Ashley Marand Iwanicki is the founder and CEO of The Collective Studios, a boutique fitness brand in New Hampshire that’s redefining what it means to lead with purpose, build community, and create experiences that actually move people.

In this powerful conversation, Ashley shares how a vivid dream sparked the vision for her studio, what it means to build a brand rooted in expansion and belonging, and the bold leadership decisions that helped her scale with soul.

As a Fitcarma brand, Ashley partnered with us to clarify her message and elevate the Collective Studios identity into something bigger than a studio—it’s now a brand people feel. In this episode, we go behind the scenes of what it really takes to build something that resonates on every level.

You’ll hear us dive into:

• The moment she realized fitness had to be more than workouts

• How Collective Studios blends performance with purpose

• What it really takes to develop a high-performing, empowered team

• The systems that drive consistency and connection across locations

• Why staying in the messy middle is part of the magic

• And how transformation begins with creating the conditions for people to return to themselves

This episode is part of our new Brands That Move People series, where we spotlight founders who are doing things differently—and doing it well. If you’re a studio owner, instructor, or creative leader in the fitness space, this one will leave you fired up.

🔗 Connect with Ashley: @ashleymarandhealth 🔗 Learn more about her studio: @thecollective_studios