Hi, I’m Craig Mac.
I work with fitness business owners and operators to solve practical commercial and operational challenges — the issues that directly impact revenue, retention, delivery quality, and team performance.
My approach is consultancy-led and execution-focused:
diagnose the constraint
implement the system
measure the impact
embed the standard so it holds
If you want help applying this operating system to your specific business, the Starter Kit is the best place to start.
My Approach
What began as a passion project has evolved into something more. We’re proud of where we’ve been and even more excited for what’s ahead. What sets us apart isn’t just our process—it’s the intention behind it. We take time to understand, explore, and create with purpose at every turn.
Simple ideas
Through every step, we've focused on staying true to our values and making space for thoughtful, lasting work.
Lasting impact
We build with clarity, act with integrity, and always stay curious.