THE FOUNDER
I did not read about
scaling a business.
I lived it.
Creative founders are incredible at their craft but are debilitated by lack of technical implementation.
THE OPERATOR TRAP
I built something genuinely valuable. And it was slowly consuming me.
There is a version of the entrepreneurial story that skips the hard part. The 3am admin. The revenue that depends entirely on you showing up. The creeping realisation that you have built something genuinely valuable, and it is slowly consuming you.
I started Dancing with Louise in 2001 with a single class in Hendon. By the time MOUVE had grown to 1,000+ students, 80+ weekly classes, 20 school clubs, and a team of 25, I was the bottleneck for every decision, every problem, every new idea.
The symptoms I ignored for twenty years
- Every new student meant more of my time, not less
- No marketing. Growth was entirely word of mouth
- Three failed website builds, thousands wasted
- Revenue reset to zero every September
- Could not take a holiday without the phone ringing
- Knew the product was brilliant, but the business was fragile
THE SYSTEMS PIVOT
The shift did not come from
working harder. It came from
building differently.
I stopped treating the business as something I did and started treating it as something I had. That meant systems: automated lead follow-up, structured onboarding, a CRM that handled the customer journey without my involvement, a team that could deliver to MOUVE's standards without my presence in the room.
WHY WOMEN MAKING MOUVES EXISTS
I kept meeting other women in the same position.
Founders who had built something real and hit the same ceiling. They were not lacking ambition or talent. They were lacking the technical infrastructure to scale past themselves.
AI is about to widen that gap. The businesses with systems will dominate over the next three to five years. The businesses without them will struggle badly. That is not fear marketing. It is market awareness.
I am not teaching from a textbook. I am teaching from over two decades of building MOUVE into a business that runs without me.
And I am still making the transition myself, building the next chapter alongside you, not from a distance.
WHAT I BRING
Three things most coaches cannot offer.
Operator experience
25 years. 1,000+ students. Built from a single class.
I have done the work. Built the systems. Hired the team. Fixed the things that broke at midnight. My advice comes from doing, not reading.
Technical implementation
Things actually get built. Not workshopped.
Strategy without systems is a wish list. I help you build the infrastructure that makes your strategy executable: CRM, automation, funnels, marketing. The architecture, not the theory.
A calm room
No hustle culture. No urgency theatre.
A measured approach to growth that respects you and your energy. Scale done right keeps the magic your clients pay for and automates the friction that consumes you.
Ready for a conversation?
Sixty minutes. The four systems your business is missing and which one to fix first.
Join the Next Masterclass