What 10 cottages taught me about marketing. From corporate strategy to a 23.5% ROI in the Peak District: Discover how a marketing consultant and her husband turned a “crazy” side hustle into a market-leading brand, proving you’re never too old to learn – or to pivot.
In the middle of January, my husband Steve and I officially handed over the keys to Wheeldon Trees Cottages to the next guardians of this amazing piece of the Peak District National Park.
It was a bittersweet moment, but it marked the end of a chapter that proved something I’ve always told my clients – strategy is universal. Whether you are selling a global service or a luxury stay in the Peaks, the principles of excellence don’t change.
The “Crazy” Side Hustle
Back in 2021, when we bought a retreat of 10 cottages set across 12 acres, many people thought we were a little bit mad. We were stepping out of our comfort zones and into a completely new industry.
We didn’t just want to run a holiday retreat. We wanted to build a market-leading brand. For five years, we applied the same growth frameworks we’d used in our corporate careers:
Precision execution: Steve managed the transformation of the estate with the 40 years of precision he’d crafted in house building.
Premium positioning: We moved away from “just a rental” to a luxury experience.
Digital storytelling: We obsessed over the guest journey long before they ever set foot in the Peak District.
The Results of the Risk
The “learning on the job” paid off. By applying rigorous marketing strategy to a traditional hospitality business, we achieved:
20% year-on-year sales growth.
An overall Return on Investment (ROI) of 23.5%.
At the end of 2025, we received an offer we simply couldn’t refuse. While the sale concluded this January, the lessons we took from the process are permanent.
Why You’re Never “Too Old” for a Second Act
If this journey taught us anything, it’s that you are never too old to learn a new trade or test your skills in a different arena. Stepping into the unknown is a risk, yes – but it’s also where the most profound growth happens.
Success isn’t about knowing an industry inside out from day one. It’s about having the curiosity to learn and the frameworks to execute.
What’s Next?
As for us, it’s time for the next adventure.
Steve is moving from four walls to two wheels, trading property management for his passion for cycling (as most people who know him would have suspected!). If you see him on a country road near you, I’d be very grateful if you didn’t run him over.
As for me? I’m back to doing what I love most – helping businesses find their own “market-leading” strategy. I’m taking everything I learned in the hills of the Peak District and bringing it back to my consultancy.
Are you looking to scale your own “side hustle” or refine your brand’s strategy? Let me know if you would like to chat.
Visit me on LinkedIn.
Read more of my blogs.
About Me
If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. Later, in 1999, I founded a full-service agency and spent the next 24 years successfully growing it. During that time, I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. Then, in 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
For the last five years, my love of marketing and communications powered our own family venture: a retreat of holiday cottages in the Peak District. I love making brands look and work better, and consequently, in just a few short years, we drove significant growth. In fact, thanks to my focus on SEO, we consistently ranked on page one for most key regional search terms, making 2025 our busiest year yet. We sold our venture in 2026, achieving a great return on investment.
Do you need help making your brand or business perform better? If so, I’d love to meet you. I’m based in Ashbourne, Derbyshire but work with companies across the UK and globally.