Strategy and advisory for brands in retail, wellness, longevity, and sport.
Working with founders, investors, and leadership teams on retainer and by project across the globe.
Get in touch
Bioniq
VAHA
Abadia
Carly Syms spent fifteen years at lululemon, where she created most of her own roles by identifying what the business needed next. That took her from running multi-million-dollar stores to building the membership program, and later to leading a North American strategy team. She has since built loyalty for the wellness brands Bioniq and VAHA and served as a COO in Dubai, where she founded Symmetry Advisory.
- Led special projects and operations across lululemon programs driving more than $1.6 billion in revenue
- Worked with lululemon's Whitespace innovation team and researchers on how people learn, testing the findings in wellness and longevity offers for members
- Built a loyalty program for a Series C wellness brand, from design through to a three-region pilot
- Developed the structure for brand partnerships with major sports leagues, including the NHL, NBA, and MLB
- Created brand partnerships with the Four Seasons, Kimpton Grey, and Joe & the Juice, establishing the model for large-scale hospitality partnerships
- Consulted on the opening, optimisation, and marketing strategy of lululemon's first experiential store, with a restaurant, workout studios, and a meditation space
NHL ✦ NBA ✦ MLB ✦ NHLCA ✦ Chicago Blackhawks ✦ Nashville Predators ✦ Joe & the Juice Four Seasons ✦ Kimpton Grey ✦ Lollapalooza ✦ Native Magazine ✦ Oura
Loyalty / Membership
Program design covering tiers, rewards, and pricing, along with the economics behind them, including points liability and breakage, through to pilot and launch.
Longevity / Wellness
Commercial and member strategy for clinics, clubs, and wellness brands, covering acquisition, retention, and growth across locations.
Retail / Brand Strategy
Store, wholesale, and brand strategy for consumer brands, including market launches, partnerships, and community programs.
Sport / Partnerships
Sponsorship, fan membership, and partnership strategy for clubs, leagues, events, and the brands investing in sport.
Operations
Organisational design, KPIs, planning cycles, board reporting, and AI adoption for founder-led businesses.
“I spent fifteen years building programs and partnerships for a global brand, and I now work with founders and leadership teams in the Gulf and beyond. Many businesses here are growing quickly, and I help them put the structure and strategy in place to keep up with that growth.”
Project
A defined piece of work, typically eight to twelve weeks
Retainer
Ongoing senior support for a set number of hours each month
Advisory
An experienced operator's view for founders, investors, and boards