By Application Only

Built to take founders from six figures to seven.

I'm Adam Serota, Chairman of Athletic Labs — a multi-industry group spanning performance nutrition, software, hospitality, and consumer goods. I work directly with a small number of founders at a time, as a coach and, for some, as an embedded fractional CEO.

Eight figures in personal net worth by twenty-nine. One full exit, with additional partial exits across the portfolio. A track record built in industries that don't usually reward outsiders.

Apply for Consideration View the Portfolio

Philosophy

Industry is a detail. The mechanics of scale are the same underneath every one of them.

Adam has applied the same operating discipline across catering, software, hospitality, and consumer goods — proving the pattern holds regardless of category. That discipline is what he brings to every engagement.

The Proof

I've done it. Multiple times.

As Chairman and CEO of Athletic Labs, I oversee the nationwide expansion of Game Changing Fuel, Provision, GCFos, Fuel Club, and ALPS — five pioneering products I created in sports nutrition. All of it started because I wanted to teach myself how to roll sushi during COVID.

When athletes and celebrities started asking me to make sushi for them, I was ready for the moment — because at my core, I'm not a chef. I'm a world-class entrepreneur.

From one athlete to thousands of meals served every month.

From one t-shirt to thousands sold across college campuses nationwide.

I've started seven businesses in the last twelve years. I live, breathe, sweat, and bleed entrepreneurship. Now I support entrepreneurs who want this as bad as I do — giving them the guidance I never had, the lessons I had to learn the hard way. Not to shortcut their success, but to illuminate the path. To coach them where no one else understands their grind. To push them in ways only a fellow entrepreneur can.

1
Business fully exited
3
Partial exits across the portfolio
8-Figure
Net worth by age 29
7
Businesses built in 12 years

How We Work Together

Two ways to work together.

Packages start at $3,000 per month. Full scope and investment are confirmed once your application is reviewed.

Coaching

Direct, strategic counsel and relentless accountability. I coach the way I operate — hard, honest, and with zero patience for excuses.

  • Month one: four weekly 120-minute sessions — a full business audit, a 90-day roadmap, systems review, and milestones set in writing.
  • Month two onward: biweekly 90-minute sessions.
  • Real coaching, not cheerleading. I push you the way I push myself, and I don't soften what needs to be said.
  • The block holding a business back is usually mental before it's strategic. I coach the thinking behind the plan, not just the mechanics.
Apply for Coaching

Fractional CEO

Limited Capacity

Embedded operational leadership. My team works alongside yours — this goes beyond advice.

  • Month one: four weekly 120-minute sessions — the same foundation audit and roadmap.
  • Month two onward: weekly 120-minute sessions.
  • Operations, hiring, vendor negotiation, and systems implementation, done alongside you.
  • Direct access between sessions for real-time decisions.
  • A quarterly strategic offsite — an extended review of the state of the business.
Apply for Fractional CEO

Month One

The Foundation Sprint

I

Full audit

We go through the business end to end — financials, operations, and the bottlenecks actually slowing you down.

II

Goals & roadmap

We define what you're building toward, and lay out a 90-day roadmap to get there.

III

Systems & team review

We examine how work actually moves through your business, and where it breaks down.

IV

Roadmap locked

You leave month one with a written plan and 30/60/90-day milestones, not just notes from four conversations.

Apply

Applications are reviewed personally.

I work with a small number of founders at a time, by design. This isn't a fit for everyone, and that's intentional. If you have real traction and you're ready to be pushed, tell me about your business.

Packages start at $3,000 per month. Scope and investment are set after review.

Start Your Application Review the Offer Again