Scaling with Purpose: Leading Digital Growth with Empathy and Precision

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In this episode of The Tech Trajectory Podcast, host Kavita Kerwar sits down with Fiona Rose to explore what it takes to lead with clarity and conviction in a scaling business. Fiona reflects on her cross-sector leadership experience, shares how purpose anchors decision-making, and explains why experimentation, diversity, and accountability are cornerstones of her leadership style.

1. Change is constant—communication is key

[02:20] Fiona reflects on the difference between public and private sector transformation, noting that speed is often faster in scale-ups—but communication must be deliberate and ongoing.

2. Purpose drives everything

[03:33] At Fitness Passport, the company’s purpose—helping people live healthier lives—shapes every decision across product, tech, and commercial priorities.

3. Customer insight is your compass

[04:56] Regular research and user testing guide Fitness Passport’s roadmap. “If you build without engagement, you won’t get the outcomes.”

4. The value of ceremony (and the surprise of sentimentality)

[06:59] Fiona shares an unexpected customer reaction to removing membership cards, and how the team reframed the loss by creating new moments of connection.

5. Experimentation reduces risk

[08:59] From A/B testing to beta features with edge-case bugs, Fiona champions progress over perfection and uses rich stakeholder input to validate strategy.

6. Leading high-performance teams

[10:28] Trust, accountability, and open communication underpin Fiona’s team culture. She shares how public initiative ownership builds clarity and cohesion.

7. North Stars and feedback loops

[12:02] A well-communicated North Star helps keep teams aligned during rapid change. Fiona values fast feedback, even if it’s not what leaders want to hear.

8. Accountability rituals and ring-fencing innovation

[13:24] Fitness Passport balances stability and innovation by ring-fencing the core business and giving space to more experimental initiatives.

9. In-person wins (and Slack fatigue is real)

[15:50] Fiona prefers face-to-face collaboration for culture and connection. “You can feel the side-eyes in the room—that’s feedback too.”

10. Partnerships are part of the team

[17:57] Fiona talks about DiUS' role in foundational delivery, and why shared values and cultural fit are critical when choosing tech partners.

11. Diversity builds better products

[20:50] A diverse team delivers stronger product-market fit and attracts even more diversity. Fiona shares how grassroots events and inclusive hiring practices are key to building great teams.

12. When in doubt: stay adaptable and bring in the experts

[24:46] Fiona’s mindset for uncertain paths? Stay calm, stay flexible, and call on trusted advisors to back decisions with evidence and experience.

Where to find Fiona Rose

• LinkedIn: Fiona Rose
• Website: fitnesspassport.com.au

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