How We Created The Pathway Membership for To Be Magnetic

At Substance, we partner with founders and entrepreneurs to turn dreams into reality by building holistic business ecosystems™️ that result in industry-defining, iconic brands. One of the clearest examples of this work is the strategic partnership that led to the creation of The Pathway Membership for To Be Magnetic.

This case study outlines the process used to evolve an intuition-led brand into an industry-defining ecosystem—and reflects the same framework we use today with founders and brands preparing for their next stage of global expansion.

Phase 1: Building the Holistic Business Ecosystem Roadmap

When the partnership began in 2017, the work started with creating a clear plan of execution. Before building anything, we defined:

• How the founder wanted to live and work
• The long-term vision for the brand
• The role the business needed to play in her life
• The audience the brand was meant to serve

From this foundation, a comprehensive business plan and strategy were created. This strategic roadmap became the filter for every decision that followed.

The first execution of this strategy was The Formula & Magnetism Workshop, To Be Magnetic’s (then Free + Native’s) first evergreen digital course. Substance supported the full creative and strategic execution—from offer positioning to content production and launch assets—ensuring the product entered the market successfully.

With a multi-six-figure launch in the first week, the ecosystem was validated, and we moved forward with executing the rest of the business plan.

Phase 2: Creating the Content + Platform Infrastructure

With the success of the digital product proven, the focus shifted to building the platforms required for long-term growth.

This phase included:

• Conceptualizing and launching The Expanded Podcast
• Establishing editorial strategy and content systems
• Designing workflows to support consistent output
• Hiring and onboarding the brand’s first employee

Each platform served a distinct role within the ecosystem—audience development, education, trust-building, and brand authority. Nothing was created in isolation. Every element reinforced the larger vision and business model established at the outset.

This phase focused on building internal systems for sustainable growth.

Phase 3: Intentional Expansion & Team Growth

Over the course of the partnership, the business evolved into a multi-dimensional brand, including:

• Multiple digital courses
• Ongoing editorial and social content
• A comprehensive content calendar
• Press, PR, and podcast opportunities
• Live workshops and in-person events
• Team retreats and internal culture development
• A growing team to support execution and scale

At this stage, the work shifted from planning to execution and growth—ensuring each element of the ecosystem remained aligned, sustainable, and structurally supported.

This is where many businesses can often lose the big picture and things start to feel dilluted.
This is also where strategic partnership becomes essential.

Phase 4: Distilling the Ecosystem Into a Signature Model

At the end of 2018, the final project of the collaboration was the creation of To Be Magnetic’s annual business plan.

Rather than starting with products, the process returned to core ecosystem questions:

• What is the brand’s mission and vision?
• Who is the audience, and what do they truly need?
• Which offerings belong in the ecosystem—and which no longer fit?
• How should content platforms support the business model?
• What annual and quarterly goals are required to bring this vision to life?

From this process, The Pathway Membership was conceived—its name, structure, and format designed as a direct reflection of the founder, the audience, and the vision for the future of the business.

Memberships were not new.
This ecosystem-driven model was.

And that is why it worked.

It was perfectly aligned for the client—which was the brief for 2019.

The Substance Approach

The success of The Pathway was not the result of trend-following or replication. It came from building something that was a true reflection of the founder’s vision—supported by strategy, structure, and intentional execution.

This is the foundation of our work at Substance:

• Turning dreams into reality
• Building holistic business ecosystems™️
• Creating industry-defining, iconic brands

For Founders Ready for Strategic Partnership

Substance Partnerships are designed for founders and brands who are ready to move beyond isolated offers and into a cohesive, industry-defining ecosystem.

This work is for those ready to:

• Evolve their business model
• Refine or rebuild their ecosystem
• Create signature offerings with longevity
• Scale with clarity, alignment, and intention
• Build an iconic, industry-defining product
• Create a global brand that reflects their essence

We are here to help you turn your dreams into reality. Reach out here to start your partnership today.