About Me

Hi, I’m Zurina - a strategist, coach, and people-first leader who’s spent over two decades working across a range of dynamic industries, from advertising to wellness to tech, the arts to corporate consulting.

Throughout my career, I have had the privilege of leading teams and managing operations in both corporations and boutique businesses. My working style is defined by a commitment to nurturing the growth of staff and operational excellence within any business I work with. I thrive on helping businesses execute strategic initiatives that enhance service delivery while fostering environments of collaboration and continuous improvement.

I’ve always loved working with people, especially those who are determined to see their goals through. Whether you seek clarity, direction, or the systems to get organised and thrive, I am here to guide and support your journey.

A Career Shaped by Human-Centred Leadership

From heading up teams at Ritual Gym as Country Manager, where I rolled out new venues and led cultural transformation, to managing four high-performing studios at Breathe Pilates Singapore, I’ve built a reputation for delivering thoughtful leadership, efficient systems, and a warm, approachable style. At Sunday Fun Day, a co-owned consultancy business, I managed everything from SaaS events to mobile app projects and art gallery operations - each one tailored with strategic vision and human connection.

At Self Leadership International, I focused on building client portfolios through coaching and team development. During this time, I honed my communication approach, incorporating Neuro-Linguistic Programming (NLP) and Meta-Coaching methodologies, and held the role of Founding President of the Meta-Coach Foundation in Sydney.

What Drives Me

At the heart of everything I do is a passion for meaningful connection and purposeful action. I’m always curious about people’s stories and deeply invested in helping individuals and teams move forward with confidence and clarity. I believe in creating systems that support not only business success but personal well-being.

Whether I’m training new staff, streamlining studio logistics, building onboarding systems, coaching executives, or planning a 12-month goal-setting journey, my personal mission remains the same: to create space for people and businesses to thrive.

If you’re looking for someone who blends strategic clarity with heartfelt support, I’d love to connect.