Brand, Experience, & Growth Engine

(Brand Strategy · Experience Design · Marketing · Operations · Community Building)

The Brief

Build a modern movement studio from the ground up — brand, programming, marketing, customer experience, digital ecosystem, and operations.
Create a studio that could grow beyond a single space, generate recurring revenue, build a loyal community, and stand out in a saturated boutique fitness market.

My Role

Zero-to-one brand strategy · Marketing & content strategy · Customer journey design · Website & digital experience · Programming architecture · Community-building · Operations & systems design · Creative direction · Event + in-studio experience design

The Challenge

Intuit started from zero — no brand, no audience, no systems, and no established programming.

To succeed, the studio needed:

• a clear, differentiated brand in a small, competitive local market

• a marketing engine that could support consistent membership growth

• programming designed for multiple customer segments

• systems that made operations smooth and scalable

• an experience strong enough to build a loyal community

This work required strategy, message, experience, and operations functioning as one system, not separate parts.

The Approach

1. Brand Strategy & Positioning

I built the brand from the ground up, defining the strategy, story, and identity that shaped every part of the studio.

Key foundations:

• brand promise, positioning, and personality

• audience definition and value propositions

• messaging hierarchy for every offering

• tone and voice used across all channels

This created a cohesive brand that guided programming, marketing, and community experience.

2. Multi-Channel Marketing Engine

I built Intuit’s entire marketing system — strategy, content, campaigns, and execution.

This included:

• social media strategy + creative direction

• content production for launches, series, and events

• email marketing + communication frameworks

• seasonal marketing plans and campaigns

• brand partnerships + community engagement

• referral + retention systems

This engine consistently filled classes, sold out specialty programs, and increased recurring revenue.

3. Experience Design & Programming Architecture

I designed the full customer experience — from discovery through long-term retention.

This included:

• creation and direction of signature class formats (Sass Heels, Sass Hop, Snowga, SnowFit, Women’s Strength & Mobility, Baby & Me Barre, Yoga HIIT, Foundations of Yoga, Psoas, Core & Pelvic Floor Series, Heels 101 Workshops)

• programming design across progressive series, memberships, punch passes, and workshops

• community experience systems (tone, rituals, onboarding, communication)

• events and performance experiences that strengthened brand culture

• consistency frameworks for instructors and class delivery

The result was a brand experience that felt cohesive, memorable, and uniquely Intuit.

4. Systems & Operations

Behind the scenes, I built the operational infrastructure that allowed the studio to function smoothly.

This included:

• scheduling systems (class cadence, instructor planning, capacity management)

• pricing strategy across offerings

• full customer service + communication systems

• operational processes for admin, payroll, and studio upkeep

• digital systems (Momence CRM, website IA, automations)

• workflows that kept marketing, experience, and operations working as one

These systems reduced friction, improved retention, and made the business scalable.

The Results

With no external funding and in a small regional market, Intuit grew into a thriving, multi-discipline movement studio with strong community loyalty and diversified revenue streams.

Outcomes included:

• consistent sellouts of specialty programs and workshops

• strong recurring membership revenue

• a loyal, expanding community

• a cohesive, differentiated brand with a clear point of view

• programming and experience strong enough to support performance teams and sold-out events

• an operational engine that made growth possible

Intuit wasn’t just a studio — it became a brand, a community, and a scalable business ecosystem, built from zero.