☰
BRAND BUILDER · MARKET ENTRY · FRANCHISE SYSTEMS

I build brands. Thirteen of them so far.

I opened North America for Dove Spa from a blank page, opened Canada for Wilkinson Sword when they had no customers here at all, and took Godiva Canada from zero to $10M. I built a complete franchise system for a founder-led restaurant group, and have run a franchise practice for six years since. Then thirteen brands of my own, with my own money.

Work with Fay Book Fay to speak →
3
Markets opened from zero
$300M
P&L managed
4
Continents
6+ Yrs
Franchise consulting
Godiva Chocolatier · Director, Global RetailDove Spa · MD North America MBA, Ivey Business School4 Continents · 400+ Points of Distribution Judge, Elite Franchise 100Entrepreneur of the Year
WHY FAY IS DIFFERENT

Most people who sell this have advised on it. I have a portfolio.

Anyone can write a market-entry deck. Very few people have stood in an empty unit in a country they don’t live in and made it open on time, then done it again, thirteen times, in businesses ranging from a $300M Fortune 500 brand to a company I funded myself. That is the difference you are buying, and it shows up in the first week.

An operator, not a consultant

Twenty-five years carrying the number before ever advising on one. I don’t hand over a plan and leave.

Fortune 500 and blank page

Godiva’s global retail network and Dove Spa’s launch for Unilever, and thirteen brands built with my own money.

Still building right now

All nine current brands started in the last five years. This isn’t a track record I talk about. It’s what I did last quarter.

THE PART THAT EXPLAINS THE REST

I was building brands before I had to.

Fay Chapple
“They handed me a blank page and a budget. That has happened to me more times than I can count, and it is still my favourite way to start.”

Twenty-five years at the top of global business: Godiva and Unilever’s Dove Spa, building retail across Japan, the Pacific Rim, Europe and North America, P&Ls over $300M. All the while I was quietly running Blue Avalon on the side: a global subscription newsletter with thousands of readers, for six years.

Then, in 2009, my husband had a catastrophic brainstem stroke. I carried the global role for two more years before the travel made it impossible. So I built something I could run from here: Clarity Centre, an award-winning wellness centre with fifty teachers, a hundred classes a week and its own accredited school. Then a global training business. Then a franchise practice. Then nine more brands in five years.

The stroke didn’t make me a builder. It just raised the stakes. And it taught me the thing clients actually hire me for: how to get something open, fast, with less money than the plan assumed and no room to be precious about it.

See how I work →
THE PORTFOLIO

Nine of the thirteen launched in the last five years.

Retail, apps, live events, media, membership, products. All built with my own money, all serving the over‑50 market. Every one is a live test of the same discipline I bring to a client build: decide what the brand is, get it open, make the numbers work.

MEDIA & MEMBERSHIP

Too Late My Ass™

Award-winning podcast: Apple Podcasts Top 50, all shows, at launch. Now season three, with a newsletter, Substack and paid membership around it.

Visit →
PROGRAM

RISE55

Income reinvention after 55, built and sold as a full program.

Visit →
MEDIA

The Medicine We Forgot

Health and longevity, built as its own audience brand.

Follow →
APP

Stillwater Reset

The honest 72‑hour water fast app. Built, shipped, live.

Visit →
LIVE EVENTS

The Mindful City

Philosophy talks and gatherings across 31 cities.

Visit →
AI PRODUCT

Mabel-A-Go-Go

AI and technology taught to the 55+ crowd with zero eye‑rolls.

Follow →
COMMUNITY

Concert-A-Go-Go

Music, nights out, and getting back into your life.

Follow →
LIFESTYLE BRAND

Elevated Living

Weekend resets and lifestyle tools for the next chapter.

Visit →
PRODUCTS

Ink & Apple

Physical products and merch, designed and shipped.

Visit →
Before these: Blue Avalon, Clarity Centre, The Mastermind City and FC & Co. See the full portfolio →
SIGNATURE KEYNOTES

Six talks. Every one has a budget line.

Not inspiration slots. Each keynote is aimed at something a leader in the room is already being measured on: senior retention, AI adoption, caregiver attrition, burnout, manager capability.

01 CHRO · People

The Expiration Date Delusion

Half of workers over 50 are pushed out before they choose to go, and the knowledge goes with them.

02 Transformation · L&D

AI Isn’t Replacing Your Best People. It’s Waiting On Them.

Your AI rollout is stalling in the layer of the org that holds the judgment.

03 CHRO · Benefits

The Caregiver On Your Payroll

Nearly a quarter of working caregivers have already left an employer over it. Fay was that employee.

04 Leadership · Wellbeing

Burnout Is An Identity Crisis In Disguise

Your top performers aren’t tired. They’ve stopped recognizing themselves in the work.

05 Managers · L&D

The Conversation You’re Avoiding

How to talk to the senior person who has gone quiet, without it becoming an exit interview.

06 Women’s Leadership

The Visibility Reboot

For the women who were told their moment had passed. Reclaiming presence and authority.

EVERY WEEK · FIVE WAYS IN

Read me. Hear me. Follow along.

One theme a week, five places to take it in. Pick your format.

LINKEDIN · MONTHLY

The Expiration Date

The economics of experience at work. What experience is worth, and what it costs a company to lose it.

Subscribe →
LINKEDIN

The Weekly Rebellion

One idea a week for people done being written off. Tuesdays.

Subscribe →
SUBSTACK

Reinvention Press

The long read: the full essay behind the week’s idea. Thursdays.

Read →
PODCAST

Too Late My Ass

Loud, witty, no filler. Spotify · Apple · YouTube. Wednesdays.

Listen →
YOUTUBE

Sunday Morning

The calm one. A reflective reset to close the week. Sundays.

Watch →
NOTHING YOU
SURVIVE IS
WASTED
Building a second act with teeth
FAY CHAPPLE
THE BOOK · COMING 2026

The whole story, on the record.

Part memoir, part field guide. The forced pivot, the rebuild, and the method behind turning everything you’ve survived into the thing you build next.

LET’S WORK TOGETHER

Tell me what you’re trying to open.

A market you’re not in yet, a business you want franchised, or a brand that doesn’t exist. Send the situation and the date you’re working toward.

Work with Fay