★ Internal sales playbook · Champion's Welcome Package live · Summer 2026 enrollment
Build the mindset
of a champion.
99 Performance Training is the bridge between raw talent and professional longevity — built for the athlete, supported by the family. This is how the team sells it.
Three audiences, one differentiator
Not a physical training program — the mental game behind elite achievement, taught by a Super Bowl champion. Open every conversation there.
Parents of HS athletes
Pain: Anxiety about recruiting, NIL, agents, and investing in the wrong program
“Navigate the youth sports industry with confidence. A Super Bowl champion in your corner.”
Proof to use: Marcus T. — D1 commit in 6 months
High-performing HS / college athletes
Pain: Choking under pressure, confidence crashes, plateauing
“You have the physical tools. Now build the mental ones that win championships.”
Proof to use: Ava R. — 3 PRs, first Nationals
Athletes in transition
Pain: Post-injury, post-slump, undecided future — fear and loss of identity
“The recovery mindset that got Jordan K. drafted in the 5th round after Tommy John.”
Proof to use: Jordan K. — drafted after Tommy John
What they get and what it costs
Know these four pillars cold. Every objection is answered by one of them.
Online Curriculum
10 weeks of video training, each week quiz-gated so the athlete has to earn the next one. Mental resilience, physical development, career planning, life skills.
This is what stops the drop-off. They can't skim it.
1-on-1 Mentorship
A monthly private consultation with the 99 coaching team. Qualified members may meet with Paul, subject to availability.
Never promise Paul personally. Promise Paul's system.
Private Community
Families with the same ambitions, pressures and decisions in one room.
Parents buy the room as much as the program.
Monthly Webinars
Live sessions with Paul on recruiting pressure, mental toughness, and what's timely that month.
Use the next webinar date as a natural start-now reason.
Cancel anytime, no contracts. Use for hesitant families — then upgrade at month two.
$2,500/yr effective — $250/mo, two months free, $600 saved. A full season of the roadmap instead of a trial.
- — 3 bonus 1-on-1 coaching sessions
- — 99 Performance welcome kit
- — Personalized 90-day roadmap
- — Athlete + parent onboarding
- — Priority scheduling
- — 30-day accountability challenge
From free assessment to signed family
The 15-minute call is the highest-leverage conversion point. Paul's credibility closes deals a landing page can't — every channel should point at it.
Top — Awareness
- Free 3-min Mindset Assessment (lowest-friction entry)
- Free e-book lead magnet
- Short-form clips of Paul (IG / TikTok / YouTube)
Middle — Consideration
- See The Playbook — 10-week curriculum preview
- Monthly webinar signup + email nurture
- Testimonial deep-dive emails
Bottom — Conversion
- Free 15-minute call (highest converter)
- Direct purchase: $300/mo or $3,000/yr
- Champion's Welcome Package urgency
Founder authority
Lead every asset with "Super Bowl Champion Paul Kruger." He is the entire differentiator.
Scarcity
"47 families joined this month · Limited spots for Summer 2026" — every page, every email.
Risk reversal
Cancel anytime, no contracts. Extend it to the call: "No pressure, just a conversation."
Annual anchor
$3,000 annual = $250/mo effective, two months free, $600 saved. Lead with the saving.
Welcome Package
Default offer, not an upsell. It ends when this enrollment group fills — say that.
Matched proof
One testimonial per conversation, matched to their sport and their exact problem.
Tools the reps use live
Interactive. Open these on the call, not after it.
The 15-minute call script
Tick each stage as you go. If you finish in under 12 minutes you skipped the diagnosis.
- "Thanks for grabbing 15 minutes. No pitch deck — I just want to hear where your athlete is at, tell you honestly if 99 is a fit, and if it isn't I'll tell you that too."
- "Quick context: 99 was built by Paul Kruger — Super Bowl champion, eight NFL seasons — around the mental game nobody taught him."
- "What sport, what level, and what's the goal for the next 12 months?"
- "Where does it fall apart — big moments, after mistakes, confidence, or the recruiting noise?"
- "What have you already tried? Skills coach, trainer, anyone on the mental side?"
- "On a scale of 1–10, how much does your athlete want this versus how much do you want it for them?"
- "So what I'm hearing is [repeat their exact words]. That's the exact gap the 10-week curriculum is built for."
- "Here's how it works: 10 weeks of video training, each week quiz-gated so they actually do the work, a monthly 1-on-1 consultation, the private family community, and real guidance on recruiting, agents and NIL."
- Share the testimonial that matches their sport (D1 commit, Nationals track, 5th-round pitcher, scholarship wrestler, soccer keeper).
- "It's $300 a month, cancel anytime, no contracts. Or annual at $3,000 — that's $2,500 effective, two months free."
- "Joining now also gets the Champion's Welcome Package: 3 bonus 1-on-1 sessions, the welcome kit, a personalized 90-day roadmap, athlete + parent onboarding, priority scheduling, and the 30-day challenge."
- "47 families joined this month and Summer 2026 enrollment is capped — that package ends when this group fills."
- "Based on what you told me, I'd start them on the annual so the roadmap runs a full season. Want me to get you enrolled while we're on?"
- If not now: "What would need to be true for this to be a yes?" — then book a firm follow-up date, not a 'sometime'.
- Always end with: send the signup link, the assessment link, and the Welcome Package summary in one email before you hang up.
Lead qualification scorecard
Score every lead before you spend an hour on them. 16+ closes today.
Drop into the 5-email sequence and invite them to the free webinar.
Follow-up cadence
No lead is dead until all eight touches are logged.
Pipeline & revenue model
Move the sliders to see what a point of close rate or annual mix is actually worth.
Annual billed at $3,000 up front ($2,500/yr effective, saves the family $600). Monthly at $300.
Eight objections, eight answers
Word-for-word responses. Acknowledge, reframe, then ask a question — never argue.
"I hear you — and you're already spending more than that on travel teams, camps and skills coaches. Those build the body. This is the part that decides whether all of that spend turns into anything. Cancel anytime, no contract — and annual brings it to $250 a month, two months free."
Compliance guardrails — non-negotiable
- Never guarantee sessions with Paul personally — say "qualified members, subject to availability."
- Never guarantee a scholarship, a roster spot, or a draft outcome.
- Never promise clinical mental-health treatment — 99 provides resilience tools and resources.
- Only use the six approved testimonials, with the names and details as written.
- "47 families joined this month" and limited Summer 2026 spots must stay true — check before you say it.
- Cancel anytime, no contracts. Never imply a lock-in to close faster.
Six testimonials, matched to the moment
Copy the one that mirrors their sport and their problem. One per conversation — more reads as a pitch.
“Paul helped our son navigate recruiting without the anxiety. Six months later, he signed with his dream school. The mental training was the difference maker.”
“I used to choke at big meets. The mindset tools Paul teaches changed everything. I PR'd three times this season and made Nationals for the first time.”
“We were lost in the agent and NIL world. Paul gave us a clear framework to protect our daughter and her future. Worth every penny.”
“After Tommy John, I thought my career was over. The recovery mindset and discipline Paul instilled got me back stronger. Drafted in the 5th round.”
“Our daughter struggled with confidence after a bad season. Within weeks of Paul's program, she was leading her team again. We got our girl back.”
“I always had the physical tools but cracked under pressure. Paul taught me how to own the moment. I won conference and earned a full scholarship.”
Four engines to switch on now
Content engine
- "What I wish I knew as a 2nd-round draft pick"
- "The mental skill that saved my NFL career"
- Anonymous athlete situation breakdowns
- Recruiting / agent / NIL tips for parents
Referral program
- Members are the best salespeople
- "Refer a family, get a free 1-on-1 bonus session"
- Referral card to every current member
Partner channels
- High school coaches and club directors
- Sports PTs and rehab centers
- Partner flyer + free assessment for their roster
5-email nurture (10 days)
- Day 1 — Assessment results + Paul's story
- Day 3 — Testimonial spotlight
- Day 5 — What's in The Playbook
- Day 7 — Welcome Package + scarcity
- Day 10 — Last call: 47 families joined
Ready-to-send copy
Every asset leads with Paul's credibility and closes with scarcity. Hit copy and go.
“Talent gets you noticed. Mindset keeps you there.”
I played 8 seasons in the NFL. Ravens. Browns. Saints. Super Bowl champion. But nobody taught me the mental game — I learned it the hard way, through pressure, injuries, and watching teammates with more talent than me fall short. That's why I built 99 Performance Training. Not a physical program — a mental performance program for athletes who already have the tools. ✅ 10-week online curriculum (quiz-gated week to week) ✅ Monthly 1-on-1 consultation ✅ Private community of ambitious families ✅ Recruiting, agent and NIL guidance ✅ Mental health & resilience resources 47 families joined this month. Summer 2026 enrollment is limited. Start with the free 3-minute mindset assessment → link in bio. #99Performance #PaulKruger #MentalPerformance #AthleteMindset #SuperBowlChampion #YouthSports #FootballRecruiting #ParentAthlete
Subject: What separates a D1 commit from a washout isn't what you think Hi [First Name], Paul Kruger — Super Bowl champion, 8-year NFL vet, 2nd-round draft pick — has a theory about why athletes with every physical advantage still don't make it. It's not talent. It's not coaching. It's the mental game. He built 99 Performance Training to fix exactly that. Your athlete gets: - A 10-week mental performance curriculum (video, quiz-gated so they do the work) - A monthly 1-on-1 consultation with the 99 coaching team - A private community of families navigating the same pressures - Real guidance on recruiting, agents, NIL and scholarship decisions - Mental health and resilience tools Right now new members also get the Champion's Welcome Package — 3 bonus coaching sessions, the 99 Performance welcome kit, a personalized 90-day roadmap, athlete + parent onboarding, priority scheduling and the 30-day accountability challenge. 47 families have already joined for Summer 2026. Spots are limited. Two ways to start: 1. Take the free 3-minute mindset assessment — no commitment, just clarity. 2. Book a free 15-minute call. No pressure, just a conversation. — The 99 Performance Team
Current: “Build the mindset of a champion.”
Super Bowl champion Paul Kruger built 99 Performance Training for one reason: He lived the gap between raw talent and professional longevity — and watched teammates with more talent than him fall through it. This is the mental performance program for athletes who already have the physical tools: a 10-week curriculum, monthly 1-on-1 mentorship, and a family support system that turns potential into a career. 47 families joined this month. Summer 2026 spots are limited. [Take the Free 3-Minute Mindset Assessment] [See The Playbook] [Book a Free Call]
⚡ LIMITED-TIME CHAMPION'S WELCOME PACKAGE Join 99 Performance Training today and get: - 3 bonus 1-on-1 coaching sessions (on top of your monthly consultation) - 99 Performance welcome kit - Personalized 90-day development roadmap - Athlete + parent onboarding session - Priority scheduling — skip the line - 30-day accountability challenge 47 families joined this month. Offer ends when this enrollment group fills. [Claim My Welcome Package]
Paul Kruger (Super Bowl champion) built 99 Performance Training for athletes who have the talent but need the mental edge. 10-week curriculum + monthly 1-on-1 mentorship. 47 families joined this month — limited Summer 2026 spots. Free 3-min mindset assessment: [link]
VARIANT 1 — PARENT-FOCUSED Headline: Is your athlete's talent being wasted by pressure, anxiety, or bad decisions? Body: Super Bowl champion Paul Kruger built 99 Performance Training to give young athletes the mental tools he had to learn the hard way. 10-week online curriculum. Monthly 1-on-1 mentorship. Recruiting, agent and NIL guidance for families. 47 families joined this month. CTA: Take the free 3-minute mindset assessment VARIANT 2 — ATHLETE-FOCUSED Headline: You have the physical tools. Do you have the mindset? Body: Choking under pressure. Confidence crashes. Plateauing. These aren't physical problems — they're mental ones. Paul Kruger, Super Bowl champion and 8-year NFL vet, built 99 Performance Training to fix exactly that. 10 weeks. Real results. CTA: See The Playbook
The Mental Game
FREE WEBINAR: "The Mental Game — What NFL Veterans Know That Young Athletes Don't" With Paul Kruger, Super Bowl Champion What we'll cover: - The one mental skill that separates pros from prospects - How to handle pressure without crumbling - What parents get wrong about supporting elite athletes - Live Q&A with Paul [Date / Time] · Free · Limited seats [Register]
FOR COACHES, CLUB DIRECTORS AND SPORTS PTs You see the athlete who has everything physically and still cracks in the moment. 99 Performance Training — founded by Super Bowl champion Paul Kruger — is the mental performance program for that athlete: a 10-week quiz-gated curriculum, monthly 1-on-1 mentorship, a private family community, and real guidance on recruiting, agents and NIL. Partner offer: every athlete on your roster gets the free 3-minute mindset assessment, and referred families get priority onboarding. No cost to you. No competition with your training. Just the mental side. Contact: [name] · [email] · [phone]
Weekly scoreboard
The next 30 days
- 01This week
Add "47 families joined this month" to every page, email signature and ad.
- 02This week
Ship the 5-email nurture sequence for assessment leads.
- 03This week
Record 3–5 short videos with Paul — story, mental tip, parent tip.
- 04This week
Every rep runs the 15-minute script verbatim on the next 10 calls.
- 05Next week
Launch the free webinar; capture leads and pitch live.
- 06Next week
Send the partner flyer to 10 high school / club coaches.
- 07Ongoing
Log every follow-up touch on the cadence; no lead dies without 8 touches.
- 08Ongoing
Give every member a referral card for a bonus session.
Highest-leverage move
Drive everything to the free 15-minute call, run the script verbatim, and close on annual with the Welcome Package. That single sequence is the whole plan.