TORONTO, ON — August 31, 2026 — NexScale™, the AI Business Partner for wellness and fitness operators that adds a retention intelligence layer on top of any CRM, today announced the appointment of Morgan Thomas to its Advisory Board.
Morgan brings more than 15 years of brand and business leadership across wellness, fitness and hospitality, including as an executive at Sweat & Tonic, one of Toronto's most recognizable wellness brands. She is NCIDQ certified and a LEED Accredited Professional, with a design foundation from Ringling College of Art and Design. Her career has centred on the spaces, brands and member experiences that turn a facility into a place people choose to return to.
Strategic rationale
The appointment reflects a conviction at the centre of NexScale's product strategy: retention is an experience problem as much as a data problem.
NexScale identifies members at risk of lapsing — monitoring attendance, booking frequency and engagement to surface disengagement weeks before a cancellation — and then acts on those signals through personalized follow-up. The effectiveness of that intervention depends less on the accuracy of the prediction than on whether what reaches the member feels genuinely human.
Morgan's expertise sits precisely at that intersection. For owner-led studios, the physical environment, the quality of the welcome and the sense of belonging are not adjacent to retention; they are its mechanism.
Executive commentary
"Morgan understands something we care about deeply — that retention is won in the details of the member experience, long before it shows up in a report," said Dr. Soodeh Farokhi, Founder and CEO of NexScale. "She has built brands that operators admire and run the business behind them. She will make us sharper about how we show up for the people we serve."
Areas of focus
In her advisory capacity, Morgan will contribute across three areas:
Brand strategy and positioning as NexScale scales across Canada and the United States
Member experience, including the design of retention interventions that preserve the human quality of an operator's relationship with their members
Go-to-market and community, alongside NexScale's operator network and roundtable programme
Morgan joins an advisory group that includes Shirin Dehghan, a serial entrepreneur whose company reached a significant exit, and Giff Constable, a veteran software executive and former CEO of Neo and Chief Product Officer at Meetup.
About NexScale
NexScale is the AI Business Partner for wellness and fitness operators. Its flagship product, NexScale Chloe™, adds a retention intelligence layer on top of the CRM an operator already uses — Mindbody, Mariana Tek, Arketa, WellnessLiving, PushPress, Glofox and others — with no migration and no second system of record. NexScale is not a CRM replacement.
What separates NexScale from the analytics and sales-and-marketing automation tools already in the category is that it does not stop at insight. Built on the company's proprietary agentic AI platform, NexScale reaches members at the right moment with a personalized message written in the operator's brand voice. It remembers what each member says back, carries that context forward, and shapes the next follow-up around it — which goes out only once the operator approves. Insight is not execution, and NexScale is built for the execution half.
Based in Toronto, NexScale works with boutique studios, wellness centres and multi-location operators across Canada and the United States, helping owner-led businesses move from founder-mode to system-mode without adding operational complexity.
Learn more at nexscale.ai.
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