A Proposal for Shane Cole
Four years ago you saw 20,000 people breathing as one. In Telluride, 5,000 did. This is the architecture that carries you the rest of the way and further.
Four years ago, in the middle of Lucas and Halle's training, you saw it clearly: a crowd at Red Rocks holding hands in the dark, thousands of people breathing in time with the music, and the bass dropping with the fireworks at the top of the breath. This year it began to arrive. Two activations on Luna Stage at Envision, with 400 to 500 people in the field. Then main stage at Of the Trees in Telluride, where 5,000 people breathed together through a single song, and strangers found you afterward to tell you what had moved through them.
None of it came from nowhere. The lineage is real: Lucas and Halle, a Wim Hof retreat, two years of Bodhisattva training with John Churchill, and psychology and neuroscience at USC. So is the network. The artists you grew up listening to are now friends and collaborators. INZO helped you build a custom remix of Overthinker to lead breathwork to, you are holding unreleased music from INZO and LSDream, and your first release is on its way under Inspiratus.
Most people spend years building an audience online and then try to fill a room. You have done it in the rarer order. The room is already full, the trust is already there, and the relationships that open festival gates are already in your phone. What comes next is giving all of it somewhere to live: a brand built for the scale you are headed toward, a home online where the people who breathe with you once can keep breathing with you every week, and the systems that make every stage the beginning of a relationship rather than the end of a set.
Your words, on our call
That mission is the spine of everything that follows. We bring the architecture: how the brand is built, how a festival says yes, how the community is structured, how the offerings stack so each one opens the next, and how a stranger on Instagram becomes someone in the room. You bring the breath, the lineage, and the people. Two movements follow. The first builds the ground. The second moves it, every month.
Scroll to see the whole of it
Every set you lead and every piece you post is a way in. With a home behind them, the people who breathe with you once are already there the next time you step on a stage.
Main stage in Telluride, Luna Stage at Envision, and a path from a festival into an online community that you have already proven works. The hardest thing in this entire field to earn is a crowd that trusts you with their breath, and you already have one.
INZO, LSDream, the DJ who brought you to Telluride, and a first release under Inspiratus. Unreleased music, a remix built for breathwork, and relationships that open doors most facilitators never get near.
Lucas and Halle. John Churchill's Bodhisattva training. A Wim Hof retreat. Psychology and neuroscience at USC. In a field filling up with borrowed language, this is why people trust you with their nervous system.
Nobody at a festival needs to be taught how to breathe. They need to be brought together with intention to remember that breath can be a completely unique experience.
Outer Presence
The foundation. Everything drawn in before the release: who you are, how you represent yourself, why a festival says yes, and the home the whole movement arrives and expands into.
For most personal brands, a website serves as digital real estate, a representation. For you, it is also part of the pitch. The standard is simple. Your website is unlike anyone else's and feels like a full experience in itself.
The foundation starts where everything true starts, with strategy intensives, you and me weekly, going deep until the whole of it has structure. Then we build: the brand, the website, the festival presentation, and the community, with the offerings mapped underneath all of it. Here is everything inside it.
Long calls, not check ins. We go into your world, pull out what is true, and leave what is not. After each session you receive a framework and a set of questions written for you and no one else, and we go deeper from there until it is genuinely clear. This is also where we settle the architecture of the name together: how Shane Cole, the person the crowd already calls out, and Inspiratus, the practice and the music, live alongside each other.
Everything the intensives surface, gathered into one living document: the mission, the vision, your positioning, your voice, the people you serve, and the offerings. It becomes the source every later piece is drawn from, so the website, the pitch, the community, and every caption all speak with one voice. Yours to keep evolving.
A mark built for the scale you are headed toward, developed with care for what already exists. Custom typography, the full color system, the core messaging document, and a library of custom design elements: sacred geometry, motion, and texture that carry the feeling of a breath held together in the dark. All of it documented, so anyone who ever builds for you builds it right.
A full custom build: Home, About, Activations, the festival presentation, the community sales page, the Blog, and Contact, with room already made for the training. We write every word of it too, building the language from the master context layer so each page sounds like you at your clearest. Custom design, custom flow, and custom animation, so a producer or a stranger arrives, exhales, and feels they have walked into something rather than onto a page. You edit text and images yourself after handover, and anything structural comes straight back to us.
Structure, metadata, and content architecture built to be found from the first day rather than retrofitted later, including by the assistants people now ask instead of searching. When someone asks ChatGPT or Claude about breathwork at festivals, the aim is that your name is the answer.
Scroll to see the whole breath
The festival gives its ticket holders something unforgettable and does none of the work to make it happen. Every person who joins a call has already breathed with you more than once, and the community is the obvious next step.
This is the most valuable idea you shared, and it deserves to be built properly. A festival the size of Elements, with 35,000 people, has already come close to saying yes. The presentation, the package, and the outreach below are what turn close into yes, and then turn one yes into a season of them. We will support you in building every piece of this out, together, because it carries your relationships and your voice.
A presentation format built for a single outcome: a festival saying yes to breathwork on its stage. The proof told cinematically, with the footage, the crowd sizes, the stages, and the stories people carried out of the field. Then exactly what the festival receives and how little it asks of them. It lives on your site as its own experience and travels as a version you can send in a single link.
Your intention setting call the Tuesday before and your integration call the Tuesday after, built into a repeatable product: the structure, the journaling questions, the breathwork, and the meditation, all carrying the festival's own name. The festival sends it to its ticket holders and receives the credit for bringing that coherence to its community. You receive a room full of people who just breathed with you.
The same idea built for the road: moments inside an artist's set, a booth at every venue that signs people into the community, and integration calls held with the artist along the tour. A clear and beautiful offer an artist's team can say yes to in one conversation.
A list of the festivals you want and the people who actually decide, an outreach sequence written to open doors, and follow ups that run on their own. Aimed at the mission itself: Bass Canyon, Lost Lands, EDC, and every stage where the breath has never been brought before.
The community is the home every stage, call, and piece of content leads back to. Weekly live breathwork and meditation, intention and integration around the festivals, guest classes from facilitators already woven into the scene, and a place where the festival family stays connected between seasons. It is the most complex thing we build, which is exactly why it is woven into the foundation rather than priced on its own.
It lives in Circle, which you already chose for the right reason, and we take it far past what the platform does out of the box. Here is everything that goes into it.
The whole community mapped before a single space is built: what lives where, how a new member finds their footing in the first ten minutes, the weekly rhythm, the festival calendar, and how the community connects to the course and the training so every member can see the path deeper in.
Circle designed to feel like your world rather than a platform. The brand carried into every space, custom layouts, and development past what Circle offers on its own, so walking into the community feels like walking into the same universe as the website.
A symbol system drawn for the community: a mark for each space, each practice, and each kind of gathering. Small details, and the reason a place feels made rather than assembled.
The library that makes membership worth keeping: guided breathwork practices, festival preparation and integration guides, journaling prompts, and nervous system resources, each designed to the standard of something you could sell on its own. We help you create the unique style they all share, so every resource is unmistakably yours.
The page that turns curiosity into membership. Written and designed to carry the feeling of a set into a single scroll, connected to payments and the welcome flow, and built to convert the people arriving from festival calls, tours, and content.
The sales page and the public side of the community structured to be found, so someone searching for breathwork, festival integration, or nervous system regulation finds the door that leads to you.
The tiers designed and built so each one opens the next, with nothing given away at the wrong door. This is where the business takes its full shape, and it is laid out in detail just below.
The welcome and onboarding flow, the events calendar, the structure for weekly live calls and guest facilitator classes, community guidelines, payments, and the launch itself, planned so the doors open ready and the first week already feels full.
Each room is complete on its own, each one opens onto the next, and none of them gives away what the deeper rooms hold. That is the difference between an audience that loves you and a business that supports you.
The mission is to bring these practices to as many people as possible, and the business has to hold that without giving everything away at the door. So the offerings are designed as a sequence of rooms, from the widest to the deepest. Here is what lives in each one, and why each one matters.
The widest door, and the heart of the mission. An accessible monthly membership, somewhere in the range of $20 to $100 a month, settled together and priced so the cost is never the reason someone stays out. Inside: weekly live breathwork and meditation, intention and integration calls around the festivals on the calendar, guest classes from facilitators and practitioners in the scene, the resource library, and the people. For the business it is the steady base, recurring revenue that grows every time a festival call, a tour stop, or a reel brings someone in and they stay.
Your intellectual property, recorded once and shared endlessly. A self paced course that teaches your approach to breath: the practices, the nervous system science behind them, and how to bring them into a life, organized module by module with workbooks alongside. It is the evergreen room. Recorded properly, it asks nothing more of your time, and when a piece of content travels it can serve 10 people or 10,000 in a week without a single extra hour from you. It also prepares people for the deeper work before they ever reach it.
The deepest live room, and the one already in motion: a 10 month, festival specific breathwork facilitator training, taught live and launching around this time next year. This is where the lineage you received gets passed on, and where the movement learns to grow beyond you.
Every graduate is a facilitator trained in your method for exactly the rooms you lead. That is how the breath reaches Bass Canyon, Lost Lands, EDC, and every festival in between without you having to stand on every stage. The training is how the movement grows past your calendar, and how you keep your time as it does.
And beyond the training, the rarest room: in person retreats for the people who want to go all the way in. Built on the same map, so the path from a first breath in a festival crowd to a week together is one continuous journey.
What ties it together is deciding what belongs in each room and what does not: which practices live in the community, which teachings belong to the course, and what is held for the training. Every room is generous on its own terms and makes the next one obvious, so people always know where they are and where they can go from here.
The release: every month, 15 pieces to start. The whole backend behind them and the community kept alive while you stay in the creator seat.
People connect with people, and that will only matter more as the internet fills with content that sounds right and carries nothing. Someone who learned from real teachers, leading thousands of people through a breath on a festival main stage, is the opposite of that noise. The work of this movement is to put that in front of the people who need it, consistently and beautifully, and to make sure every person who leans in has somewhere to go.
Followers matter, and we want many more of them. But 200,000 followers does not mean $200,000 a month. This movement turns attention into a relationship you own, and a relationship into a place in the rooms above.
High quality edits, in a beautiful style we develop together. We can build some pieces fully cinematic, some raw, and some a beautiful blend of both, always decided by what your audience actually responds to.
Topics ripe and ready each cycle, talking points and scripts where they help, and direction on how to capture the field at festivals, on tour, and at home, so the footage you gather becomes content that carries the feeling of being there. The music you have been trusted with, used exactly the way the artists want it used.
Captions written, posts scheduled, and a social strategy behind the rhythm, timed around festival season so the audience grows fastest exactly when the stages are biggest. We are always A/B testing and iterating, making sure every post has the best possible chance of growth.
Hooks, openings, covers, lengths, and posting windows run against each other continuously. What wins feeds straight into the next batch rather than into a report nobody opens.
Comment to DM, built end to end. Someone watches you lead a crowd through a breath, comments a word, and within seconds they are in a conversation that sounds like you and ends with something worth having in their hands. It is the bridge from a follower to an email address you own, which is the one thing no algorithm can take away.
Free resources designed to the standard of the paid work: a guided breath for the night before a festival, an integration practice for the week after, the science of regulation made simple. The reaction we design for is precise: if this is what he gives away, imagine what the community holds.
Every address arrives tagged by the exact piece and practice that brought it in, with a sequence behind it that keeps giving. By the time there is a membership, a course, or a training to join, the invitation lands as the natural next breath rather than a pitch.
The connective tissue. Every new follower, commenter, call attendee, and tour signup is routed to the right door: the community for most, the course for some, and the training for the ones who are ready. Nobody who raises their hand is left without a next step.
Once the doors open, we keep the house in order: new resources added, events and calls scheduled, announcements written, spaces refined as the community grows, and consistent support behind the weekly rhythm, so the community feels alive between festivals and not only around them.
A Notion system built to run the whole business, not a template. The video content tracker moves every piece from idea to script to filmed to edited to posted. Beside it: the festival and artist pipeline with every conversation and where it stands, the email map, the offer library, and the community calendar. Built for you, walked through on video, and yours to keep. This serves as your OS, your operating system.
The vision stays yours. The architecture we build together.
Outer Presence
No single platform does everything well. We use tools that are each the best at their job, connected so they behave like one system, and you always keep a clear picture of how your own business runs.
Comment to DM automation. It catches the moment someone raises a hand and passes their email straight to the list.
The creator first email platform. Capture, tagging, segmentation, sequences, and every campaign live here.
Where the community, the course, and the training live. You already chose it, and it can be customized further than anything else like it.
Where the website lives, and simple enough that you can change a line of copy and publish it in under a minute.
You do not have to wait for the foundation to start growing. What you have already captured is ready to work right now, and festival season will be back sooner than it feels. So the two movements run together from the very first week.
The excavation that builds the brand begins, and in the same week we start editing from what you have already captured. The first pieces are spent finding your style, and then we go to volume.
From you: the footage and clips you already have, and your first intensive.
ManyChat live, the first lead magnet designed, and the email flow set up, so from this point every person who leans in is caught and welcomed rather than scrolled past.
From you: a read on the first lead magnet before it ships.
The intensives become the context layer, the context layer becomes the brand kit, and the brand becomes the website and the festival presentation. The calls move to every other week while we go heads down, and you review drafts as they arrive.
From you: your honest reactions, early and often.
The community designed, the resources made, the sales page live, and a launch planned so the first week already feels full. The outreach goes out, so festivals hear from you while their lineups are still taking shape.
From you: the first weekly live calls, and the guest facilitators you want in the room.
With the community established and a season of festival calls behind it, the facilitator training launches into an audience that already trusts you, and the team that carries the breath further begins to form.
From you: the curriculum only you can write, shaped with us into a form people can say yes to.
Weekly strategy intensives, the master context layer, the full brand kit, the custom website and its copywriting, SEO and AI search, the festival presentation, the white label calls and tour package, the outreach system, and the full community build with its offering architecture. And everything mentioned above.
Secure the Foundation15 pieces a month, creative direction, social strategy, A/B testing, ManyChat, lead magnets, email marketing, routing into the offerings, community care, and the second brain.
Billed monthly and running alongside the foundation from the first week, so the audience is growing while the home is being built.
Begin the RetainerThe foundation is built once and carries you for years. Every festival pitch, every member who joins, and every student in the training arrives through what it builds. The retainer is what makes it move every month while your attention stays where it belongs: on the breath, the stages, and the people.
Bank transfer by ACH is preferred, especially for the foundation, because card processing takes a percentage that is better spent on the work. If a card is the right call for you, that is completely fine, just let me know first so we can handle it properly.
A few of the worlds we have built, for you to explore. Best opened on a computer for the full experience.
You have already seen the night at Red Rocks. Let's build everything that gets you there.
Sit with it. When you are ready, say the word, and the first intensive and the first edits begin in the same week.