Rich Matthews
Downers Grove
Summary
Dynamic operations leader with a proven track record at CrossFit Backland, where I scaled client base by over 168% and drove revenue growth through consultative selling and CRM optimization. Recognized for exceptional relationship management and retention strategies, I thrive in high-pressure environments, ensuring customer success and operational excellence.
Overview
10
10
years of professional experience
Work History
Director of Operations & Head Coach
CrossFit Backland
Downers Grove
12.2022 - Current
- Scaled active client base from ~61 to 164+ while increasing recurring monthly revenue from ~$8.5K to ~$20K.
- Lead full-cycle sales pipeline including lead strategy, first contact, consultations, closing, and retention.
- Personally close ~80% of qualified prospects using consultative, discovery-based sales methods.
- Built standardized sales scripts, tour frameworks, and follow-up workflows.
- Implemented CRM systems (Wodify, Gym Lead Machine) to manage pipeline and customer engagement.
- Designed retention initiatives maintaining sub-5% average monthly churn.
- Partner with ownership on pricing, growth strategy, and service expansion.
- Launched large-scale programs and events integrating marketing and partnerships.
State Trooper / Mobile Field Force
Louisiana State Police
05.2018 - 12.2022
- Recognized as Trooper of the Year (2020)
- High-pressure operations, communication, and leadership experience.
Process Assistant
Amazon
07.2016 - 04.2018
- Supported logistics operations, labor coordination, and leadership development pipeline.
Education
Bachelor of Science - Psychology
Franklin University
Columbus, Ohio05.2024
A.A. - Criminal Justice
Valley Forge Military College
Wayne05-2017
Psychology (Coursework)
University of Illinois Urbana–Champaign
Champaign, ILSkills
- Consultative selling and negotiation
- Full-cycle sales management
- Pipeline development and lead qualification
- CRM proficiency
- Objection resolution strategies
- Customer success and retention
- Revenue growth strategies
- Discovery and needs assessment
- Relationship management techniques
- Sales process optimization
- Performance metrics analysis
Core Sales Skills
- Consultative Selling
- Full-Cycle Sales
- Pipeline Management
- Lead Qualification
- CRM Systems
- Objection Handling
- Closing & Negotiation
- Customer Success
- Retention Strategy
- Revenue Growth
- Discovery & Needs Analysis
- Relationship Management
- Sales Process Design
- Performance Metrics
Timeline
Director of Operations & Head Coach
CrossFit Backland
12.2022 - Current
State Trooper / Mobile Field Force
Louisiana State Police
05.2018 - 12.2022
Process Assistant
Amazon
07.2016 - 04.2018
Bachelor of Science - Psychology
Franklin University
A.A. - Criminal Justice
Valley Forge Military College
Psychology (Coursework)
University of Illinois Urbana–Champaign