Online & IRL — Case Study

MetaWell: from wellness content to a community of practice

How I helped MetaWell founder Kelly Cloutier clarify her brand, design a revenue architecture, and reimagine the platform as a third space for intentional practice — not just content consumption.

Client

MetaWell / Kelly Cloutier

Brand strategy

Audience persona mapping, messaging framework, brand voice refinement

Platform strategy

Community platform audit (Mighty Networks, Kajabi, Patreon, Discord) with recommendation

Revenue architecture

Tiered model across membership, ticketed events, digital products, and physical goods

GTM planning

Launch sequencing, collaborator framework, audience-to-advocate journey

Website UX

Audit and recommendations for CTA flows, gated content, and email capture

Systems design

AI-assisted workflows, Zapier automations, CRM and onboarding infrastructure

The Shift

From content output to community architecture.

Early sessions revealed MetaWell's Guides and Instagram posts were reaching people, but not allowing MetaWell to develop deeper relationships with their audience.

I reframed the platform around a single idea: MetaWell could expand to be a third space for practice — a place where people engage actively with technology, together. That reframe shaped every downstream decision: platform selection, membership pricing, event formats, and how collaborators could plug in without creating more work for Kelly.

The community was designed around two flagship practices — an information abundance workshop and an Offline Sundays cohort — lightweight enough for Kelly to run sustainably while building toward a richer library over time.

Impact

$40

All-inclusive monthly membership tier established

$85K

Annual revenue target modeled and mapped to income replacement

3→1

Objectives collapsed from scattered tactics to a single platform launch

In Kelly's Words

"This conversation has been so helpful — really thinking about it as a third space for practice is like a really big light bulb. It's not so mentally intensive, it's more about the doing. And I love that the practice piece is so impactful and so community driven."

— Kelly Cloutier, founder of MetaWell

"You're such a rare person I've met that actually understands the space. People hire someone to generate content or do socials, but this is such a different thing — you have to get it, and there are so few people who get it."

— Kelly Cloutier, MetaWell