Work

Devondale works across luxury hospitality properties, boutique fitness, lifestyle retail brands, and international private clientele designing holistic wellness concepts that close the gap between a brands’ identity and how it is actually experienced. From storytelling and guest experience to curating programming, team culture, and operations.

Engagements have included Equinox, Relais & Châteaux, New York Pilates, Ray-Ban, Hermès, Free People, Reformation, James Perse, Hilltop Hanover Farm and Caramoor Center spanning New York, Los Angeles, Bermuda, and Europe.

  • Led the transformation of a yoga-only boutique studio into a high-demand Pilates-led offering, including the creation of the Hot Pilates Mat format, which became the studio’s top performing, wait-listed class. The success of the programming led to the development of a second, reformer-only location.

    Defined and directed the studio’s creative and operational vision across programming, equipment selection, music direction, and capacity strategy. Project-managed the second studio from design concept to launch.

  • Created proprietary programming and internal training methodology to support consistent talent development and organisational growth.

    Built and developed multidisciplinary wellness team across multiple studio locations, overseeing recruitment, onboarding, performance standards and professional development while maintaining a cohesive brand experience.

  • Led a wellness residency at Bedford Post Inn, a Relais & Châteux property, transforming a pilot activation into a recurring hospitality experiences that integrated wellbeing programming, guest engagement, and community partnerships.

    Developed and delivered sustainability education and workshops at Hilltop Hanover Farm & Environmental Center creating place-based experiences that connected wellbeing, environmental stewardship, and public engagement.

  • Spearheaded integrated marketing initiatives including digital campaigns, brand activations, B2B partnerships, and collaborations across boutique studios, retail, and private clients.

    At Reformation identified a gap in client relationship infrastructure and built a programme centred on personalised outreach that increased retention and sales.

    Work across fashion styling, creative direction, and campaign execution elevated brand narratives through storytelling, ensuring vision was expressed across editorial, retail, advertising, and customer touchpoints.