Our Story

Welcome to The Ultimate Goal Book, where our journey unfolds into a narrative of dedication, innovation, and empowerment. We, Sammi Richards and Taylor Craig, have poured our hearts into this book through our collaborative effort rooted in years of coaching experience and a shared commitment to human-first coaching principles.

The Meeting of Minds
In 2020, our paths crossed, bringing together our decade-long coaching backgrounds and a mutual passion for helping others. Bonding over our concern for the challenges faced by today's youth – including a rise in depression, anxiety, and self-doubt – we felt compelled to make a difference. This encounter sparked a mission to redefine athletic success and well-being.

A Mission Unveiled
Motivated by firsthand experiences witnessing young athletes' struggles, we aimed to address the root causes of athletic burnout by fostering confidence and self-worth. Thus, the Ultimate Goal Book was born – not just a guide to achieving athletic goals, but a tool for cultivating resilience and self-belief.

 

Fostering Communication and Trust
The Ultimate Goal Book serves as a catalyst for improved communication between coaches and athletes, providing a safe space for free expression without judgment. This fosters honest and productive conversations, offering coaches valuable insights into their athletes' thoughts and feelings.

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A Mindset Focus Each Month
With a unique mindset focus for each month, The Ultimate Goal Book encourages a holistic coaching approach. Coaches gain profound insights into their athletes' mental landscapes, facilitating discussions about real-world challenges. It's more than a book; it's a dialogue starter promoting understanding, empathy, and growth.

 

Empowering Athletes for Life
Our mission transcends sports, aiming to support and guide all athletes toward happy, successful, and healthy lives. Tailored for gymnasts and coaches, The Ultimate Goal Book instills healthy goal-setting and planning habits that extend far beyond gymnastics, empowering athletes for life.

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Meet the team

  • Co-Founder & Head of Curriculum Design
    Based in Salt Lake City, Utah | Joined UGB in 2020

    As Co-Founder and Head of Curriculum Design, Taylor leads the creative and educational direction for The Ultimate Goal Book. She develops SEL-based lessons, journaling prompts, and mindset tools that help young athletes build resilience, self-awareness, and confidence both in and out of their sport.

    Before launching UGB, Taylor spent over 15 years coaching competitive gymnastics and mentoring athletes through the highs and lows of performance and personal growth. She also co-founded a conservation nonprofit in Hawai‘i and brings that same passion for purpose-driven education to everything she creates. Outside of work, Taylor loves exploring the outdoors with her husband, relaxing with their three cats, and enjoying local favorites like Ruth’s Diner.

  • Co-Owner of Ultimate Goal Book | Director of Operations at The Zone Athletics
    Based in Evansville, IN | Joined UGB in 2020

    Sammi Richards has been part of Ultimate Goal Book since 2019, bringing her experience as a gymnastics coach and program director to the team. She leads content creation, editing, and research for marketing and outreach, all driven by a passion for helping kids grow emotionally and mentally. Known for her ability to connect, motivate, and hold others accountable with kindness, Sammi takes pride in empowering young people to build confidence and recognize their worth.

    Outside of work, Sammi loves cozying up with a good book or spending time near the water. She once lived in China and traveled for two years, has nine siblings (“none full,” she laughs), and dreams of teleporting so she could explore the world instantly. Her favorite artist is Ziggy Alberts, and she’s been known to cry her way through a good read like The Last Letter.

  • Social Media Manager
    Based in Northern New Jersey | Joined UGB in Summer 2025

    As Social Media Manager, Lauren oversees the marketing calendar, messaging, and overall promotion for The Ultimate Goal Book. With a background leading large teams and strategic initiatives for Fortune 500 companies, she brings sharp organization, creativity, and innovation to UGB’s social presence.

    Lauren loves collaborating with a team of women who share a mission she truly believes in. Before joining UGB, she served as National Vice President for Coldwell Banker, Realogy, and Anywhere, where she honed her skills in leadership, project management, and brand strategy.

    Outside of work, you’ll find Lauren skiing, doing Pilates, walking her dog Charlie Brown, or baking incredible desserts—she’s even made several wedding cakes for friends and family. A former competitive dancer, Lauren’s inspired by helping others and empowering people to reach their goals.

  • Website Design | SKU Management | Content Proofreader
    Based in Denver, Colorado | Joined UGB in Summer 2025

    Amy Swanson brings experience in retail, children’s education, and creative program design. She handles website design, SKU management, and content proofreading, and loves collaborating with smart, driven women who make a difference every day.

    Outside of work, Amy enjoys Pure Barre, hiking, baking, snowboarding, and all things yarn-related. She’s a regular at her neighborhood dog park and a fan of Gilmore Girls, Schitt’s Creek, and I’ve Had It podcast. If she could have a superpower, it’d be teleportation — so she could visit her family anytime.

    Amy lives by the motto: “Be the person who made someone’s day easier, better, or happier.”

Let’s work together.

We will work with you to create a custom goal book for you and your team!