Aiir Takes Flight: Heather Morris Launches New Comms Firm 

After scaling some of the biggest names in wellness, former Jack Taylor PR president Heather Morris is stepping out with Aiir

Heather Morris, former president of Jack Taylor PR, has launched Aiir, a new strategic communications agency built for fast-growing wellness and performance brands navigating the next phase of growth.

Morris brings a proven track record to the venture. At Jack Taylor, she led communications strategy for top players, including AG1, Whoop, Hyperice, Eight Sleep, Remedy Place and ARMRA. Under her leadership, the agency scaledfrom three to more than 60 employees and expanded internationally into Australia, the Middle East and the U.K.

Now with Aiir, Morris says she has created a platform for a more agile and attuned approach to communications, one shaped by years of working alongside high-growth, mission-driven brands.

“Modern brands need more than media coverage,” Morris said. “They need narratives that resonate, programs that perform and partners who understand where they’re headed. Aiir was built to move at the pace of culture, to help brands get seen, heard and understood.”

Aiir offers services across digital storytelling, podcast strategy, affiliate marketing, brand partnerships and experiential events. Whether a brand is launching, scaling or repositioning, the agency is designed to meet them where they are and help them build momentum.

Building Brands That Last

“Successful brands don’t just grow, they compound,” Morris said. “They build systems that scale, not just campaigns that perform.”

According to Morris, companies that scale well are ruthlessly clear on who they serve and what problems they solve, a mindset that offers a glimpse into the guiding principles behind her new agency.

“Outcomes ultimately drive word-of-mouth—whether it’s better sleep, improved strength or sustainable habits,” she said, adding that the best brands track and showcase measurable results from real users and invest in education, storytelling and content that attract, convert and retain far beyond paid media.

Still, Morris warns that many brands fall short when it comes to real engagement. In a saturated market, she says, presence alone doesn’t cut it.

“Engagement is emotional,” she said. “People stay for belonging, not branding.” She encourages clients to build community through IRL events, online challenges and member-driven programming that fosters accountability and connection.

Other common pitfalls? Prioritizing hype over substance. “A cool aesthetic and influencer shoutouts fade fast if the product under-delivers,” she said, adding that testimonials, transparency and education matter more than surface-level hype.

She also points to the danger of playing it safe. “In a crowded market, the biggest risk isn’t being disliked—it’s being invisible,” Morris said. “Nail a distinctive POV, tone or product mechanic that creates instant recognition.”

And perhaps above all, brands must stay nimble. “Brands that don’t listen to feedback or iterate fast lose relevance,” Morris said. “Build feedback loops into your product and marketing—treat users as collaborators.”

Reflecting on her next chapter, Morris said Aiir is the result of more than a decade spent inside some of the category’s fastest-growing companies and she’s eager to help fitness and wellness brands scale and shine.

“I’m deeply grateful to everyone who’s shaped my path—colleagues, clients, mentors and partners,” she said. “Aiir is the culmination of those experiences. Now, I’m excited to build a team and work with brands doing things the right way.”

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