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FRACTIONAL CMO, GROWTH & STRATEGY

Helping fitness brands
scale faster with smart
strategy and authentic
marketing.

Let's Talk

About Us

MEL SPOONER, FRACTIONAL CMO, STRATEGY & GROWTH

Mel Spooner is a leading figure in the fitness industry, with over two decades of experience shaping brand strategies, driving growth, and elevating education within the sector. As a Fractional CMO, she partners with fitness and wellness brands to craft high-impact marketing strategies, unlock new revenue opportunities, and position businesses for sustained growth and market leadership.

Throughout her career, she has worked with global giants like Technogym, MYZONE, TRX and NASM, leading strategic initiatives that have reshaped industry standards. Her expertise lies in blending brand storytelling, commercial strategy, and content innovation to accelerate business growth while ensuring meaningful impact.

Beyond her consulting work, Mel is the Founder of CAWS, a health content company specialising in high-quality education for professionals and community health initiatives. CAWS is renowned for its post-health event and life-stage content, including cancer recovery, the menstrual cycle, and menopause. Under her leadership, CAWS has established strategic partnerships — including a groundbreaking collaboration with Loughborough University — to study the role of physical activity in cancer recovery and recurrence.

She is also the co-host of the Common Knowledge Podcast, making expert health and lifestyle insights accessible to all. Covering topics like cancer recovery, gut health, menopause, and reversing prediabetes, the podcast furthers her mission to turn expert knowledge into common knowledge.

As a sought-after speaker, strategist, and connector, Spooner brings people together to champion progress, collaboration, and diversity in the fitness industry. Whether leading fractional marketing initiatives, advising businesses on growth strategy, or shaping the future of health education, she remains committed to helping brands scale smarter, build a future-ready brand, and create lasting impact.

SERVICES

1:1 VIDEO
CONSULTATION

Get expert marketing and growth advice tailored to your fitness brand. Whether you need a second opinion, a fresh perspective, or strategic insights, this focused session will equip you with clear, actionable steps to move forward.

TAP INTO MY NETWORK

Need a designer, web developer, or specialist? I’ll connect you with the right people to accelerate your growth. With over two decades in the industry, I’ll introduce you to trusted professionals who can deliver real results. This does not include brokering deals. I am about meaningful connections not commission cuts.

90-DAY PLANS

A strategic roadmap designed to solve a challenge that requires outside expertise — whether it’s market entry, brand growth, or operational efficiency. In 90 days, we’ll move from opportunity to progress with a clear, structured plan tailored to your goals and your team’s capabilities.

BESPOKE

Have a unique challenge that doesn’t fit the mold? Let’s create a tailored service that delivers exactly what you need. From high-level strategy to hands-on creative or problem-solving, I’ll craft a solution built for your business.

Testimonials

WHY IT'S VALUABLE

"Bringing in an external leader at a senior level can be tricky, but working with Mel was the exact opposite. She integrated naturally with the team, built trust quickly, and made an immediate impact — without disrupting internal dynamics. Mel’s ability to cut through complexity, streamline processes, and drive real progress was matched by a genuine commitment to the people in the business. Despite being with us for the interim, she had everyone’s interests at heart, making decisions that weren’t just effective in the moment but set us up for continued momentum."

AL, Head of Digital