Thirteen brands. Built with my own money.

Anyone can claim they know how to build a brand. This is the receipt. A global subscription newsletter run alongside a corporate job. A wellness centre with an accredited school inside it. A worldwide training business. A franchise practice. Then nine more in five years: media, membership, software, live events, physical product. The same discipline I bring to a client build, run at my own risk.

WHY THIS PAGE EXISTS

A portfolio is a harder claim than a case study.

Consultants show you work they advised on. This is work I own. Every brand here was my decision to make and my money to lose: the positioning, the product, the pricing, the launch, and the call to keep going or stop. That is a materially different way to learn how a brand gets built, and it is the reason a client engagement starts with what will actually work rather than what looks good in a deck.

What each one required

Defining the brand and who it is for
Building the product: venue, app, program, event, publication or physical good
Pricing and the unit economics behind it
Distribution: finding the first customers with no budget
Deciding what to kill and what to keep

What it proves for a client

Range: physical location to software to live events to product
Speed, under real constraints
Comfort with a blank page, repeatedly
Judgement about which model fits which idea
That the advice comes from someone still doing it

BEFORE THE NINE

The habit started long before the rebuild.

The first was built while I was still a senior executive with a global travel schedule. The next three came out of the years that were supposed to end the career. Between them they are the closest thing here to what a client actually hires me to do.

SIX YEARS · SUBSCRIPTION

Blue Avalon

A niche expertise turned into a business. Blue Avalon, also known as Feng Shui Tonight, was a global subscription newsletter with thousands of subscribers worldwide, built and run while holding a global corporate role. Folded after my husband’s stroke.

BUILT: brand, editorial voice, subscription model, and a global audience from zero

2011 · PHYSICAL LOCATION

Clarity Centre

An award-winning wellness centre built from nothing while I was a full-time caregiver. Fifty teachers. Over a hundred classes a week. A practitioner network on top.

BUILT: concept, brand, site, fit-out, teacher and practitioner network, class economics, operations, plus a registered yoga school: curriculum, teacher training and certification, developed and run in-house

~2013 · TRAINING & COMMUNITY

The Mastermind City

An entrepreneurial mastermind hub that trained thousands of entrepreneurs around the world.

BUILT: programme design, delivery model, global community, the whole commercial engine

SIX-PLUS YEARS · CONSULTING

FC & Co

My franchise consulting practice: systems, growth and franchise strategy for operators. Still running.

BUILT: the practice, the client base, and the credentials behind it: Judge, Elite Franchise 100, and a contributing writer in their magazine

A global newsletter, a venue with an accredited school inside it, a worldwide training business, and only two of them started after the thing that was supposed to end the career.

THE LAST FIVE YEARS · THE NINE

Different models, one operator.

All nine started in the last five years. Grouped by what each one actually is, because the interesting thing is not the theme, it is the range of business models behind them.

MEDIA & MEMBERSHIP

FLAGSHIP · SEASON THREE

Too Late My Ass™

An award-winning reinvention podcast that reached the Apple Podcasts Top 50 at launch, all shows, not a category. Now in its third season, with a LinkedIn newsletter, a Substack, a YouTube show and the Rebellion Room paid membership around it, and 10,000 weekly newsletter subscribers.

BUILT: brand, editorial format, five distribution channels, paid membership tier

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PAID PROGRAM · LAUNCHING NOW