Insights
Perspective on building modern wellness businesses.
Commercial thinking on growth, operations and customer experience for founder-led wellness brands. Articles are published as they're written — none of the pieces below are live yet.
What We Write About
Five subjects. All of them commercial.
Wellness Business Strategy
The commercial thinking behind scaling a wellness business: revenue growth, market positioning, expansion planning. The decisions that take a business from one location to several — practical frameworks grounded in direct experience rather than generic strategic advice.
Studio Growth & Operations
The operational systems that let wellness businesses scale without losing quality: studio launches, SOPs, hiring, customer journey design. Operations are the thing that makes or breaks expansion — the systems that hold when a business goes from one site to five.
Partnerships & Customer Experience
Membership retention, community building, partnership development, and the customer experience decisions that grow revenue per customer over time. Retention and partnerships are a core growth lever — built deliberately, not left to chance.
Founder Insights
Direct lessons from co-founding and scaling Something Borrowed across the UK and Netherlands — the realities of building and expanding a consumer business, not theory.
Wellness Industry Trends
Commentary on where wellness is heading: consumer shifts, business model innovation, market changes that matter for founders deciding today. Filtered for long-term significance — decisions that hold up three years out, not three months.
Why Some Wellness Concepts Scale — and Others Don't
Coming soonWhat Needs to Change Before You Open Location Two
Coming soonRetention Is a Growth Strategy
Coming soonThe Membership Metrics Boutique Fitness Founders Should Actually Watch
Coming soonCommunity Isn't a Marketing Channel
Coming soonBuilding a Wellness Business That Doesn't Depend on the Founder
Coming soonFollow House of Form