Scope of Work

Devondale works across boutique studios, hospitality properties, retail, and private clientele. Engagements have included Equinox, Relais & Châteaux, New York Pilates, Ray-Ban, Hermès, Free People, Reformation, James Perse, Hilltop Hanover Farm and Caramoor Center across 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 to preserve intimacy while supporting growth. Project-managed the second studio from design concept to launch.

  • Designed and developed proprietary Pilates class formats and internal teacher training methodology to support multi-studio programming infrastructure and consistency across mat and reformer offerings.

    Built and developed an instructor pipeline across multiple studio locations, overseeing onboarding, teaching standards, and brand consistency.

  • Led a wellness residency at Bedford Post Inn, a Relais & Châteux property that began as a pilot pop-up activation and evolved into a recurring hospitality offering integrating movement-led programming for both hotel guests and surrounding local clientele.

    Sustainability education and workshops at Hilltop Hanover Farm & Environmental Center focused on organic food systems alongside yoga programming across farm.

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

    At Reformation, launched a clientele programme centred on personalised outreach that increased retention and sales.

    Earlier work across fashion styling, creative direction, and campaign execution elevated brand visibility and engagement.