Industry-agnostic.
Pattern-aware.
The skill is judgment, not a vertical. A supplement brand, a members club, and a medspa all face the same core questions: who are we for, what do we actually offer, and how do we build a business behind it that holds under pressure. I work across categories because the patterns are more alike than they are different.
CPG: Food, Beverage, Supplements
Retail strategy for brands built to sell through competitive, margin-sensitive channels. Native territory. Where the advisory practice started.
Brands with initial traction, entering retail expansion or launching a new product vertical. Businesses preparing investor materials or rethinking pricing and positioning before the next phase.
"We're in stores but no one knows who we are." · "We need a fundraise deck but can't explain the upside clearly." · "Our margins are too thin at scale." · "Retail is slow and we're unsure when to push DTC."
Hospitality: Hotels, Resorts, Wellness + Experience
Guest-facing businesses where brand, experience, and commercial model have to work as one system. From boutique hotels and wellness resorts to private clubs and destination concepts, including properties where wellness is becoming the operating identity, not a line item on the spa menu.
Hospitality concepts in development or pre-launch. Existing properties repositioning for a different guest segment, wellness integration, or higher market tier. Resorts embedding wellness into brand identity, guest journey, and revenue architecture. Properties preparing for Forbes, WITT certification, or investor-grade standards.
"We have a beautiful property but the concept does not hold together." · "We want wellness to be our identity but it still lives in the spa." · "We have five vendor partnerships and no cohesive guest experience." · "Our brand says luxury but the delivery does not pass the test." · "We need a wellness strategy that shows up in the P&L, not just the marketing."
Studios: Wellness, Fitness
Pilates, training, yoga, recovery, and hybrid wellness studios. Brick-and-mortar businesses where brand, experience, and operations intersect daily.
Studios with early traction preparing to scale, open a second location, or launch a membership model. Established studios rethinking their brand or pricing architecture.
"We have a full schedule but no margin." · "Our brand feels generic." · "We don't know how to communicate what makes us different." · "We want to expand but our model doesn't scale."
Apparel: Product, E-commerce
Fashion, activewear, and lifestyle apparel brands selling primarily through DTC, wholesale, or hybrid channels.
Brands with product-market fit looking to sharpen positioning, scale distribution, or prepare for a fundraise. Founders transitioning from scrappy launch to commercial structure.
"We sell but we can't explain why people buy." · "We're stuck at a plateau and don't know where to push." · "Our margins are eroding and we don't know how to fix it." · "We want to grow wholesale but don't know where to start."
Longevity + Beauty
Medspas, aesthetic clinics, longevity centers, and wellness-adjacent beauty operators. Service businesses built around outcomes, trust, and repeat relationships, where the gap between what the brand promises and what the experience delivers is the fastest way to lose.
Operators launching new concepts, expanding locations, or repositioning an existing clinic for a higher market tier. Founders building brands around practitioner-led services who want the experience to hold up under the scrutiny of the most discerning consumer in the room.
"We're good at what we do but can't explain the brand." · "Our offer menu is confusing." · "We want to grow but don't know how to scale service businesses." · "We need a model that supports better margins."
Personal Brands
Founders, practitioners, and experts building audience-driven businesses around their own name, expertise, or point of view.
Individuals with existing credibility or audience looking to build a more structured business around their expertise. Practitioners launching coaching, courses, memberships, or media properties.
"I have followers but no business model." · "I don't know how to package what I do." · "I want to monetize my expertise but it feels scattered." · "I need a brand that reflects my credibility."