BETTER

BETTER is for athletic leaders at every level of sport. Build championship culture and lead better.

Why you should join: Monthly live coaching and Q&As with Kevin DeShazo and Seth Kindig, courses with team exercises, small-group discussions and a library of playbooks and templates. Membership is $199 a year.

The one-liner

A Circle leadership community giving athletic leaders science-backed culture and performance playbooks.

What they actually sell

BETTER, run by Kevin DeShazo, lives on Circle. Its public pitch: "Access proven leadership systems, expert coaching, and peer accountability." Membership costs $199 a year. Kevin DeShazo and Seth Kindig, consultants to top teams, lead monthly live coaching calls and Q&As. Members get concise playbooks and templates, courses on building culture with downloadable team exercises, monthly small-group discussions and a library of checklists and videos. Each week brings a new exercise tied to the month's leadership tool. The flagship Culture Playbook course runs through mindset, accountability, stress, handling adversity, eliminating negativity and gossip, and communicating expectations.

Who pays and why

Coaches and athletic leaders at every level of sport who want a championship culture. They want practical tools they can use with their team straight away. They pay for monthly live coaching, playbooks, courses and weekly team exercises.

Where the members come from

Kevin and Seth's consulting work with top sports programmes is the feeder, alongside Circle discovery. Kevin spent two decades coaching at high school and college level and served as an athletic director, so his peers in school sport are the natural audience.

What's holding it back

Monthly live coaching is light contact, so the value rests on members using the playbooks.

Steal this

Give leaders a weekly exercise to run with their team, so the community changes behaviour, not just thinking.

Would this work in another niche?

Yes for school leaders or managers. Weak where leaders have no team.