Soho Gyms

Rebuilding a brand - then keeping it on track and helping it to grow. I helped relaunch this mid-market chain in 2010 - injecting energy, personality and a clear sense of direction into a brand that was struggling to find its way. Since then, I've helped oversee the evolution of the group - consulting on strategy, directing photoshoots, writing copy, and more - as four new venues have been acquired.