Every playbook attendees take home is the work of a real operator who agreed to be held to a single standard. No paid stage talent. No recycled decks. No celebrity guests reading someone else's slides. Just coaches who've done the work — and who pay to be here for the chance to teach it.
If you're an attendee, this page is here so you know exactly who's going to be teaching you — and what we asked of them before they got the role. If you're here because a Head Coach invited you, this page is here so you understand the weight of what you're being asked to do, and the company you're being asked to keep.
The coaches on this page aren't on a stage rotation. They're not selling a course in the back of the room. They were invited to own a pillar or a session because they actually run the work they're going to teach — and they agreed to be measured by the people they teach it to. You're not getting a speaker. You're getting a coach.
You're being asked to deliver a real playbook to a single standard, in front of an audience that will grade you on it. Lower-rated coaches level up — or they don't come back. The honor of being asked is real. So is the responsibility.
Every coach — Head Coach and Session Coach — commits to the same six things before they get the role. The reason the attendees can trust the playbook system is that the coaches signed up for it first.
No recycled decks. No "I gave this talk at three other events last year." Every session is built specifically for STR Success Con and tailored to a single standard — top 25% at Build It, top 5% at Grow It/Scale It.
Every playbook accommodates four attendee dimensions — role, portfolio size, market, and property type — so the same standard reaches every operator in a form that matches their reality.
Ten minutes of teach. Ten minutes of live Q&A. Ten minutes of hosted breakout. No twenty-minute monologues. No "let me get to my next slide." The format respects the attendee's time.
Every playbook has it. When an attendee hits a wall, the coach (or their designee) is on the other end. The access doesn't expire when the session does.
Every attendee grades every playbook. Coaches see their scores. Low-rated coaches level up — or they don't return next cycle. Quality control is the room's, not ours.
Every coach pays to participate — coaches aren't paid speakers here — and in exchange we ask them to share the conference with their own audience. The economics align everyone toward the same thing: a room full of serious operators.
The coaching system has two levels of responsibility — but both are held to the same standard. The difference is scope, not rigor.
Five Head Coaches own the five pillars: The Money, The Property, The Operations, The Experience, and The Marketing. The Head Coach owns the pillar's standard, curates its sessions, and hosts the pillar from one of the four conference locations. Two Head Coaches host from Nashville HQ. The other three host from satellite locations. Head Coaches may also serve as a Session Coach for one sub-category within their own pillar — but pillar ownership is the role.
Twenty-two Session Coaches own the twenty-two sub-categories — one per session, one per playbook, one per ten minutes of teach time. A Session Coach is responsible for their playbook, their session, and the standard they're delivering it to. The Head Coach owns the pillar. The Session Coach owns the topic.
Each Head Coach owns one pillar of the curriculum — the standard, the sessions, and the room.
Accomplishments forthcoming. Pillar ownership invitation pending.
Accomplishments forthcoming. Pillar ownership invitation pending.
Accomplishments forthcoming. Pillar ownership invitation pending.
Accomplishments summary forthcoming.
Accomplishments summary forthcoming.
Every session on the agenda has one Session Coach. They own the playbook, the teach, the Q&A, and the standard their topic is delivered to. Grouped here by pillar.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Accomplishments forthcoming.
Every ten-minute breakout at the end of every session is led by an invited host — operators recommended by the pillar's Head Coach because they have something specific to offer the conversation. Breakout hosts aren't selected by application. They're invited because someone with a pillar to protect vouched for them.
The breakout host role is also how the coaching ecosystem stays alive across cycles. Many of next year's Session Coaches will be this year's breakout hosts. Many of the year-after's Head Coaches will be this year's Session Coaches. The room builds itself.
Coaches don't get paid here. They pay to participate. So the question is fair: why do they say yes?
At most STR conferences, an expert gets twenty minutes on a shared stage. Here, a Head Coach owns a pillar — the standard, the sessions, the room — for the full cycle. A Session Coach owns a sub-category outright, with their name on it across the whole year.
The room is operators. Self-hosts, co-hosts, hands-off owners, and managers — all serious about the work. Not casual sightseers. Not free-content tourists. Coaches teach in front of the people they actually want to know.
The 10-10-10 format doesn't ask coaches to fill ninety minutes with thin material. Ten minutes of focused teach. Ten of live Q&A. Ten of hosted breakout. The format puts the playbook first — not the speaker.
Owning a pillar or sub-category builds public authority faster than a one-off speaking slot. Coaches who deliver get invited back. Their names become attached to a topic across the whole cycle, on the agenda, on this page, and in every playbook that goes home in an attendee's hands.
Coaches don't apply. Head Coaches invite Session Coaches. Session Coaches and Head Coaches recommend breakout hosts. The room is curated, not crowdsourced — and that's the point.
If you're an attendee and you have a question about a coach on this page, the chat is open. If you're a sponsor and you want to understand how coach access works at the event, the chat is open. If you've been invited to coach and you have logistics questions, the chat is open. We'll get to you.
The standard is set. The lineup is filling. The playbooks are being written. The first 60 minutes are free. Show up and meet them.
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