Position
Clarify the customer, the offer, what sets you apart, and how to attract the right customers.
- Positioning worksheet
- Customer acquisition plan
Built to Own · Founding Cohort
Build a business that can grow beyond your own capacity.
An eight-week working cohort for service business owners who want clearer systems, more control over their time, and a practical plan for growth.
For independent practitioners preparing to hire and owners whose teams still rely on them for every decision.
January 2027 · 8 weeks · $3,000 · 20 founders
Where it starts
You have customers. The next stage needs structure.
Your calendar fills up, but time to run the business keeps disappearing.
You know you need help, but you’re unsure what to hand off, or what the business can afford.
Marketing, follow-ups, scheduling, and delivery still compete for your attention.
Whether you work alone or lead a small team, too much stops when you step away.
Built to Own helps you identify what needs to change and put the next systems in place.
The cohort is open to service business owners, and that explicitly includes independent physical therapy and performance practice owners.
What you’ll build
Five pillars. One operating playbook.
Each pillar comes with working resources you complete on your own business. By the end they add up to one practical operating playbook.
Cadence
Establish weekly planning, meetings, follow-up, and accountability.
- Operating calendar
- Meeting agenda
- Action tracker
Numbers
Understand performance, collections, expenses, and capacity.
- Business scorecard
- Revenue and capacity calculator
Decision Rights
Define responsibility, delegation boundaries, and escalation.
- Decision ownership map
- Delegation brief
Capacity
Identify bottlenecks and prepare to delegate, improve a process, or hire.
- Capacity planner
- Process documentation template
The eight weeks
The program, week by week.
- Before week 1
Business Foundations
The business model, revenue versus profit versus cash, the customer journey, owner responsibilities, baseline numbers, and a time audit.
- Week 1
Position
Customer, offer, direction, and 90-day outcomes.
- Week 2
Marketing and Lead Generation
Acquisition channels, SEO fundamentals, local visibility, referrals, partnerships, lead capture, sales follow-up, and conversion tracking. You leave with a focused acquisition plan and lead tracker.
- Week 3
Cadence
Weekly planning, meetings, accountability, and execution.
- Week 4
Numbers
Scorecard, performance, cash visibility, and growth and capacity targets.
- Week 5
Decision Rights
Responsibility, delegation, and escalation rules.
- Week 6
Capacity
Workload, process documentation, and hiring readiness.
- Week 7
Implementation
Test a handoff or a repeatable process and work through what stalls.
- Week 8
Next 90 Days
Review progress and finalize priorities, owners, targets, and review dates.
About Reese
Built from the work of building a business.
Reese Whitely is the founder of Complex PT & Performance, a physical therapy and performance practice doing upwards of $50,000 in weekly sales. He is expanding the business through flagship and satellite locations while building a brand that creates opportunities across the space.
His experience spans working with athletes and the general population, developing focused service niches, and building partnerships with sports brands, sporting agencies, and other organizations. That work brings together patient and client experience, team development, business operations, and brand growth.
Reese Whitely · Founder, Built to Own · Founder, Complex PT & Performance
Read Reese’s full bioThe Founding Cohort
Build your next stage with a room of owners doing the same.
Eight weeks of guided work on the business you already run. Together, we’ll clarify your direction, establish your operating rhythm, understand your numbers, define responsibilities, and plan the capacity your next stage requires.
$3,000
January 2027 · Eight weeks · Maximum 20 founders
- Weekly live group sessions
- A private cohort community
- Foundations onboarding before week one
- Lesson presentations for every module
- Editable templates and completed examples
- Recommended reading for each pillar
- A working operating playbook with a 90-day plan
Start with a short application. If the program is a fit, you’ll receive an invitation to enroll and complete payment.
I work on my own. Is this for me?
Yes. The cohort is built for independent practitioners preparing for their first hire as well as owners leading a small team. You do not need staff to take part.
I run a physical therapy or performance practice. Is this a fit?
Yes. Built to Own comes out of building Complex PT & Performance, and PT and performance practice owners are a core part of the room. The cohort is open to other service business owners too.
When are the live sessions, and in what time zone?
Sessions run weekly from January 2027. The day, time, time zone, and session length are confirmed before enrollment.
How much time should I plan for each week?
Plan for the live session plus time to complete that week's assignment on your own business. A firm weekly estimate is published with the final schedule.
What if I miss a session?
Every session is recorded and posted to its lesson page in the private member area, so you can catch up before the next one. You will be told when a session is being recorded.
What happens to the materials after the eight weeks?
Slides and templates are downloadable, so the playbook you build stays with you. How long the member area stays open after the cohort is confirmed before enrollment. Live cohort support runs for the eight weeks.
Will I get feedback on my work?
Yes, in the weekly live sessions, where participants bring their templates and assignments to work through with the group.
How does payment work, and is there a refund policy?
The Founding Cohort is $3,000. You pay only after your application is accepted, through a secure payment link. Payment terms and the refund policy are confirmed before enrollment.
Will I be ready to hire by the end?
The Capacity work prepares you to delegate, improve a process, or hire when the business is ready. The cohort does not promise that every participant will hire within eight weeks, or any specific revenue or time result.
20 founders. January 2027.
The application takes about three minutes. Every one is read personally, with a reply within five business days.
Apply for the Founding Cohort→