Scaling with Purpose: Leading Digital Growth with Empathy and Precision

Send us Fan MailIn 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 RoseLinkedIn: Fiona RoseWebsite: fitnesspassport.com.auFollow us on Instagram, TikTok and YouTube.