Meet Elsie
I’m the founder and CEO of Highland Yoga, a multi-location fitness company I founded in Atlanta in 2015 and grew from a single studio into a leading regional brand with locations across multiple markets.
Over the past decade, I’ve led the company through nearly every stage of growth: market selection and new-location development, real estate and lease negotiations, capital allocation, brand and customer acquisition strategy, pricing, organizational design, executive hiring, operating systems, and expansion into new markets.
As Highland Yoga has matured, my role has increasingly focused on the parts of company-building I enjoy most: growth strategy, development, evaluating new markets and opportunities, solving complex business problems, and building the teams and infrastructure that allow an organization to scale.
Before becoming an entrepreneur, I practiced law and served as a federal judicial clerk. I earned my J.D. from Emory University School of Law, where I was an editor of the Emory Law Journal and a published author.
My experience sits at the intersection of entrepreneurship, multi-unit growth, strategy, development, and legal/business judgment. I’m particularly interested in how founder-built and multi-location businesses can scale thoughtfully while maintaining strong unit economics, customer experience, and brand.