Case study · &Soul
Curating a wellness venue, and the data behind it.
Head of Programming & Community at &Soul, a social wellness venue in Shoreditch with a movement studio, sauna and contrast therapy, an events space and Reformer Pilates. I curated the wellness offering and built the systems that showed what was really working.
The Brief
&Soul needed a wellness programme worth coming back for, across four very different spaces, and a clear view of how the business was performing.
The Challenge
Four spaces, dozens of practitioners and decisions that needed evidence.
The task was to curate the offering and grow the community while giving the leadership team a regular, reliable read on occupancy, revenue and retention, so programming and commercial decisions could be made on what the numbers showed.
The Concept
Programme with evidence
Put the curation and the numbers side by side. Every part of the programme was something to measure, and every insight fed back into what we ran next.
Curate
Build the offering.Partnerships, events and weekly programming at the leading edge of wellbeing practice.
Measure
See what's working.Weekly performance reporting and a live customer research dashboard.
Act
Turn insight into action.Retention campaigns, partnership deals and programming decisions led by the data.
The Delivery
I ran programming and community day to day, and built the systems underneath them.
That meant the reporting, the research, the practitioner agreements and the commercial deals, alongside the weekly programme itself.
Performance reporting
Weekly reporting on occupancy, revenue-per-booking and space-by-space performance.
Research dashboard
A live customer research dashboard for evidence-led decisions across the leadership team.
Business intelligence review
Five months of trading reviewed, surfacing the insights that shaped retention strategy.
Lapsed-visitor campaign
130+ survey responses analysed to build segmented outreach and interest-based lists.
Commercial partnerships
All partnership agreements negotiated and signed off, including revenue share, franchise and event collaboration deals.
Practitioner network
Compliance systems and agreements for a 40+ person network, plus onboarding protocols for new members.
Wellness curation
The full wellness offering, built through partnerships, events and weekly programming.
Event proposals
A full after-party activation proposal for the Health Optimisation Summit: three ticket tiers, 200 guests.
Instructor content
A monthly content brief programme for instructors.
The data changed the story.
The analysis diagnosed the structural occupancy story behind a session-length change, reframing how the business reads its own performance data.
The Results
The review also put a number on intro-pack-to-membership conversion, at 9%, giving the team a clear baseline to improve on.
What it taught me
Good programming needs a clear read on what's working. Put the numbers next to the curation and better decisions follow.