The way prospective customers discover and evaluate businesses online is changing. For founders and CEOs across fitness, wellness, beauty, and recovery, this shift raises a new question: Is your website helping people and AI tools understand what your business offers, whom it serves, and why it is credible? Winning visibility does not require a large budget or technical team, but it does require clearer, more useful, and more specific website content.

In this Fireside Chat, Wendy will explain how AI-powered search is changing online visibility and what business leaders should consider as they adapt. The conversation will focus on practical ways to make websites more useful, credible, and easier for both search platforms and prospective customers to understand—without relying on technical terminology or an extensive content operation.

Discussion Topics

• How AI-powered search is changing online discovery and why Google still matters
• What websites must communicate clearly to appear in search and AI-generated answers
• Replacing broad marketing language with specific answers to customers’ questions
• Strengthening local visibility through accurate information, reviews, and active business profiles
• Creating useful content and practical website improvements that support both visibility and conversion

With more than 30 years of experience across technology, marketing, growth, partnerships, and go-to-market strategy, Wendy White is well positioned to help business leaders understand and respond to this changing search landscape.

Wendy’s background includes:

• Chief Marketing and Partner Officer at Daxko, a leading software company serving the health and wellness industry
• Leadership of brand, growth, partnerships, and go-to-market strategy across products serving fitness centers, community organizations, and studios
• Experience building durable brands, driving measurable growth, and aligning marketing strategy with long-term enterprise value

Balancing good culture and high performance is never easy. Leaders want their people to be happy and engaged, but they also need them to deliver results. Many still believe that achieving both is unrealistic, that performance comes at the cost of culture. Elaine Jobson challenges this thinking. Drawing on the principles from her book High Performance Through Happy People, Elaine’s approach is built on a simple but powerful idea: high performance and a strong, positive culture are not in conflict; they are mutually reinforcing and essential for long-term success. With over 30 years of global executive experience, Elaine has led high-growth, multi-site businesses and helped transform workplace cultures into award-winning environments. Her leadership philosophy focuses on creating organisations where people thrive and performance follows. 

In this fireside chat, Elaine will explore how leaders can move beyond the false trade-off between culture and results, and instead build environments where both can thrive. The conversation will centre around a practical framework for creating sustainable high performance, grounded in five core pillars, from understanding the relationship between culture and performance, through to leading, designing, and embedding lasting cultural change. This session will challenge traditional views on performance and offer a clear, actionable approach for leaders looking to elevate both their people and their outcomes. 

Discussion Topics

• The relationship between culture and performance, and why one cannot succeed without the other
• Leading a high-performing, happy culture in fast-paced, results-driven environments
• Building high-performance teams that are both engaged and accountable
• Designing a culture that supports consistent, sustainable performance
• Making lasting culture change and why most transformation efforts fail
• The role of leadership in shaping both behaviour and results
• Moving beyond short-term performance fixes to long-term, sustainable success.

Elaine’s background includes:

• CEO and senior executive leadership across global, high-growth franchise and consumer brands
• Over 30 years’ experience building and scaling multi-site businesses with a strong focus on people, culture, and performance
• Proven track record of transforming workplace cultures into award-winning, high-performing environments
• Performed a Management Buy-Out of Jetts Fitness, one of Australia’s leading fitness franchise brands
• Author of High Performance Through Happy People and a sought-after keynote speaker on leadership, culture, and sustainable performance

As boutique fitness operators expand beyond a single location, the conversation shifts from running a strong studio to building a brand that can scale. While most operators rely on performance marketing and referrals to drive growth, fewer understand how strategic PR can shape market perception, strengthen positioning, and create long-term enterprise value.

In this Fireside Chat, Nicole will break down how high-performing operators can use PR not as a marketing expense, but as a strategic growth lever. We'll discuss how operators can intentionally shape their brand narrative to support expansion, increase pricing power, and unlock higher-quality opportunities over time.

Discussion Topics

• Positioning a studio as a scalable brand rather than a single-location business
• Using PR to support pricing strategy, talent acquisition, and long-term credibility
• The difference between short-term visibility and sustained market momentum
• Turning each new location into part of a broader, national brand narrative
• Common misconceptions about PR and how they lead to wasted time and resources
• Integrating PR into multi-location expansion, from founder visibility to national positioning

Through real-world case studies, including boutique studio launches, founder exits, and national brand expansion, this session will provide a practical perspective on what drives meaningful visibility and how PR can compound as an asset over time.

Nicole Dunn brings a unique perspective to this conversation, with experience spanning media production, brand storytelling, and wellness-focused public relations.
Nicole’s background includes:

• CEO of Dunn Pellier Media, a PR firm dedicated to health, wellness, fitness, beauty, and lifestyle brands
• Former senior-level television producer with over 14 years of experience, including a Daytime Emmy-nominated project
• Contributor and Los Angeles Chair for Forbes Business Council
• Award-winning PR leader, with recognitions including the Bulldog PR Award and Telly Award for social and influencer campaigns
• Advisor to brands across boutique fitness, wellness, and lifestyle sectors, supporting national visibility and brand positioning