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.

  • Transforms ideas into operational wellness concepts from vision through launch.

    Led the transformation of a yoga-focused boutique studio into a high-demand Pilates destination by developing the Hot Pilates format, which became the studio’s highest-performing, wait-listed class and supported the launch of a second reformer location.

    Experience has included concept development, project management, studio launches, signature programming, operational planning, equipment selection, space planning, scheduling, instructor education, cross-functional collaboration, marketing initiatives, and translating creative vision into operational guest experiences.

  • Building exceptional guest experiences begins with exceptional teams.

    Created proprietary programming and a teacher training methodology from the ground up, establishing the framework used to recruit, onboard, mentor, and develop instructors during periods of growth.

    Built multidisciplinary wellness teams across multiple studio locations while overseeing recruitment, onboarding, scheduling, performance standards, professional development, leadership, and day-to-day operations to ensure a consistent brand and guest experience.

  • Creating experiences that connect people to movement, hospitality, and place.

    Led a wellness residency at Bedford Post Inn, a Relais & Châteaux property, transforming a pilot activation into a recurring hospitality experience integrating movement, guest engagement, community partnerships, and seasonal programming.

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

    Experience also includes designing member events, wellness activations, workshops, and guest programming that strengthen community while reflecting each brand’s identity.

  • Building brands by aligning vision with the guest experience.

    Spearheaded integrated marketing initiatives including digital campaigns, partnerships, brand activations, community events, content creation, and business development across boutique fitness, fashion, hospitality, and lifestyle brands.

    At Reformation, identified an opportunity to strengthen client relationships by developing a personalised outreach programme that increased retention and repeat business.

    Earlier work in fashion styling, creative direction, editorial production, retail experience, and campaign execution shaped an understanding of how storytelling, design, partnerships, and customer experience work together to build memorable brands.