessions/week — nothing hidden. Then recommend:

"So you've got the full picture — here are all three. Based on what we just agreed, the one I'd pick for you is [Tier name]. Here's the honest why: [one sentence tying the agreed frequency to their goal]."

Never withhold a cheaper option. Recommending from full disclosure is the brand's core promise; steering by omission destroys it the moment it's discovered.

Step 4 — State the price, then genuinely hand them the decision. Say the recommended tier's price and cadence in one plain sentence — no discount preamble, no apology, no nervous justification. Then explicitly give the decision back to them and stop leading:

"That's [$Y] a month, month to month. No pressure to decide today — you can join now, take this home and sit with it, or tell me it's not for you. What are you thinking?"

Give them room to answer. Do not out-wait them, do not use silence as a squeeze, and do not re-ask if they go quiet — the pause is an offer, not a tactic. If they need a moment, that's fine; let them lead from here.

Step 5 — Price only comes up again if THEY raise it. Do not pre-empt price with reframes, cost-per-session math, or assumptions about their past spending. If they raise cost, respond using their own stated words, not a generic script:

"Totally fair to weigh that up. You mentioned [thing they actually said in discovery]. Want to talk through how this fits that?"

If they ask "how does that break down per session," you may give the pre-computed per-session figure printed on the tier card for their agreed frequency (never divide live — see Section 6). Do not volunteer the division. Do not assume they wasted money on a gym they didn't use.

Step 6 — Let them decide (re-ask at most once). If they haven't said where they've landed, you may ask once, plainly:

"Do you want me to set it up now, or take it home?"

Then handle the answer:

• Join now → Step 7.
• Question → answer it plainly. Answering a question is not a cue to re-fire the joining question. Re-ask at most once across the whole conversation. Three questions do not earn three closes.
• Take it home / talk to partner / think about it → this is a legitimate yes-shaped outcome, not an objection. Send the written recommendation (Section 5), give them your direct contact, tag rec-open. No chase unless they opt in. See 4E.
• Objection (a real barrier, not a "not yet") → Stage 6. Do not re-pitch.

Step 7 — If they choose to join now: terms first, then set it up. Before processing anything, show the terms plainly — this is mandatory, not optional:

"Quick and important: here's the cancellation policy and the [cooling-off / notice] terms, so there are no surprises. Happy for you to read it."

Then process the membership in Mariana Tek. "Sign now" and "take it home" are equal options — never imply signing now is the only real answer.

• Confirm at signup that the tier's class credits are immediately bookable; if they are, book the first two member classes together before they leave (a member with two classes booked shows up).
• Set a realistic tone — don't promise "two minutes." "Give me a few minutes to set this up properly" is honest.
• Do NOT float the annual here. The annual is a separate conversation on a separate day (see 4G).

Step 7-FAIL — When the transaction snags (script, don't freeze):

• Card declined / no card on them / "can I pay later": "No problem at all — I'll hold the recommendation and we can sort payment whenever suits. Want me to text you a secure link, or set it up next time you're in?" Tag rec-open (an earned yes stalled on logistics is not a loss).
• MT slow / can't find the product / credits not yet bookable: "Let me set this up cleanly and text you the confirmation within the hour — I don't want to rush it in front of you." Tag joined-pending-setup so no prospect sequence chases a person who's effectively in.

Step 8 — Log the outcome (60 seconds, non-negotiable). Set the structured tag in MT/XG per Section 5 — including which coach delivered the recommendation and which tier was recommended. An untagged conversation is invisible to the metric and can misfire the automation.

3. Word-for-Word Language (on-brand)

Steps 1–4 as one flow

Variant A:

"So — the main thing you're after is [reframed goal in their terms: e.g. 'moving through the day without your back flaring up, with a coached program rather than guessing on your own']. We agreed [X] sessions a week fits your actual schedule. Here are all the options (hand the sheet). The one I'd pick for you is [Tier name] — [X] a week — because it's the frequency that gives consistency the best chance for what you described. That's [$Y] a month, month to month. No pressure to decide today — join now, take it home and sit with it, or tell me it's not for you. What are you thinking?"

Variant B:

"Let me show you everything first (hand the sheet) — no menu games, here's the full price list. Based on the week you can realistically train and what you're after, the fit is [Tier name], [X] a week, [$Y] a month. That's the one I'd pick for you, and the honest reason is [one sentence: agreed frequency → their goal]. Totally your call on timing — now, or take it home."

If they raise cost (Step 5 only)

Variant A (their own history):

"Fair thing to weigh. What you're actually paying for is the schedule, the coaching, and a program built for you — not a card you swipe. You mentioned [thing they said, e.g. 'training on your own didn't stick past a few weeks'] — that's the gap this is built to close."

Variant B (per-session, only if they ask for it):

"Sure — at [X] a week that works out to about [pre-computed figure from the card] a session with a coach programming and watching every rep." (Read the card figure. Never divide in your head.)

The joining question (Step 6, at most once)

"Want me to set it up now, or take it home and let me know?"

Language rules (hard constraints)

• Never results/outcome promises — this includes "progress," "results," "see results," "compounds," "steady progress," "transform," "crush," "melt," "game changer," "invest in yourself," "you deserve this." Frequency and consistency language only, and framed as best chance, never guarantee: "three a week is the schedule I'd program for consistency," not "three compounds."
• Never a physical or medical promise, and never anchor to an uncontrollable outcome ("fix your knee," "you'll drop a size," "stop you falling"). Reframe to behaviour/frequency (Step 1).
• Never apologise for the price or pre-discount. One price, said once, plainly — then hand over the decision.
• Never withhold tiers. Show the full sheet, then recommend.
• Never use silence as a tactic, out-wait a prospect, or re-ask the joining question more than once.
• Never manufacture social obligation or guilt. Frame accountability as a resource, not a debt: "a coach who knows your program and a fixed time on your calendar," not "a room full of people expecting you Tuesday."
• Always their words for their goal (reframed off uncontrollable outcomes). If you can't state their goal, ask one question now — don't invent it.

4. Decision Points & Branches

4A — They signal readiness early ("How do I just sign up?"): Don't stall them to finish the trial. Run the run-sheet abbreviated — but still show the full price sheet (Step 3) and still show terms before signing (Step 7). Readiness is not a reason to skip transparency.

4B — Discovery says 60+ / mobility-first → Ritual Longevity (with a medical-claims guardrail): Recommend Ritual Longevity as the primary, right product — never "the easier one" or a consolation tier. The frequency logic still drives it. Because this is the highest-compliance-risk product, the language is stricter, not "same script":

• No balance/falls/injury/pain outcome claims — no "this will improve your balance," "keep you from falling," "fix your mobility." Frame only what we control: "coaching on strength, balance and mobility movements, at a pace built for this," and "a fixed schedule with a coach watching your form."
• Reframe any medical goal to behaviour/attention (Step 1).
• If they describe a condition needing clearance → 4F.
• Recovery Sessions pilot (see dated insert below): if it fits and they're a member or joining, offer it as an add-on, using the same guardrail — "mobility-focused coached sessions," never "recovery from injury" or pain claims.

4C — "Which should I pick?" / "What are the others?": This is now trivial because they already have the full price sheet (Step 3). Don't re-run a menu tour or a comparative sales pitch. Point to the sheet, name your one recommendation and the one-sentence why, add the flexibility line: "You've got them all there — I'd pick [tier] for your goal, and you can move between them any month if it's not right." Do not editorialise the other tiers as "too much / too little."

4D — Budget concern — use the if/then, don't guess:

• Real (they name a specific number, cap, or constraint): offer the lower frequency once, framed as a legitimate choice, not a discount: "The honest trade is [fewer] sessions a week — slower but real. I'd rather have you training twice a week for a year than three times for a month." Never discount the price of the same tier — that teaches them the first number was padded.
• Reflex (a vague sigh, no number): don't down-sell. Acknowledge, restate the fit once, hand the decision back. "Totally fair to sit with it — take it home if you want."
• If it goes deeper than a frequency trade → Stage 6.

4E — "I need to talk to my partner / think about it" (a first-class outcome): Never argue, never pin them to a date they didn't choose, never fire a multi-touch chase. Do this:

1. "Completely fair — this should fit your life and your budget, and a partner conversation is a real one."
2. Send the written recommendation (recommended tier, price, all options, your direct contact) so they can decide properly.
3. Offer — not impose — a single opt-in follow-up: "Want me to check in once next week, or would you rather just reach out when you're ready?" Respect the answer.
4. Tag rec-open. No automated chase unless they opted in. An open door beats a chased goodbye.

4F — Wrong-fit / needs clearance: Say so plainly. "I don't think this is the right fit for [reason] — here's what I'd do instead," or "I'd want you cleared by your GP for [X] before we start — that's me being straight with you, not fobbing you off." Tag not-a-fit so nothing chases them.

4G — Annual vs monthly: Lead monthly, full stop. Do not mention the annual during this conversation, even at a yes — floating a ~$2,500 commitment at the moment someone commits to monthly manufactures remorse and chargebacks. The annual is a retention product raised in a separate conversation on a later day, once they're an active, happy member. (Note: ~$2,500 is the annual's lifetime value / price point for LTV modelling — confirm the actual current annual price on the price sheet before ever quoting it; never say "$2,500" as the price from memory.)

5. Mariana Tek + Xplor Growth Split

Rule of thumb: the recommendation, the price, and the terms come from a human, in person or in a written summary the prospect can read — never first delivered as an automated sell. Everything around that moment is automated.

Canonical discovery-notes location: discovery goal-words live in [the single agreed field — XG contact note / MT profile custom field, set per location], written by the intro coach at end of Stage 2. The rec coach reads it before the conversation. Rec coach ≠ intro coach is normal at a two-location, shift-based gym — if notes are thin or missing, use the Step 1 one-question recovery; never block the conversation on missing notes.

Required structured fields (this is what makes the metric and the follow-up honest):

• rec_coach — who delivered the recommendation
• rec_tier — which tier was recommended (so follow-up copy can reference it truthfully, and the metric can attribute)
• rec_outcome tag — one of the four below

Non-negotiables:

1. The price/terms are never first delivered by an automated message. A written recommendation the prospect asked for is fine; a cold automated sell is not.
2. The four-tag set is joined (MT purchase) · rec-open · rec-declined · not-a-fit. rec-open replaces the old "pending" — a took-it-home is a legitimate state, not a loop to close.
3. Verify before trusting the wiring: confirm the MT→XG (BrandBot) purchase event propagates fast enough that no rec-open follow-up can fire after a join. Because of real sync latency, every follow-up send re-checks live membership status and aborts if active. A brand-new member chased to "buy the membership" is an off-brand first-week failure.
4. Per-coach attribution requires the rec_coach field — MT rosters show who taught the class, not who did the sit-down. If the field isn't captured, the metric drops to location-level only; it never guesses.

6. Consistency Mechanism

The artifacts (identical at both locations):

1. The price sheet (front-desk + one per prospect): every tier name, monthly price, sessions/week, and the pre-computed correct per-session cost per tier (= monthly price ÷ actual sessions per month at that frequency — e.g. 3×/wk ≈ 13/mo, 2×/wk ≈ 9/mo — never ÷12), plus the real current annual price clearly labelled and kept distinct from the ~$2,500 LTV figure. No live math, no variables in the coach's head.

2. The goal→frequency→tier card — the heart of consistency. It maps goal archetype → default frequency → tier, so two coaches with the same discovery notes reach the same number. Example archetypes (tune to Ritual's real tiers):

   • General strength / build a consistent habit → 3×/wk
   • Maintain + mobility, 60+ (Longevity) → 2–3×/wk
   • Time-poor, wants a sustainable floor → 2×/wk
   • Returning after a long break / deconditioned → 2×/wk to start, review

   The frequency is a default to discuss with the prospect (Step 2), not a prescription to impose. Judgement lives in reading the person against the archetype; the archetype→frequency→tier chain is mechanical so it doesn't drift by coach.

3. The one-page run-sheet — Steps 1–8 + the fail scripts + the branch triggers. Because it references the card and the price sheet (rather than embedding all prices and math), it fits on one page. Branches 4A–4G live on the back as a quick lookup, not memorised under pressure.

4. The four-tag taxonomy + the required rec_coach / rec_tier fields.

Manager coaching cadence (support, not surveillance):

• Sign-off before solo: the coach role-plays the full run-sheet with the location manager, including Step 2's two-way frequency conversation, the Step 4 hand-over language, and branches 4C/4D — plus a live Mariana Tek processing check (can they actually set up a membership and book two classes) and at least one observed real conversation before running solo. Role-play alone doesn't build live fluency. The old "silence close" is not rehearsed — the brand does not train a pressure tactic.
• Weekly: manager reviews the full metric set per coach — join rate alongside 90-day retention and the no-pressure score. A high join rate with weak retention or a poor no-pressure score gets attention as fast as a low join rate. The framing is coaching the conversation, not policing a number — no "sitting in on laggards to catch them." If a coach's numbers are off, the manager offers to co-run a couple of conversations to help, and debriefs against the run-sheet: which step drifted?
• Monthly: one observed role-play per coach on a rotating branch (this month 4D, next 4C…), scored against five binary checks — the three mechanical plus the two judgement steps that actually drive consistency:
  1. Did they show all prices before recommending? (transparency)
  2. Did they make ONE recommendation with a reason?
  3. Did they state the price and then hand over the decision (no out-waiting, no re-ask past once)?
  4. Was the frequency agreed two-way and mapped correctly via the card? (the judgement step)
  5. Did they reframe any uncontrollable/medical goal and stay inside the language rules? (brand-safety step)
• Cross-location calibration: PDX and Bend managers compare the full metric set and the five-check pass rates monthly. Divergence → clarify the run-sheet/card, not re-invent individual coaches.

The principle: the words can vary (that's why there are variants); the sequence, the transparency, the hand-over, and the five binaries cannot.

7. GymOS Note — What's Parametric

Invariant core (never parameterised): show all prices before recommending · one reasoned recommendation, never a menu tour and never a withheld option · state the price once then genuinely hand over the decision (no weaponised silence, re-ask at most once) · frequency agreed two-way, mapped mechanically · terms shown before any signing, "sign now" and "take it home" equal · human delivers price/terms, automation surrounds it and never sells first · four-tag outcome logging with coach+tier fields · uncontrollable/medical goals reframed to behaviour · a lone conversion metric is never used — it's always paired with retention, refund, and no-pressure counter-metrics.

⏳ Dated insert — Recovery Sessions pilot (remove/replace after pilot ends). 8-week mobility-focused pilot, Tues/Thurs from 27 Jul 2026. Offer as an add-on to a membership recommendation for a fitting prospect (Longevity guardrail applies — mobility/coaching language only, no recovery-from-injury or pain claims). Add-on price/logistics: [fill in]. Expiry: pull this insert from the run-sheet and price sheet when the pilot closes so coaches never offer a dead product. This block is a removable insert precisely so the evergreen run-sheet doesn't rot.

War-game notes

Top 3 risks addressed:

1. Structural pressure vs. an anti-pressure brand. The three tactics that made the close pressure-by-design are gone: the weaponised "state price then stay silent" is replaced with an explicit hand-over of the decision (re-ask at most once); menu-withholding is replaced with full price transparency before the recommendation; and "take it home" is now a first-class, un-chased outcome (rec-open, single opt-in follow-up only). The 7-day close metric — which trained fast pressure — is replaced by a 21-day window paired with retention, refund, and a "no-pressure" survey, so pushing a same-day yes now hurts the coach's scorecard.
2. Brand-constraint violations baked into the scripts. Outcome promises ("steady progress," "compounds") are stripped and added to the banned-words list; every goal is reframed off uncontrollable/medical outcomes before it's echoed; Ritual Longevity and Recovery Sessions get a dedicated medical-claims guardrail (no balance/falls/injury/pain claims) rather than "same script"; the guilt-toned "room full of people expecting you" is replaced with resource-framed accountability.
3. Consistency failing at its own hinge + broken numbers. The missing goal→frequency rubric is now on the card (archetype → default frequency → tier), so variance can't hide one box upstream; the $Y÷12 per-session error is replaced with a pre-computed ÷(actual sessions/month) figure on the sheet (no live math); the annual is disambiguated from the $2,500 LTV; per-coach attribution now has a real rec_coach/rec_tier field (MT alone couldn't produce the metric); and the manager cadence adds the frequency-call and brand-safety checks (five binaries) while dropping the surveillance framing.

Residual watch-outs for the coach:

• The frequency conversation is where consistency still lives or dies. The card gives a default; you still have to read the person. If two coaches keep landing different frequencies for similar prospects, tell your manager — the card needs tuning, don't just improvise.
• "Show all prices" only works if the sheet is current. A stale price sheet or an un-pulled Recovery-pilot insert re-creates the exact "hidden option / dead product" failure this rewrite fixes. Check the sheet is current before you use it.
• Sync latency is a live gremlin. Until the MT→XG purchase event is verified fast and the per-send membership check is confirmed working, watch for any new member getting a follow-up — if you see it, flag it immediately; it's an off-brand first-week failure.
• Terms-before-signing must not become a throwaway line. Actually show the cancellation/cooling-off terms — a mumbled "there's a policy" reintroduces the low-deliberation-signing risk the war-game flagged.

Stage 6 — Objection Handling

The Ritual Sales Coach · Objection Library & Run-Sheet

Applies identically at PDX and Bend. This stage sits between the Membership Recommendation (Stage 5) and Close/Follow-Up (Stage 7).

How to read this document. The only thing a coach uses in the room is §2 (the move) and §3 (the library) — both are memorised and rehearsed, never read at the desk (see §6). Everything from §5 onward is manager/governance content: how outcomes are logged, measured, and kept consistent. The physical quick-reference lives back-of-house, never on the customer-facing desk.

1. Purpose & Outcome

Purpose: When someone hesitates after a membership recommendation, the coach responds the same way at either location — calm, honest, genuinely willing to hear no — so the prospect leaves having made their own decision, not one manoeuvred out of them.

The outcome this stage must produce: Every objection conversation ends in one of four honest, logged states. Note that walking away to think, with no strings, is a legitimate and respected outcome — not a failure.

What "the ghost" actually is (redefined): the failure state is a coach-side one — a trial-end conversation that is never captured at all (no outcome, no tag, no note), so we can neither honour a promise nor learn from it. A prospect choosing OPEN is not a ghost. Pressuring someone to verbalise YES/SCHEDULED/NO at the desk is off-brand and forbidden; the coach's job is to make the decision clean, not to extract a commitment on the spot.

The metric: Resolution Capture Rate + YES rate (kept separate on purpose).

• Capture Rate = (conversations logged with any of the four outcomes) ÷ (trial-ends attended that week, from Mariana Tek — not just the conversations a coach chose to log). Using the MT attendance list as the denominator means an unlogged conversation counts against the coach — so the metric can actually see the real failure (uncaptured conversations). Target ≥ 95% capture.
• YES rate is tracked separately. A high capture rate with a low YES rate points upstream to Stage 4 (fit) or Stage 5 (recommendation) — not to objection handling. Never blend the two, or you incentivise desk-side pressure.

2. The Move: LACED (one move for every objection)

Coaches memorise one move and a library of on-brand answers. Same move, both locations, every objection.

L — Let it land (conditionally).

• For weighty objections (price, time, fear, partner, contract): pause a beat — a couple of seconds — before responding. Don't rush; rushing reads as pressure.
• For graceful-exit objections ("I only wanted the trial"): skip the pause. Warm, immediate acknowledgement. A loaded silence here manufactures awkwardness where none exists.

A — Acknowledge what's true in it. Say back, plainly, the legitimate part. Price is real money. Time is tight. Talking to a partner is sensible. Never argue, never "overcome."

C — Clarify, openly. Ask one open, non-conditional question to understand what's actually driving the hesitation — with genuine willingness to hear "nothing, I'm just not going to do it" as a complete answer. Then stop. See the tone rule below.

E — Explain honestly. Use the library answer (§3) — one default line per objection, in your own natural register. Facts, their own experience, the principle. No hype, no promises about their body, no discount, no reverse psychology.

D — Decide, their way. Offer a genuine, low-stakes choice that includes leaving to think: "Where does that leave you — want to get started, would it help if I checked in on a day that suits you, or would you rather go away and think and come back to us?" Ask once. Whatever they pick is the answer.

The C step — tone rule (this is the highest brand risk in the stage)

Do NOT use the isolation close — "If price weren't a factor, would you do it?" / "If the schedule worked, would you want this?" That is a recognised sales trap, and the sales-averse prospect this stage must win will spot it instantly and put their guard up.

Ask openly and non-conditionally instead, and mean it:

• ✅ Right: "What's the main thing making you unsure?" / "Totally fair — what's sitting behind that for you?" (then genuinely listen; "nothing, I'm just not doing it" is a full, respected answer — no follow-on dig)
• ❌ Wrong: "So if the money wasn't a thing, you'd totally do it, right?" (traps them into a yes) · "Is that the real reason?" (calls them a liar)

"Ask once" vs. following the thread — the countable rule

• You make one decision ask per genuinely distinct concern.
• A concern resurfacing (they circle back to price) is not a new concern — don't re-ask.
• If a second, genuinely different concern appears, address it once, then move to Decide. That is the ceiling: at most two distinct concerns.
• If a third distinct concern appears, stop selling. That is the answer: "Sounds like the timing might not be right, and that's completely fine." → offer OPEN / SCHEDULED (their choice) / CLEAN NO.

Hard rules (both locations, no exceptions):

• Never discount to close. Price integrity is the brand. The only flex is tier and start date — never price.
• Never promise a physical result ("you'll fix your knee," "you'll lose the weight"). Speak only to what we control: the programming, the coaching, the environment, and their own experience.
• Never run a takeaway or reverse-psychology move ("don't join," "you'd be paying to feel guilty"). Reactance triggers are pressure in disguise.
• Never quote a prospect's logged words back as an argument. Ask about their experience as a real question, don't deploy it against them (see §3).
• Never book a follow-up at someone. Follow-up is opt-in — they choose the day and channel, or they choose OPEN.

3. The Objection Library

Each entry gives the principle (so coaches improvise safely on-brand), then one default A / C / E in plain language, and — where useful — a single "if that lands flat, try" alternate. Coaches use the default; the alternate is a fallback, not a register-guessing exercise. Any illustrative phrasing below is a principle to express in your own words, never a line to recite verbatim to every person.

Recall rule (applies to the whole library): where a script would reference something the prospect said or did, the coach reads it from the "Their words / their trial" field on the MT profile (populated in Stages 2 & 4), or — if it isn't there — asks a genuine present-tense question ("How did the sessions actually feel for you?"). Never assert "you told me X" from memory; a misremembered quote is worse than none.

3.1 Price — "It's too expensive" / "That's a lot per month"

Principle: Never defend the price; connect it to their stated goal and their own experience, then let them weigh it. If it's genuinely a budget ceiling, respect it — offer a lower tier or a clean no. We're roughly $70–140/mo; we won't be the cheapest in Portland or Bend and we don't pretend to be. Use the pre-computed per-session figures from the desk card — never do division in front of the prospect.

A: "Yeah — it's real money, and it's right to weigh it." C (open): "What matters most to you in that call — the monthly cost itself, or whether it's worth it to you?" E (default): "Here's the honest version. What you're paying for is the programming and a coach watching your form every session — that's the part a cheaper gym doesn't give you. On the [tier] it's about [$X per session, from the card]. Whether that's worth it is genuinely your call." If it's a real budget ceiling: "Then let's not stretch you. The [lower tier] is [$Y] for [N] sessions a month, same coaching. Or if now isn't the moment, that's fine too."

Never: compare to lattes, call it "an investment in yourself," offer a spot discount, or run a takeaway.

3.2 Time — "I don't have time" / "My schedule is chaos"

Principle: The product genuinely answers this — sessions are 40 minutes (45 for Longevity), scheduled, done. Shrink the perceived commitment to its true size and solve a real calendar if they want to. If two windows a week genuinely don't exist, believe them and say so.

A: "Totally get it — nobody's after another obligation." C (open): "Is the time the real sticking point, or something else underneath it?" E (default): "One thing worth knowing — a session here is 40 minutes start to finish, and most people do two or three a week. That's under two hours total. If it'd help, I can pull up the schedule and we can see whether two slots actually fit your week — no obligation either way." If genuinely slammed: "If two 40-minute windows a week honestly aren't there right now, this probably isn't the moment — and that's completely fine. Is that a this-quarter thing or a longer-term thing?" (If temporary and they want it → they can choose a SCHEDULED check-in.)

Never: "You have to make time for yourself!" (shame in a wellness costume), or the takeaway "don't join, you'd be paying to feel guilty."

3.3 "I need to think about it"

Principle: Often a polite wrapper around price, partner, or uncertainty — but sometimes it's exactly what it says. Find out openly; if there's a named objection, run it; if they genuinely want to think, OPEN is a valid outcome and they leave with a clear question, not a booked touch they didn't ask for.

A: "Of course — it's a recurring commitment, worth being sure." C (open): "Fair enough — what's the main thing you'd want to weigh up?"

Branch A — they name it: run the matching entry (price → 3.1, partner → 3.4, etc.). Branch B — they genuinely want time: E (default): "Makes sense. If it helps, the question I'd focus on is simply whether the sessions were worth your time over the trial — you'll know that better than I will. Would you like me to check in on a day that suits you, or would you rather just come back to us when you're ready?"

The follow-up is their choice. State the policy once, plainly, as fact — not as a repeated reassurance: "If you'd like a check-in, it's one message on the day you pick — that's it." Do not add "I promise I won't spam you / you won't end up on a list" — stating a denial repeatedly makes it sound like the default is spam.

3.4 Spouse / Partner — "I need to talk to my partner"

Principle: Fully legitimate on its face — a shared-budget decision for many households. Do not treat it as a shield and do not dig for a "real" objection. Accept it. Offer to equip the conversation if they'd like, and optionally bring the partner in — then stop.

A: "That makes total sense — it's a monthly commitment, worth talking through together." C (open, optional): "Anything I can give you to make that conversation easier?" E (default — equip): "If it'd help, I can email you the exact numbers — tier, price, what's included, and how cancelling works — so you're not reciting it from memory over dinner. Would that be useful?" E (alternate — bring them in): "If you'd rather they see it for themselves, they're welcome to a guest class this week — then it's the two of you deciding together." (Book the guest class in MT if they want it.)

Never: ask "is it something you want?" as an isolating probe, "do you usually let your partner decide?", or any variant that questions the legitimacy of consulting a partner.

3.5 Not fit enough — "I'm not fit enough for this" / "I need to get in shape first"

Principle: The most important objection in the library, and the one a coach-led boutique is structurally best placed to answer — every movement scales, and the Intro already proved it. They're telling you they're scared of being judged. Answer with honest, verifiable framing — not absolute guarantees about other people's thoughts.

A: "That's the most common thing anyone says walking in — it's completely normal to feel it." (Validate, don't minimise.) C (open): "What is it that you're picturing — keeping up, standing out, something else?" E (default): "Here's the honest version: 'get in shape first, then join' has it backwards — the coaching is the getting-in-shape part. Every movement has different versions, every class, and everyone in the room is doing a slightly different one — so there's no single standard to measure yourself against. There's no fitness level you have to reach to walk in." If they did the Intro: "And you've already done it — the sessions you came to work exactly the same way. How did they actually feel for you?" (Genuine question — do not recite a logged moment back at them.)

Longevity re-route — trigger rule: only suggest Ritual Longevity (45 min, built for 60+, strength/balance/mobility) if the prospect themselves raises age, pace, or joints. Never offer it based on how old the coach guesses they look — that reads as ageist and insulting.

If they raise it: "You might also like our Longevity sessions — 45 minutes, built around strength, balance and mobility, pace set for the room. Want to try one before deciding anything?"

Never: "nobody knows or cares which version you're doing" (an unverifiable promise about others' minds), "everyone starts somewhere," before/after talk, any body commentary, or any promise a movement will suit a specific limitation. A stated injury/limitation is a re-route-to-clinician moment, not a scaling-reassurance moment (see §4).

3.6 "I just wanted the trial" / "I was only doing the Intro"

Principle: Take it at face value — the Intro is a real offer, not a bait-and-switch, and gracious trial-only exits are what feed referrals and returns. Skip the LACED pause here — warm and immediate. One light, genuine question for our own learning, then a clean, warm exit with no additional pitch of any kind.

A (warm, immediate): "Totally fine — that's exactly what the Intro's for. Really glad you used it." C (single, light — for us, not to sell): "Before you go, purely so we can improve — was there anything that, if it'd been different, might've changed things? No wrong answer."

Branch A — they name something fixable (e.g. "your 6am was always full") → that's a real objection, handle it once ("we've just added a 6:15 at Bend — would that have made a difference?"). Branch B — genuinely done: "Then you're all set — nothing expires, and you know where we are if you ever want back in. If a friend ever wants to try it, send them our way."

Never add a further offer (including the Recovery Sessions pilot) to someone who has just declined. A warm exit means no more selling, full stop. Tag CLEAN NO in XG (this suppresses all sales messaging — see §5).

3.7 "I want to shop around / compare gyms"

Principle: Reasonable and healthy. Don't disparage competitors; give them the facts to compare well and leave the door open.

A: "Smart — it's worth comparing before a recurring commitment." C (open): "What are the main things you're comparing on — price, schedule, the coaching?" E (default): "Then here's what I'd say makes us different, honestly: it's coach-led every session and the programming is built for you, not a room full of machines. I'll email you our tiers and what's included so you've got it side by side with the others. Take your time." → usually OPEN or opt-in SCHEDULED.

3.8 "I'm injured right now"

Principle: This is a clinician question, not a sales one. Never claim training will help or heal a condition. Route to their clinician, keep the door open, and do not push.

A: "Thanks for telling me — that's important." E (default): "I can't advise on the injury itself — that's a conversation for your GP or physio. The honest answer is: get their clearance first, and when you're good to go, we scale movements and we'll build around what they say is safe. There's no rush from our end." → OPEN by default; SCHEDULED only if they ask. Note per the medical-data rule in §5.

3.9 Contract / cancellation — "What am I committing to? How do I cancel?"

Principle: A top-3 objection on an annual (~$2,500 LTV). The coach never improvises contract or cancellation terms. The canonical terms live on the desk card and are read/handed over verbatim.

A: "Really fair question — you should know exactly what you're signing." E (default): "Here are the actual terms: [CANONICAL TERMS — to be confirmed with Emily and printed on the card verbatim: commitment length, notice period to cancel, any pause/freeze option, any early-exit terms]. I'll email these to you in writing as well so you've got them." → then resolve normally.

⚠️ Build note (must close before ship): Ritual's real membership + cancellation terms are not yet written into this stage. They must be supplied by Emily, printed on the desk card word-for-word, and slotted into 3.9 and the partner-equip email (3.4). Until then, coaches say only "let me get you the exact terms in writing" → SCHEDULED, no improvised terms.

3.10 "I might be moving / relocating"

Principle: Honest and common. Match the commitment to their real horizon; don't talk them past it.

A: "Good to flag — no point locking into the wrong thing." C (open): "How firm is the move — weeks, months, still up in the air?" E (default): "If it's soon or uncertain, a shorter-commitment tier makes more sense than the annual — let's match it to what you actually know. And if it firms up, we can sort it then." (If the move is within PDX↔Bend, see the two-location note in §4 — pending config check.)

3.11 "The class times don't work for me"

Principle: Solve the real calendar before concluding it can't work — and always check the other location if relevant.

A: "That's a dealbreaker if it's true, so let's actually check it." C (open): "Which days/times are you trying to hit?" E (default): "Let me pull up the live schedule — and I'll check [other location] too if you ever get over that way. If the slots genuinely aren't there, I'll tell you straight and we won't force it." → YES / OPEN / SCHEDULED honestly.

Novel objection (not in the library) — the safe fallback

If a coach hits an objection not covered above, they do not freelance a new answer into circulation. They run the move honestly and defer for a proper answer:

"That's a good question — I want to give you a proper answer rather than wing it. Let me get that for you." → SCHEDULED (or OPEN), escalate to manager same day, and write the objection into the library changelog (§6) for Emily to rule on.

4. Decision Points & Branches

Objection raised
│
├─ Run LACED (L conditional: pause for weighty; warm-immediate for graceful exits)
│   → C is OPEN & non-conditional: "What's the main thing making you unsure?"
│     (willing to hear "nothing, I'm just not doing it" as a full answer)
│        ├─ Names a real, distinct concern → Library answer → Decide once
│        │     ├─ Joins ........................ → YES (start in MT, or booked 15-min setup if short on time)
│        │     ├─ Wants a check-in (their choice) → SCHEDULED (their day + channel)
│        │     ├─ Wants to go think, no strings . → OPEN (respected, tagged, not chased)
│        │     └─ No ........................... → CLEAN NO (thank, tag)
│        └─ Second DISTINCT concern → address once → Decide (ceiling = 2 concerns)
│
├─ THIRD distinct concern ......................... → stop. "Sounds like the timing may not be right,
│      and that's fine." → OPEN / SCHEDULED (their choice) / CLEAN NO. Never a third push.
│
├─ Prospect uncomfortable / short answers / checking phone
│      → stand down: "No pressure at all — I'll email the details;
│        want a check-in on a day that suits, or shall I leave it with you?" → OPEN or opt-in SCHEDULED
│
├─ Objection is about FIT not commitment ("too intense", or THEY raise age/pace/joints)
│      → don't handle it, RE-ROUTE: offer Longevity (only if they raised age/pace/joints)
│        → book the session in MT if they want → back to Stage 4
│
├─ Stated INJURY / limitation ..................... → clinician-first (3.8). Never claim training helps
│      the condition. Note per medical-data rule (§5). Re-engage only after clearance, if they want.
│
└─ Edge case (billing dispute, anything legal, borderline medical)
       → never improvise. "I want to get you a proper answer." → SCHEDULED + escalate (see §6 escalation card).

Two-location rule — pending verification. If an objection is location-logistics ("the Bend schedule doesn't work"), check the other site's schedule in MT before resolving. Do not promise a single membership works at both sites until this is confirmed in Mariana Tek's configuration. ⚠️ Build note: verify whether one MT membership grants booking at both PDX and Bend; if it doesn't, cross-location access must not be offered as an answer.

5. Mariana Tek + Xplor Growth (BrandBot): Human vs. Automated

Note: Xplor Growth is BrandBot — a marketing-automation/messaging layer on Mariana Tek. Its primitives are contacts, tags, journeys/campaigns — not a deal pipeline. This section is specified against those primitives; there is no "opportunity → Won" object.

Principle of the split: Humans handle the conversation; the system handles the memory and the consent. No automated message ever argues with an objection. Automation's job is to record the outcome, fire only the follow-up the prospect chose, and make sure no promise made at the desk is broken by the CRM.

Consent & compliance (non-negotiable, precedes everything below):

• Texting/email consent is captured at Intro booking (express written consent for SMS/email). No automated message goes to anyone without it.
• Every automated text/email honours STOP / unsubscribe (TCPA / CAN-SPAM).
• CLEAN NO and OPEN prospects are excluded from ALL marketing — no quarterly "what's new," no pilot-announcement lists. A tag applied at the desk must genuinely suppress marketing, or we don't apply it.
• The desk promise and the automation must match. If the coach said "one message on Thursday," the system sends one message on Thursday — no "value-add touch" before it unless the coach said so out loud.

Medical / injury data handling (3.8, §4):

• Record a disclosed condition only with the person's awareness, only the minimum needed for safe coaching, visible only to the coaching team who need it.
• Never store a health note as a claim that training helps it.
• For CLEAN NO / OPEN prospects (non-customers), do not retain health notes — delete per our retention rule. (Oregon Consumer Privacy Act: data minimisation + deletion rights.)

The non-negotiable: the outcome + tag is captured before the coach's next class block, using the single-tap capture tool (§6). The weekly metric is computed against the MT attendance list (§1), so an uncaptured conversation counts against the coach — which is the whole point.

6. Consistency Mechanism

The variance problem is the reason this system exists. Here's how Stage 6 stays identical at PDX and Bend without Emily in the room:

1. One move, one library, memorised — reference stays back-of-house. Coaches are certified on LACED + the library, and the quick-reference card lives in the back office, never on the customer-facing desk. A prospect must never be able to see the process they're in. Improvisation is allowed only at step E, only from the stated principle — L (conditional), A, C (open, non-conditional) and D are fixed. One default script per objection; the alternate is a fallback, not a register-guess.
2. Certification before solo trial-end conversations. A new coach role-plays every objection with their manager and must hit: correct LACED, the open C-check (no isolation close), no banned language (hype, shame, medical claims, discounts, takeaways, double-ask, quoting-back), and a clean resolution that treats OPEN and CLEAN NO as wins. Pass = signed off. No sign-off, no solo Stage 6.
3. The tags are the telemetry. Every conversation produces a tag + outcome, so the manager sees each coach's objection mix, Capture Rate and YES rate weekly without eavesdropping. One coach drowning in obj-price while peers aren't → likely a Stage 5 problem. Lots of SCHEDULED that never convert → follow-ups aren't being sent on the promised day.
4. Follow-through hardened against time pressure (the first thing that breaks between classes):
   • Single-tap outcome capture on the desk tablet: pick outcome → pick tag → 5-second voice/type note. Nothing more required in the moment.
   • Auto-drafted personal follow-up: for a SCHEDULED outcome the system drafts the promised message (signed by the coach) for the coach to approve, not compose from scratch.
   • Manager daily list: "follow-ups due today" + "conversations from yesterday not yet captured" surfaced to the manager each morning, so the metric and the promise don't rest on unaided memory.
5. Weekly 15-minute objection huddle (per location, manager-led, same agenda both sites): (a) the week's numbers by tag, (b) one real conversation replayed LACED step by step, (c) one 3-minute role-play of the week's most common objection. Any newly-heard objection goes into the library changelog for Emily to rule on — coaches never freelance a new answer into circulation.
6. Coach to the move, not the outcome. After a lost sale the question is never "why didn't they join?" — it's "show me your LACED; where did it leave the rails?" A coach who ran it cleanly and got a CLEAN NO or a respected OPEN is praised publicly. Rewarding the process is what keeps pressure out of the room.
7. Quarterly cross-site calibration: PDX and Bend managers swap two recorded role-plays and score each other's coaches against the same rubric, so "on-brand" doesn't drift into two dialects.

Escalation card (operational — on the back-office reference):

• Channel: [named — e.g. the #duty-manager chat / duty phone], per location.
• Manager availability: who is the on-shift manager right now at PDX / Bend, and the number to reach them if off the floor.
• What counts as a "medical mention" (recognise → route, don't advise): any named condition, injury, pregnancy, surgery/recovery, chronic pain, or "my [knee/back/shoulder] has been [off/bad/acting up]." When in doubt, treat it as one → clinician-first (3.8) + escalate.

Pre-computed cost table (on the back-office card — coach reads figures off it, never divides live). Example format — replace with Emily's live tier prices before ship:

7. GymOS Note — What's Parametric

The fixed chassis is: LACED (with conditional L + open C-check), the four-outcome rule (incl. OPEN as legitimate), the human/automated split with consent + opt-out baked in, the certification + huddle mechanism, the hardened capture/follow-up tooling, and the Capture Rate (vs. MT attendance) + separate YES rate metric. Variables:

Reusable insight for GymOS: the not-fit-enough objection (3.5) is where a coach-led boutique structurally beats access gyms — highest-volume objection in fitness, and the one big-box can't answer. Every coached-format client should get a customised, non-absolute version first (honest framing, never "nobody judges you").

War-game notes

Top 3 risks addressed

1. The "zero pressure" claim was running a pressure sequence. The isolation-close C-check ("if X weren't a factor…") is replaced by an open, non-conditional question with a genuine right/wrong tone rule; the takeaway/reverse-psychology lines and the "partner = shield" dig are cut; a fourth outcome — OPEN (leave and think, no strings) — is now legitimate, and "the ghost" is redefined as a coach-side capture failure, removing the incentive to hold people at the desk.
2. Coaches were being asked to improvise, guess register, and do live math. Now: one default script per objection (alternates are fallbacks, not register-guesses), a pre-computed cost table so nobody divides live, a recall rule (read the MT "their words" field or ask a real question — never assert a remembered quote), the card moved back-of-house, five previously-missing objections added, and a safe fallback for novel ones.
3. Desk promises contradicted the CRM, plus real compliance/data gaps. All "I won't spam you" disclaimers are cut (policy stated once, as fact); §5 is re-specified against BrandBot's actual tag/journey primitives (no fake "opportunity → Won"); consent + STOP/unsubscribe and CLEAN NO/OPEN excluded from all marketing are now hard rules; medical mentions get a data-minimisation + deletion guardrail; the metric denominator is now MT attendance so it can see uncaptured conversations.

Residual watch-outs for the coach

• Two build items must close before this ships: (a) Ritual's real cancellation/contract terms (3.9) — until printed verbatim, say "I'll get you the exact terms in writing" and SCHEDULE, never improvise; (b) cross-location membership (§4) — do not promise one membership works at both sites until confirmed in Mariana Tek.
• Longevity re-route is prospect-triggered only — never suggest the 60+ program from your read of someone's age; wait for them to raise age/pace/joints.
• A stated injury is a clinician question, not a sales one — route to their GP/physio, make no claim training will help, and don't push.
• OPEN is a win. Resist the pull to convert every conversation into a booked follow-up; an opt-in check-in is the prospect's choice, not your default.

Stage 7 — The Close & Commitment

Ritual Sales Coach · Stage 7 of the system · Applies identically at PDX and Bend

1. Purpose & Outcome

Purpose: Turn the recommendation from Stage 6 into a decision — cleanly, warmly, and without pressure — and make sure a "yes" is set up to survive the first four weeks. A decision the prospect makes at their own pace, and feels good about a week later, is worth more than a yes we squeezed at the desk.

The outcome this stage must produce: a recorded decision. Every Ritual Intro conversation ends in one of exactly four states, logged the same way at both locations:

1. Joined — membership active in Mariana Tek, first classes booked before they leave.
2. Thinking it over — a legitimate, respected "not yet." They take the written terms away, they decide in their own time, and they set whether we follow up at all. This is a success state, not a downgrade.
3. Not now — a genuine no for a real reason, tagged for the right re-engagement path (only if they've consented to contact).
4. Deciding — self-enrol pending — they've chosen to join but want to enrol themselves later. Owned, catch-flagged same day.

How we measure this stage — deliberately balanced so the number can never quietly reward pressure:

• Primary (quality/retention): % of new members who attend 3+ classes in their first 14 days. A close that doesn't produce early attendance is a churn event we paid for.
• Alongside it (conversion): Intro-to-member conversion rate, per coach, per location, weekly — read next to the 14-day attendance and early-cancel numbers, never alone.

What this stage is NOT: a pitch, a discount negotiation, or a pressure moment. By Stage 7 the recommendation, the exact price, the billing date and the cancellation terms have already been made and shown in writing (Stage 6). This stage is just the ask, the mechanics, and the first-week setup. If any commercial term is being heard for the first time here, Stage 6 was done wrong — fix it upstream, don't ambush at "confirm."

2. The Run-Sheet

This is a spine, not a script to recite. Follow the order; use your own words; read the room. A coach who sounds like they're reading a card triggers the exact "I'm being sold to" reflex the brand exists to avoid. Same structure at PDX and Bend — natural delivery from every coach.

7.1 — Confirm the recommendation landed. One sentence recapping what you recommended in Stage 6 and why it maps to what they told you, in their own words. Pull those words from your Stage 6 notes (the Intro consult sheet) — never improvise a recap from memory, and never invent a preference they didn't state. Keep it light and factual, not a set-up: "Mornings were the slot that actually worked for you, so the 6am unlimited is what I'd point you at."

7.2 — Ask the decision question. Then give them room. One clean question (language in §3). After you ask, stop talking and let them answer — genuinely, so they have space to think, not to corner them. Do not fill the pause with a discount or a harder pitch, and do not stare them down. If it helps, glance at the iPad or your notes and let a few seconds pass. The pause is for their benefit. If they need longer, say so out loud: "Take your time — no rush."

7.3 — Branch to the answer they give (see §4): Yes / Thinking it over / Not now / Self-enrol later. Do not improvise a fifth path.

7.4 — On YES: enrol together, member-led.

• Open Mariana Tek at the front-desk terminal. Turn the screen so they can see it.
• Select the agreed tier. Price, billing date and cancellation/pause terms were shown in writing in Stage 6 — confirm they're still happy with those written terms on screen before anything is charged (language in §3). Read the exact price and billing date off the MT tier screen, out loud — never guess or recall a number.
• The member enters and confirms their own card via MT's payment capture. The coach does not handle card details.
• For annual / long-commitment tiers, use the heavier annual path (§3) — they must be able to read the full agreement (screen turned to them or a printed one-pager), and they may take it away and complete it later with no penalty.
• Offer to save their first classes as a gift, not a gate: "Want me to grab you two spots for next week so it's off your plate?" Book to their stated schedule. If they can't commit specific times yet, or their preferred class is waitlisted, that's fine — log book-classes-pending and have the Day-3 message help them pick. Booking is the strong recommendation and the biggest retention lever, but it is never a hoop they must clear to leave.

7.5 — On YES: set the first-two-weeks expectation. Tell them what happens next: the welcome email, what to bring, that a coach will greet them by name. One honest sentence about the adjustment curve (language in §3) — we set expectations, we don't promise outcomes.

7.6 — Capture contact consent (before any automated message can fire). Confirm out loud how they're happy to be contacted and tick the SMS/email marketing-consent box in the system as they answer: "Fine if we text you class reminders and the odd useful note? You can stop them any time." No opt-in ticked = no automated texts or emails to that person, full stop. This is a legal requirement (TCPA / consent), not a nicety.

7.7 — On THINKING IT OVER / NOT NOW: run the correct branch from §4, log it, end warmly. A person who leaves feeling respected is a future member and a referral source. A person who leaves feeling worked is neither.

7.8 — Log the decision before you leave the desk. A 15-second outcome + reason tag goes in at the terminal before you walk away (the one-line note can follow within the hour). This is what fires the correct follow-up sequence — an unlogged conversation is invisible, and it collides with your next class if you defer it.

Total time on the floor: 5–10 minutes for a yes including enrolment; 2–3 minutes for the other outcomes.

3. Word-for-Word Language

(Reference wording — deliver it in your own voice.)

The ask (7.2)

Default:

"So — based on everything you've told me, [tier] is the one I'd pick for you. How are you feeling about getting started?"

Fallback line if they resist a direct ask / clearly want space:

"That's my honest recommendation and the reasoning behind it. What would you like to do — no wrong answer here."

Then give them room. Whatever they say, your next words respond to them.

Banned at this moment: "today only," "spots are filling up," "if you sign up right now I can…," any invented urgency, any discount not already published. Ritual does not do pressure closes. If the offer needs a countdown clock, the problem is upstream of Stage 7.

On yes — confirming the (already-disclosed) terms (7.4)

"These are the same terms I showed you earlier — here they are on screen: $[read exact figure off MT] a month, first payment today, renews on the [date] each month, and this is how pausing or cancelling works [point to it]. Have a read — happy with that?"

Annual / long-commitment tiers:

"Because this is the annual, I want you to actually read it rather than take my word for it — [hand over / turn screen to the full agreement, including how renewal and cancellation work]. No rush, and you're welcome to take this away and sign it later if you'd rather. Whenever you're ready, you enter your own card here."

On yes — the first-weeks expectation (7.5)

Default:

"Honest heads-up: weeks one and two are the awkward part — new room, new names, movements you haven't done in a while. That's normal and it passes. Our job is to coach you through it; yours is just to show up."

Longevity (60+) members:

"We scale everything to where you are on day one — that's the whole point of this program. Nothing in that room is a test."

Medical-claims guardrail — Longevity & Recovery Sessions (READ THIS)

When recommending Ritual Longevity or the Recovery Sessions pilot — and especially if the prospect has mentioned pain, an injury, surgery or a health condition — describe only what the session IS: its duration, the movement focus, and that everything is coached and scaled. Do NOT imply, promise or hint at injury treatment, pain relief, rehab, "fixing" anything, fall prevention, bone-density benefit, or any medical/therapeutic outcome. If someone is dealing with an injury or condition, the correct line is: "That's a conversation for you and your doctor — what I can tell you is what the class involves, and we'll scale it to you." Never position Recovery/Longevity as a substitute for medical care.

On thinking-it-over / not-now (branch language in §4)

"Totally fair — this only works if it fits your life. No pressure to explain, but if you're happy to tell me what's making it a 'not yet,' it just means I'm not bugging you about the wrong thing later — and I won't chase you either way."

What we never say

No "crush your goals," no "transform your body," no "this will fix your [pain/condition]," no shame framing ("you owe it to yourself," "no excuses"), no medical or physical-result promises, no casting a fair price question as a "game." We can say what the program does (duration, strength/conditioning or mobility, coached scaling) — never what their body will do.

4. Decision Branches

Branch A — YES

Run 7.4–7.6 in full. Offer to book their first classes as a favour, not a condition (7.4). If someone says "I'll just sign up on the app tonight," that is not a no to be overridden — respect it. Offer once, lightly: "Happy either way — takes two minutes here if you'd like it off your plate, or do it tonight, whatever's easier." If they choose later, log as Deciding — self-enrol pending (see Branch D), agree a light, opt-in check-in only if they want one, and move on. No override, no pressure.

Branch B — THINKING IT OVER (take-home / consult partner)

This is the path for "I need to think," "I want to talk to my partner," "let me sit with it." It is a legitimate success, treated with the same respect as a yes — many deliberate buyers (our core member profile) decide best away from the desk.

1. Surface any answerable question without cornering them:

   "Of course. Anything I can answer right now that'd make thinking it through easier — or is it more a life-logistics thing?" Often "I need to think" is one unasked question (partner conversation, budget timing, nerves). Answer it if it surfaces; don't dig if it doesn't.

2. Give them the info to take away: the written membership terms / one-pager, price, billing and cancellation details, and how to enrol themselves in their own time.
3. Follow-up is their call, offered — never imposed. No "Deal?"

   "Want me to check in later this week, or would you rather reach out when you're ready? Genuinely happy with either."

   • If they want a check-in: agree one specific day and channel, and honour it. One message, any answer is fine.
   • If they'd rather not be chased: log no-contact and honour it — nothing automated fires either.
4. Log: outcome Thinking it over, their open question, and their contact preference (one check-in / self-serve / no-contact).

Branch C — NOT NOW (a real no)

1. Ask the optional, no-strings diagnostic (§3) — once, genuinely, then accept the answer. Make clear their answer won't trigger chasing.
2. If they give a reason, sort it into one of four fixed tags — Price / Schedule / Fit / Life-timing (moving, injury recovery, work season). Tie-break for messy multi-reason no's: tag the reason they said first; if truly tied, use fixed priority Price > Schedule > Fit > Life-timing. Every coach tags the same conversation the same way — that's what keeps the data comparable.
3. Offer the honest alternative only where one genuinely fits:
   • Schedule-no → flexibility within their own site (different times/days), or the Recovery Sessions pilot only if the 8-week, Tues/Thurs, 2-day format actually solves their constraint — and with the medical-claims guardrail (§3) applied. Do NOT offer "the other location" — PDX and Bend are ~160 miles / 3 hours apart; nobody commutes between them, and suggesting it signals you weren't listening.
   • Price-no → name the lower tier once if it genuinely fits their goal; if it doesn't, say so and don't sell it.
4. Close warmly, no re-pitch:

   "No problem at all. I won't hound you — the door's open whenever the timing's right."

5. Log: outcome Not now, reason tag, one-line note, and contact consent status (no consent = no nurture sequence).

Branch D — SELF-ENROL LATER (a yes, pending)

For the genuine "I'm in, I'll just do it myself later." This is a yes with an owner, not a vague maybe.

1. Log outcome Deciding — self-enrol pending, with the tier they chose.
2. Same-day catch: if the membership isn't active in MT by end of day, the coach who took the yes gets an auto-alert and sends one friendly, opt-in-consented message with the direct enrol link. No badgering — one nudge, then it converts to Thinking it over and follows that branch's rules.

Branch E — "Can I get a discount / can you match X gym?"

"Our pricing's the same for everyone — I'd rather be straight with you about that. What I can do is make sure you're on the tier that matches how you'll actually train, so you're paying for what you'll use and nothing more." No "game" framing, no implying they won't show up. Right-sizing the tier is the only lever. Coaches have zero discount authority; anything beyond published offers escalates to the location manager (or, if the manager is off-site, is held and the prospect is called back within one business day — never improvised at the desk). The manager says the same thing.

The follow-up chase ceiling (applies across Branches B, C, D)

Counted as one combined sequence across human and automated touches, hard stop, identical at both sites:

Human touch 1 (the agreed check-in, if they opted in) → Human touch 2 (one gentle follow-up, max) → then up to 2 automated emails → hard stop.

That's four total touches maximum, and only for people who consented to contact. Automated emails count toward the ceiling — they are not a fresh budget. No consent = zero touches. "No-contact" requests = zero touches, logged and honoured.

5. Mariana Tek + Xplor Growth (BrandBot): Who Does What

Principle: humans close and welcome; automation remembers and nudges. Never the reverse. No membership is ever sold by a sequence, and no follow-up promise made face-to-face is ever handed to a bot. Automation only ever fires to people who consented (§7.6).

Tooling reality — confirm before go-live. Xplor Growth = BrandBot. Booking, roster and membership status live in Mariana Tek; segmentation, reason-tags and the follow-up journeys live in BrandBot. Before this stage ships, ops must verify: (a) where a non-purchasing prospect's outcome + reason tag is stored so it can fire a sequence (almost certainly a BrandBot contact field, not MT); (b) that four reason-tagged journeys can segment on that field; (c) that coach name + location (PDX/Bend) can be pulled into the welcome sequence from MT; (d) whether an internal manager no-show/self-enrol alert is native to BrandBot or needs a separate mechanism. Wire the table below to whatever the verification confirms — do not assume MT holds prospect tags.

Coach follow-up channel: the agreed personal follow-up goes via the managed business number / MT- or BrandBot-native messaging with an audit trail — never a coach's personal cell. This protects the member relationship (it stays with the gym, not the coach), keeps a record, and makes the "automation only if human touch failed" logic actually stateful.

Compliance guardrails (Oregon; both locations) — not optional:

• Recurring / auto-renewing enrolment must meet FTC negative-option/ROSCA, Oregon's automatic-renewal law, and Oregon health-club/fitness-contract rules: clear-and-conspicuous written terms, captured affirmative consent to recurring billing, a stated cancellation mechanism, and any cooling-off right disclosed. Verbal one-sentence terms + coach tapping "confirm" does not meet this bar.
• Emily's chosen membership terms (monthly and annual) must be reviewed against Oregon law before this stage goes live.
• Automated SMS/email requires documented opt-in (§7.6). The single agreed follow-up message is separate and permissioned verbally on the spot; the automated journey needs the ticked consent.

Mechanical requirements (both locations):

• Decision outcome + reason tag + contact-consent status entered before the coach leaves the desk (15-sec entry; note within the hour).
• First classes booked or logged book-classes-pending before a new member walks out.
• Sequences reference the member's actual location and coach name — pulled from live fields, never generic.

6. The Consistency Mechanism

The whole reason this document exists: the close must not depend on which coach or which city.

1. One-page laminated run-sheet at each front desk — and it carries the material coaches actually need under pressure, not just the flow. It must include: the §2 numbered flow; the single default ask (+ the fallback line); the four decision branches; the discount refusal (Branch E); the confirm-terms script with the exact per-tier price, billing date and pre-approved cancellation/pause sentence; the Longevity/Recovery medical-claims guardrail; and the banned-phrases list. If a coach is recalling the objection or cancellation wording from memory, the laminate has failed.
2. The MT enrolment click-path is a printed step-card at the terminal: enrol → select tier → member enters card → confirm written terms on screen → book classes (or log pending) → tick contact consent → log outcome. No coach should ever stall at the iPad with a queue watching.
3. Certification before solo closes. No coach runs Stage 7 alone until they have: (a) observed two live closes; (b) run two role-plays with the location manager covering all branches; (c) completed one supervised live MT enrolment end-to-end (not just role-play); and (d) closed one real Intro with the manager observing. Certification passes on "sounded human and applied no pressure," not just branch coverage — a technically complete but robotic or pushy run is a fail.
4. The log is the audit trail. Every Intro ends in Joined / Thinking it over / Not now / Self-enrol pending with a tag. An Intro with no logged outcome counts as a miss in the weekly numbers, which makes logging self-enforcing.
5. Monthly manager review (20 min per coach): pull three logged outcomes, ask the coach to reconstruct the conversation, listen for the spine and for naturalness. Coach to the sheet, not the scoreboard: a well-run no or a well-run take-home is a pass; a pushy yes is a coaching moment. Add a "did the prospect leave feeling respected?" check alongside the numbers. One role-play rep on whichever branch the log shows least.
6. Red flags the manager watches for: unlogged Intros; check-ins scheduled without consent; contact firing at no-contact prospects; discounts appearing anywhere; and conversion outliers in either direction — a coach converting far above peers may be pressuring, so check their 14-day attendance and early-cancel numbers, not just close rate.
7. Two-site calibration. PDX and Bend managers share a single written scoring rubric for grading closes and tagging branches, and run a recurring joint calibration sync (grade the same recordings, reconcile differences) so both sites certify and score identically. A named manager-absent fallback covers Branch E escalation when a manager is off-site (hold + call back within one business day).
8. The script evolves centrally. A coach who finds better language proposes it at the monthly review; Emily/ops approve; the laminate is reprinted for both sites the same week. No local dialects.

7. GymOS Note — What's Parametric

Templatize this stage with the variables below; the flow, branches, human/automation split, consent-gating and compliance discipline are the invariant core.

Invariant across all GymOS clients: four-outcome logging (with take-home as a first-class success), member-led enrolment with written terms and their own card, consent captured before any automation, human-closes/automation-nudges, reason-tagged no's, a consent-gated combined chase ceiling, and manager coaching to the sheet rather than the scoreboard. The engineered/weaponised silence is never part of any GymOS close.

War-game notes

Top 3 risks addressed:

1. Weaponised silence removed (all three reviewers flagged it as a written brand violation). 7.2 no longer treats the pause as "part of the technique"; it's reframed as giving the prospect room, with an explicit "take your time" and a concrete non-coercive crutch for nervous coaches. The GymOS invariant now states the pause is never a lever.
2. Compliance + trust gap on billing closed. Price, billing date and cancellation terms are disclosed in writing in Stage 6 and confirmed on-screen (not heard for the first time at "confirm"); the member enters their own card (PCI + clean consent); annuals get a read-and-take-away path; SMS/email consent is captured before any automation fires; and the stage now names the FTC/Oregon obligations and requires legal review before launch.
3. The pressure funnel replaced with a respected take-home path + real coach usability. "Thinking it over" is now a first-class success with a no-contact opt-out; book-now is a gift not a gate; Branch D's diagnostic and "Deal?" grab are gone; the chase ceiling counts human + automated touches together (4 max, consent-gated). Coach-facing gaps are fixed: full objection/terms/banned-phrases content on the laminate, an MT click-path step-card, exact per-tier prices, single default ask, deterministic tag tie-break, the impossible PDX↔Bend "other location" removed, and a two-site calibration rubric.

Residual watch-outs for the coach:

• Verify the BrandBot/MT tag plumbing before you rely on it. The four-tag routing assumes a prospect's outcome tag can be stored and segmented on — confirmed to live in BrandBot, not MT. If a coach logs an outcome but the field doesn't fire the sequence, follow-ups silently die. Ops must sign this off before go-live.
• The medical-claims line is easiest to cross in casual conversation, especially with Longevity/Recovery prospects who mention pain or an injury. When in doubt, describe the class and defer to their doctor — never reassure with an implied outcome.
• Watch your own conversion outliers. A high close rate is a flag to check, not a trophy — if your 14-day attendance or early-cancels don't back it up, you may be pushing harder than the brand allows without realising it.
• Consent is load-bearing. No opt-in = no message. It's tempting to send "just one helpful text" to someone who didn't tick the box — don't; it's both a brand and a legal breach.

Stage 8 — Follow-Up & Nurture

The Ritual Sales Coach · Stage 8 of the sales system · Applies identically at PDX and Bend

1. Purpose & Outcome

Purpose: Nobody who tried Ritual — or booked and didn't show — falls into a void, and nobody gets chased. Every non-converted Ritual Intro gets a short, respectful, genuinely human follow-up window, then a clean hand-off. The person should never feel worked. If a message would make them think "this gym is thirsty," we've already lost — thirst is the opposite of our brand.

Outcome this stage must produce: Every intro that didn't convert is in exactly one of these states within 24 business hours: (a) rebooked, (b) in an active follow-up track with a named owner and a coverage owner, (c) closed warmly with the door left open, or (d) suppressed at their request. Zero limbo. Zero double-contact. Zero contact without consent on file.

One key metric: 30-Day Recovery Rate — % of non-converted intros (no-shows + did-not-buys) who rebook or join within 30 days of their original intro date. Tracked per location, reviewed weekly. Guardrail metric (equal weight): Complaint/opt-out rate — STOP replies, spam flags, "please stop" messages. If recovery goes up while opt-outs climb, we are pressuring people and the number is lying. Both are read together, every week.

Why this matters: at ~$2,500 lifetime value per annual member, recovering even 2 extra people/month/location is worth more than most marketing spend — but only if we don't burn the other 20 to get them. A neutral prospect turned into a detractor ("nice class, they wouldn't stop chasing me") costs more than the member we recovered.

2. Contact Budget (read before the run-sheets)

The prospect's phone does not distinguish "human" from "automated." A touch is a touch. We count total contacts as the prospect feels them.

• No-Show track: 3 total contacts, 8-day window. (Typically: 1 automated + up to 2 human.)
• Did-Not-Buy (engaged) track: 4 total contacts, 14-day window. (Typically: 1 automated + up to 3 human.)
• Did-Not-Buy (neutral / "not for me") track: 1 contact, then out.
• The tracker enforces the combined count. A coach cannot add a "personal" text on top of the budget. If the automated message has fired, that slot is spent.
• A call counts as a contact and only happens after the prospect says yes to one (see §4).
• After the window closes, there is no personal chasing — ever. Only campaign-level automation, and only if the person consented to ongoing contact.

3. The Run-Sheet

Three tracks. A person is only ever on one track at a time. Every touch has a named owner and, because coaches work split shifts, a coverage rule: if the owner is not working on the day a touch is due, the lead/opening coach on shift executes it from the shared thread. Ownership means it doesn't get done twice — never that it waits for one person. No touch may depend on a single individual being present.

Track A — No-Show Recovery (booked a Ritual Intro, didn't come) · budget: 3 contacts / 8 days

Two no-shows = an answer. A no-show on a rebooked intro gets Track A once more; a second no-show goes straight to nurture (if consented) with no personal follow-up.

Track B — Did-Not-Buy (came to the intro, didn't join)

At B1 the coach picks the lane. This choice is logged.

Lane pick: Was there genuine interest with a real, nameable reason they didn't join yet (price, schedule, spouse, comparing options)? → B-Engaged. Were they simply polite-but-neutral / "it was fine, not for me" / no real spark? → B-Neutral. When unsure, choose Neutral. Over-pursuing a neutral prospect is how we manufacture detractors.

Lane B-Engaged · budget: 4 contacts / 14 days

Lane B-Neutral · budget: 1 contact

Track C — Reactivation of Past Intros (30+ days old, never joined)

Automation-led, human trigger point. Coaches do not cold-chase old leads.

Universal stop rules (all tracks)

• A clear no means stop chasing — not "enrol them in 24 emails a year." Acknowledge, thank, leave the door open. Ongoing nurture is opt-in only. If they didn't opt in, they get nothing further except a one-time note if they'd said "maybe later" with a date.
• "Stop" / "please stop" / STOP reply → hard suppression across ALL channels, same day. Tag do-not-contact. This is a compliance action, not a courtesy — see §5.
• Maximum active human pursuit: the track budget above. After that, automation only, campaign-level only, consented only.
• A rebooked intro exits this stage and re-enters Stage 4.

4. Word-for-Word Language

Personal messages come from a distinguishable human identity (see §5), signed with the coach's name. Automated messages come from the brand identity and are never signed as a coach. Keep messages under 3 sentences where possible. Never open with "Just checking in!" / "Just following up!"

Anti-template rule: the structure is fixed (real-or-honest detail → honest option → no pressure → clean close); the words are not. If two referred people would receive near-identical texts, you must rewrite one. Weekly review runs a "would a screenshot of this next to your friend's text embarrass us?" check.

A3 — No-show personal text (there was a real interaction)

Hey Sarah, it's Marcus from Ritual PDX — we had you down for the 9:30 and missed you, no stress at all. If you still fancy trying a session, here's a link to grab any time that works: [link]. Happy to answer anything first.

A3 — Fallback (no-show you never met, no real detail — this is the honest version, NOT a scold)

Hi Sarah, Marcus here from Ritual PDX. Life gets in the way — totally fine. Whenever you'd like to come try a session, the booking link's here: [link]. No rush, and I'm around if you've got any questions.

If you don't have a real detail, use this. Do not invent one. A fabricated "your squat looked strong" for someone who never showed is worse than a plain, honest message.

A4 — Graceful close (no-show), with optional call offer

Hey Sarah, Marcus again — I'll leave it here so I'm not cluttering your phone. The booking link always works and you can just turn up ready to move. If a quick 2-minute call would actually be easier, say the word and I'll ring; otherwise no worries at all. Take care.

B2 — Day-1 text after an engaged did-not-buy (real detail available)

Hey Dan, it's Aly from Ritual Bend — good training with you yesterday. You mentioned wanting to check your schedule before deciding, so no rush — I'll come back to you Thursday like we said. One honest note: 3x/week is where most people notice a difference, 2x/week still counts.

(The "most people" hedge is fixed script — do not strip it into a promise.)

B2 — Fallback (engaged but no specific reason captured)

Hey Dan, Aly from Ritual Bend — glad you came in yesterday. No pressure on the membership question at all; take the time you need. If anything comes up you want to weigh, I'm here — otherwise I'll check in later this week.

B-N1 — Neutral / "not for me" warm close (one touch, done)

Hi Dan, Aly from Ritual Bend — thanks for coming in, genuinely good to meet you. No pitch from me: if Ritual's your thing you'll know where we are, and the door's open whenever. Want me to send the occasional note if something new opens up, or would you rather I leave you to it? Either's completely fine.

B4 — The Day 6–8 real follow-up (address the recorded reason; text default, call only if invited)

Price:

Hey Dan, Aly. You were weighing the cost — fair. Two honest options: the [published class pack / lower tier] gets you in at [$X] if 3x/week isn't realistic yet, or we leave it for now and you know where we are. What's your read?

Schedule:

Dan — Aly. Mornings were the squeeze, you said. We've got [the 5:30pm slot / Recovery Sessions Tues/Thurs] which might fit better — worth a look, or is timing still the blocker?

"Need to think":

Hey Dan, Aly at Ritual. Said I'd check back — is there a specific question I can answer, or is it more that now's not the time? Both are fine answers; I'd just rather know than guess. (Happy to do a quick call if that's easier — only if you'd find it useful.)

B5 — Closing message (ends active follow-up; opt-in for nurture)

Hey Dan — Aly. I'm going to stop nudging, because you don't need it and I'd rather not be that gym. Short version: we liked training with you and the door's open whenever. Want me to send the odd note when something new opens up, or shall I leave it with you? All the best either way.

C3 — Reactivation reply (past intro re-engages)

Hey Sarah! Marcus at Ritual PDX — good to see you booked in. Quick one before you come: anything changed since last time — goals, injuries, schedule? Just helps us set the session up right.

Phone-call script (ONLY after the prospect has said yes to a call)

Opener: "Hi Sarah, it's Marcus from Ritual — thanks for saying yes to a quick call. Is now still an okay moment?" (If no: "No problem — when suits you?" and stop.) The one line: Ask their question, not yours. "You mentioned [recorded reason] — I just wanted to give you a straight answer on that. What's the bit you're weighing most?" Graceful exit if it's awkward or they've cooled: "Sounds like now's not the moment — that's completely fine. I'll leave the booking link with you and step back. Good to talk either way." Voicemail (≤20 sec), only if they'd agreed to a call and didn't pick up: "Hi Sarah, Marcus from Ritual — you'd said a quick call was okay, so just trying you. Nothing urgent at all. Drop me a text whenever suits and we'll sort it. Cheers."

What is banned in all of it

No "crush," "transform," "melt," "game changer," "don't miss out," "your future self will thank you." No urgency/FOMO framing at all — "spots are filling fast" is banned outright, with no exceptions. You may state a plain capacity fact if asked ("the 5:30 has a couple of spaces") but never wrap it in pressure. No promises about pain, weight, or health outcomes. Recovery Sessions is a lower-commitment mobility class — never pitch it as fixing an injury, pain, or any medical condition. No member story without documented consent (§5). If a message would make Emily wince, it doesn't send.

5. How This Slots into Mariana Tek + Xplor Growth — and the Go-Live Checklist

Mariana Tek = source of truth for facts. Xplor Growth (BrandBot) = the sending machine. Humans = the two or three moments that actually convert.

⚠️ Go-live checklist — verify these BEFORE any sequence goes live (assumptions, not facts, until ticked)

1. No-show trigger. Confirm how MT records a no-show and whether XG can fire on it. Given MT no-show is marked manually, the manual mark (A0) is the trigger — the "within 2 hrs" clock starts from the mark, not from class end. If XG cannot trigger on the attendance flag, front desk/coach fires A1 from a tagged action instead.
2. Suppress-on-reply. Confirm BrandBot pauses a sequence on an inbound reply. If it does not (BrandBot's two-way handling is limited), add a manual SOP: the coach pauses/removes the sequence the moment they reply personally. Nothing reads worse than a warm text followed by a template email 12 hours later.
3. Tag behaviour. BrandBot tags are additive — adding a tag does not strip others. So the coach must remove the prior active-stage tag when moving state, or the lead lands in two sequences. Build this into the tracker step and the cheat card.
4. Sender identity split. Confirm automated sends can go from a brand identity ("Ritual PDX/Bend") distinct from the coach's personal identity. If the platform cannot split them, cut the automated A1 nudge entirely rather than let a bot impersonate the coach — the human touches must be visibly human.
5. Consent + opt-out. Confirm intro booking in MT captures explicit consent to be texted (checkbox/waiver field). Confirm every automated SMS carries "Reply STOP," and every nurture email carries a CAN-SPAM footer (one-tap unsubscribe + physical address). No text or call fires without consent on file.

MT's job

• Holds the no-show event and roster status. The end-of-shift no-show check (A2) reads the MT roster per location.
• All rebooking links are MT booking links, location-specific. Reply "yes" → send the link → booking happens in MT. Coaches never hand-wrangle bookings.
• Captures channel preference and consent at booking.

XG's job (the automated spine, kept deliberately thin)

• Sequence 1 — No-Show: trigger = MT no-show marked. Sends A1 only (the single automated no-show touch). Kills itself on booking/reply.
• Sequence 2 — Did-Not-Buy (Engaged only): trigger = coach tags intro-nobuy-engaged. Sends B3 only. Kills itself on purchase/reply.
• Sequence 3 — Long-Term Nurture: opt-in members only. Quarterly cadence, capped (§Track C). Marketing's property.
• Reactivation: lead-triggered, capped at 1/quarter/person, consented only.
• Tag set: intro-noshow, intro-nobuy-engaged, intro-nobuy-neutral, intro-rebooked, intro-nurture-optin, intro-nurture-dated, joined-elsewhere, do-not-contact. One active-stage tag at a time — old tag removed when new one added.

The human/automated split, stated plainly

Automation handles: same-day acknowledgement (brand-identity, never coach-signed), one mid-track value email, the consented long tail. Humans handle exactly: the personal opener, the one real objection-addressing follow-up, and the graceful close. Coaches do not freelance extra touches — the budget is the budget.

Channel & line rules

• All coach texts and calls go through the logged location business line (XG/BrandBot number or a logged business line) — never personal cells. Personal-cell contact is invisible to the tracker, uncaptured for opt-outs, and breaks continuity when a coach leaves.
• Route to the prospect's tolerated channel. Use the preference captured at booking; a prospect's first reply channel then sets the default. Someone who'd read one email but hates calls must not get called.

Testimonial / member-story rule

Any named member story used in B3 or nurture requires documented written consent on file, must be truthful and current, and must not imply typical or guaranteed results. Route through the location lead before use.

Compliance is not optional

Consent on file before any text. STOP = hard, same-day, all-channel suppression. CAN-SPAM footer on every email. A number given to book a free class is not consent to a sales call — hence calls are opt-in only.

6. The Consistency Mechanism

This stage lives or dies on being done identically by every coach at both sites.

1. The Follow-Up Tracker — one named tool, live before deploy. Until XG's pipeline capability is confirmed (checklist item), the tracker is a dedicated shared sheet/Airtable, one view per location, with a named owner and a fixed URL — not a "sheet or pipeline" conditional. Columns: name · intro date · track & lane · owning coach · coverage coach · channel preference · consent-on-file (Y/N) · recorded reason · contacts used (X of budget) · last message text (full, not just a date) · next action + due date · status. A coach must be able to read the actual last message before sending — this is what prevents double-contact. If it's not in the tracker, it didn't happen.
2. End-of-shift rule. The teaching coach clears that day's no-shows and consult outcomes into the tracker before leaving. Five minutes, non-negotiable, same as re-racking plates.
3. Protected follow-up block. Each shift has a defined 15-minute follow-up block (the mid-morning gap) where outbound texts and any agreed calls happen. The touches have a real home in the day, not squeezed between classes.
4. Response SLA in real clock terms (for split-shift coaches): replies received before 7pm → answered same day by 8pm; after 7pm → by 11am next day. A question is answered fully in the same channel within one business window and does not consume a contact-budget slot.
5. Scripts live in this document. Coaches personalise details, not structure or tone. Improvements are proposed to the location lead and, if better, changed here for both sites.
6. Weekly 10-minute review (in the existing huddle): lead pulls the tracker — anything in limbo? past due? within budget? recovery rate and opt-out rate? Reads 2–3 actual sent texts aloud, runs the screenshot-embarrassment check, praises human-sounding ones, coaches template-sounding ones.
7. Coach the mechanism, not the outcome. Was the reason recorded specifically (or the fallback used honestly)? Did B4 address that reason? Did they stop at budget? Did they route to the tolerated channel? A coach who runs the mechanism right and still gets a no has done the job perfectly. Because recovery rate is scored, opt-out rate is scored beside it — a coach cannot win the number by leaning harder.
8. Who "manager" is. The default escalation/trigger role is the location lead / shift lead on duty — a role that is always covered, never Emily. Emily is last-resort escalation only. C2/C4 are owned by the location lead. Angry-lead path: off-script immediately, escalate to the shift lead same day; if no shift lead is reachable, the senior coach on shift calls personally within the business window and flags Emily. This path never waits.
9. Monthly, cross-location: Emily (or ops lead) compares recovery rate and opt-out rate, PDX vs Bend. A gap is a coaching or hygiene gap; the fix ships to both sites via this document.

One-Page Coach Card (print this; if you remember one thing, remember this)

Did they NO-SHOW, or did they COME-BUT-NOT-JOIN?

NO-SHOW → budget 3 contacts / 8 days.

1. Mark no-show in MT (fires the auto "missed you"). 2. One personal text (A3 — real detail or honest fallback). 3. Graceful close (A4), offer a call only if they'd find it useful. Consent → nurture tag. Stop.

CAME, DIDN'T JOIN → pick a lane: • Neutral / "not for me" → one warm close (B-N1). Out. • Engaged (real reason logged) → budget 4 / 14 days: personal text (B2) → auto value email (B3) → real follow-up addressing their reason (B4) → graceful close + opt-in offer (B5).

Golden rules: Never cold-call — a call happens only after they say yes. Check the tracker's last message before you send. Text default, their channel if known. Never invent a detail. Two no-shows = an answer. "Stop" = suppress everything today. If a message would make Emily wince, don't send it.

7. GymOS Note — What's Parametric

Not parametric (GymOS invariants): one track per person; named owner plus coverage owner; total-contact budgets with a graceful close; calls opt-in only; human-visibly-human / bot-visibly-bot; consent-on-file before contact and STOP = all-channel suppression; tracker-or-it-didn't-happen with full last-message visibility; recovery scored beside opt-out; the three human touches that never get automated. Those are the system.

War-game notes

Top 3 risks addressed:

1. Hidden pressure via channel and cadence. The prospect feels bots and humans as one stream, so touches are now counted combined and hard-capped (no-show 3/8d, did-not-buy 4/14d, neutral 1), enforced by the tracker. The proactive phone call — the single most globo-gym move — is demoted to opt-in only: no cold calls to a no-show or a one-visit prospect, ever.
2. The "human moments" reading as canned. Automated messages now send from a brand identity and personal ones from a distinguishable human identity; if the platform can't split them, the auto-nudge is cut rather than allowed to impersonate a coach. The "real detail" opener now has an honest fallback (no fabrication, no scold) and an anti-template screenshot check, killing both the fake-personalisation and the identity-blur failures.
3. Compliance + "clear no means stop." Added a consent/STOP/CAN-SPAM block, made ongoing nurture opt-in only (a clear no no longer silently becomes 24 emails/year), removed the "spots filling fast" loophole entirely, gated member stories behind documented consent, and ring-fenced Recovery Sessions as non-medical. A go-live checklist forces verification of the MT no-show trigger, suppress-on-reply, and additive-tag behaviour before launch instead of assuming them.

Residual watch-outs for the coach:

• Tag hygiene is manual. BrandBot tags are additive — if you forget to remove the old active-stage tag, the lead double-sequences. Do it at the same moment you set the new one.
• Suppress-on-reply may not be automatic. Until confirmed, the instant you reply personally, pause/remove the sequence yourself — don't trust the bot to.
• The neutral vs engaged lane call is yours to make honestly. When in doubt, choose Neutral. Over-pursuing a polite "it was fine" is exactly how a neutral becomes a detractor — the number won't show it, but the brand pays for it.
• Load is real: budget your protected follow-up block; if the backlog builds, flag it in the weekly review rather than letting leads slide into limbo.