Rich Armstrong

THE SRC FOUNDATION

Rich’s relationship with the Great Game began long before he became a coach. He joined SRC Holdings Corporation in 1990 as part of a group of young hires brought in to be developed through total immersion in the business. What hooked Rich wasn’t just the work—it was the visibility. Seeing the company’s long-term plans gave him a tangible sense of how his role connected to the business’s future.

In 1997, despite having less experience than many around him, Rich was named General Manager of Engines Plus, a newer SRC division. His mandate from Jack Stack was simple: “Work the system, and you’ll be fine.” By leaning into huddles, scoreboards, bonus plans, and High-Involvement Planning, Rich showed how a disciplined system—paired with broad participation in setting priorities and targets—could harness collective talent to deliver real-world results.

THE PRESIDENT & ARCHITECT

In 2005, Rich joined the Great Game of Business® organization as its President, overseeing the methodology through a period of significant evolution and growth. During his tenure, he played a central role in transforming the Great Game into a codified operating system that organizations could reliably implement—not just admire.

He helped formalize a distinction that still guides the organization today: training builds understanding, while coaching embeds the work in the natural rhythm of a business. Under his leadership, the focus shifted from short-term enthusiasm to long-term execution—ensuring the Game became part of how companies plan, operate, and learn together.

THE COACH

Today, Rich has intentionally returned to the field, working directly with leaders and teams where he believes the impact is greatest. His coaching style is deceptively simple and grounded in early wins. He helps leaders move faster by establishing real huddles in place, asking better questions, and reflecting on performance to improve the next “play.”

Clients value Rich as a trusted presence who deeply understands the system’s architecture. He doesn’t view coaching as a set of deliverables but as a disciplined practice—helping leaders turn their best intentions into sustained action and measurable progress.

OFF THE CLOCK

Rich lives in Springfield with his wife, Alicia, and stays close to their four children. They share a love of live concerts, music, and Kansas City Chiefs football. A dedicated guitarist, Rich performs with a ’90s rock tribute band, Plush—a reminder that rhythm, practice, and listening matter as much in music as they do in business.