Co-Founder & Co-CEO


Gail Asbell

Meet Gail, the dynamic leader behind Upstate Studios. As Co-CEO and Co-Founder, Gail and her team have built a successful group of pilates, yoga and boxing studios in Melbourne and Victoria.  Upstate Studios is on a mission to help people create a positive state of mind through movement, and Gail has been a driving force behind the brand’s success. With a background in brand marketing and passion for purpose led brands and building communities. Gail manages the brand strategy, people and culture and the property expansion strategy. Her innovative approach to brand marketing and creating memorable customer experiences has propelled Upstate’s expansion, including securing a capital raise in 2022 from the Cotton On Group to expand Upstate studios nationally.

Gail will share her expertise and insights on “Building Brands and Communities to Meet the Needs of the Wellness Consumer,” providing invaluable advice on building a mission driven brand that resonates with today’s consumers.

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