| L01 |
Market: Charlotte flagship |
Wealth density (BofA, Wells, Truist, Ally), celebrity + athlete pipeline (Hornets, Panthers, NASCAR), CLT hub for talent, 3.5 hrs from Trill’s Alpharetta target, less saturation in the luxury vertical wellness lane than Raleigh. |
| L02 |
Brand name: VAULT |
Pole vault + wealth vault + sanctuary. Monosyllabic, tattooable, scales to national IP (THE VAULT INVITATIONAL). |
| L03 |
Founder role: Taj as founder + face + creative director |
She never opens the doors, covers a class, sets up gear. A GM runs day-to-day. Non-negotiable per standing feedback: no ops delivery/setup. |
| L04 |
Trill as CSO |
Strategy, brand, competition production (via TWG), capital sourcing. No W-2 salary from VAULT, indirect economics via TWG production fees on THE VAULT INVITATIONAL. |
| L05 |
TWG as producer of competition IP |
THE VAULT INVITATIONAL is TWG-produced. This is the flywheel: national IP, streaming, sponsorship. |
| L06 |
Capital stance: protect Taj’s cash |
She has substantial capital but does NOT want to deplete it. Base case Scenario A (lease flagship), Taj initial equity contribution capped at $1.5M. Convert to Scenario B (buy building with debt) in Year 2 if performance supports. |
| L07 |
SoftPlay Era: ASAP sunset |
Fastest reasonable wind-down (60 days target). Wave One founding docs preserved for archive but no new bookings, no new equipment, no new content. Taj pivots full attention to VAULT. |
| L08 |
Positioning: gender-neutral luxury |
“Where athletes train and artists perform.” Not women-only. Pole is a discipline, not a gender. |
| L09 |
Standard: 5-star hospitality |
Aman-level rituals. Prosecco at the door. Concierge greeting by name. Signature scent. Ritual arrival + ritual departure. If it does not meet Peninsula / Aman standard, it does not ship. |
| L10 |
Dossier home: ~/Documents/Active_Projects/TAJ_HUB/VAULT_OS/ |
Under TAJ_HUB alongside SoftPlay Era archive. |
| L11 |
Franchise nationally + globally, Y3 launch |
Franchise is a Y3+ ambition. Charlotte flagship (Y1-Y2) is built and proven first. Franchise-thinking is a design filter throughout so nothing is so bespoke it can’t replicate, but full FDD prep, franchisor infrastructure, and pilot franchisee land in Y3. National scale Y4-Y5. International Y5-Y7. |
| L12 |
Franchise governance: VAULT IP LLC owns the system |
Franchisor entity separate from OpCo, established at founding. Trademarks, SOPs, brand book flow through IP LLC. Royalty stream flows here when franchising activates in Y3. Taj retains creative director veto on all franchised units. |
