Meet Armour Athletics
When Brett Armour opened Armour Athletics in January 2025, he wasn’t just building a business — he was creating a home for athletes on Colorado’s Western Slope.
Based in Grand Junction, Colorado, the facility offers 5,000 square feet of padded turf space accommodating both open-use for activities like football or speed and agility training, or split into 5 spacious hitting and pitching lanes. It’s designed as a place where players of all ages can train seriously while still feeling at home
One of Brett’s weekly highlights is playing catch and hitting ground balls with a 73-year-old who still loves the game. That kind of connection, inspiring, multi-generational, and rooted in a shared love of baseball, is what Armour Athletics is all about.
Starting a Facility from Scratch
Starting a new business meant navigating a lot of unknowns. “The scariest part was really just the unknown.” Brett admitted. “You create a plan, execute, see how it goes, maybe scrap it, but you can’t be crippled by fear.”
For Brett and his wife Rachel, building Armour Athletics wasn’t just about opening the doors - it was about finding systems that could keep the business sustainable from day one. He knew spreadsheets, Venmo, or Google Docs wouldn’t cut it: “I mean, if you don’t have a tool like [Swift], you lose hours you don’t even realize,” he said.
That early clarity pushed them to prioritize a facility management platform before the first athlete walked in.
Choosing the Right Facility Management Software
Rachel spearheaded the search, running demos with a couple of well-known competitors. They were functional, but clunky. Swift felt different. “That was four clicks [to complete a booking], and that detail showed me these guys get it from the customer’s side,” Brett recalled.
Just as important, his young staff picked it up instantly. “Everybody I’ve hired is 25 or younger, and they pick it up no problem,” Brett said. “It’s geared to how that generation works.”
And when it came time to open the doors, Swift’s team was there to help: “You guys have been so good on the support side.”
Building Momentum with Swift
Nine months later, Brett is wearing every hat in the facility: owner, operator, coach, and even retail manager. “I’m effectively the employee of the month every month,” he laughed. “But Swift makes it manageable.”
The platform helps him run retail, track inventory, and see clear reports on usage and revenue. “Looking at the various reports is invaluable… I can dig into peak booking hours or seasonality instead of just guessing,” Brett explained.
But the biggest benefit is time. Instead of being chained to the admin work, Brett gets to focus on what matters most: coaching athletes, spending time with his family, and building a lasting community.
About Swift
Swift helps sports facilities simplify scheduling, payments, and reporting so owners like Brett can focus on athletes, not admin work.
From new startups like Armour Athletics to established multi-sport complexes, Swift helps run your sports facility on autopilot.
