Five Questions With: Jen Hamilton, Founder & CEO, Oxygen Yoga & Fitness and Morgan Hamilton, Co-Owner, Oxygen Yoga & Fitness Roundhouse

For Jen and Morgan Hamilton, leadership is personal. As the founder and CEO of Oxygen Yoga & Fitness, Jen built a community-focused brand from the ground up, turning a single studio into one of the most recognized names in boutique fitness. Her daughter Morgan, now co-owner of a studio and the company’s corporate social media manager, grew up alongside the brand. Today, she plays a key role in shaping how it continues to grow and resonate with the next generation.

Their dynamic as mother and daughter is part of what makes their leadership work. They challenge and learn from one another, bringing different strengths and perspectives to the table while staying grounded in shared values. Together, they’re building a business that puts people first, where movement is just the starting point, and community, confidence, and care are just as important.

In this conversation, Jen and Morgan reflect on what it means to lead through change, connect across generations, and stay rooted in purpose while pushing for growth.

Morgan, Jen, Oxygen Yoga & Fitness is more than a brand; it’s a growing community built around movement, connection, and empowerment. What does it mean to each of you to lead with both strategy and heart in this space?

Morgan:

Leading with both strategy and heart at Oxygen Yoga & Fitness means committing to both business growth and human connection.

Strategically, I identified the importance of engaging with a younger audience – those who shape fitness culture and set trends. By repositioning our content to resonate with their values and interests, we extended our brand’s relevance across all age groups.

With heart, It’s about showcasing real members, real instructors, and real transformation. Whether it’s a sweaty selfie, a quiet moment in savasana, or a behind-the-scenes look at a studio owner’s day, I focus on showing what makes our community special. It’s about connection, authenticity, and celebrating the people who make Oxygen what it is.

That’s why we love resharing the stories our members tag us in. It not only builds a stronger sense of community and gives everyone a space to see what’s happening at Oxygen Studios around the world, but it also encourages members to keep sharing. As more people post, we reach new audiences through their networks, helping Oxygen grow organically and powerfully.

Jen:

To lead with strategy and heart at Oxygen Yoga & Fitness is to grow the business while never losing sight of the people who make it thrive.

Strategically, our growth at Oxygen Yoga & Fitness is about more than opening studios – it’s about guiding people. As a franchise, we operate on multiple levels, supporting both our members and our studio owners, who are our direct business partners.

Studio owners are essential to our success. They bring our mission to life in their communities, provide vital insights, and drive innovation. Our job is to support them with the tools, training, and systems they need to thrive because their success fuels our collective growth.

That’s why every strategic move – how we train instructors, expand locations, or evolve our offerings, is designed to serve both members and owners. We’re not just building studios. We’re building a network of passionate leaders with empowered communities.

With heart, At Oxygen, we create a welcoming space for everyone – no matter your level or background. Our classes are designed to meet you where you are:

• We cue for Level Twos,
• Modify for Level Ones,
• And amplify for Level Threes

All done through clear, verbal guidance. That’s how we build safe, inclusive communities where you can grow – physically, emotionally, and spiritually.

You’ve both stepped into leadership roles at different life stages, with different lenses. How has your relationship as mother and daughter shaped how you collaborate, make decisions, and navigate challenges?

Our mother-daughter relationship has created a strong foundation for how we lead together. Growing up, Morgan was often around work calls and naturally absorbed many of Jen’s values and perspectives – so we share similar views on many things. But we also bring different lenses from our unique life stages, which allows us to challenge each other in a way that strengthens our decision-making.

One of the biggest benefits is the honesty we’re able to bring. We can give direct feedback without hesitation, which isn’t always easy for others on the team. At the same time, working with family has its challenges. To keep things professional, we’ve built structure – for example, Morgan gets assigned tasks by other members of the corporate team rather than directly by Jen.

Ultimately, our relationship allows us to collaborate with deep trust, open communication, and a shared commitment to the business.

In a fast-paced, franchise-based business, how do you maintain authenticity and consistency across so many locations, while also encouraging individuality and local connection?

At Oxygen Yoga & Fitness, we maintain authenticity and consistency by grounding everything in our core brand values and keeping things simple. In a fast-paced, franchise-based business, clarity is key and we’ve found that staying true to the basics allows every location to deliver the Oxygen experience with confidence.

To support alignment across studios, we run monthly incentive programs designed to motivate not just our members, but also our franchise owners and master franchisees. These programs are rolled out and reinforced on our team calls, creating shared momentum and excitement across the network.

At the same time, we know that local connection is powerful. We encourage individuality at the studio level as this balance of structure and flexibility helps every location feel like part of something bigger, while still staying authentically rooted in its local community.

The fitness and wellness industry continues to evolve, from digital disruption to changing customer values. What do you believe Oxygen needs to keep doing or do differently to remain relevant and resonant in the years ahead?

As CEO of Oxygen Yoga & Fitness, I’m proud of how we’ve built a brand rooted in innovation, community, and empowerment. Our unique blend of yoga and fitness in Far Infrared heated rooms, paired with our welcoming, inclusive environment, continues to set us apart. We’ve built something more than a workout – it’s a place where people feel they belong.

We’re constantly evolving, adding new class formats and workshops based on trends and what our members are asking for. But while we innovate, we remain grounded in what makes Oxygen special – our community. Our mission statement, “I love my life,” and weekly poses and affirmations are more than tradition; they’re emotional touchpoints that help members leave each class feeling stronger, more connected, and inspired in their own way.

Looking ahead, expanding our digital offerings and supporting consistency across franchises will be key. But no matter how we grow, our goal remains the same: to make every person feel welcomed, supported, and part of something bigger. That’s the Oxygen way.

Jen, you’ve built Oxygen from the ground up into a globally recognized brand. What leadership lessons have stayed with you from that very first studio, and how do you stay grounded while leading a global expansion?

Building Oxygen Yoga & Fitness from the ground up has been one of the most humbling and rewarding experiences of my life. From the very first studio, one lesson that’s always stayed with me is the power of connection – genuine, human connection. When I opened that first location, I knew every member by name, heard their stories, and saw firsthand how movement, breath, and community could change lives. I learned that being a leader means helping others, showing empathy, and setting a good example. 

As we’ve grown into a nationally recognized brand with studios across North America, I’ve held onto that mindset. No matter how big we become, staying grounded means remembering where we started and why we exist: to help people feel stronger, more empowered, and supported. That’s why our mission statement, “I love my life,” and our weekly affirmations are so important – they’re a heartbeat that connects every studio, instructor, and member.

Leading a global expansion comes with a big responsibility, but I always return to the small things: showing up with integrity, supporting our franchisees like family, and making sure our culture remains one of authenticity and care. Growth is exciting, but what keeps me centered is knowing that our success is built on people, on the real lives we touch every day in every class. That’s what inspires me to keep going and to keep leading with purpose.

Morgan, you stepped into the business at a pivotal time and reshaped the brand’s voice to connect with a younger demographic. How do you stay in tune with what’s culturally relevant, and how do you bring that insight into a franchise model that spans generations and geographies? 

When I joined the business, I saw a strong opportunity to refresh our brand voice to better connect with a younger, more digital audience while staying true to the heart of Oxygen. Staying relevant means paying close attention to our members, to broader social trends, and to what’s happening in the wellness and lifestyle space.

I regularly explore platforms like TikTok and Instagram to understand not just what’s trending, but why it matters. I look for the values that drive today’s culture, such as inclusivity, self-expression, and wellness. Translating that into a franchise model requires balance. We build fresh, modern campaigns that franchise owners can adapt to fit their local communities.

At the same time, we preserve what makes Oxygen special. Our mission, “I love my life,” and our studio traditions help create a consistent emotional connection that speaks to all ages. These practices remind us that while styles evolve, people still come to Oxygen for the same core reasons: connection, empowerment, and self-love.

My role is focused on turning cultural insight into meaningful action. Whether I’m creating social content or supporting franchisees with local messaging, my goal is to keep the brand evolving with intention while staying true to its roots.