03 · Engage · Execution planLive · updated 30 Sep by Udi
Execution plan · FORJ Dubai

Two Engines. Ninety-Two Days. One Scoreboard.

The signed proposal broken into dated tasks with named owners. A living document: it changes after every review.

Engagement31 Aug – 30 Nov 2026
Day-30 calibration30 September
Workstreams4 · two engines
Next review15 October
What this quarter has to prove

A Dojo, Not A Gym. Seats Are Scarce, So This Is Not About Reach.

20
Founding crew before the doors open

Founding members at AED 999 a month on a 12-month term.

DFC
An opening that lands inside the Challenge

Doors open 1 October; DFC runs 31 October – 29 November.

1:1
Trials converted personally

A sales engine that follows up by name, not by template.

Month one calibrates; day 30 sets committed targets. Your break-even (~40 members at AED 1,100–1,200) and survival line (45–50) are what the scoreboard aims at, not numbers we invented.

Current Focus

30 Sep – 12 Oct
  • 01
    Opening, 1 OctoberMonth-end review sets committed targets and confirms who runs the sales engine.
  • 02
    Website live with vibefamProducts in vibefam first, then the site with plan and Saturday-session buttons, then tracking.
  • 03
    The journey switched onMaster sheet, enquiry form, WhatsApp replies, tested with one dummy lead. First Saturday session 3 October.
  • 04
    Partners and EmiratesPartners sheet rebuilt, terms format agreed the week of 5 October, outreach in scored order.
  • 05
    ContentOpening-week bank live, the founder video, the six-month story calendar and the FORJ Test format.

People

The Frontier Collective
  • PrantikProject lead: positioning, experiment thesis, pricing, the relationship
  • NazneenCo-lead, Dubai: partners, activations, funnel reporting, shoots
  • KhazalContent and social: calendar, reels, creatives, the FORJ Test
  • UdiOrchestration and tech: this plan, master sheet, tracking, SEO
  • AB
    AbsherDesign and tech: the website, campaign pages, creative system
FORJ
  • AA
    AasthaBusiness decisions, vibefam owner, publish approval, first reply to leads
  • AM
    AmanCo-founder, marketing: the close, corporate conversations
  • CH
    ChrisFounding coach and the brand: on camera, on the floor, Saturday sessions
Working rhythm

Every Friday, Twice A Month, Once A Quarter

Every Friday

Scoreboard in the group: funnel numbers, experiments shipped, wins, blockers.

Mid-month · month-end

Thirty-minute review call. September was month-end only, the day-30 calibration.

30 November

Quarter review and the December–January decision. Anything off track gets said by us first.

Call Log

Full notes live in Granola
  • 18 Sep
    Mid-month review

    Landing-page fixes agreed: carousel arrows, physio by tier, scroll bugs, the "first coached strength studio" claim checked. GBP verification submitted. Meta Business access requested.

  • 31 Aug
    Kickoff, both teams

    Opening confirmed 1 October. ~560 sq ft, 6–8 per class. Founding rate AED 999 a month. Break-even ~40 members, survival 45–50. Pre-launch workout day instead of a launch party.

Ground Rules

How we work
  • We run the digital engine; the founders run the room. Coaching, trials, community and Chris's voice are FORJ's.
  • Every dependent input has a date. If it slips, our date slips, and we say so on Friday.
  • Nothing publishes without Aastha or Chris.
  • vibefam is FORJ's account. We support; ownership, billing and data stay with FORJ.
What we measure
  • Followers and impressions are never evidence. Trials booked, trials converted, members.
  • Month one is calibration. From 30 September every campaign runs against a planned number.
  • Paid only after day-30 data, and only if it demands it.
  • Sequencing flexes; the DFC window and founding offer do not.

Thirteen Weeks By Workstream

31 Aug – 30 Nov · illustrative dates
31 Aug14 Sep28 Sep12 Oct26 Oct9 Nov23 Nov
Brand and content
Positioning and voicePrantik
Opening-week content bankKhazal
Founder video, homepageKhazal · Chris
Six-month story calendarKhazal
DFC content runKhazal · Nazneen
Growth experiments
Founding presalePrantik · Aastha
Saturday sessionsChris
Partners and EmiratesNazneen
DFC 30-day programmeNazneen · Chris
Conversion and tech
Website and vibefamAbsher · Udi
Enquiry form and trackingUdi
Google Business ProfileUdi · Chris
Sales engine
Journey and templatesNazneen · Aastha
Playbook codifiedNazneen
Milestones
Key datesCalibration 30 Sep · opening 1 Oct · review 30 Nov
DonePlanned or runningMilestoneDubai Fitness Challenge

October 2026

Illustrative events · engagement calendar
October 2026
Mon
Tue
Wed
Thu
Fri
Sat
Sun
1Studio opens
2Gandhi JayantiFriday scoreboard
3First Saturday session
4
5Partner terms agreed (wk)
6
7
8
9Friday scoreboard
10Saturday session
11
12Tracking live
13
14
15Mid-month review
16Friday scoreboard
17Story calendar lockedSaturday session
18
19
20DussehraDFC programme page
21
22
23Friday scoreboard
24Saturday session
25
26
27
28
29
30Friday scoreboard
31DFC beginsMonth-end reviewSaturday session
Key dateFriday scoreboardTask or sessionHoliday (India)

Next up

  • Partner terms agreed (wk)Task or session
    5 Oct
  • Friday scoreboardFriday scoreboard
    9 Oct
  • Saturday sessionTask or session
    10 Oct
  • Tracking liveTask or session
    12 Oct
  • Mid-month reviewKey date
    15 Oct
  • Friday scoreboardFriday scoreboard
    16 Oct

Friday Scoreboard · Week 5

Lead → trial → member, against committed targets

Illustrative numbers. The live version reads from the master sheet.

Paying members
23 / 40
Break-even 40Survival 45–50
Founding seats sold
17 / 20
AED 999 / month3 left
Trials booked, this week
14
Target 20+4 vs last
Trial to member
36%
Target 35%On track

Week By Week

WeekLeadsTrialsMembersExperiments shipped
W5 · 2 Oct4114+5Opening week, first Saturday session
W4 · 25 Sep3310+4Founding countdown, partner outreach
W3 · 18 Sep268+6Presale reels, Chris's circle
W2 · 11 Sep21—+5Presale page live
W1 · 4 Sep12—+3Positioning, waitlist

All Deliverables

Sorted by workstream · status from the plan
DeliverableWorkstreamOwnerDueStatus
Positioning and messaging systemBrand and contentPrantik12 SepDone
Opening-week content bankBrand and contentKhazal1 OctDone
Founder video for homepageBrand and contentKhazal10 OctIn progress
Six-month story calendar and FORJ Test formatBrand and contentKhazal17 OctIn progress
Founding presale page and checkoutConversion and techAbsher14 SepDone
Website live with vibefam plansConversion and techAbsher · Udi8 OctIn progress
Enquiry form, master sheet, trackingConversion and techUdi12 OctIn progress
Google Business ProfileConversion and techUdi18 SepDone
Partners sheet and terms formatGrowth experimentsNazneen9 OctIn progress
DFC 30-day programme and pageGrowth experimentsNazneen · Absher24 OctNot started
Journey: WhatsApp replies, follow-up templateSales engineNazneen4 OctWaiting on FORJ
Sales playbook codifiedSales engineNazneen30 NovNot started

Discovery

Answers logged inline · updated 30 Sep

Every answer lands somewhere: numbers in the scoreboard, decisions in the log, unknowns in open items with a by-when.

01The business and the numbers1 open
  • Opening dateAnswered
    1 October. Equipment in the first week of September; interiors 90–95% the week after.
  • Break-even, in your numbersAnswered
    OpEx ~AED 45k a month; break-even ~40 members at AED 1,100–1,200; survival line 45–50.
  • Final pricing sheetAnswered
    Founding AED 999 a month, 20 seats; broader tiers: daily, quarterly, half-yearly, yearly.
  • Marketing budget beyond our feeAnswered
    Lean: no event budget, content on phones, no paid media before November.
  • Multi-location ambitionOpen
    Still open.
02Product, capacity and the roomAll answered
  • Session capAnswered
    6–8 per class, ~560 sq ft, functional fitness only.
  • TimetableAnswered
    Mon–Fri four classes, Saturday two mornings, Sunday guest practitioner.
  • The trial experienceAnswered
    Two-week trial with a goals conversation and optional movement screen.
03Chris and the warm audience1 open
  • Warm circleAnswered
    Five to eight founding members expected from Chris’s circle.
  • Chris on cameraAnswered
    Yes, authentic and never salesy. His team shoots; we direct.
  • Network mapOpen
    HYROX community, running clubs, cafes, physios: still to map.
04Brand and content1 open
  • Brand assets, tone, approval flowPartly answered
    Partially open; closing async this week.
05Tech, vibefam and data1 open
  • vibefam outcomesPartly answered
    No website widget on the current plan; buttons open the vibefam web app.
  • Google Business ProfileAnswered
    Created; verification submitted 18 Sep.
06Sales engine and operations2 open
  • Who answers a lead at 9pmAnswered
    Aastha, under 15 minutes in opening hours; away message promises 9am.
  • The three momentsPartly answered
    Templates written in the Growth Playbook; wording approval pending.
  • Referral rewardPartly answered
    Leaderboard agreed; top-referrer reward still open.
07Working togetherAll answered
  • The groupAnswered
    One WhatsApp group, both teams; plan link in the description.
  • Review callsAnswered
    Mid-month and month-end; Friday scoreboard weekly.