Plant Strong Athletix ("the Company") is a premium online plant-based fitness coaching business founded by David and Lorraine Roberson, to be formed as a Limited Liability Company under California law. The Company delivers high-ticket, medically informed coaching that guides busy professionals through the transition from the Standard American Diet to a whole-food, plant-based performance lifestyle.
Unlike a startup seeking capital to build its operation, Plant Strong Athletix is raising capital to scale an operation that is already built and running. The Company's client delivery platform, CRM, sales pipeline, marketing automation, and paid advertising infrastructure are live today, and its founders bring an active coaching client roster through sister brand Mission Ready Aesthetix.
The Company will grow in two deliberate phases: Phase 1 scales the online coaching business using the infrastructure already in place. Phase 2 opens a brick-and-mortar training studio and wellness center in Victoria, British Columbia — one of North America's most fitness-engaged markets — once online revenue milestones are met. Phase 2 capital is milestone-gated, meaning it is only deployed after the online business has proven the model, materially de-risking the investment.
Tranche 1 — $50,000 at close: scales online client acquisition. Tranche 2 — $200,000, milestone-gated: funds the Victoria, BC facility, released only after online revenue sustains $25,000/month for three consecutive months. Investor receives 7% of gross monthly revenue (online + facility) until a capped return of 1.75x of deployed capital is reached. No equity dilution, no fixed debt schedule. Full terms in Section IV.
To provide a guided, medically supported transition from the Standard American Diet to a whole-food plant-based lifestyle, paired with personalized training and accountability systems that allow busy professionals to achieve elite-level health, physique, and performance outcomes.
Plant Strong Athletix delivers a flagship 16-week Elite Plant Strong coaching program and ongoing coaching tiers priced from $1,500 to $5,000. Every client engagement includes:
Phase 2 establishes a physical home for the brand: a boutique training studio and wellness center (approx. 2,500–3,500 sq ft) in Victoria, British Columbia offering 1-on-1 and semi-private coaching, small-group training, posing and physique-prep coaching, plant-based nutrition and lifestyle medicine consultation, and wellness programming. The facility converts the Company's online authority into local premium revenue, serves as a content production hub, and anchors the brand in a market with the highest fitness engagement in Canada (Section II). The hybrid online-plus-facility model mirrors the industry's strongest post-pandemic format.
Plant Strong Athletix operates alongside sister brand Mission Ready Aesthetix, the founders' established physique-competition prep and posing coaching business. PSA is the entry point for lifestyle and transformation clients; clients who progress to stage-ready condition transition into MRA competition prep. This pipeline extends client lifetime value well beyond a single program cycle and differentiates the Company from single-offer competitors. The Victoria facility deepens this pipeline, giving local athletes an in-person path from lifestyle transformation through competition prep.
The virtual fitness market is in a sustained, structural growth phase. Consumer behavior has permanently shifted toward remote coaching, and demand is concentrated in exactly the Company's target demographic: time-poor working professionals seeking flexible, high-quality guidance.
The broader personal fitness trainer market is valued at $15.6 billion in 2026 and projected to reach $43.3 billion by 2036. Within this growth, premium 1-on-1 virtual coaching retains strong pricing power with senior professionals — the Company's primary market — while commoditized app-based products compete at the low end. Plant Strong Athletix is positioned deliberately at the premium, human-led, clinically credentialed tier.
Canada's fitness and recreational sports centres generated CAD $5.8 billion in operating revenue in 2024, a 14.9% year-over-year increase (Statistics Canada), with operating margins expanding — an industry that has moved well past pandemic recovery into structural growth. Roughly 21% of Canadian adults now hold gym or fitness facility memberships.
British Columbia pairs the country's highest fitness engagement with strong economic fundamentals that support premium wellness spending. Victoria's demographics — affluent professionals, an outdoor-active culture, and one of Canada's strongest health-and-wellness communities, including an established natural bodybuilding scene on Vancouver Island — align directly with the Company's premium positioning. A plant-based performance facility led by a WNBF Pro and a Lifestyle Medicine–certified Nurse Practitioner has no direct equivalent in this market.
Investor capital will not fund setup. The Company's operating infrastructure is live:
| Horizon | Objective |
|---|---|
| Short-Term | Reach $28,000/month in online revenue within the first 6 months of funded launch, driven by the paid acquisition model in Section IV. Sustain $25,000/month for three consecutive months to trigger the Phase 2 facility tranche. |
| Mid-Term | Open the Victoria, BC training studio and wellness center; reach combined revenue of $50,000–$65,000/month within 3 years through online growth, facility ramp, and the PSA→MRA pipeline. |
| Long-Term | Reach $90,000–$120,000/month ($1M+/year) within 5 years by scaling the facility to capacity, adding credentialed coaches, and expanding program verticals. |
The online business will operate as a California Limited Liability Company. All brand assets, program materials, and platform systems are original works developed and owned by the founders. For Phase 2, the Company will engage Canadian counsel prior to deployment to structure the British Columbia operating entity, cross-border tax treatment, and any required work authorization for the founders — a standard process for US-owned Canadian operations, budgeted within Phase 2 professional fees.
Primary: Career-driven, family-oriented professional men ages 30–50 with an interest in transitioning from the Standard American Diet to a plant-based lifestyle while pursuing measurable health and physique goals. This avatar has disposable income, limited time, and a strong preference for done-for-you structure and credentialed guidance.
Secondary: Adults 18+ seeking a guided plant-based transition with personalized training — including transformation clients who may progress into physique competition through Mission Ready Aesthetix.
Phase 2 local market: Greater Victoria residents seeking premium in-person training, plant-based nutrition guidance, lifestyle medicine consultation, and physique-competition coaching — served by a facility in the province with Canada's highest household fitness engagement.
Program packages are priced from $1,500 to $5,000, consistent with the premium tier of the online coaching market where 1-on-1, credential-differentiated coaching commands pricing power. Messaging and brand voice target high-ticket clientele; all inbound leads are qualified through an application questionnaire and discovery-call interview before enrollment.
Competition level: moderate. The Company competes against three archetypes rather than any single dominant player:
| Competitor Archetype | Their Gap |
|---|---|
| Generic online personal-training platforms and app-based coaching | No plant-based specialization; commoditized programming; no clinical nutrition oversight |
| Plant-based nutrition coaches and influencers | Nutrition-only offers; no structured training, physique expertise, or medical credentials |
| Local in-person trainers | Geography-bound, time-bound, and rarely credentialed in plant-based or lifestyle medicine |
No competitor in the plant-based coaching space combines the Company's credential stack: a Nurse Practitioner board certified in Lifestyle Medicine leading clinical nutrition, paired with a professional natural bodybuilder holding pro status in four federations leading training — both certified in plant-based nutrition through eCornell. This combination delivers medical-grade credibility at the top of the market and is extraordinarily difficult to replicate.
With over four decades of combined expertise in clinical medicine, plant-based nutrition, and pro-level competitive physique training, we take your plant-based lifestyle to elite levels with a plan custom-tailored to you — coached by proof that plants build champions.
Revenue projections are built from a bottom-up paid acquisition funnel using conservative industry benchmarks for high-ticket coaching, applied to infrastructure that is already operating:
| Funnel Stage | Assumption | Monthly Output |
|---|---|---|
| Paid ad spend | $5,000/mo | — |
| Qualified leads | $25–$35 cost per lead | 140–200 leads |
| Discovery calls booked | 15–20% of leads | 25–35 calls |
| Clients closed | 20–25% of calls | 6–8 new clients |
| New monthly revenue at ramp | $3,000 avg. package | $18,000–$24,000 |
The model assumes a 4–8 week ad optimization period before conversion rates stabilize. Combined with organic-channel enrollments and PSA→MRA pipeline revenue, it supports the $28,000/month target within the first 6 months of funded launch.
| Metric | Year 1 (Projected) |
|---|---|
| Gross revenue | $252,000 |
| Operating expenses (marketing, platform, software, production) | $95,000–$110,000 |
| Net income before founder compensation | $142,000–$157,000 |
Because delivery is digital and founder-led, gross margins are structurally high. Based on retention benchmarks for premium 1-on-1 coaching and the two-brand pipeline, the Company projects 25–40% year-over-year revenue growth after Year 1, with marketing costs declining as a percentage of revenue as organic and referral channels compound.
The Phase 2 budget is built on standard industry benchmarks for a boutique training studio (typical range $50,000–$300,000 all-in), where build-out consumes 30–40% of startup capital, equipment 25–35%, and working capital 15–20%. Industry norms call for 3–6 months of operating reserves, rent held below 15% of revenue, and a typical break-even window of 12–18 months — with boutique studios earning the sector's strongest margins (20–35%) through premium, specialized positioning.
| Facility Metric | Plan |
|---|---|
| Format | Boutique training studio + wellness center, 2,500–3,500 sq ft |
| Revenue streams | 1-on-1 & semi-private training, small-group programs, nutrition/lifestyle consults, physique-prep coaching |
| Projected facility revenue at maturity | CAD $35,000–$50,000/mo |
| Projected break-even | 12–18 months post-opening (industry benchmark) |
| Target operating margin at maturity | 20–30% |
Facility projections are pre-lease estimates using industry benchmarks; final figures will be updated upon site selection and quoted build-out costs before Tranche 2 deployment.
The Tranche 1 amount is derived directly from the acquisition model above, not chosen arbitrarily. High-ticket coaching funnels require two conditions to succeed: sufficient monthly ad spend to generate statistically meaningful campaign data (approximately $5,000/month at the Company's price point), and enough runway to carry the business through the 4–8 week optimization period before conversion rates stabilize. $50,000 funds a full 6-month acquisition ramp — the same window as the revenue target — plus content production and operating reserve. A smaller raise would force either under-spending (too little data to optimize campaigns) or a shortened runway (capital exhausted before the funnel matures). Undercapitalization is the leading cause of failure in the fitness business sector, and this raise is sized specifically to eliminate that risk for Phase 1.
| Purpose | Allocation |
|---|---|
| TRANCHE 1 — ONLINE SCALE ($50,000, AT CLOSE) | |
| Paid client acquisition (6 months of Meta ad spend at $5,000/mo) | $30,000 |
| Content production & marketing assets (video, equipment, creative) | $10,000 |
| Working capital, software, and platform operating costs | $10,000 |
| TRANCHE 2 — VICTORIA, BC FACILITY ($200,000, MILESTONE-GATED) | |
| Leasehold improvements / studio build-out (30–40% benchmark) | $70,000 |
| Commercial training equipment (25–35% benchmark) | $60,000 |
| Working capital — 6 months facility operating reserve | $40,000 |
| Local launch marketing & pre-sale campaign | $15,000 |
| Legal, licensing, insurance & cross-border professional fees | $15,000 |
| Total | $250,000 |
| Term | Detail |
|---|---|
| Total commitment | $250,000 — $50,000 deployed at close; $200,000 deployed only upon milestone |
| Tranche 2 milestone | Online revenue sustained at $25,000+/month for three consecutive months, plus executed letter of intent on a Victoria facility. Investor capital is never deployed into the facility before the online model is proven. |
| Structure | Revenue-share agreement — no equity dilution, no board seat, no fixed debt schedule |
| Investor share | 7% of gross monthly revenue across all Company revenue (online + facility), paid monthly |
| Return cap | 1.75x of capital actually deployed — $87,500 if only Tranche 1 deploys; $437,500 on the full $250,000 |
| Projected payback | Tranche 1: 24–36 months. Full commitment: 4–6 years at projected combined revenue; faster if growth outperforms, proportionally slower if it lags |
| Reporting | Monthly revenue statements and quarterly business updates provided to the investor |
The raise may be filled by a single investor or syndicated among several. All participants invest on identical terms through fractional units of the same revenue-share pool — each investor receives a pro-rata share of the 7% revenue pool and carries the same 1.75x cap on their own capital. Illustrative Tranche 1 participation:
| Investment | Share of 7% Revenue Pool | Effective Revenue Share | Capped Return (1.75x) |
|---|---|---|---|
| $10,000 | 20% | 1.4% of gross revenue | $17,500 |
| $25,000 | 50% | 3.5% of gross revenue | $43,750 |
| $50,000 | 100% | 7.0% of gross revenue | $87,500 |
Minimum participation: $10,000. Tranche 2 participation follows the same pro-rata structure, with existing Tranche 1 investors receiving first right of participation before new investors are admitted. Identical terms across all participants keeps the capitalization clean, avoids conflicts between investors, and simplifies legal documentation.
The revenue-share structure is self-liquidating: the investment concludes automatically once the capped return is fully paid, requiring no sale, refinancing, or valuation event. Exit pathways:
| Pathway | Mechanics |
|---|---|
| Standard exit (built-in) | Monthly revenue-share payments continue until the investor has received 1.75x of deployed capital, at which point the agreement terminates automatically. No further action required by either party. |
| Early buyout (Company option) | The Company may prepay at any time by paying the remaining cap balance in a lump sum — accelerating the investor's return and improving their effective annualized yield. |
| Investor liquidity (transfer right) | The investor may assign or transfer the revenue-share agreement to a third party with Company consent, not to be unreasonably withheld. |
| Milestone not met | If the Tranche 2 milestone is not achieved within 24 months of close, the $200,000 commitment expires undeployed — the investor's exposure and return are limited to Tranche 1 terms ($50,000 deployed, $87,500 cap). Undeployed capital is never at risk. |
| Sale or acquisition of the Company | If the Company is sold before the cap is reached, the remaining cap balance becomes due to the investor from sale proceeds, senior to founder distributions. |