About Me

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

Throughout my career, I have been privileged to lead teams and manage operations in corporations and boutique businesses. My working style is defined by a commitment to nurturing staff growth 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 determined to see their goals through. Whether you seek clarity, direction, or the systems to get organised and thrive, I 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 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. I also held the role of Founding President of the Meta-Coach Foundation in Sydney.

What Drives Me

My passion for meaningful connection and purposeful action is at the heart of everything I do. I’m always curious about people’s stories and deeply invested in helping individuals and teams move forward confidently and clearly. I believe in creating systems that support business success and personal well-being.

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

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