The Challenge

WoW had grown from a group coaching programme into a global community of more than 300 women across 32 countries, supported by 20 certified coaches. From the outside, it looked like the beginning of a movement. Inside the business, it felt heavier.

WoW was built on generosity. But the more it grew, the more it depended on Isa personally carrying the quality of what she had built. “I managed fine,” Isa says. “I managed fine with supporting them and doing my own thing. And then I hit the wall.”

“Most founders know some version of this,” says Anthony Leung, Founder of the Tamashi Collective. “The business starts with soul. But the soul can become a burden if the business doesn’t know how to protect it.”

The Solution

SoulOps by Tamashi is an integrated method that aligns business, brand, tech, and team as one. In Isa’s case, so her business can scale without losing its soul. SoulOps begins with a diagnostic to see what’s working, what is pulling too much weight and what needs protecting.

From there, WoW moved through two core tracks:

Brand Therapy: clarified the belief system, founder story, voice, and brand assets so the mission could be communicated consistently without Isa in the room.

Core belief: No one becomes their bravest self alone.

Business Architecture: redesigned the operating system—offers, roles, decisions, and ways of working—so profit could function as support (for scholarships, coaches, quality, and growth).

Aim: Make generosity easier to carry.

The Result

“Probably the biggest gift that Tamashi had given me,” Isa says, “when we started the process, I was alone. Three months later, with greater clarity, I found my COO, Anna Marques. That is a massive win. Because without the work with Tamashi, I would not have known what I was looking for.

”With clearer brand and stronger infrastructure, WOW shifted from founder led to architected for growth.