""I've been more impactful because I'm spending time in front of people as opposed to doing a lot of admin [work]. I've been able to impact people indirectly and directly as well, so I enjoy that quite a bit.""
— Keith Singletary, Operator
The Challenge
Keith Singletary had been operating Chick-fil-A Capital Centre in Largo, Maryland, for nearly 23 years — leading a team of 230 employees while staying deeply embedded in his local community. But beneath the surface of his daily productivity, he was carrying a burden he hadn't fully recognized. "I had pain points, and I didn't know about [them]," Keith admits. "I just kind of worked through it."
Like many business owners and CEOs, Keith measured his success by how much he could accomplish in a single day. If he completed 95% of his to-do list, he considered it a win. What he didn't realize was that this mindset was keeping him anchored in administrative work, leaving little room for the high-impact leadership and community involvement he valued most.
The turning point came through his network of Chick-fil-A owners and operators. When Keith noticed that one of his peers consistently sent Christmas cards — something Keith hadn't been able to manage himself — he asked how. The answer changed his perspective entirely.
"That's when he shared with me that he had a Virtual Assistant. He shared with me that he's been able to spend time in what we call his 'sweet spot' because of some of the things his Virtual Assistant takes off his plate."
The Solution
When Keith reached out to BELAY, the team took a personalized approach from the start. Rather than simply filling a role, they invested real time in understanding who Keith was — what he enjoyed, where he excelled, and where he needed support.
"[BELAY] was particular in getting to know who I was and some of the things I enjoy doing and the things that I may not enjoy or am not as good at. They spent a lot of time understanding who I am, which gave them the opportunity to be able to select someone who would fit right in."
The result was a match with Virtual Assistant Alaina Colpitts. Her service-driven personality and organizational strengths proved to be exactly what Keith needed. Alaina took over email management, calendar scheduling, and meeting coordination — streamlining Keith's interactions with restaurant staff, community leaders, and volunteer groups alike.
Alaina also stepped into Keith's broader commitments: preparing notes and materials for board speeches and school mentoring sessions, supporting his real estate ventures, and tracking birthdays and personal touchpoints for his executive team. The two established a standing weekly Friday meeting, complete with an agenda Alaina prepares in advance.
"She creates an agenda and brings any questions she may have. I'll have some things that I'll share with her or give some updated information. Having that constant communication has been great."
""It's helped me become more present mentally and emotionally. I am a better family member. I'm a better husband. I'm a better leader.""
— Keith Singletary, OperatorThe Impact
With Alaina handling the administrative layer of his work, Keith has been able to step fully into his role as a leader and community presence — no longer just physically present, but mentally and emotionally engaged.
"I've been more impactful because I'm spending time in front of people as opposed to doing a lot of admin [work]. I've been able to impact people indirectly and directly as well, so I enjoy that quite a bit."
The ripple effects have been significant. Keith has not missed acknowledging a single birthday since partnering with BELAY. His executive team receives personalized gifts delivered to their homes. And Alaina has become the recognized first point of contact for anyone seeking Keith's time — reducing distractions and protecting his focus for what matters most.
Perhaps most meaningfully, Keith has become a better listener — and by extension, a better leader.
"When I have my one-on-ones with them, my phone is disconnected and I'm tuned into what they're saying to me. Before, I might be physically present, but my mind would be someplace else. I've gained the ability to be a better listener and that helps me become a better leader."
The impact extends far beyond the restaurant walls — into his community boards, his church, and his family. "It's helped me become more present mentally and emotionally. I am a better family member. I'm a better husband. I'm a better leader."