About Heartland
Shaping Success Through Expertise and Partnership
Build perspective, move forward with confidence. Pairing focused dialogue and current business analytics.
Reliable growth occurs through consistent incremental improvement throughout the business, overtime. Using intelligent tools to improve quickly. Our comprehensive understanding of internal operations will enable choice retooling that will produce outsized return.
Who you’ll work with
Twenty years of
planning, product and people.
Isaac Watson is the principal of Heartland. He spent eight years at lululemon athletica, starting on the store floor in Edmonton and moving to the Store Support Centre in Vancouver, where he built the outlet and warehouse sale models and planned the North American men’s business as it grew from $68 million to $134 million.
As VP Retail at Fire & Flower from 2018 to 2023, he led the retail and operations teams through opening and acquiring more than 100 stores across five provinces and the Yukon. Before that he was a Senior Partner at ALIF Partners, founded Braintrvst Analytics, a data analytics and information design agency, and was a founding member of Statecraft Partners, leading political campaigns at every level of government. Most recently he managed a 2025 federal campaign.
Today he also serves on two boards and advises growing Canadian businesses in health, retail and industrial supply.
Working together
Most of Heartland’s clients come by referral. The work starts with the owner, gets grounded in the numbers, then moves to the team, and AI is part of all of it. Face-to-face time is where the real context of an operation and its culture shows up, so Heartland works on site wherever it can, with remote conversations keeping things moving in between.