After two decades on the road, Katie has seen every side of live music. From the buzz of sold out arenas to the quiet burnout that too often goes unnoticed behind the scenes. Her journey through merch, tour management and major promoter production gave her a front row seat to how demanding this industry can be.
Katie now brings a holistic approach to music wellbeing in live music through Well On Tour, a business built by the industry, for the industry. She challenges the idea that burnout is the price of success and makes the case for treating human performance with the same care and intention as any piece of gear on a tour.
If you have ever wondered what it really takes to survive and thrive on the road, this conversation pulls back the curtain and offers a smarter, more sustainable way forward.
“If a guitar tech can make sure every guitar is functioning at its best, I can do the same for the people on tour."
— Katie Macdonald, Well On Tour
Who are you and what do you do?
My name is Katie. I’ve worked in live music for the past 22 years, since I was 17. I started off doing merch, then moved to TM assistant and then tour management. From there I spent 12 years working for a very large promoter as a rep and as part of their production department. In that role I experienced burnout due to the huge amount of hours I was working (upwards of 80 a week), and the unrealistic expectations I placed on myself to do a good job. I was working with huge artists on massive shows but I felt completely numb, just existing one day to the next, completely frazzled. I hid it well and my work output was still great so nobody noticed.
After that burnout I took time off work. I taught myself coping mechanisms and stress management. I studied nutrition and practiced different mindfulness techniques, and ultimately got better. I already had a yoga teaching qualification but I studied for a formal qualification in health coaching and nutritional therapy and decided to set up my own company promoting wellbeing within the music industry. I started Well On Tour in 2022 and offer a holistic ‘360’ approach for people in our industry that focuses on nutrition, movement, stress, sleep and all other factors.
Why do you feel your role is important?
What I offer is completely unique to our industry. I’ve seen tours take a personal trainer, chef or therapist on tour but I’ve yet to see a tour with a role that encompasses all areas of wellbeing. I want to look after everyone on a tour – artists and crew. I feel like my role should be seen as essential as a backline tech. If a guitar tech can look after every guitar, making sure it’s functioning to the best of it’s ability for every show, then I can do that for the people that are on the tour!
I believe that we can all work in this industry in a healthy way that is fun and fulfilling. It’s such an exciting way to make a living, but we shouldn’t be burning out and suffering mentally and physically to do it.
What’s one thing about your industry most outsiders get wrong?
That it’s just one big party! Working in the live sector is a slogggg. It’s long days back to back, travelling on buses, getting up early to catch flights. Personal time and space is rare! You’re away and often disconnected from home. There are temptations everywhere. That’s why it’s even more important to protect your own mental and physical health while living that life.
What’s a lesson you learned the hard way?
That I wasn’t invincible. I spent the 10 most “successful” years of my career working in a way that wasn’t sustainable. Wanting to do a good job is one thing, but not when it’s at the detriment to your own wellbeing. Same with artists… I fully endorse enjoying the wild ride of playing shows and travelling the world, and living life fully, but it has to be done in a way that ensures you can do it for a long time, and feeling good with it.
How can our readers keep up to date with what you have happening?
You can find me on Instagram @wellontour and watch as I attempt to make reels and share relatable content while on and off the road.
