ADVISORY & CONSULTING
From the first idea to a lifelong member.
Most facilities are designed first and figured out later.
I start at the end: a member driving home, thinking, I can't wait to go back.
Everything I advise on — the investment, the concept, the business model and the operation — is built backwards from there.
The Continuum
From the first idea to a member for life — every decision shapes what comes next.
Before you invest
Understand the opportunity, the risks and what could create value.
Explore this stage ↓Before you build
Define the concept, business model and member experience before committing to the build.
Explore this stage ↓Opening & beyond
Connect marketing, sales and operations to give members a reason to join, stay and return.
Explore this stage ↓Success is measured one way:
“I can’t wait to go back.”
01 BEFORE YOU INVEST
Is this the right move?
Before you buy it, build it or invest in it, understand what you're getting, where the opportunity is and what it could become.
A club. A chain. A fitness or wellness brand. Technology. A hotel adding wellness. A residential development building it in.
I look at the market, location, competition, concept, facility, member proposition and operating model through the eyes of someone who has built and run one.
For acquisitions and investments, new locations, expansion or repositioning:
What's working. What's missing. What creates value. What I would change.
02 BEFORE YOU BUILD
What are we building, and why?
A good idea isn't a business model.
Who is it for? Why will they choose it? Where should it go? How large should it be? What should it offer? What should it charge? How does it make money? What needs to happen first?
This is where we work through the concept, positioning, business model, programming, revenue, capital priorities and growth sequence before expensive decisions become difficult to undo.
The brand, the story and the member experience grow from those decisions.
03 OPENING AND BEYOND
How do we make it work?
Opening the doors isn't the outcome.
From stranger to lifelong member, I look at the business as one connected system.
The story. The website. The offer. The pre-sale. Marketing. Paid media. Tours. Sales. Pricing. Personal training. Staff incentives. The first 90 days. Retention.
Every handoff. Every friction point. Every reason to join, spend, stay and tell someone else.
Then we measure what matters, build the operating systems around it and improve what isn't working.
Because growth only works if the business underneath it can carry it.
HOW I WORK
Understand where you are.
Find what's about to break.
Decide what matters most.
Build it into a system you can measure, improve and scale.
For private equity, venture capital, hospitality groups, developers, founders and operators across fitness, wellness and performance.
The best time to bring me in is before you build.
The second-best time is now.