I help wellness and travel brands level up their content with copywriting that has a features writer’s flair
Telling stories that matter
After years of chasing audience clicks in busy newsrooms and pitching features to some of the world’s biggest magazine titles, I’ve learned what inspires readers to scroll, share and take action.
By combining classic journalism techniques, SEO tactics and insights into emerging online trends, I’ll find the human angle in your PR copy, leaning on words that better connect with your audience.
With a writer’s ‘real-world’ lens, I connect brand solutions to everyday frictions in modern life, culturally relevant talking points and zeitgeisty water-cooler moments.
From trend explainers on sea moss and Blue Zone living to investigative features on the future of travel and closing the gender data gap in health, I put the right words to work for brands that want to bridge the gap between journalism and marketing.
Whether you’re a supplement start-up needing help translating your benefits to a time-poor audience, a meditation app with a clear mission to demystify wellness jargon, or a travel operator sitting on the next big TravelTok destination, I can turn your brand’s USP into content that reads and resonates like a viral magazine feature.
My services
Copywriting
From trend explainers and service journalism to interviews and real-life stories, I bring a digital publisher’s edge to your brand content.
Think viral blog posts, clickable newsletters, sparkling web copy and scroll-stopping scripts.
Content strategy
Unsure what your brand should be publishing? We can work together to craft a digital content strategy that speaks to your brand values and cuts through the digital noise.
Consultancy
Whether you’re looking for insights on future trends or expert advice on crafting the perfect press pitch, I offer personalised 1-on-1 consultancy for brands. Together, we’ll refine your approach to stand out and succeed.
Editing
From one-off print projects to ongoing digital microsites, I handle all aspects of content planning, commissioning and coordination to ensure your content streams are perfectly tailored to your brand’s tone of voice.
Past projects
Holland and Barrett
The brief: Help a heritage high-street brand keep pace with the younger face of wellness by adopting a cooler, more millennial-aligned tone of voice to match new branding rolled out in-store and online.
The solution: Interviewing leading voices in wellness, I created an SEO-optimised article series investigating viral trending topics, from nervous system regulation and vagus nerve training to fasting diets. Bringing editorial credibility and expert authority to subjects the brand needed to speak on with confidence, the strategy helped position H&B as a trusted, culturally relevant voice in wellness rather than just a retailer. I also concepted and launched H&B’s Wellness Digest, a weekly email digest covering the wellness news, trends and trending products readers need to know.
Could creatine have specific benefits for women? What the science says
What is your vagus nerve and can you reset it? Science-backed ways to manage stress
From winter arc challenges to oral health: Your weekly wellness digest
InForm
The brief: Help a cult-favourite wellness brand cut through an increasingly overcrowded supplement space and connect with a fitness-oriented audience who care about sustainability, veganism and investing in science-backed products.
The solution: I regularly write long-form features for inForm, Form's editorial content hub, producing evidence-led articles that speak directly to their audience's priorities. Investigating everything from whether coffee before or after breakfast affects cortisol, to the recovery benefits of contrast therapy, this journalist-first approach reinforces Form's positioning as a brand rooted in credible, research-backed nutrition.
The Importance of Fibre and Why Some Diets Could Be Bad for Your Gut
David Lloyd Clubs
The brief: With over 885,000 members calling David Lloyd their second home, I was tasked with helping this leading health club better capture their audience’s attention, while bringing storytelling, culture and community to their marketing strategy.
The solution: Concepted and edited Club Life, a quartely print newspaper that takes an editorial deep dive into trending wellness topics, from the rise of padel and the merits of hot and cold therapy, to the latest research behind strength training during perimenopause. Drafting in a team of leading journalists who regularly write for Vogue, The Evening Standard, Men’s Health and The Telegraph, we showcased the expertise of David Lloyd’s trainers and the breadth of their facilities through magazine-ready editorial that allowed the brand to flex their creative muscles.
Read Club Life here.
Yond
The brief: Help newly-launched social travel platform Yond create a tactile content asset that worked as hard on social as it did at events, while appealing to a Gen Z audience that are increasingly interested in analog content.
The solution: Concepted and edited BeYond, a hybrid print and digital magazine with integrated social activations for every article. Every article was optimised for social, with voiceovers, carousels, street-style Q&As and short interview clips for Instagram and TikTok.
The editorial itself covered the travel stories shaping youth culture, from TikTok hotspots and gigs-tripping to bougie bars and the return of the ’00s gap year. Made for people finding their next trip through social, BeYond gave Yond a distinctive editorial voice, with stories designed to live on the page and travel across the feed.
Brands I’ve worked with include…
