Brook Newland

Brook is VP of Operations at Betterside. She owns the cleaning side of the business — residential, move-out turnovers, the commercial office routes, the 40-point lake-rental checklist that Cedar Creek runs on — and the weekly schedule that ties every visit to the day it was promised. Operations sits under Matt's President role; Brook runs the day-to-day inside it.

What that looks like in practice: when a Cedar Creek turnover gets pushed by a guest checkout running late, Brook is the one who reshuffles the rest of the day so the next Gun Barrel reset still happens on time. When a Mabank crew is short-handed on a Tuesday, she's the one rebalancing the route before Matt has to make a call from the field. When the next-day forecast turns, she moves the board on Sunday night so Monday opens clean.

Cleaning is where her standard shows up most directly. The reset-clean baseline on a new client, the Sunday-morning lake-rental turnover, the office routes that have to be done before the lights go on Monday — those are hers. She holds the line on the inside-of-the-house standard the same way Matt holds it on the outside.

How the leadership team splits the work: John as CEO holds strategy. Matt as President holds the customer calendar and the front door, with Brook running operations underneath him. Ben as VP of Construction holds the building line. Josh as Creative Director holds the visual brand. Pablo as CTO & CIO holds the tech stack. Danny as CMO holds the voice.