Being great
at your craft
was never the
hard part.

When: Saturday 14 NovemberMelbourne | Lunch included

One day in Melbourne with three people who built the business behind the craft. Brand, positioning, offers, pricing, content and the systems that hold it all together.

Ashley RobertsonAshley RobertsonForward Moves
Tayla CannonTayla CannonRebuildr
Rachael BaxterRachael BaxterDual Digital
Early bird pricing$129

Available for the first 15 seats, with early bird closing in mid October.

Claim your seat ↗
01 / The reason we made this

You know your craft.
Nobody taught you the rest.

You can get someone a result they’ve chased for years. That part you’ve earned.

What nobody handed you was how to explain what you do so the right people actually understand it. How to price without apologising. How to build an offer that doesn’t require you to be in the room for every hour of it. How to post consistently without it eating your week.

So you’ve been improvising. Copying what seems to work for someone else. Wondering why the coach with half your ability has twice your bookings.

This day will teach you the foundational work most people skip, but wish they did years earlier.

02 / The format

A room of 40.
Not a conference.

Short talks, connected tables and plenty of room for real questions. No breakout rooms. No trust exercises. No lanyard and lecture hall energy.

We ask for your questions when you book. They shape the open Q&A. Three to four attendees will take the hot seat for a live business diagnosis. Lunch is on us, too.

03 / What you’ll leave with

You’ll walk out with these.
Not notes about them.

01A positioning statement that sounds like you
02An offer and price you can say out loud
03A content approach you can sustain
04Systems that make the business easier to run
05A clearer view of what’s holding your business back
06People in your industry who now know who you are
04 / The day

What happens in the room.

10.00amOpeningRachael and Ashley set the frame for the day
MorningPersonal brand, business brand and positioningRachael Baxter
MorningOffers, pricing and monetisationRachael and Ashley
MorningOpen Q&AQuestions submitted when you book
11.45amLunch and mingleCatered, with time to meet the room
AfternoonFrom creator to founderTayla Cannon, with Q&A
AfternoonContent and conversionAshley Robertson
AfternoonSystems, Q&A and hot seatsRachael and Ashley
Approx. 3.15pmClose and mingleStay and connect
05 / Meet the people behind the day

Two hosts.
One guest speaker.

Your host / Dual Digital
Rachael Baxter

Rachael Baxter

Founder, Dual Digital · Brand and business strategist

More than 15 years across brand, marketing and strategy. Rachael works with founders across fitness, health and other industries, finding the real bottleneck before anyone touches a logo. She built Tayla Cannon’s personal brand strategy before Rebuildr raised $1.1 million.

Read Rachael’s story

Rachael has seen it from every seat: inside global brands, agency side watching founders pay a fortune for work that did very little, and alongside influencers with huge audiences and no business underneath them. Dual Digital exists because of what that taught her. Most businesses do not have a marketing problem. They have a brand clarity problem.

She is also an elite powerlifter, so she knows what it is like to be surrounded by people brilliant at their craft and quietly winging the business side.

Your host / Forward Moves
Ashley Robertson

Ashley Robertson

Founder, Forward Moves · Business coach for fitness and health professionals

Forward Moves has worked with more than 500 coaches across Australia over six years, helping them grow their businesses. Clients have added 20 or more new clients in as little as eight weeks and generated $35,000 or more in new sales.

Read Ashley’s story

Ashley Robertson founded Forward Moves to help fitness, health and nutrition coaches run the business side of their practice. She turns scattered ideas into clear offers, useful systems and a business coaches can actually manage day to day.

Her work gives coaches the practical direction and support to grow while keeping their focus on the people they came into the industry to help.

Guest speaker / Rebuildr
Tayla Cannon

Tayla Cannon

Founder and CEO, Rebuildr · Physiotherapist and strength and conditioning coach

Today Rebuildr combines professional certification, client management technology and a marketplace connecting people with qualified rehabilitation and performance professionals. In 2025, Tayla raised $1.1 million from Slow Ventures to bring that vision to life.

Read Tayla’s story

Tayla Cannon is an Australian physiotherapist, strength and conditioning coach, and the founder and CEO of Rebuildr, an education and technology company building a more integrated model of rehabilitation and training.

Rebuildr teaches coaches how to better understand the body and program people away from pain, while helping clinicians integrate strength and performance training into rehabilitation. After building her own online rehabilitation business and personal brand, Tayla saw how limiting the traditional healthcare model could be for practitioners and clients. She created Rebuildr so health and fitness professionals could deliver continuous, human care beyond the boundaries of an appointment.

In their words
“When you’re the founder, you’re often so close to the business that it can be difficult to see what needs to be simplified, clarified, or restructured. Rachael brought a fresh perspective to something that felt chaotic and helped turn it into a much clearer, more intentional brand strategy. Her ability to step outside my tunnel vision, challenge my thinking, and bring structure to the bigger picture was incredibly valuable.”
Tayla Cannon, Founder and CEO, Rebuildr
01 / 02

$129 gets you more than the room.

  • Access from 10am to approximately 3.15pm
  • Catered lunch
  • Extended Q&A shaped by questions submitted when you book
  • A chance to be selected for a live hot seat
  • Practical sessions on positioning, pricing, content and systems
  • People in your industry to connect with
  • A resource pack after the event
Who it is for

For the people who are good at the work.

  • Coaches, trainers, physios, dietitians and allied health professionals running their own business
  • People who know the business side needs work
  • People who are undercharging and know it
  • People posting without a strategy, or struggling to post at all
Build a business that supports the work you came here to do.
Tickets

40 seats.
Then that’s it.

Early bird / first 15 seats$129

Available for the first 15 seats, with early bird closing in mid October.

Standard / remaining seats$199

Remaining seats until sold out.

The room is capped at 40 so questions and real conversations stay at the centre of the day.

Claim your seat ↗
The details

Good questions.

I’m not in fitness or allied health. Can I still come?

Yes. The brand, offers, pricing and systems content can apply to any service business. Most examples will come from health and fitness, so you may need to translate some specifics.

I’m just starting out. Is this too advanced?

No. It is a good time to build on strong foundations.

I’ve been going for years. Will this be too basic?

The open Q&A and hot seats give you space to ask a difficult question about your own business. Submit one when you book.

Is lunch included?

Yes. Catered lunch is included.

How do I get a hot seat?

Submit your question when you book. Three to four attendees will be selected before the event.

Melbourne / Saturday 14 November 2026

One Saturday.
The part nobody taught you.

You’ll spend more than $129 this month on things that won’t change how your business works. This one might.

Claim your seat ↗