US Navy

Command Master Chief

The Optimizer Group

CEO of The Optimizer Group. We are a premier boutique focused on optimizing organizational performance. A Veteran own business.

President

Simple philosophy alert!



1. Managers are the most impactful force in modern organizations.
2. Senior leaders who can direct this force lead successful organizations.

I can help create both.

Who is this guy?

For the past 22 years, I've helped build the World's most powerful Navy. I have led impactful teams in contested environments and I'm responsible for producing over 7K leaders. 

I'm on a mission to help 10 million leaders chart a new path forward, optimize their management, and lead the charge for high performance and well-being at work.

Two more things:

1. I post daily about leadership. Share One Pro Tip. You can hit follow, and you'll see my post.

2. I am known as The Management Optimizer because it sounds better than Management Yoda.

I would like to know about you. 👋Feel free to DM me.

Cesar Rojas

Geraldine Spurway

Head of Sales & Marketing

Building Top Tier Leaders & Accelerating Business Growth | Certified Breathwork & Executive Coach | 1:1 & Corporate Workshops

Scaling today isn’t about doing more.
It’s about having the capacity to hold more.

I partner with CEOs, founders, and leadership teams, to crystallise their vision, accelerate sales, and position them into brands people can’t stop buying from.

Most growth doesn’t stall because of a lack of strategy.
It stalls when leaders and teams haven’t expanded enough to hold their next level.

That’s where my work lives, at the intersection of brand, leadership, and performance.

How I help:

✘ Brand & Go-To-Market Strategy
Positioning, messaging, and narrative clarity that turns vision into commercial traction.

✘ Executive Communication & Influence
From LinkedIn to the stage: storytelling, presence, and visibility that builds trust and authority.

✘ Events Production & Retreats
Identity-level work through corporate wellness events and team building retreats that strengthens leadership, growth, and performance.

🏆 Workshops & events programmes are CPD Accredited.

What I believe:

Strategy builds businesses.
Personal Brands create movements.
When you master both, growth becomes inevitable.

Whether it’s a keynote, a corporate event, a strategic mandate, or 1:1 advisory, I help leaders rise sustainably.

📩 Message me when you’re ready.

geraldine@thespurway.com

See you on the feed 🥐




Founder | Brand Director

Stories that sell: copywriting, photoshoots and videos production for CEOs, Entrepreneurs & Busy Executives.

In English 🇬🇧 & French 🇫🇷

>>> Let's position you as the expert that you are.

The world doesn’t need another AI tool helping you post more content, faster.

It doesn’t need more output.
It doesn’t need more optimisation.

What it needs is women who are willing to say what they actually think.

To sit down.
Press record.
And have a real conversation.

(And if you’ve been telling yourself you can’t press record because you don’t have the perfect setup, the podcast studio, the right microphone… you’re missing the point.)

What you really need to leverage in 2026:

Content + Personality.

2026 content won’t be over-fabricated, over-curated, or AI-generated.

It will show personality.

Video will matter more than ever.
But video without a point of view is just noise.

→ What makes you different?
→ What is the backbone of your brand?

Show what you stand for!

The brands being seen ( and hired ) aren’t the most polished ones.

They’re the ones that feel real, show transformation, not performance.

People are craving human connection.

No one is investing $10k–$50k to fly around the world for in-person experiences, if your content doesn’t sound like you and doesn’t show who you are.

The future isn’t louder, it’s clearer.

And the brands that will last are the ones brave enough to let themselves be seen.

P.S: I could have made a video about this…thank you London GreenCity for having me.

Geraldine  Spurway

Personal Brand Strategist | Growth Partner to CEOs & Industry Leading Executives Teams | Corporate Wellbeing Consultant | Speaker

No alternative text description for this image

2019: No one knew me
2026: Invited to do the front cover of one of my favourite magazine.

(still pinching myself)

What changed? Me.

→ From diluting my message to owning my gift

→ From people-pleasing to to not giving a sh*t what anyone thinks

→ From shrinking to leading with presence

New opportunities that came my way:

→ Speaking at conferences 
→ Building businesses that scale
→ Running events for tech companies
→ Mentoring Top Tiers Leaders in corporate

Blending strategy with energy, 
When everyone told me not to.

Every. Single. Day.

This is what happens when you stop hiding.

REAL difference.

P.S: Did you know that I am a Reiki master, Yin yoga teacher, sound healer and breathwork facilitator?

Geraldine  Spurway 

Hey Visionaries & Game Changers.

🌟 You: At the helm of innovation, craving to amplify your impact and sky-rocket your performance. Ready to be the go-to authority in your sphere.

🌈 Me: Your secret weapon. Think of me as your performance coach, energy alchemist, and catalyst for transformation. I empower CEOs, athletes, introverted entrepreneurs, and high-performing teams to transcend the ordinary and achieve extraordinary success through wellbeing.

🚀 Together, we will:

>Implement strategic, synergistic and well-being processes that supercharge sales and performance.
>Develop a thriving, resilient mindset that nurtures both success and mental health.
>Harness your online presence with confidence, transforming engagement into lasting connections.
>Carve out a personal brand that's not just heard but felt.
>Cultivate deep, meaningful connections with your audience, team, and clients.

✨ Our Transformative Toolkit:

> Team Performance Coaching
> Breathwork & Energy Activation Workshops
> Re:Sense Retreats
> Innovative Brand Building
> Content Strategy 
> Intuitive Creative Direction
> Empowering Storytelling
> Strategic Business Development
> Go to Market Strategies 
> Holistic Corporate Training (virtual & in-person)

🥐 Beyond Work: Catch me salsa dancing like I'm chasing sunsets, sprinting with my pup Lola like we're in a feel-good movie, or philosophizing in a café with a croissant in hand.

📩 Let’s Chat:  Excited to brainstorm, collaborate, and create some enchantment together! geraldine@thespurway.com

You can also follow me there sharing stories and celebrating my clients:

🔗https://www.instagram.com/geraldinespurway

🔗https://www.tiktok.com/@geraldinespurway

Personal Brand Strategist | Growth Partner to CEOs & Industry Leading Executives Teams | Wellbeing Consultant | Speaker

Trust me when I say this↓

The move that you're so afraid to make 
is the one that’s going to change your life.


My greatest breakthroughs happened:

→ In times of chaos.

→ When nothing made sense.

→ When I doubted myself the most.

The one thing to do if you are wondering where to go next: 

SURRENDER.

→ Close your eyes.

→ Take a deep breathe in.

→ Visualise your dream future.

(This is what I have ALL my clients do.)

Neuroscience hack: your thoughts create your reality.

True Expansion requires for you to be on the edge. 

And to take aligned action. Duh 🙄 

P.S: Not everyone has their sh*t together…and that’s ok.

When I stopped crafting content for the algorithm and started being unavoidable, everything shifted.

I used to post daily.

Show up everywhere.

Optimize every caption.

And I still felt invisible to the clients I actually wanted.

Turns out, I was performing visibility instead of embodying it.

Here’s what I started doing instead (and yes, it felt unhinged at first):

✨ I stopped scrolling other “experts” content and gave myself 60 days of digital silence, so my voice could finally sound like me.

✨ I started treating my morning like a boardroom: no phone, just movement, breathwork, and visualisations. My energy shifted, and premium clients felt it.

✨ I stopped saying yes to misaligned opportunities, even when they looked “smart.” No more “let me save you” discounts.

✨ I deleted my content calendar and stopped forcing ideas. Now I write when I feel deeply connected, and it lands with the people it’s meant for.

✨ I softened my environment, repainted the walls, decluttered, swapped harsh lights for warm ones. The calmer the space, the clearer the message.

✨ And I decided my energy was a business asset…you attract who you are, not what you do. Let that sink…

The result? My visibility became magnetic because my energy became unshakeable. 

Premium clients don't want someone hustling for attention, they want someone so grounded in their authority that working together feels inevitable.

Your energy isn't separate from your business. It is your business strategy.

If your presence hasn’t been landing lately,
this is your sign to recalibrate. 

The version of you who attracts premium clients isn't louder, she's more embodied.

Comment the one you're working on first in 2026👇🏻

Brand Consultant | Growth Partner to CEOs & Leadership Teams | Business Development & Market Positioning | Public Speaker

I haven’t been ghosting… I’ve just been deeply immersed in my clients’ stories.

Running workshops.

Leading strategy sessions.

Launching something new that’s almost sold out, in under a week. Quietly. Intentionally.

I haven’t been showing up here… guilty.

But I’ve been showing up where it counts.

Mostly in Stories on Instagram.

They disappear in 24 hours. 

It’s messy. Valuable. REAL.

(I think we need a bit more real on LinkedIn…)

That’s where I share all the behind-the-scenes.

If you want to catch it, now’s the time.

How’s your week been? 🥂

If you’re afraid to sell it, don’t expect me to be excited to buy it.

A Tuesday morning.
Third call with a new client.
An ex-senior exec, sharp mind.
We’ve just launched her new business.

“I sent 60 emails,” she says. “No response.”

I smile.
I’m not surprised.

We look at her deck.
25 slides. 4 fonts.
Multiple colors.
Overwhelming. Soulless.

She asks me,
“How do you sell then?”

So I ask:
“Why do you WANT to do what you do?”

Her face hardens.

“I want to shift AI perception. But I hate selling…And messaging people feels like a waste of time.”

I pause. That’s the hick.

“Selling is caring”, I said.

“It’s solving a REAL problem for someone who don’t even know they need your help.”

🥁🥁🥁

If you’re not excited to talk about what you do…don’t expect your audience to care.

The energy shifts.
Something clicks.
She smiles.

“You don’t have to love selling.
But you do need to love HELPING.”

When your message is clear,
You don’t need a 25 slides deck.

Every piece of content you share
Should be an invitation to join your party 🥂

Do that - and thank me after 😎


P.S: Picture from my last workshop for 80+ sales leader in London. It’s all on Instagram. Even made a carroussel about it. Follow me there too or join my newsletter below.

📌 Join: https://lnkd.in/e-tTtUkh

Most content gets views.
Very little content creates buyers.🙄

And it’s rarely a visibility problem.

It’s because one of these three is missing.

1. They don’t feel seen.
If you can’t describe their pain better than they can…
they scroll.

2. You don’t show proof.
Testimonials are nice.
But real demonstration converts.

3. You don’t handle the objection inside the content.
The one I hear all the time?

“Breathwork is interesting… but we need performance.”

I used to believe performance came from pressure.
Push harder. Think more. Do more.

Then I watched the leaders who scaled fastest do the opposite:
regulate first → execute better.

That’s why I’m sharing this video.

Not to show an event.
To show you I can do what I say I do:

→ hold a room of leaders
→ shift the energy fast
→ perform on big stages

I don’t say: “Breathwork improves performance.”

→ I show what it takes to show up, even when your heart is racing.

That’s where trust is built.
And where buyers are made.✌🏻

P.S: Obsessed with this track. How good is it?

Here’s how to rebrand yourself so this happens…

🥂You feel at home in your leadership

🥂The room shifts when you walk in

🥂Your success finally feels like yours

You’ve scaled.
You’ve led.
You’ve won.

But deep down? You know…

You’ve outgrown how you’ve been showing up. And you are so tired of building from a version of you that no longer fits.

It just doesn’t feel right anymore.

It’s time to rebrand my friend…not the business, but YOU.

✨ Rebrand your identity

→ Anchor into who you’re becoming, not who built the last chapter

✨ Rebrand your confidence

→ No more negotiating with self-doubt before you hit “post”

✨ Rebrand your relationship with money

→ The real flex is knowing your worth before the number hits

✨ Rebrand your positioning

→ You’re not pitching. You’re holding a room.
Make it clear you’re the best to bet on.

✨ Rebrand your leadership team

→ If they can’t carry the next chapter, train them. Loyalty doesn’t scale. Alignment does.

✨ Rebrand your mentorship

→ $10M moves need $10M mirrors.
Invest like the version you’re becoming.

And when that shift lands?
Everything else compounds.

So if you’re in that moment…the quiet, uncomfortable edge between what’s working and what’s next…

DM me “ALPHA.”
You don’t need to explain. I’ll know.

Personal Brand Strategist | Growth Partner to CEOs & Leadership Teams | Corporate Consultant | Speaker

Some people can afford not to build a personal brand.

Most people can’t.

There’s a whole category of people who say:

“I don’t need a personal brand. My reputation speaks for itself.”

Often, it’s legacy talking.

The world is brutal right now.
AI flattened the playing field.
Anyone can launch a business in minutes.

So if you don’t have a clear personal brand, 
a felt edge…

no one knows why they should buy you.

And yes, this includes people who are “very established.”

This year, I stopped showing the real work I do.

The celebrities, politicians, big influencers I work with behind closed doors.
The impact that doesn’t always make it online.

I confused sharing with bragging. 
Got scared of being judged. Rejected.

(I just did a subconscious reprogramming and the lid is off now. ✨)

A client (big name) recently told me to delete half my LinkedIn and Instagram.

→ The retreats.
→ The breathwork.
→ The yoga pants.

The parts of me that don’t look “corporate enough.”

“Blend in,” he said.
“Don’t show your healing on LinkedIn.”

I refused. Why?

Anyone can build a brand now.

What’s rare, is helping someone walk into a room and feel different before they say a word.

THIS 👆🏻 is the core of my work.  
And that’s what makes me unforgettable.

So to the client who wanted beige:

“Thank you, but NO thank you “. 😉

If you didn’t know me yet?

Hey. I’m Géraldine.

I heal the sh*t out of your mind and body.
I’ll help you become so energetically clear that people trust you without knowing why.

If that makes me too much? Good.
I was never born to blend in.

—

PS: Not needing a personal brand is a privilege.

Everyone wants the spotlight, and yet…
No one wants to perform in the dark.

Most people think they need a big audience before they start showing up.

They say:

“I’ll be confident once people start paying attention.”

But it doesn’t work like that.

You don’t get on stage because you’re a rock star.

You become a rock star because you keep showing up before anyone cares.

→ I started writing when no one was reading.

→ I started speaking when no one was listening.

→ I started selling when no one was buying.

That’s how I went from invisible… to undeniable.

Confidence isn’t something you wait for.
It’s something you develop as you grow.

My advice to you:

Keep showing up before anyone cares, 
Because one day, everyone will. ✌🏻

P.S: Been told I don’t share enough “educational” content. Truth? I’d rather show than tell.

The 1 mistake that keeps people stuck at ‘Almost’.

Most people don’t fail because they’re bad.

They fail because they’re almost good enough.

In some industries, almost doesn’t cut it.

Fourth place at the Olympics?

→ No medal.

The startup that’s almost great?

→ No funding.

The business that’s almost working?

→ No revenue.

And that hurts.

But the difference between almost successful and wildly successful is often just a tiny edge.

That one shift in messaging.

That one tweak in delivery.

That one degree higher of excellence.

If you have been thinking of starting over?

Don’t. You just need to level up.

P.S: Ever tried to do an airport selfie without anyone in the background?

You want to be a highly successful speaker?

Here’s what not to do.

You’ve all seen those speakers.
The ones who walk on stage and it’s… 
death by PowerPoint.

Step one. Step two. Step three.

And a few hours later? 
Nothing stayed.
Not even their name.

But when someone comes up with no slides, no safety net, just presence, and speaks authentically, tells a story that touches your heart, makes you feel seen.

You don’t walk away with notes.

You walk away carrying something.

And you never forget.

People don’t remember steps.

They remember how you made them feel.

They remember the moment they recognised themselves in the story.

If you double down on being you,  
your story, your experience, 
you cannot compete with anyone.

So how do you become a great speaker?

You become an incredible storyteller.

Those who master storytelling and public speaking in 2026, hold the ultimate edge.

P.S: I coach TEDx Speakers, trust me on this 😎

taplio

The Battle

Cesar Rojas

Geraldine Spurway

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The Battle

Cesar Rojas

Geraldine Spurway

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Geraldine Spurway's LinkedIn Performance

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