I opened my first studio in 2014.
I haven't stopped building since.
Designer. Business builder. Event producer.
I find the bottleneck eating a team's time, then build the tool that removes it.
Eighteen years across design, communications, and operations. Two studios run remotely, a national competition, and Cruu, a staff management platform I designed and built myself.
Designer first, which is why the things I build get used.
About
I've spent over 14 years in the fitness industry. I design brands, run two studios, produce a national competition, and build the software that holds it together.
I've seen what works, what breaks, and what quietly drains money in the background. Most of what I know, I learned by doing it wrong first. These guides are what I wish I'd had.
I run it all remotely from Hamilton, New Zealand, with good people and systems that don't rely on me being in the room.
Businesses
Pole fitness studio in Whanganui. Opened 2014 as Pole Dance Wanganui, rebranded to Altitude in 2018. This is the one that taught me everything.
Pole fitness studio in Palmerston North. Same standard, different city. Proof the systems work when I'm not in the room.
National pole sports competition. I started it to raise the standard of competitive pole in New Zealand, and to give dancers here something worth training for.
Studio management software. Staff, timetables, cover, payroll and member retention in one place. I built it because nothing on the market understood how a fitness studio actually runs.
Resources
Both guides together. The information most people only learn once they're already in it.
Or get one guide
For anyone thinking about turning their skill into a business. What changes when you move from doing the work to running the business behind it.
See what's insideFor anyone who feels busy but isn't making what they expected. Where the money actually goes in a service-based business, and why things can feel tight even when you're working constantly.
See what's insideI Learned It · Essay Series
What an odd job before high school taught me about pricing, value, and knowing your number before someone else names it for you.
Read NowWhat a lost seat in the Marlborough Sounds taught me about opportunity, hesitation, and why someone else will always be willing to move faster than you.
Read NowContact
For business inquiries, collaboration, or anything else, reach out directly. Just an email.