dnb Productions

I am dedicated to pushing the boundaries of visual storytelling. 

My team and I strive to deliver exceptional results that exceed our clients’ expectations. Every project is an opportunity to explore new creative avenues and bring innovative ideas to fruition.

My journey began in broadcast production with networks like ESPN and Nickelodeon, where I learned the importance of captivating storytelling. Working with corporate clients such as Shell and BP, I merged visual creativity with strategic communication to produce impactful content.

A memorable moment in my career has been capturing live sports for teams like the Houston Texans and New York Yankees. This experience honed my ability to capture the essence of a moment quickly and precisely—skills that translate seamlessly to corporate events and executive portraits.

Beyond technical roles, my passion lies in crafting narratives through photography. 

Whether it’s a dynamic headshot for a LinkedIn profile, a captivating portrait for a corporate website, or vibrant coverage of a corporate event, I aim to create visuals that leave a lasting impact.

We specialize in executive and corporate event headshots, as well as event booth photography. We understand the need for professional, engaging imagery that reflects your brand’s identity and connects with your audience.

 Our approach is highly collaborative; we work closely with each client to understand their story and how they want to be portrayed. This connection allows us to capture images that resonate with authenticity and depth.

Building this company has been a labor of love, driven by a relentless pursuit of excellence and a passion for innovation. We're committed to telling stories that matter, stories that inspire and provoke thought.

If you’re looking to elevate your next corporate event or need striking headshots that capture your professional essence, let’s connect and create something extraordinary.

Founder, Principal

Douglas N Burns Portraits

My journey as a photographer began with a passion for people and storytelling. 

Over the years, I’ve been fortunate to receive recognition and awards for my work, which has only fueled my dedication to the craft. I founded my own photography business to merge my love for art with my interest in human connection. 

From the start, my goal was to move beyond the basic headshot and create portraits that genuinely capture the essence of the individuals I photograph.

The inspiration to start my venture came from observing a growing need for business portraits that tell a story. Professionals wanted images that conveyed their journeys and personalities, not just their professional appearance. 

I saw an opportunity to fill this gap by offering a more personalized and artistic approach to corporate photography.

Building my business has been a labor of love. I’ve dedicated countless hours to mastering lighting, composition, and posing to ensure each portrait I create is not just a photograph but a piece of art. 

My process is highly collaborative; I work closely with each client to understand their story and how they want to be portrayed. This connection allows me to capture images that resonate with authenticity and depth.

One of the most rewarding aspects of my work is witnessing the impact a powerful portrait can have. A well-crafted image can boost confidence, make a lasting impression, and tell a story that words alone cannot. I'm passionate about helping people present their best selves to the world, whether it’s through a dynamic headshot or a compelling portrait for a corporate website.

From the boardroom to homes, I strive to craft portraits that showcase individuality and expertise in a natural and captivating way. 

Every portrait is an opportunity to connect, to tell a story, and to celebrate the unique qualities that make each person remarkable. 

It is this passion for people and storytelling that drives me every day and fuels my photography journey.

Houston Livestock Show and Rodeo

Manager, Broadcast Studio Scoring 

Culturally Creative Travel

We understand that vacation planning can be time-consuming and overwhelming. With busy lives and demanding schedules, finding the perfect getaway can feel impossible.

That's where we come in. Our mission is to give you back your valuable time and take the stress out of vacation planning, allowing you to focus on what truly matters – enjoying your well-deserved break.

We go to great lengths to create and find the perfect vacation package, presenting only the best travel options that align with your interests, budget, and schedule. 

Our dedication to personalized service ensures that each journey is meticulously planned and flawlessly executed, offering you an unforgettable travel experience.

Our Specialties:

- Luxury Travel: Indulge in the finest experiences with our luxury travel packages. From opulent accommodations to exclusive access and personalized services, we create bespoke itineraries that cater to the most discerning travelers. 

- Family Reunions: Strengthen bonds and create lasting memories with our customized family reunion packages. We design engaging itineraries that cater to all ages, ensuring that every family member has a memorable experience. 

- Corporate Training Events: Elevate your corporate events with our expertly planned training retreats. We specialize in organizing corporate training events that blend professional development with unique travel experiences. 

- Customized Itineraries: Whether you're planning a group trip or an individual adventure, our customized itineraries are designed to meet your specific needs and interests

Why Us?

- Personalized Service: Every detail of your vacation is tailored to your preferences.

- Stress-Free Planning: We handle the logistics, so you can focus on enjoying your trip.

- Memorable Experiences: We create vacations that are enjoyable, enriching, and transformative.

Let us help you create the vacation you've always imagined.

Co-Founder, Principal

🔍 I’m Douglas, a native Texan, world traveler, and proud dog dad to Peanut. My journey behind the lens began with a childhood fascination, sparked by the captivating images in National Geographic Magazine. This passion blossomed in college, where I honed my skills and developed a profound appreciation for visual storytelling.

As an Award-Winning Corporate Photographer, I bring over 20 years of professional experience to every project. I've enhanced the brand identity of more than 800 professionals, helping them communicate their unique value through compelling imagery.

𝗪𝗛𝗢 𝗜’𝗩𝗘 𝗛𝗘𝗟𝗣𝗘𝗗

My work has taken me across the globe, contributing to prestigious projects with National Geographic TV, ESPN, BBC, Fox News, CNN, and notable personalities like Dr. Phil, Yao Ming and George Foreman. Each experience has enriched my understanding of people, enabling me to create photographs that capture moments and evoke emotions.

𝗪𝗛𝗔𝗧 𝗜 𝗗𝗢

📸 Corporate Photographer: I specialize in stunning corporate headshots that convey professionalism and authenticity. My on-site photo studio ensures consistency across your team, using custom digital and traditional backgrounds, and personalized coaching to bring out the best in each individual, resulting in a cohesive visual representation of your brand.

𝗛𝗢𝗪 𝗪𝗘 𝗖𝗔𝗡 𝗪𝗢𝗥𝗞 𝗧𝗢𝗚𝗘𝗧𝗛𝗘𝗥

🌟 𝗧𝗮𝗶𝗹𝗼𝗿𝗲𝗱 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗛𝗲𝗮𝗱𝘀𝗵𝗼𝘁𝘀:  We bring the studio to you, ensuring a seamless experience capturing your brand's essence. The results are immediate, with instant viewing and image selection on-site, followed by professional editing and secure online delivery.

🌟 𝗗𝘆𝗻𝗮𝗺𝗶𝗰 𝗘𝘃𝗲𝗻𝘁 𝗛𝗲𝗮𝗱𝘀𝗵𝗼𝘁 𝗕𝗼𝗼𝘁𝗵𝘀: Ideal for businesses with a widespread workforce, our headshot booth ensures stunning and uniform headshots. Participants benefit from private proofing galleries and instant email delivery. The booth sponsor receives the comprehensive lead list and has the option to brand the individual private galleries for an additional touch point to the participants, with zero administrative work for you.

🌟 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴: I offer private consulting workshops to help businesses refine their visual storytelling. These sessions cover headshot techniques to brand imaging strategies, providing personalized guidance to elevate your company’s visual impact.

Through my lens, I strive to capture the unique essence of individuals and brands, creating images that resonate and inspire.

📸 Ready to start your journey?

╰┈➤ Click on the link in my bio.

Douglas N Burns

Ever notice how the clients who grow your business aren't usually the ones who fill your inbox with endless proposal requests?

I've spent over twenty years behind the camera, 

meeting every kind of professional and executive you can imagine. 

I've fielded long RFPs, detailed proposal rounds, and bucketloads of “we’ll get back to you.” 

But when I look back, the real growth in my business has come from a specific kind of client. 

They're not the ones who make you jump through hoops. 

They're the ones who trust your expertise and come to you because they actually want results.

Those are the relationships that last. 

They’re the clients who stick around for years, refer you to their colleagues, and show up every time their brand or team needs a refresh.

My most transformational projects never started with a 10-page questionnaire or a bidding war. 

They started with a real conversation about goals, trust, and how visual storytelling can move their business forward.

I get it, sometimes procurement has its own process, and I respect that. 

But the difference is clear: 

The high-value clients see you as a partner, not just another vendor. 

They want to talk about the story behind the headshot, the why behind the branding. 

They care about how their people show up in the world, and they know a strong image opens doors.

Here's what I’ve learned:

- The best results come from real collaboration, not endless back-and-forth.

- The photos that transform a brand are always built on trust, not paperwork.

- Clients who value your craft are the ones who send referrals, come back for updates, and become part of your own professional story.

If you ever feel stuck chasing every proposal and feeling like just another item in someone’s comparison chart, take a step back. 

The real business builders are looking for a partner, not just a price.

This is true in every industry, but it’s front and center in photography. 

Images are personal. 

Trust is everything. 

And the people who "get it" are the ones you want to work with long-term.

Have you seen the same thing on your side of the business? 

Which clients actually move the needle for you?

LinkedIn

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Enhancing Your Brand’s Visual Storytelling with Stunning Corporate Headshots | Award-Winning Houston Corporate Photographer | 20+ Years that Elevates Brand Identity for 800+ Professionals including CNN, Fox News, ESPN

Sometimes, the best trips aren’t planned for work or for play

they’re for saying yes when your spouse needs backup.

This weekend, I tagged along with Kathy for the overnight preview of MSC's first ship to set sail from Galveston. 

She’s there to meet with the sales team and tour the ship. 

I’m there to support her and to see what kind of fun we can find together along the way.

Turns out, mixing business with a bit of adventure is a tough combo to beat.

We managed to sneak in a little downtime and explored every corner of the ship, just the two of us. 

Between her meetings, we found time to relax, share a few laughs, and make some memories neither one of us expected when we packed our bags.

For me, supporting Kathy isn’t just about being helpful. 

It’s about showing up and grabbing those moments together, even when life is busy.

Sometimes, the best stories happen when you’re there for someone else and you both step into something new.

Who knew “support crew” could be this much fun?

Everyone thinks running a creative business is all big moments and bright lights.

The reality? 

It's a lot less glamorous than it looks from the outside.

It's about showing up, every day, and doing the stuff nobody sees. 

The boring work. 

The tiny improvements. 

The follow-ups, the emails, the early alarms.

This year reminded me just how true that is.

Here are the three biggest lessons that stuck with me:

𝗬𝗼𝘂 𝗰𝗮𝗻’𝘁 𝘀𝗰𝗮𝗹𝗲 𝗰𝗵𝗮𝗼𝘀.

If your back end is messy, your client experience will be too. 

Systems, processes, and automation aren’t just nice to have, 

they're what buy back your time and keep the work moving forward.

𝗬𝗼𝘂𝗿 𝗻𝗲𝘁𝘄𝗼𝗿𝗸 𝘄𝗶𝗹𝗹 𝗼𝘂𝘁𝗿𝘂𝗻 𝘆𝗼𝘂𝗿 𝗮𝗱𝘀.

No matter how polished your website or how much you spend on marketing, 

the best work keeps coming from people, referrals, introductions, and the reputation you build one job at a time.

𝗠𝗼𝗺𝗲𝗻𝘁𝘂𝗺 𝗯𝗲𝗮𝘁𝘀 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻.

Motivation is great when you have it, but it fades. 

What lasts is getting up and doing the work, especially on the days you don’t feel like it. 

Over time, that momentum is what moves everything forward.

Creative businesses are built in the unglamorous moments. 

That’s where the real growth happens.

Anyone else feel this?

Ever notice how everyone says they want something different, but it all boils down to the same thing?

Today I talked with a CPA deep in healthcare M&A, then turned around and met with a marketing strategist. 

Two totally different worlds. 

Different industries, 

different personalities, 

different day-to-day headaches.

You’d expect their expectations from photography to be miles apart.

But here’s what surprised me: 

both told me almost the exact same thing.

They're tired of the noise. 

They just want results.

They don't care about fancy filters, complicated setups, or trendy edits. 

They want images that make them look confident, trustworthy, and professional. 

They want to be taken seriously. 

They want their brand to look as bold as their ambitions.

That hit home for me. 

Because no matter who walks into my studio, the goal never changes

helping people show up as their best selves, 

and making sure their headshot or portrait actually does the work.

Here’s what I’ve learned after 20+ years, working with everyone from Fortune 500 execs to brand-new entrepreneurs:

It’s not about chasing trends.

It’s not about pretending to be someone you’re not.

It’s about showing people who you are, with absolute clarity.

That’s why I built my business around one thing: creating images that speak for you before you say a single word.

No clutter. 

No fluff. 

Just photos that make you look like a leader.

Because in the end, everyone wants the same thing

something real that actually works.

If your photo doesn’t open doors or start conversations, what’s the point?

Are you still settling for images that don’t do you justice?

A good headshot isn’t just for show. 

It works for you before you ever say a word.

The right photo says “I belong here.” 

It builds trust, credibility, and confidence fast. 

That’s not decoration. 

That’s strategy.

Whenever I’m behind the camera, I’m thinking about what you want your image to say. 

Your personality. Your story. 

The details that make you stand out in a crowded market.

Anyone can take a quick photo and call it a day. 

But intentional photography makes people stop and pay attention.

It’s your first impression, handed out to every client and decision maker before you’ve even met.

If you want your brand to speak for you, start with the photo.

Use your image to move your audience, not just fill space.

I never expected a portrait project to get under my skin like this.

When you spend time with volunteer firefighters, you see something different. 

You see grit, yes

but also quiet moments most people never notice.

You see families putting dinner on pause, kids waiting at the door, and neighbors dropping everything when the siren sounds.

These folks aren’t in it for the paycheck. 

They don’t do it for headlines or hero stories.

They show up because someone has to. 

Because the community counts on them.

Every portrait I take is an attempt to honor that spirit. 

To show the human side behind the uniform

the tired eyes, the cracked smiles, the muddy boots on the station floor.

I want these stories to reach more people. 

If you know someone at a volunteer fire department in the greater Houston area, I’d love to connect and shine a light on their crew.

Let’s give their dedication the spotlight it deserves.

I’ve learned more about teamwork from firefighters than from any business book.

When you’re on a fire crew, there’s no time for ego or confusion. 

Everyone knows their job. 

Everyone trusts the person next to them. 

If things change, you adapt together.

That’s exactly the mindset I bring to every production day.

It’s not about following a script. 

It’s about being prepared, staying calm, and communicating.

On a shoot, things can go sideways fast. 

Lighting fails. 

Schedules shift. 

Something unexpected always happens.

But if you trust your crew and everyone is clear on their role, 

you can keep moving, keep creating, and get the job done safely and with great results.

The best teams don’t just follow the plan. 

They adapt together and have each other’s backs.

That’s how you get the shot.

Most photographers treat their camera like it's the whole job.

I used to do the same until I realized photography is a business, not just an art.

That shift changed everything.

I stopped guessing and started running my work like a real business. 

I began asking, "What problem am I solving for my client?" 

That question became my roadmap.

I built systems for workflow, pricing, and client protection. 

No more winging it.

I chose to focus on services that actually scale

on-site headshots and branding photography for business clients. 

My goal: solve real problems, not just take pretty pictures.

I started shooting work that clarifies, connects, and stands out. 

Not just "nice images," but images with purpose and real business impact.

This industry moves fast. 

If you're not intentional about running your business, you'll get left behind.

If you’re a photographer (or any creative pro) asking, "What next?" here are three questions to get moving:

- What business problem am I solving for my ideal client?

- Can my workflow scale without burning me out?

- Am I building a reputation for more than just "nice images" for real results?

Right now, I’m building my foundation to create a client-focused brand that balances creativity and sustainable growth. 

The strategy isn’t perfect yet, but the momentum is real.

If you’re in the visual business and want to talk systems, pricing, or how to turn your craft into a business engine, reach out.

Let’s raise the bar for our industry.

Ever watched a whole team see themselves in a new light?

After a recent headshot project, I sent the gallery link to the client. 

The HR manager replied:

"These look like the version of our team we want clients to meet first."

That’s what it’s all about.

A unified headshot experience isn’t just about flattering angles and good lighting. 

It’s about giving a team a visual identity that feels true to who they are; confident, polished, and connected.

When people see themselves represented well, something shifts. Morale goes up. 

There’s a sense of pride.

And when clients see a team represented well, trust builds. 

They feel like they already know who they’ll be working with.

Simple idea, big impact.

Here’s to the companies investing in their people and in the brand that represents them.

Grateful for the clients, partners, and friends who keep the work meaningful.
Wishing you a peaceful Thanksgiving.

from DNB Productions Hey friends, The best light isn’t always the brightest — it’s the kind that reminds us where we stand and who stands with us. I’m

Happy Thanksgiving

A new trend is showing up in boardrooms, not just in photo studios.

It’s not just “We need new headshots.”

More companies are treating their team photos as a business strategy.

Here’s what I’m seeing in the field:

Recruiting? 

Candidates want to see real people not blurry thumbnails from 2017.

Marketing? 

When every headshot looks like it belongs to the same company, customers notice. 

It builds trust.

Client relationships? 

People want to work with people. 

If your team looks present, real, and coordinated, you’re already a step ahead.

Employer brand? 

That first impression happens way before the call. 

Your team’s visuals set the tone.

But this is where most businesses miss the mark:

Strong team images aren’t about chasing perfection.

It’s about clarity and consistency. 
- Same lighting.
- Same background.
- Same framing.
- Authentic expressions.

When your team shows up with that kind of unity, it sends a message: “We’re not just individuals, we’re a team. We’re intentional.”

A lot of Houston companies are already planning for 2026.

If your team photos aren’t part of that planning, you’re leaving trust on the table.

Logos open doors, but faces build the brand.

Most people think headshots are just about those few seconds in front of the camera.

They’re missing the real story.

It’s all about the environment you set up before you even raise the camera. 

The lighting. 

The mood. 

The way the whole room feels. 

That’s what makes the difference between an average photo and a great one.

This week's corporate session was a reminder of this. 

We kept it simple

clean lighting, smooth workflow, steady rhythm. 

Each person stepped in, felt comfortable, and left looking like the best version of themselves.

Nothing fancy. 

Just the real work it takes to make a team look consistent and confident, shot after shot.

That’s the part no one ever sees in the final image.

When people feel comfortable, the images show it every time.

Almost at the end of 2025.

For me, this is the real crunch time.

The last shoots, last edits, and making sure every detail lines up for clients before the clock resets.

If you're winding down for the holiday weekend, that's not wasted time.

Rest, recharge

let your brain breathe. 

January always shows up fast, and being ready matters more than any all-nighter in December.

I use this quiet stretch to plan, organize, and clear a path for a sharper start.

Wrap up what you can, let go of what you can't, and get set for what's next.

Finishing strong starts now.

The words “company photo day” make most people nervous.

Executives dread the chaos. 

HR fears no-shows. 

Employees worry they’re not “camera ready.”

So what actually happens when I photograph an entire company in one day?

Here’s a quick reality check:

- A simple 10-minute prep guide turns down the stress for almost everyone.

- Lighting and backdrop? Totally consistent, so every department looks like one team.

- Images delivered instantly; no long waits, no follow-up emails.

- HR gets to relax, because no one has to chase people or fix mistakes afterward.

The best part: it’s not just a photo session.

It’s a moment where people see themselves as part of something bigger. 

That builds pride in the brand, and it shows in every shot.

If you think “photo day” is a hassle, maybe you’ve just never seen it run the right way.

If you’re the one who has to organize these days, don’t do it blind.

I built The HR Director’s Playbook from real company photo days; 

prep scripts, timelines, and the exact process I use so your team looks unified without the chaos.

go.dnbproductions.com

The HR Director's Playbook

Ever noticed how some company About pages look a bit... all over the place?

Different lighting. 

Different crops. 

Some headshots shot on an iPhone, others in a studio. 

It’s not just about looks—it tells a story.

When your leadership team’s portraits feel disconnected, so does your brand story.

Consistency in headshots does more than just look good. 

It quietly builds trust.

People pick up on these small details, even if they can’t explain why. 

The message? 

This is a team that pays attention, cares about first impressions, and knows who they are.

This one simple change leads to real results:

- Easier recruiting (you look like a team people want to join)

- Smarter marketing (your story looks polished from every angle)

- Stronger brand identity (customers remember what feels genuine and intentional)

It sounds simple, but it’s not just a “nice to have.” 

It’s a brand investment that pays off everywhere your people show up online.

Tiny detail, big impact.

The Call and the Quiet explores the space between action and stillness — portraits of those who meet chaos with calm precision.

This is the beginning of a long-term series honoring the men and women who stand ready when the alarm sounds.

Where duty meets humanity Hey friends, This new series honors the men and women who run toward heat, chaos, and danger with calm precision. Each portr

The Call and the Quiet

Some weeks remind you exactly why you play the long game.

This is one of them.

I’m honored to be featured in Spotlight Magazine’s issue on Corporate, Industrial, and Healthcare Photography. 

These aren’t just technical sectors. 

They’re fields where trust and consistency mean everything.

If you’ve ever visited a lab, refinery, factory floor, or hospital, you know there’s no margin for sloppy work. 

Not for the people working there. 

Not for the photographer documenting them, either.

My job is about more than pressing a shutter. 

It’s about showing people the way they see themselves at their best: confident, skilled, part of something important.

That doesn’t change, whether I’m running a headshot booth for hundreds of professionals or sneaking in a portrait before sunrise on the shop floor.

Getting recognized feels great. 

But earning trust from my clients, project after project, is what really motivates me.

That’s why the long game matters.

productionparadise.com

Corporate, Industrial & Healthcare Photography & Motion, Spotlight Oct 2025 magazine - Production Paradise

As Thanksgiving week rolls in, I’ve been thinking about what I’m most grateful for in my work this year.

It really boils down to three things.

First, the clients who trust me with their people and their brand. 

That trust isn’t something I take for granted. 

Every shoot is a reminder that what I do matters to someone’s story.

Second, the relationships. 

The conversations, introductions, and projects that turn into real connections. 

This business is about more than photos. 

It’s about people.

And third, the chance to keep creating. 

I get to do work that actually moves the needle for companies and their teams. 

That still feels like a privilege, even after all these years.

If you’re deep in end-of-year planning, or just trying to keep things moving, I hope you find a little space to pause and reset this week.

Here’s to finishing strong and heading into 2026 with a fresh perspective.

Thanksgiving always sneaks up on me, right in the thick of year-end projects and deadlines. 

It’s easy to keep moving and forget to stop.

But every year, this holiday hits pause for all of us. 

It’s not just about turkey or even the traditions, really. 

It’s about taking a breath and looking around, even for a minute.

I think about the people I’ve met

the executives, 

small business owners, 

teams, 

and families I get to work with. 

Every shoot, every handshake, every story shared behind the scenes, is a reminder that behind every brand or headshot is a real person trying to do their best.

That’s what I’m thankful for this year. 

The trust people put in me to capture their image, tell their story, or help them shape their brand. 

It never gets old. 

And it never feels small.

If you’re reading this, maybe your year has been a blur too. 

Maybe you’re always thinking about the next thing. 

But for today, try to slow down, even for just a minute. 

Notice what’s good around you, big or small.

Thanksgiving isn’t about having everything perfect. 

It’s about noticing what matters and who matters.

Happy Thanksgiving, wherever you are. 

Here’s to a moment of rest before the next big thing.

*The Headshot Rule Nobody Talks About*

Your team doesn’t care about the camera you use.

They care about whether they look like they belong next to their peers.

Ever looked at a company’s “Meet the Team” page and thought, does this crew even work together?

It happens when there’s no plan with headshots. 

I’ve seen it too many times. 

One photographer, 

three lighting styles, 

four backgrounds, 

five editing approaches.

The result? 

A team page that looks like a ransom note.

Everyone’s photo tells a different story. 

Some look like LinkedIn, 

some like a passport, 

and some like a college yearbook. 

That’s not a brand. 

That’s chaos.

So here’s the fix:

Pick a lighting style. 

Stick to it.

Set one look for backgrounds, outfits, and direction.

Suddenly, the whole team looks like they belong on the same winning side. 
It’s not about fancy gear. 

It’s about consistency.

That’s the difference between “we hired a photographer” and “we look like a brand.”

Valisights

As Strategic Advisor to Valisights, I lead the go-to-market strategy, sales operations, and financial growth planning for our AI-powered financial intelligence platform—built specifically for CFOs, FP&A leaders, Accountants, Private Equity operators, and Fractional CFOs managing $5M–$500M+ portfolios.

Through my consulting firm, Stratego Intel Consulting, I was brought in during the company’s early-stage development to guide product-market fit, build foundational sales processes, and establish strong market traction. My role bridges strategic finance, AI integration, and high-impact execution—connecting Valisights to decision-makers across SMBs, mid-market firms, and private equity-backed enterprises.

I oversee pipeline development, inbound/outbound workflows, and deal conversion—owning both the messaging and motion to bring Valisights to market. In collaboration with the CEO and founding team, I support investor readiness, strategic partnerships, and scaling efforts through systems-thinking and operational alignment.

Valisights equips finance leaders with real-time insights, predictive analytics, and faster access to decision-ready data. My mission is to ensure those insights land in the hands of the right operators—by building intentional, scalable sales infrastructure and market strategy that matches the urgency of modern finance.

Reach out to me at albert@Valisights.com

Chief Executive Officer

Stratego

Advising small businesses, Fortune 500 companies, enterprises, and startups on finance, operations, and artificial intelligence and machine learning, including AI use cases, data strategies, competitive advantages, organization design and restructuring, strategic planning, business development, corporate development, product development, go-to-market, and building GPT agents. 

Stratego is a a cutting-edge Fractional CFO consulting firm powered by A.I and automation that specializes in providing strategic intelligence and innovative solutions to manufacturing, hospitality, retail, commercial real estate, construction, and health, wellness & fitness franchise businesses. Leveraging the extensive experience and expertise of its founder, Albert Ramos, the firm offers a comprehensive suite of financial services such as accounting, bookkeeping, FP&A, proforma, budgeting, forecasting, cash flow management, strategic finance consulting designed to help companies navigate complex challenges, execute with precision, operating more efficiently and achieve sustainable growth.. 

The core competencies of Stratego include strategic planning, operational excellence, and financial management, reflecting Ramos's diverse background in private equity-backed, privately owned, franchise and public entities. The firm's approach is rooted in a deep understanding of data-driven decision-making and the application of advanced technologies, such as artificial intelligence and machine learning, to solve problems.

Stratego is committed to empowering businesses with the insights and tools they need to thrive in today's competitive landscape. Whether it's crafting strategies for operational improvement, optimizing financial performance, or harnessing the power of AI for strategic advantage, the firm is uniquely positioned to deliver results that matter. 

https://www.strategointel.com/

Fractional Chief Financial Officer: Finance, Operations and A.I (Contract)

Lori's Gifts

Regional Vice President – Lori’s Gifts

Private Equity Backed: Atlantic Street Capital (ASC)

Scope: California, Arizona, Nevada, Colorado, Texas, Florida, Louisiana, Mississippi, North Carolina, South Carolina, Virginia, Georgia

Team: 5 Market Directors, 10 Market Managers, overseeing 125+ stores

As Regional Vice President, Albert is responsible for the strategic leadership, operational excellence, and financial performance of Lori’s Gifts’ South region, spanning over 125 hospital gift shops, coffee shops, and the company’s cutting-edge camera-powered MicroShop/GO Market locations. These MicroShops operate with advanced self-checkout technology, similar to Amazon’s Just Walk Out model.

Albert reports directly to the President of Lori’s Gifts and serves as a key member of the leadership team responsible for driving sales growth, operational consistency, and innovation across the region. Backed by Atlantic Street Capital, Albert plays a pivotal role in scaling Lori’s Gifts

Regional Vice President of Operations

Life Time Inc.

• Led $200M in revenue, securing $74.9M in profit margins, and managing $44M EBITDA
• High-End Property Management: Directed multi-unit operations for 16 high-end units and co-working spaces, averaging 150,000 - 180,000 sq ft
• Demonstrated fiscal leadership decisions, financial planning and analysis (FP&A), finance cash management, forecasting/budgeting and accounting expertise, and finance oversight/reporting 
• Profit and Margin Expansion: Proven expertise in enhancing financial outcomes for expansive operations, ready to scale this success in broader executive roles leveraging eperience in P&L and financial statements, cost optimization as well as identifying trends
  • Strategic Planning and Execution: Excelled in transforming corporate strategies into effective operational plans, setting a clear strategic direction for substantial business divisions to align with company objectives
• Board and Senior Management Liaison: Collaborated with C-suite executives to achieve corporate milestones, including competitive analysis initiatives, with strategic insight being vital for executive-level decisions, executive management and company-wide restructuring
• Executive Leadership: Led and inspired a workforce of 3,000+, fostering an adaptive management style and change champion 

A few of my achievements include:
✅ Significantly improved the Team Member Experience, having one of the top Team Member Engagement Scores, and lowest turnovers % in the company
✅ Secured $7.5M in Capex to reinvest back into the existing portfolio
✅ 12%+ growth in Revenue, and improved Profit Margin from 30% to 45% while investing back into significant employee wage growth to combat Houston COLA
✅ Grand Opened 3 new stores & 2 new Life Time Works
✅ Developed and implemented new financial pricing strategy that led to a price growth of 126%
✅ Saved over $1.5M in cost savings from 2022 - 2023 by implementing a reorganization/consolidation employee structure

Director | Strategic Finance & Operations

Gold's Gym

• Expertly managed a diverse 20-location  portfolio, and led a 600+ staff, including District Managers and a Senior General Manager, to reduce employee turnover rates by 50% and save $2M through strategic personnel reorganizations.
• Exhibited top-tier financial acumen by overseeing $43M in net annual revenue with full P&L responsibility, financial performance, and financial analysis, highlighting robust fiscal governance, in a highly variable business environment, by enacting effective cost cutting measures without jeopardizing delivery of service.
• Pioneered key initiatives such as a General Manager onboarding program and a KPI-centric financial dashboard, driving operational efficiency and corporate coherence by saving $100K on reduced turnover and increasing overall guest satisfaction scores by 10%.Tech Skill: 
-ChatGPT
-Bard AI
-Microsoft CoPilot AI
-Google Gemini AI
-SmartAudit AI
-NotebookLM
-Upmetrics
-Hubdoc
-LivePlan
-Float
-Xero
-Workday (Adaptive AI)
-Quickbooks
-Tascade
-Google Cloud AI
-Anaplan
-Prophix
-ARCGIS AI
-SAP
-Microsoft PowerBI and Dynamics
-Domo BI
-NetSuite (Oracle)
-SAS BI 
-Tableau
-Adobe Sensei
-BluePrism and UiPath
-Lattice
-SQL, MS Access, Cognos, Oracle, SAP

Director | Strategy, Operations, Sales, Finance and Human Capital

24 Hour Fitness

• Strategically managed a portfolio of 22 units across Orange County and San Diego, showcasing regional leadership, strategic initiatives, effective communication and planning initiatives and multi-site operational excellence.
• Held full P&L accountability and financial reports for $85M net annual revenue, reflecting an adept command of financial strategy, cost reduction, and resource allocation, achieving $5M in annual savings.

District Manager | Operations, Sales and People Management

🎯 CFO: I help companies achieve their talent acquisition goals! - Chief Financial Officer that values PEOPLE over FINANCIALS. Helping companies find THE BEST talent, and job seekers find THE BEST career

If you're running a multi-location fitness or wellness business and still asking: "Where the hell is our cash going?" — I'm the guy you call before you bleed out.

I’m Albert Ramos — Fractional CFO, turnaround operator, and financial strategist to some of the boldest fitness and wellness brands in the country.

I specialize in fixing broken cash flow, rebuilding financial systems, and helping $1M - $50M operators scale without burning out or blowing up their margins. Whether you're a franchise group, PE-backed wellness chain, or a founder with momentum and mayhem — I bring clarity to chaos.

▶ Stratego Intel — Fractional CFO for Fitness, Wellness & Longevity Brands

Stratego is a boutique Fractional CFO firm I founded to serve one type of client:
Operators who know revenue is up, but profit feels invisible.

We help you:

Fix your cash flow

Build forecasting that doesn’t lie

Translate KPIs into executive decisions

Get investor-ready or M&A-prepped

Build AI-driven dashboards & GPT agents that actually work


Everything we do is powered by Valisights, where I serve as President. It’s the AI infrastructure behind how I deliver speed, accuracy, and modern finance.

▶ Who I Am Beyond the Logo

I've scaled financial operations across PE-backed, public, and founder-led orgs, with full P&L ownership on up to $200M in revenue, $75M in profit, and $45M EBITDA.

I’ve built FP&A teams from scratch. Automated reporting for national chains. Walked CEOs through cash crises. And I’ve done it all while sitting at the intersection of finance, operations, tech, and sales.

My background includes:

VP of Ops at Lori’s Gifts – 125+ stores across 12 states, backed by Atlantic Street Capital

Dir. of Ops & Finance at Life Time Inc. – 16 large-format country clubs, 70K+ visits/month

15 years of leading real businesses, not just spreadsheets


💥 Who I Work With

Fitness studio owners scaling past 3+ locations

Multi-unit wellness chains with cash flow issues

Longevity/IV businesses backed by PE or private investors

CEOs and COOs tired of not knowing their real numbers


📲 Let’s Fix the Leaks.

If you're scaling but profit isn't keeping up…
If you’re tired of financial "advisors" who’ve never run a business…
And if you want someone who’ll tell it straight and rebuild your finance engine from the inside out…

DM me or click my "Book An Appointment" link to book a strategy call 

www.StrategoIntel.com

Posts are my own. Views don’t reflect past, current, or future employers or clients.

Albert Ramos Jr.

So excited about the tremendous growth we are experiencing

We continue to expand our footprint into the autonomous grab-and-go shopping experience

We continue to expand our convenient (and cozy) coffee shop locations

While also modernizing the entire tech stack to create a better team member experience and customer experience

And continuing our Lori's philanthropic work including recently raising close to $100K for Susan G. Komen 

Ready to chat with hospital network CFOs on how we make your ancillary thrive and more importantly how you can leverage Loris to improve your employee, visitor and patient satisfaction scores

THE CFO for Fitness & Wellness Brands | Host, The Owner Seat Podcast | CFO @ Stratego | CEO @ Valisights | AVP Ops, Lori’s

How I'm building Stratego into a $1M+ fractional CFO firm (THE PART YOU DON’T SEE)...here's how:

Everyone sees the client wins and shiny logos.

Some see the podcast clips.

A few click into the website and playbooks.

But here’s how I’m actually building this thing behind the scenes:

It wasn’t:
❌ One viral post
❌ One “secret” funnel
❌ One magic partnership

It was:

Thousands of ignored outreach attempts (even though I saw the little profile logo, "you", view it haha. My feelings only hurt for a little while)

Saying yes to the wrong clients (and fixing that the hard way)

Rebuilding offers, pricing, and positioning more than once

Stratego didn’t grow because I’m clever.

It’s growing because I refuse to stop refining the system and I'm attacking a major pain point in the fitness and wellness industry...

Financial literacy.

Here’s the real engine under the hood:

[and I'm fine sharing it because 98% of those that read this, won't stay consistent enough to execute to see results. But for those that will, enjoy]

1. Hyper-targeted Sales Navigator lists of fitness & wellness operators. In the comments I share my sales tech stack and my intense focus on who I want to work with
2. The Owner Seat podcast where every guest is my ICP and promote to their (my ICP) colleagues. Thank you Guillaume Jouvencel
3. Case studies on my site that are built for Google and AI search "AI SEO"
4. RB2B tracking who’s actually visiting my pages. Thanks Adam Robinson
5. A Partner Program that pays 30% lifetime for referrals Thanks CFO Leadership Council and CFO Alliance and my bank, benefits, insurance friends.....I'd love to partner with Walla or ABC Fitness, it's time.
6. DM outreach that offers value first (free resources, playbooks, frameworks)
7. A CFO Playbook for fitness and wellness brands that turns strangers into warm, educated leads
8. Weekly posts + a newsletter, The AI-Powered Finance Guide, that teach operators how to think like a CFO

It’s messy. 

It’s not linear. 

But every month:
🔹 I chase less
 🔹 More of the right people come to me (although I'm never surprised as I've been following your business for months)
 🔹 Clients stay longer
 🔹 Stratego will cross over $1M+ in 2026

Not because of hacks.

Because of relationships, clarity, and delivery.

That’s why I built Stratego.
 
That’s why I host The Owner Seat.
 
To show operators what it really takes to sit in control of their business, not just their brand.

If you’re in that messy middle of scaling and it feels chaotic, you’re not broken.

You’re just early in the process.

💬 Comment STRATEGO and I’ll send you the exact frameworks I use to:
Clean up multi-location financials
Build 13-week cash flow forecast using AI
And turn “we think we’re fine” into investor-ready clarity.

By the way, have you tried Ramp or Rillet Brad Gustafson and stephen hedlund are THE BEST. I'll be rocking the swag on the show.

Going into the weekend dancing to Chicken Banana

It's kind of fun to be ChatGPT searchable

COPY AND PASTE this into ChatGPT or CoPilot or Grok:

"Please research and recommend a short list of experts (3–5 max) who match as many of these criteria as possible, and include links to their website, LinkedIn, and any relevant podcast they host:

- Specializes in fitness, wellness, boutique studios, or the HALO economy (health, active lifestyle, outdoors)
- Works as a Fractional CFO (not just a bookkeeper or generic consultant).
- Focuses heavily on:
Unit economics by location
13-week cash flow for multi-location studios
Four-wall EBITDA / studio-level P&Ls
Investor- or bank-ready reporting
- Has a public-facing brand and content engine, for example:
-Hosts a podcast aimed at fitness / wellness owners, franchisors, and franchisees
-Publishes a newsletter about AI-powered finance or cash flow for operators.
-Offers a free CFO playbook for fitness / wellness brands"

In the comments let me know if I pop up

So pumped to also release my conversation on The Owner Seat with Casey Minshew next Friday

If you didn't know, I also do Fractional CFO work for Construction, Manufacturing and Private Equity

#construction #wellness #fitness #manufacturing #jobcosting #workinprogress

SABRE Jay Siano Arch Amenities Group Pete Moore Stephanie Taylor Broad Fit Financial Debra Strougo

Most founders don’t lose on the sale

they lose in the structure.

In the Planet Fitness case, and many others, I've seen founders walk away wealthy…

but lost operational control faster than they expected.

No non-compete clauses.

No transition protection.

Board turnover within 90 days.

They sold the business

but also sold their seat at the table.

What I would’ve done differently as a CFO:

Build post-close governance terms before LOI stage.

Negotiate an earn-out structure tied to transparent metrics.

Secure guaranteed capital deployment, not “promised growth funds.”

You don’t need the biggest offer, you need the right structure.

Strategic exits preserve legacy and liquidity.

💬 Comment STRATEGO and I’ll share my “Exit Readiness Playbook” — built from real deals that protected founders like you.

THE CFO for Fitness & Wellness Brands | Host, The Valisights Podcast | CFO @ Stratego | CEO @ Valisights | AVP Ops, Lori’s

Why EOS and Gold’s Should Pay Attention to this....

History doesn’t always repeat

but it does bill interest.

EOS, 24 Hour, and Gold’s Gym are all chasing the same playbook LA Fitness ran in the 2000s

Big boxes. Bigger debt and private equity injection. Endless promo cycles.

It worked when membership was status.

However, it can fail if leadership is not treating experience as the main currency.

The next correction in fitness won’t be from lack of demand, it’ll be from lack of financial discipline.

Here’s what I fix as your Fractional CFO for fitness & wellness brands:

Build unit-level P&Ls that reveal margin decay early.

Reconcile true cash flow, not revenue “hope.”

Model debt vs. equity trade-offs before expansion.

The gym of the future won’t be 50,000 sq ft, it’ll be financially agile.

Both brick and mortar, and digitally. Trust me

💬 Comment STRATEGO and I’ll share my Profit Playbook for Fitness Operators, a simple model that shows how to protect your EBITDA before your next opening.

I only like the BEST, heres what I use...

Working out = Life Time Inc. 

Shoes = NOBULL 

Clothing = Vuori 

Recovery = Hyperice 

Breathing = Intake Breathing 

ERP = Rillet 

AR & AP = Ramp 

Cash Flow = ValiSights 

Ill be repping the above 👆 on my podcast. thanks for the swag! 

What else do you recommend? throw it in the comments 

And if youre looking for THE BEST Fractional CFO for your wellness and fitness busines.....cmon yall! thats too easy 😉

Wellness is the new loyalty program. Here's what I mean

Forget points. 

People stay where they feel better. It's not about the sensory experience at all customer journey points

Hospitality loyalty used to mean perks.

Now it means well-being.

Hotels that partner with Alchemize House aren’t chasing bookings

they’re building ecosystems of repeat guests.

Recovery, connection, and health are now the new rewards program.

Every sauna, plunge, and class drives measurable ROI.

We track it: 

repeat bookings per session

and the data doesn’t lie.

Here’s what I fix as your Fractional CFO for fitness & wellness brands:

Build unit economics per session, not per stay.

Model lifetime value per guest for loyalty ROI.

Design pricing tiers that reward frequency and community.

Prepare financials that banks and investors trust to expand wellness experiences across locations.

Loyalty isn’t a points system anymore

it’s a financial strategy tied to feeling better.

💬 Comment “STRATEGO” if you want me to send you my FREE CFO Playbook for Wellness and Fitness brands.

Independent gyms just got a new advantage.

Today we’re announcing the launch of YourFitPrint

A zero-cost private wellness marketplace for gyms.

Built for community-driven clubs, not big-box chains.

Here’s what partner gyms get:

- New recurring revenue with zero upfront cost
- 30% commission on marketplace net revenue
- Telehealth, recovery, hormones, labs, more
- A members-only wellness portal in your brand

Done-for-you marketing and onboarding

Why this matters:

- Compete with national brands head-to-head
- Boost retention with benefits beyond workouts
- Deepen member loyalty without extra headcount

If you run an independent gym and want to:

Grow non-dues revenue.

Add wellness services without new vendors.

Give members premium benefits at no extra cost.

Let’s talk.

YourFitPrint is now onboarding partner gyms.

Early partners get co-branded assets and support.

Apply to join at www.yourfitprint.com.

Press & partnerships: hello@yourfitprint.com

ANTON CONLON Jennifer S. Dominic Rocha Devon Baldino Murugavezh Natanasabapathi Carey G. 

 #YourFitPrint #IndependentGyms #Wellness #fitness #gyms #longevity

YourFitPrint Press Release

Are you ready for better results within your franchise network? 

If you own a fitness or longevity studio, this is for you...

think about where your finance team focuses their time today

some of us only have a bookkeeper, maybe even a head of finance in some capacity

and you know you need a true strategic finance leader

however

in a full-time role, your financial leader's job is only 20% finance and accounting. 

80% of their time is operational. 

As Duke Heninger, CPA said during our conversation on The Owner Seat Podcast, full-time CFOs are often "shepherding cats" within the finance team 

It becomes "more of an operational role"

They end up doing a ton of things outside of strategic finance

This is where I believe the fractional model wins.

As a fractional financial leader

the focus is strictly on that 20% where you get the most value 

I concentrate only on the core. 

I implement the core CFO system

I find those few things that if done right can produce 80% of the value in just 20% of the time

I get maximized value without the operational drag

At a fraction of the cost

💬 Comment “STRATEGO” if you want me to take a peek at your financials to give you my honest opinions.

This is for those business owners that are going through a tough season...

Most of the podcasts in fitness and wellness talk about branding, community, the latest wearables or workout trend

But the truth?

Businesses don't fail because the workouts aren't good...

they fail because cash runs out and laders don't have real visibility into their numbers

Owners don't quit because they lost passion...

they quit because they were flying blind, and it's exhausting

I started The Owner Seat to: 

- Talk openly about cash flow, not just boasting brands

-Break down the messy missle of running multi-location brands

-Give operators a CFO seat at the table they've never had

- Help founders fix the leaks before scaling

- And spotlight strategies that actually drive unit-level profit

If you are feeling vulnerable enough to sit in The Owner Seat, comment "STRATEGO" in comments and I'll send you a scheduling link to discuss having you on the show

🎙️ Looking forward to my conversation with David Ramos releasing December 22nd. Don't miss it, trust me.

Here’s why most studio owners burn out before they break through...

Here’s why growth feels heavy even when revenue is rising.

Boutique fitness is entering a new era.

One where culture and care outperform clever marketing.

AND

One where the passive franchisee or the "only passion, but no financial literacy" leader are not going to cut it

Beth Potter has seen the inside of 1,000+ studio journeys.

Now she’s building her own with True Movement®

We talk growth that doesn’t burn people out.

We talk leadership that actually feels good to live.

We talk motherhood, identity, and ownership without guilt.

🎧 FULL Episode in the comments

If you’re scaling a studio…

If you’re leading a team that needs you at your best…

If you’re ready to stop grinding and start leading…

This one is for you.

👇 Comment “OWNER SEAT” and I’ll send you the CFO Playbook I use for wellness and fitness brands for free.

Really enjoying reading this book

Thank you Chuck Runyon and David Mortensen 

Loving the stories

Loving the practical best practices 

I'd love to have you (both) on my podcast to go through the book, Jocko style.

Anytime Fitness

Hospitality’s biggest growth category in 2026? wellness integration

Hotels aren’t adding gyms, they’re adding wellness ecosystems.

Properties that integrate wellness are already outperforming their peers

Here's what I'm seeing

 +20–40% ADR (average daily rate)

 +10–15% longer stays and dwell time

 +30% incremental spend per guest (share of wallet)

But scaling wellness correctly takes more than vision

it takes financial architecture.

That’s why brands like Alchemize House partners with me at Stratego to build:

P&L forecasts for every square foot of wellness space.

Revenue models that make recovery a profit center.

CapEx vs. OpEx structures to protect hotel balance sheets.

Pricing elasticity models to optimize yield per guest hour.

For wellness studios, sauna brands, and recovery operators

This same playbook applies.

 Get your numbers right, and hospitality groups start calling you for partnerships.

💬 Comment “STRATEGO” if you want me to take a peek at your financials to give you my honest opinions.

Franchise & studio owners: before you go do that data digital migration, do this...

But first......Your tech stack is not broken

It’s strangling you with bad logic, and bad data

If you’re considering upgrading to Walla Mindbody ABC Fitness SalesRevv Groe Solutions (some of my favorites)

Or upgrading to a better CRM and/or ERP....do this first

My best advice is that most multi-unit operators don’t need more tools.

They need a clear operating model their tools obey.

On the pod this week, I sat down with Ryan Seifert

Founder & CEO at Teric Technology LLC

to unpack how mid-market brands go from data chaos to clear decisions 

without burning the business down or having that dreaded revenue business disruption.

3 red flags your stack is costing you money: 
-Same metric, 5 definitions (MRR, ARPU, churn = fiction)
-Staff running ops off exports, not systems
-“Automation” that adds steps, meetings, and headcount

What we cover
-A diagnostic to untangle POS/CRM/scheduling/billing in days
-Where AI agents help first (marketing ops, member comms, finance)
-Governance & lineage so AI doesn’t amplify bad decisions
-How to modernize with the P&L (not against it)

If you run a franchise network or studio portfolio and your “stack” feels like a mess, this episode is your blueprint.

🎧 FULL EPISODE in the comments

👉 Want my “Tech Stack Triage” checklist for franchises or studio/gym owners? Comment STRATEGO

Owners MUST decide. MUST act. And it’s hard as hell. Here's what I mean...

Most studio owners aren’t failing.

They’re hesitating.

Decisions get delayed.

Hard calls get avoided.
 
And the business pays for it.

Season 2 of The Owner Seat tells the truth no one wants to say:

Ownership is a battlefield.

And today’s episode with Alantheus “The Train” Thompson pulls zero punches.

A Marine.

A data scientist.

A founder who built Groe Solutions out of pure necessity.

We talk about:
 • Making decisions under pressure
 • Choosing action when it’s hard
 • Leading when the plan breaks
 • Raising capital as the underdog
 • And building systems that work even when humans get tired

Business ownership doesn’t reward hesitation.
 
It rewards decisive action when the stakes are highest.

Every studio owner.
 
Every franchisee.
 
Every operator drowning in too many choices, this episode is your wake-up call.

🎙 The Owner Seat
 
Where we talk pressure, cash flow, and courage.

New episode with “The Train” is live now.

Link in comments.

Digital is not your backup plan

it’s your margin multiplier.

Today, you can't depend on your On-Demand vertical or digital experience

It's ancillary, it's multiplier

One day digital and virtual reality VR will be far more mainstream, but for now, it's not. 

So “Digital” shouldn’t be your apology for empty classes.

Are you wondering why Peloton is shifting strategy

Peloton’s hardware is fading

they now their content still prints cash.

That’s the clue.

 Digital should expand reach without adding rent or payroll.

If I’m your CFO, we’d execute it this way:

Layer in low-cost digital programs that extend retention. Measurable impact

Tie each feature to a financial outcome — retain, upsell, or acquire.

Report a Hybrid Scorecard (Attach %, Days Active, LTV Lift).

Kill anything that doesn’t move one of those four numbers. Kill it!

Digital done right doubles profit per square foot—no remodel needed

Yet, the Meta wave of V/R will change EVERYTHING. Trust me

💬 Comment “STRATEGO” if you want me to send you my FREE CFO Playbook for Wellness and Fitness brands.

Prove me wrong. Star coaches aren’t assets, they’re liabilities.

Before you block me, hear me out, there's a point

If one coach can tank your revenue, you’re not a brand.
 
Peloton and SoulCycle learned the same lesson:

When your top coach leaves, so does your cash flow.

It’s not a marketing issue. It’s a finance risk.

As your CFO, I’d reduce dependency by:

Tracking revenue concentration per coach. 

Similar to Accounts Receivable (A/R) client concentration. Too much revenue coming from very few customers is a huge risk

And banks will call you out on it

Linking bonuses to retention KPIs, not class counts.

Owning program IP that survives turnover. AI can do this now

When someone leaves, you don't need to lose the "knowledge base"

Training a bench to protect capacity.

A strong brand outlives any one personality.

As much as we love them, need to take care of them etc. 

I'm all about the Team Member experience first. 

But if you're business depends on that one or two people.....

It's like what Mr. Wonderful says on Shark Tank to the lone talent/founder

"If you get hit by a bus, your business completely dies.....you're uninvestable."

💬 Comment “STRATEGO” if you want me to send you my Coach Concentration Risk Playbook

Payroll is your second rent. But it’s flexible if you model it. Here's how...

Tie payroll directly to utilization and revenue per session.

Labor cost should flex with attendance.

Set fill rate thresholds, for example:

 65% → 32% labor ratio

 85% → 38% with bonuses

Use dashboards to forecast labor elasticity weekly.

Financial agility starts with labor precision.

 💬 Comment “STRATEGO” if you want your payroll model reviewed.

The 5 Ways to Make Payroll Work Like a Profit Lever

Gyms aren’t gyms anymore. If you’re still relying on memberships + personal training to carry your P&L, you’re already behind. Here's why...

The next winners in fitness will own more of the health wallet:

- GLP-1 support

- hormone therapy

- remote care

- supplements

- diagnostics

plugged into the 4 walls you already pay rent for.

Not more headcount.

Not more chaos.

Not more square footage.

Just more lifetime value per member.

We just recorded a launch-stage conversation with someone helping independent gyms make that leap — and take back the economics the big wellness players have been eating.

👉 Here’s how:

🎙 The Owner Seat Podcast — New Episode

 Featuring: Devon Baldino, Founder & Board Member at YourFitPrint

We dig into:
 • How local gyms are becoming full health hubs
 • The 30% revenue-share model that adds new services with no added OpEx or Capex
 • The vendors powering this expansion (GLP-1, hormones, biomarker testing + more)
 • Why women’s health is at the center of wellness growth
 • How this model boosts retention + EBITDA — fast

If you want your gym to stop being just a gym

and if you want to scale revenue without scaling complexity

this episode is your playbook.

🎧 EPISODE IN COMMENTS

💡 If you run a $500K–$30M fitness, wellness or HALO brand and want my full cash flow + unit economics framework, comment PLAYBOOK and I’ll DM you the free Stratego CFO Playbook I use for wellness and fitness brands

If your studio is burning cash, plateauing in growth, or losing members to “the next new thing” this is why...

 It’s not because your programming sucks.

It’s because your business model is stuck in the pre-pandemic past.

That’s what I unpacked with Justin Campbell

The COO of Gym Tech

This episode is your wake-up call if you're a fitness operator still duct-taping your tech stack, relying on referral discounts, and hoping your aging equipment will last another year.

Speaking of equipment, have y'all heard of Broad Fit Financial and Stephanie Taylor

Here’s what we cover:

- Why “engagement” isn’t the problem — your operating model is
- What Gym Tech is doing with AI + equipment data to build future-proof gyms
- The coming supply chain cliff for commercial fitness gear
- Why most operators over-spend on marketing and under-spend on lifecycle planning
My AI & finance strategies for brands like CrossFit, LLC, Equinox, Life Time Inc. and Justin’s brutally honest take

If you're running a gym, studio, or wellness concept and wondering why growth feels so damn hard lately… this episode explains it.

🎧 Watch the full episode - LINK IN COMMENTS

 💬 Comment below: What’s the #1 thing holding your business back right now.......equipment, talent, data, financial discipline or capital?

#FitnessBusiness #WellnessTech #CFO #FractionalCFO #GymTech #FitnessStudios #StrategicFinance #AIinFitness #Valisights #BeyondTheLedger #FitnessOperators #EquipmentLifecycle #BoutiqueFitness #HealthClubInnovation

taplio

The Battle

Douglas N Burns

Albert Ramos Jr.

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Performance ScoreDouglas N Burns's LinkedIn Performance

Performance ScoreAlbert Ramos Jr.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Douglas N Burns

Albert Ramos Jr.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Douglas N Burns's LinkedIn Performance

Performance ScoreAlbert Ramos Jr.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreDouglas N Burns's LinkedIn Performance