Good Business Matters

Grass Roots Yoga founder Sally Murchie smiling in activewear.

Grassroots Yoga had a strong community and an established founder-led practice. The immediate question looked like brand. Underneath it sat a broader business challenge: how to scale sustainably, create stronger traction, improve team cohesion and deliver a more consistent member experience as the studio expanded into Pilates and the team structure became more complex. The work needed to get under the hood of the business, not simply refresh how it presented itself.

The work

GBM combined discovery with students and team members with strategic work around customer, brand and business. The process clarified Grassroots Yoga's best-fit customer by behaviour, need and motivation, then connected that insight to brand language, community activation, instructor integration, the studio experience and commercial focus. The work translated the diagnosis into practical priorities, including clearer team rhythms, stronger instructor connection, community touchpoints and a more consistent experience across the business.

The work

GBM combined discovery with students and team members with strategic work around customer, brand and business. The process clarified Grassroots Yoga's best-fit customer by behaviour, need and motivation, then connected that insight to brand language, community activation, instructor integration, the studio experience and commercial focus. The work translated the diagnosis into practical priorities, including clearer team rhythms, stronger instructor connection, community touchpoints and a more consistent experience across the business.

The direction

The work helped Sally move from knowing that something needed attention to seeing the shape of the issue more clearly. Brand was no longer treated as a message or visual layer. It became a set of behaviours expressed through the team, community, member experience and everyday decisions. The wider effect was confidence. Sally had clearer foundations, a stronger North Star and a better sense of what needed to be led next.

The direction

The work helped Sally move from knowing that something needed attention to seeing the shape of the issue more clearly. Brand was no longer treated as a message or visual layer. It became a set of behaviours expressed through the team, community, member experience and everyday decisions. The wider effect was confidence. Sally had clearer foundations, a stronger North Star and a better sense of what needed to be led next.

The shift

Grassroots Yoga came out of the work with a clearer foundation for its next stage of growth: sharper insight into its best-fit customer, a stronger connection between brand and member experience, greater team cohesion and a more practical understanding of the priorities that could shift the business forward.

The shift

Grassroots Yoga came out of the work with a clearer foundation for its next stage of growth: sharper insight into its best-fit customer, a stronger connection between brand and member experience, greater team cohesion and a more practical understanding of the priorities that could shift the business forward.

A brand question revealed the issues with the system beneath.

Grass Roots Yoga

The work

The work

The direction

The direction

The shift

The shift

Not every open door is worth walking through.

Not every open door is worth walking through.

From documentary to mission-led organisation.

From documentary to mission-led organisation.

Helping senior leaders navigate important commercial decisions.

Helping senior leaders navigate important commercial decisions.

Helping senior leaders navigate important commercial decisions.