From Barbells to Boardrooms: My Journey of Big Leaps
The story of my professional journey is anything but linear, and looking back, the common thread has always been connection—whether it’s with people, cultures, or ideas. Born in Canada, raised in the United States, and now living in Rotterdam, I often joke that I’m a North American hybrid. My upbringing was shaped by two strong influences: my father, a professional football player-turned-entrepreneur, and my mother, a teacher and fitness enthusiast.
Before personal training became mainstream, my dad opened a gym in Atlanta, hosting bodybuilders and pro wrestlers. I was introduced to strength training at 15, while my mom had my sister and me demonstrating step aerobics. Fitness was simply a part of our family DNA.
Early Career Detours
I didn’t have a clear career path when I went to university. I chose communications, focusing on journalism, only to discover it wasn’t the creative storytelling field I had imagined. After an eye-opening summer internship at NBC, I pivoted to corporate communications. Even then, I felt disconnected, moving through marketing roles until two layoffs pushed me to reflect.
That reflection led me back to the gym. I became one of the few female personal trainers in Toronto's financial district, successfully carving out a niche of motivated clients. I wasn’t just selling fitness; I was building trust and helping clients see the long-term vision. My knack for fostering loyalty became an asset, landing me roles training teams, managing regional operations, and eventually consulting on scaling business strategies.
Bold Moves Mark My Career Growth.
Every significant step in my career came from pitching myself directly to the decision-makers who could make things happen.
One example is when I cold-called Patch, the CEO of GoodLife Fitness. At the time, I was working for his competitor, managing fitness services in 20 clubs that were outperforming his. Ready for a change, I got his phone number from a friend, introduced myself, and asked for an interview. Patch agreed to a time and place but didn’t show up. Undeterred, I contacted my insider, who told me about his dinner plans that evening. I walked into the restaurant where he was dining with his mother and made my pitch. That bold move paid off, leading to six transformative years at GoodLife, where I became part of a team that grew annual personal training revenues from $20 million to $80 million.
Another turning point came at an IHRSA conference, where I met a Dutch entrepreneur who invited me to the Netherlands to consult and train his team. That trip led to a dinner with René Moos of Basic-Fit. Once again, I pitched: “If you want to build fitness services, hire me.” Four months later, I relocated my family to the Netherlands to lead the launch of fitness services, develop digital fitness offerings, and design an omnichannel member journey for two million members, increasing their length of stay by three months. Over the next decade, I was part of the core team that grew Basic-Fit from 5 to 1,000 clubs, eventually making the company public.
The Shift to Fractional Leadership
After years of navigating cultural differences and scaling businesses in North America and Europe, I felt a shift. I wanted to use my experience in a way that offered flexibility and impact. This led to my work with organisations like Sport Alliance, Europe Active, and the Women in Fitness Association (WIFA). I’ve supported global expansion, customer retention strategies, and initiatives to elevate women in fitness.
The concept of fractional leadership resonated deeply with me. It allows me to step into organisations with fresh eyes, build momentum, and then step back when implementation begins. It’s the perfect intersection of my strengths: building, connecting, and driving change.
Building a Dream Team
The last few years have underscored the power of collaboration. For a long time, I operated as a team of one, but I realised that scaling my impact would require working with partners who shared my values and vision. In 2024, I set a clear goal: to find like-minded collaborators equally passionate about building a company that genuinely contributes to making the world healthier.
When you ask the right question clearly, the universe often provides extraordinary answers. That’s how I connected with the talented and insightful Susanne de Schepper and Grace McNamara. Together, we’re building something much greater—a team dedicated to supporting organisations and driving meaningful, lasting change across the fitness and wellness sectors - stay tuned!
