At the heart of every powerful brand is its emotional core—the authentic human experiences that inspire and connect. My work with Anytime Fitness exemplifies this belief through Member Success Stories that serve as the brand’s emotional heartbeat. These stories go beyond features and benefits—they reflect a diverse landscape of individuals, spanning life cycle, gender, ability, and medical circumstance, reminding us all that we are not alone.
Part of this process involved story mining and in-depth research to identify the narratives that would resonate most deeply from a pool of nominees. Together with a deeply talented and empathetic team, I brought these stories to life, tapping into their emotional resonance to craft narratives that build trust and foster loyalty. When brand purpose meets authentic personal stories, the impact is transformative—turning consumers into invested community members and advocates. This storytelling approach drives meaningful engagement and brings brands to life in the most human, compelling way.
Through strategic collaboration and creative leadership, I elevate emotional storytelling across brand advertising, internal communications, and global conferences, ensuring every narrative reflects the true soul of the brand and resonates deeply with its audience.
After championing member storytelling, the next evolution was humanizing franchise development itself—shifting from metrics to the real humans behind the businesses. For brands like The Bar Method and Waxing the City, that meant elevating franchisees’ own journeys—their risks, reinventions, and everyday wins—as proof of the power and potential of the model. By centering these owner stories, franchise growth becomes more than an investment narrative; it becomes an invitation to join a community with a deeply human heartbeat.
Waxing the City
The Bar Method
