Forme follows function.

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Who We Are

Forme shapes hospitality-driven fitness and wellness environments that people want to belong to — from brand, to space, to systems.

  • Forme operates at the intersection of strategy and execution. We don’t just define the vision, we design the environments, systems, and experiences that make it real. Our approach is collaborative, practical, and grounded in firsthand design and operating experience.

    We act as an extension of your business to align brand, space, team, and operations around a shared direction.

  • Our perspective is shaped by over 15 years of experience designing environments and building brands across fitness, wellness, and hospitality. This includes leading complex commercial interior design projects up to 30,000 sq ft, as well as launching and operating a premium fitness brand scaled to $25M+ in annual revenue. 

    We lead with design thinking and bring an operator’s mindset to every engagement, balancing creative ambition with commercial reality.

  • We work with founders, operators, leadership teams, developers, and design studios who are shaping ambitious fitness and wellness experiences.

    This includes:

    • Early-stage concepts defining their foundations

    • Growing brands preparing to scale

    • Established businesses refining experience, systems, or strategy

    • Creative studios seeking specialized fitness and wellness expertise

    • Developers creating or evolving fitness and wellness models

  • Forme is a founder-led consulting practice built around thoughtful collaboration and high standards. Depending on the scope, we work independently or partner with a trusted network of specialists across construction, marketing, and operations to deliver outcomes that are both deeply considered and highly practical.

Let's Build What's Next

Principal

Black and white portrait of a smiling woman with wavy hair, wearing a button-up shirt, looking at the camera in an indoor setting.

Morgan Thomas, NCIDQ, LEED AP is the Founder and Principal of Forme.

With over 15 years of experience across fitness, wellness, and hospitality, Morgan has led brand strategy, interior design, and operational growth for both early-stage concepts and multi-location businesses. Her background is rooted in professional interior design, with end-to-end responsibility for projects up to 30,000 sq ft, and also includes hands-on leadership building and scaling a premium fitness brand to $25M+ in annual revenue.

Morgan brings an operator’s perspective to every engagement, working closely with founders, leadership teams, and design partners to translate vision into clear strategy, scalable systems, and environments that support both business performance and human experience.

She is known for bridging disciplines, aligning diverse stakeholders, and bringing clarity to complex projects, helping teams move from ambition to execution with confidence.

  • "Morgan has a rare ability to translate a brand vision into physical spaces that not only photograph beautifully, but also function seamlessly for guests and staff."

    — David Ingram, Founder, Sweat and Tonic

  • “Morgan brings strong design instincts together with disciplined project leadership, keeping complex projects focused and on track. Her passion for helping businesses and people succeed has consistently made her one of my favourite people to work with."

    — Jeff Cutler, Founder, Cutler Design & Architecture

  • “Morgan’s influence was evident throughout the evolution of the brand, both in the built environments and in the collaborative, solutions-oriented approach she fostered across teams and disciplines.”

    — George Agnew, Vice President, GAMA Construction Company

How We Work

A thoughtful, collaborative approach tailored to each client

No two projects are the same. Every engagement with Forme is shaped around the specific brand, business, and community we are supporting. We listen first, align on strategy, and move forward with clarity, balancing creative ambition with practical execution at every step.

  • We begin by getting to know your brand, business, and community in depth. This includes understanding your vision and values, your operational realities, your audience, and your goals, both immediate and long-term. Discovery allows us to work from a place of shared context and informed decision-making.

  • We translate insight into a clear concept and strategic direction. This phase connects brand intent with practical realities, aligning experience, operations, and business goals before design work moves forward. The result is a thoughtful framework that guides all subsequent decisions.

  • We develop integrated solutions across brand, space, and systems. Design decisions are made with the full experience in mind, from how spaces feel to how teams operate day-to-day. Every element is considered through both a creative and operational lens.

  • As ideas move into action, we stay closely involved to support implementation. This may include coordination across teams, reviewing work in progress, and helping resolve decisions as they arise. Our role is to keep the work aligned, moving forward, and grounded in the original intent.

  • Our involvement doesn’t end at launch. As projects come to life and evolve, we remain available as a trusted partner. Whether through continued advisory support or an as-needed outside voice, we help ensure the work holds up over time and continues to serve both people and the business.

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