Scaling a wellness brand into a franchise-ready business

When I joined Muse Pilates, there were four studios, a lot of ambition, and a marketing ecosystem that needed some serious structure. They Now Have 16 Studios, including 5 franchises.

My first mission was social. The brand was juggling multiple Instagram accounts with no clear direction, so I consolidated everything into one cohesive presence. From there, I didn’t just post content, I built a community. That one page grew past 10,000 followers, and when I launched TikTok, it took off almost immediately. 9.5K followers, multiple posts hitting over a million views, and suddenly social wasn’t just content, it was a real growth engine for the business.

As Muse expanded, my role expanded with it. What started as a one-person marketing function quickly evolved into full-scale marketing leadership. Studios were opening rapidly and the pace was electric, but the systems behind the scenes weren’t built for that kind of growth.

So I rebuilt them.

One of my proudest projects was implementing a centralised CRM that turned operational chaos into something that actually felt calm. I redesigned the entire customer journey, from first enquiry to long-term member, and introduced personalised campaigns that made every interaction feel intentional. The SMS strategy became a secret weapon. Short, sharp, and wildly effective. It worked so well that the brand was featured by MessageMedia for its approach.

And yes, the results mattered:

• Studio launches sold out, every time.

• Engagement across Instagram and TikTok exploded.

• Operations became smoother, smarter, and far more scalable.

But what made the work special wasn’t just the numbers.

Muse became a movement. A place where people felt seen, supported, and genuinely excited to show up. My role sat at the intersection of creativity and strategy, big-picture thinking and tiny details. It taught me that great marketing doesn’t just grow businesses, it builds communities, momentum, and belief.

Muse Pilates wasn’t just a project. It was a masterclass in how to dream big, take risks, and make it all work with a thoughtful, well-executed marketing plan.

And yes, it was just as fun as it sounds.