PROVING GROUND ADVISORY
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EXECUTIVE COACHING & COMMERCIAL STRATEGY

Proving Ground Advisory Earn
your next
level.

Proving Ground Advisory provides executive coaching for commercial leaders with Matthew Holthaus, Founder & Leadership Advisor, in Huntington, NY. The Next Level Engagement is a 90-day private 1:1 engagement for leaders navigating a bigger role, greater responsibility, or a demanding transition — with clarity, accountability, and a practical plan for execution.

BOOK A 15-MINUTE NEXT LEVEL CALL
Matthew Holthaus
Matthew Holthaus
FOUNDER & LEADERSHIP ADVISOR
20+
YEARS LEADING COMMERCIAL ORGANIZATIONS
$250M+
BUSINESS LED AS EVP
0 → 100
TEAM BUILT AND SCALED
10-YR
GLOBAL BREWER DEAL NEGOTIATED
"Somewhere on that climb the goal changed — from how far I could go to how far I could take the people with me."
THE ADVISOR

I spent more than 20 years climbing the commercial side of the beer business — from the field at Heineken USA to running a $250M+ business as EVP of Sales & Marketing, building a team from zero and scaling it to 100 and leading it through an acquisition, a six-month labor stoppage, and a ten-year deal with one of the world's largest brewers.

That's the work now: getting capable people moving toward the level they've been circling.

?

It's about the moment, not the title.

The qualifying test is simple — three things, all required:

I
Demonstrated capability
II
A consequential next move
III
Willingness to act and be accountable

Who this is for

READINESS AND STAKES — NOT TITLE
01
Rising leaders
Preparing for a significant promotion or greater responsibility.
02
Established leaders
Stepping into a larger role, mandate, or level of visibility.
03
Senior leaders and executives
Navigating pressure, change, transition, or reinvention.
04
Stalled high performers
Capable, but unclear or inconsistently executing.

Not generic life coaching, therapy, or passive motivation. Not a resume or job-placement service. Not a plan for people who aren't prepared to execute.

90
THE CORE OFFER

The Next Level Engagement

90 days. Private 1:1 advisory. From unclear and reactive to clear, positioned, and executing against a real plan.

01
Opening 75-minute strategy session
02
Weekly 1:1 advisory sessions
03
Leadership and positioning roadmap
04
Accountability between sessions
05
Personal operating and execution plan
06
A practical 90-day action plan
BOOK A 15-MINUTE NEXT LEVEL CALL
FOR ORGANIZATIONS

Commercial Performance Advisory

For beverage and distribution organizations seeking stronger commercial leadership, portfolio focus, and in-market execution. A distinct engagement with its own scope, proof, and conversation.

START THE CONVERSATION →

More than 20 years of commercial leadership — field to EVP — applied to your team, your portfolio, and your market.

Book a 15-minute Next Level call.

Founding-client engagements now open.

PROVING GROUND ADVISORY
Earn Your Next Level
Matthew Holthaus · Founder & Leadership Advisor · Huntington, NY
Matthew Holthaus on LinkedIn