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BRAND BUILDER · MARKET ENTRY · FRANCHISE SYSTEMS

I build brands. Thirteen of them so far.

I opened North America for Dove Spa from a blank page, opened Canada for Wilkinson Sword when they had no customers here at all, and took Godiva Canada from zero to $10M. I built a complete franchise system for a founder-led restaurant group, and have run a franchise practice for six years since. Then thirteen brands of my own, with my own money.

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3
Markets opened from zero
$300M
P&L managed
4
Continents
6+ Yrs
Franchise consulting
Godiva Chocolatier · Director, Global RetailDove Spa · MD North America MBA, Ivey Business School4 Continents · 400+ Points of Distribution Judge, Elite Franchise 100Entrepreneur of the Year
WHY FAY IS DIFFERENT

Most people who sell this have advised on it. I have a portfolio.

Anyone can write a market-entry deck. Very few people have stood in an empty unit in a country they don’t live in and made it open on time — then done it again, thirteen times, in businesses ranging from a $300M Fortune 500 brand to a company I funded myself. That is the difference you are buying, and it shows up in the first week.

An operator, not a consultant

Twenty-five years carrying the number before ever advising on one. I don’t hand over a plan and leave.

Fortune 500 and blank page

Godiva’s global retail network and Dove Spa’s launch for Unilever — and thirteen brands built with my own money.

Still building right now

All nine current brands started in the last five years. This isn’t a track record I talk about. It’s what I did last quarter.

THE PART THAT EXPLAINS THE REST

I was building brands before I had to.

Fay Chapple
“They handed me a blank page and a budget. That has happened to me more times than I can count, and it is still my favourite way to start.”

Twenty-five years at the top of global business — Godiva and Unilever’s Dove Spa, building retail across Japan, the Pacific Rim, Europe and North America, P&Ls over $300M. All the while I was quietly running Blue Avalon on the side: a global subscription newsletter with thousands of readers, for six years.

Then, in 2009, my husband had a catastrophic brainstem stroke. I carried the global role for two more years before the travel made it impossible. So I built something I could run from here — Clarity Centre, an award-winning wellness centre with fifty teachers, a hundred classes a week and its own accredited school. Then a global training business. Then a franchise practice. Then nine more brands in five years.

The stroke didn’t make me a builder. It just raised the stakes. And it taught me the thing clients actually hire me for: how to get something open, fast, with less money than the plan assumed and no room to be precious about it.

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THE PORTFOLIO

Nine of the thirteen launched in the last five years.

Retail, apps, live events, media, membership, products — all built with my own money, all serving the over‑50 market. Every one is a live test of the same discipline I bring to a client build: decide what the brand is, get it open, make the numbers work.

MEDIA & MEMBERSHIP

Too Late My Ass™

Award-winning podcast — Apple Podcasts Top 50, all shows, at launch. Now season three, with a newsletter, Substack and paid membership around it.

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PROGRAM

RISE55

Income reinvention after 55, built and sold as a full program.

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MEDIA

The Medicine We Forgot

Health and longevity, built as its own audience brand.

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APP

Stillwater Reset

The honest 72‑hour water fast app. Built, shipped, live.

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LIVE EVENTS

The Mindful City

Philosophy talks and gatherings across 31 cities.

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AI PRODUCT

Mabel-A-Go-Go

AI and technology taught to the 55+ crowd with zero eye‑rolls.

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COMMUNITY

Concert-A-Go-Go

Music, nights out, and getting back into your life.

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LIFESTYLE BRAND

Elevated Living

Weekend resets and lifestyle tools for the next chapter.

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PRODUCTS

Ink & Apple

Physical products and merch, designed and shipped.

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Before these: Blue Avalon, Clarity Centre, The Mastermind City and FC & Co. See the full portfolio →
SIGNATURE KEYNOTES

Six talks. Every one has a budget line.

Not inspiration slots. Each keynote is aimed at something a leader in the room is already being measured on — senior retention, AI adoption, caregiver attrition, burnout, manager capability.

01 CHRO · People

The Expiration Date Delusion

Half of workers over 50 are pushed out before they choose to go — and the knowledge goes with them.

02 Transformation · L&D

AI Isn’t Replacing Your Best People. It’s Waiting On Them.

Your AI rollout is stalling in the layer of the org that holds the judgment.

03 CHRO · Benefits

The Caregiver On Your Payroll

Nearly a quarter of working caregivers have already left an employer over it. Fay was that employee.

04 Leadership · Wellbeing

Burnout Is An Identity Crisis In Disguise

Your top performers aren’t tired. They’ve stopped recognizing themselves in the work.

05 Managers · L&D

The Conversation You’re Avoiding

How to talk to the senior person who has gone quiet — without it becoming an exit interview.

06 Women’s Leadership

The Visibility Reboot

For the women who were told their moment had passed. Reclaiming presence and authority.

EVERY WEEK · FOUR WAYS IN

Read me. Hear me. Follow along.

One theme a week, four places to take it in. Pick your format.

LINKEDIN

The Weekly Rebellion

One idea a week for people done being written off. Tuesdays.

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SUBSTACK

Reinvention Press

The long read — the full essay behind the week’s idea. Thursdays.

Read →
PODCAST

Too Late My Ass

Loud, witty, no filler. Spotify · Apple · YouTube. Wednesdays.

Listen →
YOUTUBE

Sunday Morning

The calm one. A reflective reset to close the week. Sundays.

Watch →
NOTHING YOU
SURVIVE IS
WASTED
Building a second act with teeth
FAY CHAPPLE
THE BOOK · COMING 2026

The whole story, on the record.

Part memoir, part field guide — the forced pivot, the rebuild, and the method behind turning everything you’ve survived into the thing you build next.

LET’S WORK TOGETHER

Tell me what you’re trying to open.

A market you’re not in yet, a business you want franchised, or a brand that doesn’t exist. Send the situation and the date you’re working toward.

Work with Fay