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Why Service Crucible?

Most business coaching programs teach theory—but theory doesn’t pay the bills.

At Service Crucible, we take a different approach. We don’t just teach concepts; we show you exactly how to run and scale a home service business like the top 1% do.

Our founder isn’t just a Wharton Certified Private Equity professional—he’s spent 20+ years in the trades, working his way up from maintenance technician to general manager to senior executive roles at PE-backed firms. He’s lived every role, fought through every challenge, and scaled businesses from the ground up.

That’s why Service Crucible isn’t built on theory. It’s built on experience, execution, and two core values that define everything we do:

🔥 Meraki – The relentless pursuit of excellence in everything you do.

Great businesses aren’t built halfway. Meraki is about pouring your heart, soul, and craftsmanship into your work—not just for profit, but for pride. It’s the difference between an average business and one that dominates its market.

⚡ Philotimo – The honor in leadership, accountability, and service.

Philotimo is the unshakable sense of duty to your team, your customers, and your business. It’s about stepping up, owning the outcome, and leading with integrity—even when no one is watching.

Built by Operators, for Operators

Service Crucible was created because most owners were never trained to operate at an elite level. You mastered your trade, but no one taught you how to:

✔ Price services for real profit.
✔ Turn techs into high-performance revenue drivers.
✔ Lead managers who make decisions with confidence.
✔ Break down financials, KPIs, and COGS like a PE-backed CEO.

That’s where Service Crucible changes the game.

The Four Forges of Service Crucible

Our proven Four Forges methodology isn’t just another playbook—it’s a strategic system that helps owners and managers execute at a high level, whether you're looking to dominate your market or position for acquisition.

🔥 Trust the Process – Build scalable systems that drive consistent results.
⚙ Engine of Success – Develop high-performance teams that execute.
📊 Navigating Numbers – Master the financial metrics that fuel profitability.
💎 Customers for Life – Turn service into long-term, high-value relationships.

This Isn’t About Motivation. It’s About Mastery.

We give you the systems, tools, and execution strategy that the biggest companies use to scale past $100M. But growth requires action—and that starts with you.

Our Impact By The Numbers

50% target Gross Profit achieved across member companies

25% minimum increase in closing rates and average tickets

35% aged opportunities consistently maintained on dispatch boards

Less than 1% callback rates through operational excellence

From $2M to first $12M in under 12 months

60% scheduling efficiency achieved through capacity planning

Over 15 custom AI Agents created for our members

1,000+ ServiceTitan upgrades delivered

Our Values Forge Our Future

Meraki

 
Meraki is a Greek word that describes putting your soul, creativity, and love into something you do. It implies doing something with great care and devotion, often leaving a piece of yourself in your work. Whether it’s cooking, designing, or writing, meraki embodies the passion and wholehearted effort behind any endeavor.
 
 
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Philotimo

Philotimo is a profound Greek term that is difficult to translate directly. It represents a sense of honor, duty, and pride in doing what is right, often driven by love and respect for others. Philotimo encompasses virtues like generosity, humility, and a commitment to ethical values, often tied to a deep sense of community and selflessness. It’s about acting with integrity and being motivated by a higher sense of purpose.

Relentless Reality

 
We face operational truths head-on and implement real solutions, not quick fixes. Our approach strips away surface-level trends to focus on proven fundamentals that drive lasting results. We believe that acknowledging and addressing reality – however challenging – is the foundation of true transformation. This is where most clients will fail. 

 
 

Legacy Through Action


Building businesses that last generations requires more than strategy – it demands consistent, purposeful execution. We focus on creating sustainable success through systematic excellence, proven processes, and measurable outcomes. Every action we take is designed to strengthen your foundation for long-term growth.


Collective Wisdom


Inspired  by the Greek word "Koinonia", we believe true excellence emerges when deep industry experience meets genuine collaboration. By combining battle-tested insights with the unique perspectives of our service community, we create solutions that are both proven and pioneering. Every success story strengthens the knowledge we share, empowering the next generation of industry leaders.
1,000+
Resources Available
35%
Average Revenue Increase
20+
Vendor Discounts

Meet Our Founder

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Norris Ayvazian
Founder & CEO

I Didn’t Set Out to Build Another Consulting Company.

After 20 years in the industry—as a third-generation tradesman—what kept me up at night wasn’t falling KPIs or shrinking margins.

It was watching good people suffer needlessly.

Owners working themselves to exhaustion.
Teams pulling in different directions despite their best efforts.
Communities losing faith in an industry that should represent the best of American craftsmanship and service.

The truth? Most companies already have the right pieces.

What’s missing isn’t another system, tool, or quick fix—it’s the understanding of how those pieces fit together.

✔ How roles intersect.
✔ How teams collaborate and create lasting success.
✔ How knowledge passes from one generation to the next—building not just profitable businesses, but legacies.

Why Service Crucible Exists

Service Crucible was born from a simple truth: Our industry thrives when we focus on what truly matters—mastering the fundamentals, building real relationships, and creating cultures where everyone grows together.

When we get this right, we don’t just build stronger companies—we strengthen the backbone of our communities and restore faith in the value of hard work and exceptional service.

Let’s Have a Real Conversation

Whether you’re doing $2 million or $60 million, we all face the same core challenges.

Let’s talk—about where you are, where you want to go, and how together, we can turn your business into the force for good it was meant to be.

Because your company’s potential isn’t just about growth—it’s about impact.

🔥 Let’s unlock it together.

Work Smarter, Scale Faster—Let’s Talk
Wharton School

Our Founder Is A

Certified Private Equity Professional

From the Wharton School of Business

2021 Pensacola Business Leader of the Year

Recognized for excellence in leadership, innovation, and impact in the home service industry.
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