For Morgan Thomas, wellness isn’t just about movement, it’s about meaning. As Chief Brand Officer at Sweat and Tonic, she’s helped shape one of Toronto’s most dynamic wellness spaces, where fitness, recovery, and hospitality coexist under one roof.
With a background in interior design and a passion for community, Morgan approaches wellness through the lens of human experience. In this conversation, she shares how intentional design can inspire connection, how leadership evolves with growth, and why the future of fitness begins with belonging.
From Designer to Brand Leader
Morgan’s journey into the wellness industry began long before Sweat and Tonic opened its doors. “My background is in interior design,” she said. “That’s how I started working with the brand.”
Originally brought on through a Vancouver-based architecture firm, she helped founder David Ingram bring his vision to life. “He had this great idea of combining everything in one space, spin, yoga, HIIT, even a bar. We worked together to imagine what that could look like.”
Then came an unexpected pivot. “David called one day and said, ‘I found the perfect GM, the only problem is they’re in Vancouver.’ And I said, ‘Do you want me to meet them?’ He laughed and said, ‘No, it’s you.’”
That moment marked the start of a new chapter, one where creativity met leadership. “It was interesting to jump into the operations side of something I had helped build from the ground up. It made me realize that design and management are both about people, about building systems that work together.”
Creating Space for Connection
At its heart, Sweat and Tonic was designed as a home for community. “The easiest way to describe Sweat and Tonic is a fitness and wellness hub,” Morgan explained. “We bring together the best of everything, fitness, recovery, mindfulness, all in one space.”
The brand’s second Toronto location houses the largest ride studio in Canada, but what makes it special is how it feels. “Most studios aren’t designed to facilitate connection. We wanted to change that, to make sure the instructor can see every guest, and that everyone feels seen and supported.”
Her design philosophy blends aesthetics with emotion. “The space is warm, intimate, and social all at once. You can have your own mindful moment, or share an experience with friends. It’s meant to feel like home.”
Hospitality as the Future of Fitness
Morgan believes the hospitality mindset is what sets Sweat and Tonic apart. “From the beginning, we wanted to take a hospitality approach to wellness,” she said.
That vision has shaped every detail — from the lighting and layout to how guests are greeted at the front desk. “In our first week open, two people walked in and asked for a room. They thought it was a hotel. I still laugh about that moment because it proved our concept — people could feel the difference the second they entered.”
Whether guests come for a class, a red-light session, or a smoothie at Tonic Café, they’re stepping into a lifestyle. “It’s not just about workouts. It’s about the entire ecosystem of wellness, moving your body, eating well, resting, connecting. That’s the experience we’re curating.”
Evolving Through Growth
As Sweat and Tonic expanded, Morgan’s role evolved alongside it. “We were launching Sweat Live, Sweat on Demand, Sweat on the Roof, all during the pandemic, while also building our second location, which was 10,000 square feet bigger than the first.”
That growth inspired a shift in leadership. “The Chief Brand Officer role allowed me to step back from day-to-day operations and think holistically about the brand, the message, the culture, the experience.”
Through it all, her goal has been to keep the brand human. “When you’re growing quickly, you can lose touch with your ‘why.’ I wanted to make sure we stayed connected to our purpose, to build a community that feels inspired, supported, and proud to be part of something.”
Leading with Intention
Morgan’s leadership philosophy centers on alignment, between people, purpose, and experience. “If you don’t have a great team experience, you can’t have a great guest experience,” she said.
From the beginning, she focused on defining brand values and embedding them in the culture. “We wrote the brand voice and mission, but we also made sure everyone lived it. Whether you’re teaching class or serving coffee, you’re part of that story.”
She believes strong teams are built on clarity and trust. “Someone once told me it’s a question of skill versus will. Skills can be taught, but willingness, drive, and alignment with the mission are what really matter.”
The Next Evolution
With a third Toronto location opening soon, Morgan sees an opportunity to evolve again. “It would have been easy to replicate what worked before, but we want to keep innovating, to push the boundaries of what wellness spaces can be.”
Each new studio reflects the neighborhood it’s in. “Every location feels like Sweat and Tonic, but also has its own personality. Guests expect that, those moments of surprise and delight. It keeps the brand alive.”
She sees the future of fitness as integrated and intentional. “People want more than a workout. They want a place where they can connect, recover, and recharge, a place that supports who they are beyond the gym.”
Designing for Wellbeing
From designer to brand leader, Morgan Thomas’s journey mirrors the evolution of wellness itself , from form to feeling, from performance to presence.
“What I’ve learned,” she said, “is that building a strong brand and building a strong team are really the same thing. When your people feel connected to your purpose, your guests can feel it too.”
Through her work at Sweat and Tonic, Morgan continues to blur the lines between fitness and hospitality, designing spaces that don’t just look beautiful but make people feel seen, connected, and at home in their own wellbeing.
