For women who operate like mental athletes—and are ready to build at a higher level.
BYLD
APPLY HERE
WAVE TWO OPENS OCT 2nd
What happens when the right women get in the room?
Everything shifts.
The way you think.
The way you move.
The standard you hold yourself to.
BYLD is a curated community of women who are building bold lives and businesses and aren’t interested in doing it halfway.
This is where Mental Athleticism, badassery, and business strategy collide.
STEP INTO BYLD
A seat in the right room
Proximity to women who elevate how you think and operate.
Learn to Become more mentally athletic
Momentum that compounds
Consistent connection points that keep you connected and building.
Challenge—not just support
Women who have your back and expect more from you.
Curated connection
The right mix of women, intentionally brought together.
Energy you can’t create alone
A room that raises your standard—every time.
Amplification.
we leverage our communities to help you get seen and networked.
The right people, ideas, and connections—naturally.
the backbone of how we operate inside byld.
-Meghan G
"Keri is one of the best things to happen to me. She saw me for who I really am before I fully saw it in myself. Keri never stopped encouraging me to believe in that person. Her support & confidence in me changed me and I will always be grateful for the role she played in my growth.
Ready to Make a Really Good Decision?
What is BYLD?
apply here
A room that changes how you think—because of proximity. When you’re surrounded by women who operate at a higher level, your standards, decisions, and perspective shift—fast.
A practice in Mental Athleticism
This is where you learn to stay in it—when things get uncomfortable, uncertain, or hard—and apply that to how you lead, build, and live. It’s how we operate.
A space where you’re both supported and challenged
You’ll be surrounded by women who have your back—but also expect more from you. The kind of environment where you can’t help but level up.
Real connection
Honest conversations, real perspective, and relationships that actually move you forward.
An environment where momentum compounds—This isn’t a one-time experience. It’s a series of intentional connection points throughout the year that keep you in motion, thinking bigger, and moving forward.
Get the right women together — consistently — and everything levels up.
byld
How it comes to life
There are multiple connection points throughout the year—each designed to create a different kind of energy:
Movement + Conversation
Curated gathering
stay plugged into the community
Monthly T.O.M. Call
Walk & talks, move & mind sessions, and garage & sauna meet ups
The right mix of women, intentionally brought together, Quarterly
slack & email to keep the group connected. Mental athleticism curriculum drip throughout the year
wins, obstacles, and everything in between. these interactive calls are alive and always a value add
Multiple Connection Points.
I will be intentional about who joins and how this evolves—so the energy, honesty, and level of the room stays exactly what it’s meant to be.
I want to understand who you are, what you’re building, and where you’re going…so I can connect, challenge, and support you in ways that actually matter.
Every connection point—whether it’s a walk, a conversation, or a gathering—will be intentional. If it’s happening, it’s because it’s meant to move you forward.
My Promise to You...
I will curate, not just host
I will know you and your goals
I will pay attention
I will protect the standard of the room
If I see alignment, opportunity, or energy —I will make that introduction. The women in this community are my first priority and my main goal is to help you win.
keri croft
“My edge comes from building through life's obstacles—teams, businesses, family. That lived experience gives me a diverse lens. And when I believe in someone’s work, I don’t just coach it, I amplify it, connect it, and help it reach the rooms it deserves to be in."
the dot system
focus formula
internal + external audit
For years, I’ve taught people how to build discipline through strength and movement.
Mental Athleticism™ is the mindset version of that work—built, tested, and proven in real life.
It’s how you train your thoughts, make decisions with clarity, and stay consistent—even when things get hard.
And inside BYLD, it’s not optional.
It’s the backbone of how we operate.
You’ll learn it, practice it, and start to apply it in real time—
in how you think, how you move, and how you show up.
Mental Athleticism™ Explained
- See exactly what’s supporting your growth and what’s silently draining it.
- Identify the habits, patterns, and behaviors that are keeping you stuck.
- Bring awareness to the real friction points in your day-to-day rhythm.
- Get clear on what needs to shift so your mind (and life) feel lighter.
Internal + External Audit
For years, I’ve taught people how to build discipline through strength and movement. Mental Athleticism™ is the mindset version of that work, a simple way to train your thoughts, organize your days, and stay consistent, even when life gets busy.
The Mental Athleticism™ System Works
the dot system
focus formula
internal + external audit
- Cut through mental clutter so you can concentrate on what actually matters.
- Prioritize with intention instead of reacting to everything that comes at you.
- Reduce overwhelm by narrowing your attention to one clear direction.
- Move through your days with calm, purpose, and a sense of control.
The Focus Formula
Mental athleticism™
For years, I’ve taught people how to build discipline through strength and movement. Mental Athleticism™ is the mindset version of that work, a simple way to train your thoughts, organize your days, and stay consistent, even when life gets busy.
The Mental Athleticism™ System Works
the dot system
focus formula
internal + external audit
- Break the cycle of overwhelm by choosing one meaningful action each day.
- Build momentum through small wins that stack quickly and consistently.
- Stop procrastinating and start creating forward motion in your life.
- Make discipline feel simple, doable, and aligned with your real goals.
The Do One Thing System
Mental athleticism™
THE BYLD TRANSFORMATION
You start operating differently—more decisively, more confidently, and more aligned with the life and business you’re building.
SET UP A CALL
After years of building businesses, leading teams, and navigating life’s harder seasons, I noticed a pattern:
Even when things didn’t go according to plan…I kept building.
It wasn't always easy—but I had a way of thinking and operating that supported clarity, energy, and follow-through inside real life.
That became Mental Athleticism™—and it’s the backbone of BYLD.
It’s about learning how to stay in it when things get uncomfortable, make decisions with clarity, and keep moving—no matter what’s happening around you.
And something powerful happens when you build that muscle:
The stronger you are mentally, the more clearly you see yourself—
and the more you start to see it in other women too.
You recognize their edge, their strength, their potential.
You don’t compete with it—you amplify it.
That’s what BYLD is built on.
A curated room of women who own their badassery—and elevate it in each other.
It’s my passion to bring that room together…
and to watch what happens when we catch our stride.
About Keri croft
Mental athleticism™
jessica brugger—Dwell Well Design Co
Keri is a true strategic partner: someone who will get into the weeds with you while also maintaining the objectivity to step back, see the bigger picture, and ensure you’re positioned to build toward where you actually want to go. I would wholeheartedly recommend working with her.
BYLD is being built with deep intention, and every woman who enters this community matters. We are currently Taking applications for women seeking more — more growth, accountability, purpose, connection, and alignment. If you’re ready to challenge yourself, build a stronger life, elevate the women around you, and step fully into your potential… this might be your chance to BYLD the life you know you’re capable of.
If. this sounds like you, please set up a call or apply today.
WAVE TWO OPENS OCT 2nd
apply here
BYLD
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