If you're thinking of hiring me, read this first
If you're weighing up whether to bring me into your business as an operator, growth lead, consultant or contractor, this post is the honest version of my CV. It's what I've built, run and fixed with teams around me, and how I'd approach doing the same for you.
The short version: I'm a Gold Coast based wellness and recovery operator first. I've spent around ten years inside wellness and recovery, retail and ecommerce, and franchise and multi-site businesses. I don't hand over a strategy deck and leave. I drive the growth, the team delivers it, and I stay accountable for whether it works.
That's also the line I built my consultancy, Plexo, around: I don't advise on growth. I build it and live with it.
Running a real centre: P3 Recovery Burleigh
I'm a director and shareholder of P3 Recovery Burleigh, a contrast therapy and recovery franchise in Burleigh Heads. Ice baths, infrared and traditional sauna, red light, compression, hyperbaric oxygen and IV therapy, all under one roof. Owning part of the business means I feel every decision in the numbers.
What that role has actually involved:
- Launching a new service line. Led the team that launched IV therapy in the centre, delivered by a registered nurse, and built the marketing around it.
- Marketing in a regulated category. Led TGA-compliant marketing across email, SMS and social, plus compliance frameworks for IV advertising. In health, getting this wrong costs more than a bad campaign.
- Paid and organic acquisition. Drove Meta ad campaigns for contrast therapy and IV, and monthly Instagram performance reporting back to franchise HQ.
- Community and events. Led P3 Pulse, a run relay and workout challenge at Burleigh Hill, and a Winter Wonderland Challenge with partner Pillar Performance. In our centre, in-person acquisition consistently beats paid social on cost.
- B2B channels. Built the outreach strategy to wedding planners for mobile IV bookings with the team, opening a new revenue stream outside the four walls.
- Shareholder-level decisions. Researched new modalities (mild hyperbaric and red light) for shareholder approval, built a revenue framework for in-facility screen advertising, and produced marketing performance reports for the shareholder group.
The lesson I'd bring to any role: growth in a physical wellness business is rarely one big lever. It's acquisition, retention, staff capability and the in-centre experience all pulling the same way.
Systems that run without the founder
The thread through everything I build is simple: if a business only works when the founder is in the room, it doesn't scale. So I build systems that keep working when I'm not there.
Some examples:
- AI customer service at Hi Vibe Water. I hold equity in Hi Vibe, a wellness water brand, and built an AI customer service widget so common questions get answered instantly, without a person.
- Customer segmentation. For Hi Vibe I built a Shopify segmentation tool to target regional Queensland customers, and set up WhatsApp infrastructure to coordinate deliveries.
- Operations visibility. At P3 I built an operations dashboard for the co-owners, and ran a cancellation data analysis to find where bookings were leaking.
- Automation proposals. I drafted a proposal to franchise HQ for an AI agent integrated with Hapana, the booking and membership platform we run on.
I'm comfortable across the stack a modern operator needs: Shopify, Meta Ads, Hapana, Canva, Excel modelling, Cloudflare and AI tools. and I use AI daily to move faster without cutting corners.
Content as infrastructure, not decoration
Most brands treat content as something to post. I treat it as a system that compounds: planned, tracked and built to convert.
For P3 Recovery Burleigh I built a complete 15 day content series for Instagram and TikTok. Each platform got its own calendar, full caption copy with hooks and calls to action, a strategy and hashtag reference, and a production tracker. Every post sits under one of five themes: Modality, Member Story, Education, Mindset and Offer.
Two principles came out of that work that I apply everywhere:
- Platforms are not interchangeable. TikTok rewards keyword led short captions, an on screen hook in the first two seconds and native formats like POV clips and facility tours. Instagram rewards deeper educational carousels and richer copy.
- Lead with your differentiators, everywhere. Premium services like hyperbaric oxygen and IV therapy shouldn't be siloed into one post. They should run through education, member stories and offers.
I'm also building a faceless publication account on Instagram that breaks down the wellness and performance industry for operators and founders, launched with 45 days of daily content. It's a live test of the same playbook, applied to my own audience.
Building from zero
Running an established centre is one skill. Starting something from nothing is another. I do both, and each makes me better at the other.
- Plexo is my growth architecture consultancy for premium wellness and performance brands across Australia and New Zealand. I built the positioning, website, tiered service model, pricing, and a full outreach and onboarding program. The entry point is a $399 Revenue Health Check.
- Vela is a luxury travel and wellness residency brand I'm co founding. I've led the brand identity, pitch deck suite and go to market strategy, built around a funnel from a one day Vela Day experience to a four day Vela Ascension and a longer term residency.
Across both I've done the unglamorous work too: financial models, partner documents and brand systems. I know what it takes to get something from an idea to a first customer.
What I bring, and how I work
If you bring me in, here's what you get:
- Team-first delivery. Growth is a team effort. I drive it and lead the team that delivers it, so you get one person accountable with a team behind the work.
- Operator judgement. As a director I've led a centre, its staff, members and fellow shareholders at the same time. I know what's realistic on a Tuesday afternoon, not just in a strategy session.
- Commercial and creative, end to end. I model the numbers, write the copy, brief the content and set up the ads, then lead the team that runs them day to day.
- Compliance awareness. I've marketed regulated health services under TGA rules and know where the lines are.
- Systems over heroics. I document, automate and simplify so the work keeps running without me. Too many playbooks is a problem I've lived, so I build fewer, clearer ones.
- AI fluency. I use AI tools every day to research, build and ship faster, and I know where they help and where they don't.
Outside work I'm an ultra runner and strength athlete. Early training, sauna and red light are part of my daily routine. I live the category I work in, and I understand the customer because I am one.
Frequently asked questions
What does Jordan Chenery do?
I'm a wellness and performance growth operator based on the Gold Coast. I'm a director and shareholder of P3 Recovery Burleigh and the founder of Plexo, a growth architecture consultancy for premium wellness brands.
What kinds of businesses do you work with?
Premium wellness, recovery and performance brands across Australia and New Zealand. That includes recovery and contrast therapy centres, studios, and health and wellness product brands.
Can you help a recovery centre or wellness clinic grow?
Yes. I've led member acquisition, retention, new service launches and TGA compliant marketing inside a working recovery centre, so I start from what actually happens on the floor.
Do you work remotely or on site?
Both. I'm based on the Gold Coast and travel across Australia and New Zealand for the right engagement.
How do we get started?
Most clients start with the $399 Revenue Health Check. If you're hiring for a role, contact me directly and we'll set up a conversation.
Ways to work together
I'm open to a few kinds of engagement:
| Engagement | Best for |
|---|---|
| Revenue Health Check ($399) | Brands that want a clear diagnosis before committing |
| Project or contract work | A launch, campaign, content system or new service line |
| Ongoing growth partnership | Brands that want growth built and run, not just advised on |
| Operational or leadership role | Wellness, recovery or performance businesses scaling across sites |
I'm based on the Gold Coast and happy to travel across Australia and New Zealand for the right work.
If any of this sounds like what your business needs, get in touch through plexo.online or jordanchenery.com. Tell me where you're stuck, and I'll tell you honestly whether I'm the right person to fix it.