The AWAG Story
He didn't design this for clients. He built it because he needed it.
James Segura spent years inside a business that couldn't function without him. Then he built the system to get out. AWAG is what he built.
The Story Starts
San Antonio. 2022. A family business and a decision to make.
James Segura had spent two years building and training a tax strategy team at a CPA firm. He asked to be promoted to manager. His boss said: "You've never built a business to a million dollars. Why would I trust you to build mine?" James gave two weeks' notice. His boss fired him on the spot.
He went home with no job, a lot of questions, and one idea. His parents had run a children's fitness business, Stretch & Grow, from 2002 to 2013. He knew the model. He knew the market. He decided to bring it back.
Year One
$10,000. The whole year.
James was doing everything. Sales calls, program delivery, admin, invoicing, scheduling, marketing, equipment setup, parent communications, billing. He worked 70 hours a week wearing every hat, because there was nobody else to wear them. Then he hired people. Adding people to a system that doesn't exist doesn't build a system. It creates chaos with more participants.
2022
$10K
2023
$60K
2024
$144K
2025
$201K
2026
$293K
The Turning Point
"Every system in this business lives in your head. That's not a company. That's a dependency."
That's what Price told him. Price is AWAG's co-founder and operations architect. Together, they built the operating system. They documented every repeatable process, built a Notion-based business OS, built dashboards, and built a marketing infrastructure that generates leads without James making a single call.
Then they installed the leadership layer. Carolina took ownership of sales. Camille took ownership of operations. James handed them the tools, the scorecards, and the decision rights. Then he stepped back. Stretch & Grow is now tracking toward $293,000 in 2026. James extracts $4,500 a month from it. He's not in the day-to-day.
AWAG is the productized version of the playbook James built inside his own business first. Everything he installed inside Stretch & Grow is what AWAG now installs in other founder-led service businesses.
The Team
The people behind the install.
JS
James Segura
Founder
Grew up in San Antonio. Restarted a family business from $0. Grew it to over $200K while systematically removing himself from the day-to-day. Now installs the same playbook in other founder-led service businesses. He sounds like the person across the table because that's exactly what he is.
P
Price
Co-Founder & Operations Architect
The person who turned James's processes into a machine. Designs and builds the AWAG Operating System inside each client engagement. His job is to take the knowledge that lives in a founder's head and turn it into infrastructure that runs without them.
What We Believe
What we believe.
Build, don't prescribe.
A notebook full of frameworks has never freed a founder. We build inside your business.
Design around the life you actually want.
Most people build the business first and try to fit their life around it later. We start with the life, then reverse-engineer the business to support it.
The boring work is the real work.
SOPs, dashboards, documented processes, meeting cadences. None of it is glamorous. All of it is necessary.
Receipts over rhetoric.
We built the proof case before we built the offer. The numbers from Stretch & Grow are public and real.
We're operators.
We work inside your business. The results live in the system after we leave.
Wealth as stewardship.
Surplus is a tool. What you build with it matters. The AWAG Circle exists because the conversation about what comes after financial freedom is one worth having.
To be clear about what this is.
We're not coaches. We don't sell mastermind seats. We're not a marketing agency that sends you leads into a back-end that can't handle them. We're not a fractional COO who takes their knowledge home when the engagement ends. AWAG builds the machine. Then hands it to operators who run it.