Executive summary
LAP.red builds the operating system for aquatic programs: content that coaches trust, software that organizes the work, and equipment that improves safety and performance.
Why now
AI cuts content ops costs. LA28 amplifies demand. Streamers expand sports and docs. Aquatics remains underserved and needs practical tools.
Positioning
Heavy Or Not, The OG Swim Guide is a podcast aimed to evolve into a TV show. It drives buzz and supports an operating system for aquatic programs built on:
- media that coaches trust,
- software and services that organize the work, and
- equipment that improves performance.
The ask
- Raising $150,000 on a post-money SAFE with a $5 million cap and a 20 percent discount to fund 18 months of runway.
Solution
Content
Format
Heavy Or Not, The OG Swim Guide. increase cadence up to three episodes weekly. Paid Substack daily feed at $10 per month. ISCA Global Library access with $75 annual ISCA membership.
KPIs for content
- Audience growth
- Paid subscribers
- Depth and cadence of content
- Monthly churn
- Automations in production and publishing
- Collaborations and network growth with aligned influencers
- Engagement rates
Technology
Format
Technology fulfillment uses SwimInfluxSystem.com, a robust CRM built upon GoHighLevel.com (GHL). Dedicated WordPress sites.
UCANSwim offers a comprehensive learn-to-swim curriculum. Originally developed in Canada, it can spread world-wide.
KPIs for Technology
- Publishing flywheel from idea to inbox
- AI solution delivery to coaches in the network
- Training output for swim instructors
Specialized equipment
Format
Coach Cam, timing and audio systems, game devices, boundary systems, curated third-party gear.
Productize proprietary tools and methods that make the content real on deck. Initial focus
- Coach Cam with above- and below-water viewing (Swim Stroke Doctor)
- Game play devices with goals, disks, balls, headbands, and fins (OtterBall, SKWIM)
- Smart stopwatch, speakers, wireless interface, scoreboards, and control software for practices and events (imported from AutoCoach, Australia) & in USA, Neon
- Boundary systems with floating, light foam pieces for open-water lanes and courses
- Curated third-party gear with affiliate or wholesale margins (Tropical Penguin)
KPIs for Specialized equipment
- Revenue
- Inventory
- Launch marketing plans and startup funds
- Direct sales to coaches, teams, clubs, schools, and municipalities
- Bundles with ISCA membership and course, clinic, or meet credits
Revenue
- Direct sales to coaches, teams, clubs, schools, and municipalities
- Bundles with ISCA membership and course, clinic, or meet credits
Customer
Who we serve
Coaches, aquatic directors, clubs, schools, colleges, municipalities. Initial focus on the top 200 programs and ISCA members.
Pains and problems
Market gaps
- Fragmented tools and knowledge across clubs, YMCAs, schools, and camps
- Staffing stress, communication issues, and insurance exposure
- Devolving water safety infrastructure
- Streamers and premium networks are adding sports and sports documentaries, with little on swimming so far
Coaches need actionable content, not theory. Directors need systems and tools. A swimming reboot that positions aquatic fun and safety as a universal activity can tie aquatics to the booming youth sports sector.
Business model
Monetization
Recurring
Substack paid; ISCA membership with Global Library; SwimInflux subscription.
Transactional
Books and courses; sponsorships; equipment; clinics and events; affiliate programs.
Targets
Equipment gross margin 30 to 65 percent. Services margin 40 to 70 percent.
Go-to-market
Channels and motions
- Founder-led sales into the top 200 clubs, aquatic departments and Local Swim Committees (LSC of USA Swimming)
- Ambassadors: 20 coaches with revenue share on paid subs and equipment
- Conferences and clinics with live demos, workshops, and webinars
- Content flywheel: episodes seed drills and checklists that push to Substack and the ISCA library, which then feed back to the show
Traction
- Heavy Or Not Season One delivered 50 episodes from January 2025 to August 2025
- SaaS site live: https://Go.LAP.red
- Community and expert network in place
- CYA and Canada concepts launched with roundtables
- World Aquatic Federation for Schools & Universities (WAFSU.org and UCSSC) with weekly content
- Global Library for ISCA Members is active
- Mental Skills for Young Athletes course completed; book ready for print
- Tech stack defined; Substack paid plan ready
- Joint venture and marketing resources with SwimInfluxSystem.com
- Dedicated server hosting dozens of domains and WordPress sites
- Support from Extendly.com through July 2026
Roadmap and milestones
Next 12 months
- Improve frequency on all avenues
- Launch paid Substack daily stream
- Catalog episode pages and sitemap
- Institutional sales and licensing for Mental Skills for Young Athletes
- Ongoing webinars with WAFSU, OtterBall, and CYA
- Reach 500 paid subscribers
- Build TV Tidbits board to 150 items and three scripted mini-arcs
- Sell into 50 Local Swim Committees (LSCs)
- Prep Season Three with first video specials
- Lead database ready to deploy with White Label Suite
Team
- Founder: Mark Rauterkus, long-time swim coach and publisher. Built Heavy Or Not, The OG Swim Guide and the ISCA Global Library initiative.
- Content: managing editor, producer, audio-video editor
- Platform: one full-stack engineer for SSG, data flows, and analytics
- Equipment: solutions engineer and field trainer
- Community and sales: partnerships lead
Risks and mitigations
Summary
- Platform sprawl. Mitigation: Airtable and Substack as source systems with abundant, ready content.
- Creator key-person risk. Mitigation: editorial expansion and rotating hosts.
- Equipment logistics. Mitigation: do not start sales without available cash and inventory; use affiliate programs for third-party gear where prudent.
- Paid conversion softness. Mitigation: daily utility content, annual plans, and institutional bundles.
Financials
The ask
Raising $150,000 on a post-money SAFE with a $5 million valuation cap and a 20 percent discount to fund 18 months of runway. Pro rata rights included. Optional $30,000 working capital line for short cycle inventory after sell-through is proven.
Use of funds
- 50 percent team and production = $75,000
- 25 percent growth and distribution = $37,500
- 15 percent pilot inventory for equipment bundles = $22,500
- 10 percent contingency and legal = $15,000
Operating plan
Target burn midpoint $8,500 per month.
Team and production $4,200. Growth and distribution $2,100. Tools and hosting $1,200. General and legal $1,000.
Working capital line rules
Do not draw until a purchase order or a confirmed pilot. Max draw $10,000 per cycle. Target cash conversion under 45 days. Pay down the line in full each cycle.
Next round trigger
Prepare a priced round when paid subs reach 1,000, 10 institutional Library / School license accounts are active, and equipment pilots convert to repeat orders.
