40+ Years in Disaster Restoration

You Built a $2M Restoration Business. Now It Owns You.

What if you could build a business that runs without you, with real profitability, empowered teams, and systems that actually work?

I'm Matt Penny. After 40 years in disaster restoration, I've learned one truth. Most contractors don't fail. They just get buried in emergencies, decisions, insurance battles, and chaos. The business grows, but freedom disappears. I can help you fix that.

Get the Free Profitability Tracker Book a Strategy Call
+1 616-512-1661
Matt Penny, founder of CoolCoach, a 40+ year disaster restoration veteran
The Problem

You're Doing $2–3M in Revenue. So Why Does It Feel Like You're Barely Surviving?

Here's what most restoration contractors face every single day.

  • Profitability confusion. Your financial statement says you made $40K last month, but you have no idea if that's real or just good cash flow.
  • You're the bottleneck. You can't take a day off without everything falling apart. Your phone never stops ringing.
  • Insurance company battles. Estimates get reduced, payments get delayed, and you're constantly fighting for what you're owed.
  • Team dependency. Your people wait for you to make every decision. Nothing moves without you.
  • Emergency chaos. It's 11am, your day is planned, then a church floods and your entire schedule explodes.

Sound familiar? You're not alone. After 40 years in this industry, I've seen this pattern destroy good contractors. But it doesn't have to be this way.

The Solution

The ALEXAN Strategic Plan brings clarity, profitability, and freedom.

Five years ago, I lost my son Alex. In his memory, I created the ALEXAN Strategic Plan, a system that brings transparency, truth, and empowerment to restoration businesses.

It's the same system I used to generate over $100 million in restoration work while never missing one of my kids' games, because I built a business that didn't need me for every decision.

  • You know your real profitability, not just what your financial statement says
  • Your team executes without waiting for you
  • Cash flow becomes predictable
  • Insurance battles become professional conversations
  • You can leave for a week and the business keeps running

This isn't motivation. It's structure.

Learn How ALEXAN Works
40+ Years in Restoration
$100M+ Generated in Restoration Work
1 Strategic Plan That Aligns Everything
Matt Penny, CoolCoach founder
Who I Am

I'm Matt Penny. And I've Been Where You Are.

I started in disaster restoration when I was 20 years old, 40 years ago. I've expanded into multiple markets, generated over $100 million in work, and coached contractors through every challenge this industry throws at you.

But here's what I'm most proud of. I never missed one of my kids' games. Because I built a business with empowered teams that didn't need me for every decision.

"Five years ago, I lost my son Alex. I named the system after him. It's about transparency, truth, and building a business that works without owning your life."

Read My Full Story →

Have a quick question? Call or text Matt directly.

Call: +1 616-512-1661 Text Matt Directly
Three Ways to Work With Me

Choose Your Starting Point

Start Free

ALEXAN Profitability Tracker

Free

Most contractors look at their financial statement and think they understand profitability. They don't. This free tool shows you the truth in 5 minutes.

  • Your real profitability
  • The exact date you broke even this month
  • Profitable, or just cash-flow positive?
Get the Free Tracker
Start Small

Indoor Air Intelligence

$97 per year

Become the verified indoor air quality expert in your market. Stand out from every other restoration contractor and add a high-margin service.

  • Verified expert status in your market
  • Marketing materials and positioning
  • Authority that sets you apart
Explore Indoor Air Intelligence
Go All In

CoolCoach Coaching

$997 per month

Complete implementation of the ALEXAN Strategic Plan in your business, with direct access to 40+ years of restoration experience.

  • Quarterly strategic planning
  • Daily metrics with the EOS system
  • Team empowerment & certification
  • PROVE IT™ insurance positioning
  • Direct access to Matt
Book a Strategy Call
Testimonials

Real Results From Real Contractors

Seven years ago when I began working with Matt, I was going to quit the business. Now, after years of working together, I'm actually expanding my company nationally, and we're laying all the foundation to do that right now. It's just been a fantastic experience. Love Matt.
Dustin Anger
BioStar Restoration
Matt's helped me with everything, the day-to-day customer issues, the employee issues, all the things. It made everything more clear, clean, and crisp. It's really nice to have that senior-level guidance. It's hard to compete with 40+ years of real industry experience.
Michael Snyder
Snyder's Mitigation and Restoration

Ready to Build a Business That Works Without You?

Start free, start small, or go all in. Just don't stay buried.

Get the Free Tracker Explore Indoor Air Intelligence Book a Strategy Call
+1 616-512-1661