Sara Roberts

Well Purposed

Empowering purpose-driven innovation for a healthier, more equitable future.

Business can be a force for good. 

Working with founders and leaders in HealthTech, FoodTech, and impact sectors to build strategies that drive profitability while prioritising human health, equity, and sustainability. Through strategic consultancy, and advisory roles, Well Purposed helps you stay ahead of the curve and create lasting positive change.

For Founders: 
Ready to build a business that thrives on purpose? Let’s collaborate to create both impact and profitability.

For Investors: 
Support your portfolio, those who are reshaping industries for good. Partner with Well Purposed to grow and nurture high-impact ventures.

PROJECTS

Feed Me Seymour:
Feed Me Seymour bridges the gap between FoodTech and HealthTech, creating a full-circle healthspan solution. Their integrated platform empowers caterers to deliver healthier, more profitable food options while fostering happier, healthier consumers. By combining innovation with sustainability, Feed Me Seymour is reshaping the food sector, proving that better nutrition and business success can go hand in hand.

Dsions:
Dsions is making healthy decisions effortless with its AI-driven, medically-led platform. By analysing data from mobile devices, wearables, and user inputs, Dsions delivers real-time, location-based interventions to encourage positive nutritional choices. With secure, on-device analysis, they provide actionable insights that fit seamlessly into users’ lives. Dsions is redefining how we approach health, making it accessible, intuitive, and impactful.

Stealth:
A revolutionary menopause care product combining longevity science with personalised solutions. Their digital platform offers women a tailored menopause journey, starting with transformational testing to assess "inflammaging." Based on results, users receive curated products, expert advice, and community support—all in one place.

Founder

Jacqueline O'Donovan

Building on an established track record of entrepreneurial success and leadership, working with entrepreneur Jacqueline O'Donovan, I am leading the launch and positioning of the family office, responsible for steering a diverse portfolio of initiatives, ventures and investments, advocating for sustainability, diversity, and championing improved standards and environmental excellence.

• Investment Oversight: Evaluate and direct strategic investments that promise sustainable growth and innovation.
• Strategic Leadership: Guide and synchronise cross-functional teams to align with the vision and goals.
• Operational Excellence: Oversee operations, ensuring seamless integration of sustainability practices into all business processes.

Chief of Staff

Intro

Book the world's most in-demand experts and get personalised advice over a video call.

https://intro.co/SaraRoberts

Expert

Healthy Nibbles

Healthy Nibbles is an impact-led company creating the future of food retail and wellbeing innovation as a health-focused foodservice company & insights platform reaching over 244m consumers annually. Healthy Nibbles has been awarded BCorp accreditation and Queen's Award for Sustainable Development, building an impressive client base including Transport for London, Vitality, Spotify, Three Mobile, and The Office Group.

Healthy Nibbles was conceptualised out of frustration. I was at my father's hospital bedside. Hungry at 3am, the only food I could find was in a vending machine serving the usual selection of crisps, chocolate bars and fizzy drinks. Right next to the machine a poster warned ‘diabetes and obesity kill’.  And so the crumbs of an idea became the UK’s award winning answer to healthy-snacking.

The top 3 problems we solve:
• Consumer Health: People are time-poor, under pressure and unhealthy. Whilst the desire for sustainable healthy food is there and growing, accessing it at the right time, location and price is problematic. Healthy Nibbles are changing the narrative.

• Food Sustainability: 40% of food waste comes from business environments with consumers actively seeking sustainable product. Our autonomous retail / IaaS solutions solve this.

• Dynamic Insights: Retail reports are expensive, agency reports are arm’s length. Healthy Nibbles deliver real time, dynamic insights to support product innovation, consumption patterns, optimal brand engagement and advertising times/days.

Key Achievements:
• Business Growth: From MVP to £10m run rate, leading C-Suite client acquisition and engagement. 

• Sustainability & Impact: Developed processes and systems building a transparent & sustainable business model.

• Health & Well-being: Conceptualised thoughtful and intentional client spaces that enhance human health and well-being.

Founder and CEO

The Brand Tailors

Founder and  Managing Partner

Visergy

Founder & CEO

I’m Sara Roberts, an award-winning, 3x founder and investor-backed entrepreneur with a proven track record of scaling businesses from inception to £10m+ ARR. My work spans three continents, Europe, Africa, and the US, and three verticals: Health & Wellbeing, Insights-as-a-Service (IaaS), and Innovation.

After losing my dad to a preventable illness, I committed my career to reshaping the future of health, from reactive systems to proactive solutions. That grief became my mission: to make health more human, innovation more ethical, and longevity more accessible.

We’re living in a world that’s changing faster than we realise, and it’s on us — the founders, the dreamers, the doers — to step up. To build with purpose, to lead with vision, and to shape the systems that shape society.

Over the past 15+ years, I’ve taken companies from idea to £10m+ ARR, led purpose-led teams, secured global enterprise clients, and built award-winning, impact-driven models (BCorp, Queen’s Award, COP). 

Today, I’m focused on:
→ Securing my next executive role within health, wellbeing, or longevity
→ Supporting founders & funds through my advisory studio, Well Purposed
→ Championing businesses that put people and planet on equal footing with profit

If you’re building something bold, or looking for the right partner to take your vision further, I’d love to connect.

Let’s build intentionally. Let’s build for impact.

📧 sara@justsararoberts.com
🌐 www.justsararoberts.com
📞 +44 7467 148575

Healthy Nibbles makes healthy, sustainable food accessible and transparently earth positive; delivering great food, for a better future at work, home and on-the-go.

The top 3 problems we solve:

Consumer Health: 
People are time-poor, under pressure and unhealthy. Whilst the desire for sustainable healthy food is there and growing, accessing it at the right time, location and price is problematic. Healthy Nibbles are changing the narrative.

Hybrid Working: 
76% of the population choose hybrid working, and businesses struggle to provide food/wellbeing solutions to suit the ebbs and flow of building occupancy along with the necesary support and engagement with home workers. Our curated solutions solve this.

Dynamic Insights: 
Retail reports are expensive, agency reports are arm’s length. Healthy Nibbles deliver real-time, dynamic insights to support product innovation, F&B investment, and media/marketing engagement. 

Reaching over 244m consumers, loved by Three Mobile, Vitality, BBC, Spotify, EY, The Office Group and TfL, Healthy Nibbles deliver:

Wellness Hubs
The future of office catering and wellbeing. Combining the best in self-service convenience, design-led build, healthy food brands across chilled, frozen, and snacks, barista coffee, with an engaging employee wellbeing hub providing round the clock access to wellness and health.

Corporate Gifting 
Employee rewards and corporate gifts working with 60% minority founded brands, delivering gift experiences that inspire and delight.

Healthy Vending Machines
Open up a world of choice with over 1500 SKUs from exciting and up-and-coming healthy brands with full allergy and nutritional breakdown on-screen before purchase.

Insight-as-a-Service
Discover powerful insights behind purchase data to build a case for investment, innovation and media placement.

My 2025 Favikon Rewind just dropped! I love this “year in review” for two reasons. You see how far you've come on a journey, and it highlights how much trust I've built over the year!

This year’s report breaks down:
• how your influence is shifting
• where you’re gaining authority
• where your voice lands strongest
• what content people actually trust you for
• who you’re influencing (and who you’re not)
• how consistent your leadership signals really are

Building at the intersection of HealthTech, founder behaviour, and systems design, this was eye-opening.

✔ My trust score is higher than my reach
✔ My audience leans heavily toward operators + founders
✔ Systems, behaviour, and strategy posts consistently outperform industry commentary
✔ The narrative I’ve been building is working — but there’s another level to unlock in 2026

What I like about Favikon is simple:
It doesn’t measure vanity metrics.
It measures whether the right people trust your voice.

If you want to see your own creator DNA, you can download your year recap.
It’s free, takes two seconds, and it’s a much clearer mirror than most analytics tools.

I’ll be using mine to sharpen my HealthTech thought leadership heading into 2026.

💬 If you’ve done your recap, what surprised you most?

My dad’s preventable death inspired me to build better | Scaling preventative HealthTech from Series A+ to global growth | 4x Founder £10M+ ARR (VC & Bootstrapped)

Sara Roberts - 4x Founder_HealthTech_rewind-export.pdf

This Budget wasn’t really about health funding, but it did point to the future operating model of UK healthcare.
And if you’re building in HealthTech, there are signals here you can’t ignore. 👇

1️⃣ Neighbourhood Health Centres → The new distribution layer for care

Up to 250 new centres, 120 operating by 2030, funded through a redesigned PPP model.

For founders, this matters because:
• It decentralises care delivery
• Creates new routes for integrated diagnostics, remote monitoring, and prevention
• Shifts power from hospitals to neighbourhood-level infrastructure
• Opens the door to value-based partnerships

If you build solutions that rely on proximity, community-based workflows, population-level insights, or hybrid care models - this is your inflection point.

2️⃣ £300m NHS tech funding → A tiny uplift, but an enormous signal

The real message isn’t the money it’s the focus - “Tech is the productivity lever.”

Whether it’s:
• automating admin
• interoperable patient records
• data infrastructure
• workforce optimisation
• or decision support

This Budget doubles down on the idea that the NHS will hit targets only through smarter technology, not more headcount.

For HealthTech founders, that means:
• Clinical workflow tools are hot
• AI + governance-ready data platforms are essential
• Adoption curves will accelerate if your product integrates cleanly and reduces friction
• The NHS is shifting from “nice-to-have innovation” to productivity-critical innovation

3️⃣Prevention got louder, and it’s a commercial opportunity

The expanded soft drinks levy, vaping restrictions, the removal of the two-child limit, and gambling duty changes aren’t random public health tweaks. They’re the beginning of a prevention-first economic strategy.

Founders building in:
• metabolic health
• obesity
• cardiovascular risk
• mental health
• women’s health
• children & adolescent health
• behaviour change
• community-based health models

…should read this Budget as a clear mandate: prevention is officially a national priority, not a side project.

4️⃣ Social care silence → The biggest risk to system stability

No new funding.
Rising wage pressures.
Shrinking workforce supply.

If you’re building in ageing, homecare optimisation, workforce platforms or LTC management, the Budget reinforces one truth:
care capacity is the existential bottleneck.

Whoever solves this wins.
5️⃣ My Founder Take: 

⬇️ The gap between ambition and funding is now a market opportunity⬇️

As someone who’s spent 15+ years building and scaling in HealthTech, this Budget reads like an invitation:

“If you can help us work smarter, prevent earlier, and simplify the system - we need you.”

And we should meet that challenge.

#LinkedInNewsEurope

Sara Roberts - 4x Founder & CEO of VC Backed Business -Hea

Most founders aren’t overwhelmed.

But their system is.

A pattern I see again and again when I’m asked to help a HealthTech CEO “get back on top of things”:

They’re not drowning in work.
They’re drowning in unstructured responsibility.

And because founders internalise everything, the symptoms look personal:

• “I’m behind.”
• “I can’t focus.”
• “I’m exhausted.”
• “I’m inconsistent.”
• “I need to be better.”

But these are not individual shortcomings.

These are system failures.

Founders don’t often run out of motivation, but they do run out of cognitive bandwidth.

And when your internal OS collapses, everything downstream collapses with it:

• priorities scatter
• investors sense drift
• product loses velocity
• decisions get reactive
• meetings become emotional
• the team compensates by over-escalating
• you start making choices from survival, not strategy

This is why behaviour is the real architecture of scale.

The founders who thrive aren’t the ones who hustle harder,
they’re the ones whose internal systems can absorb pressure without distorting judgment.

When I rebuilt my own founder OS years ago, everything shifted:

• teams relaxed
• clarity returned
• growth felt lighter
• decisions sharpened
• chaos stopped controlling the cadence
• work became more technical, less emotional

And this is the foundation of The Well Founder Playbook.
Not a productivity guide.
Not a motivation tool.

A structural system for founders who want to scale without breaking.

Because the answer to feeling burdened, is not more discipline, but a system that supports discipline.

💬 What part of your founder system cracks first under pressure?

-----

Hi, I’m Sara 👋I'm a 4x founder and operator (VC Backed and bootstrapped) with 15+ years of scaling across 3 continents. My dad’s preventable death inspired me to build better. Since then, everything I do has been driven by one purpose: reshaping healthcare to be preventative, ethical, and human.

Founders, 🙋‍♀️ who's guilty of 'adding more'?

Here are three things I stopped doing to make things easier.

1. I stopped responding immediately.

I used to compete against myself to respond faster, have a zero inbox etc (I still can't have a messy inbox)!

In reality, this behaviour signalled:
• anxiety
• reactivity
• cognitive leakage
• lack of boundaries
• “always on” leadership

🚨 Every fast response teaches people you have no filters.


2. I stopped over-explaining my decisions.

This is a behaviour rooted in insecurity, especially in high-pressure environments.
We over-explain because we want to be understood.

But great leadership isn’t about just being understood, its about simplicity and clarity.

Over-explaining:
• confuses teams
• slows execution
• erodes authority
• weakens conviction
• creates emotional noise
• invites unnecessary debate

🚨 Clarity accelerates everything.


3. I stopped holding the company emotionally.

This one changed everything.

Founders often absorb - the team’s anxiety, investor pressure, customer urgency, operational chaos, market volatility.

And they do it silently.

🚨  Build systems that carry the weight, so that you don't have to.

💬 What’s one behaviour you stopped that changed everything?

-----

Hi, I’m Sara 👋I'm a 4x founder and operator (VC Backed and bootstrapped) with 15+ years of scaling across 3 continents. My dad’s preventable death inspired me to build better. Since then, everything I do has been driven by one purpose: reshaping healthcare to be preventative, ethical, and human.

Across four ventures, £10M+ ARR, and three continents, I’ve seen (and lived) a pattern. 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝘀𝘁𝗮𝗹𝗹 𝗳𝗿𝗼𝗺 𝗹𝗮𝗰𝗸 𝗼𝗳 𝘃𝗶𝘀𝗶𝗼𝗻. 𝗧𝗵𝗲𝘆 𝘀𝘁𝗮𝗹𝗹 𝗳𝗿𝗼𝗺 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗹𝗮𝗴.

Let me explain.

𝟭. 𝗖𝗼𝗴𝗻𝗶𝘁𝗶𝘃𝗲 𝗯𝗮𝗻𝗱𝘄𝗶𝗱𝘁𝗵 𝗰𝗼𝗹𝗹𝗮𝗽𝘀𝗲𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗱𝗼𝗲𝘀.
I’ve had quarters where metrics looked strong yet 𝘐 wasn’t. It showed up in micro ways:
• slower decisions
• more second-guessing
• shorter fuse
• muddled priorities
• tonal shifts the team could feel
  
We underestimate how quickly emotional leakage cascades into operational drag.

When your personal bandwidth fragments:
• strategy loses its coherence
• communication becomes reactive
• execution gets heavier
  
The company doesn’t slow down. However 𝘺𝘰𝘶 do, and the company inherits it.

𝟮. 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗺𝘂𝘀𝘁 𝗲𝘃𝗼𝗹𝘃𝗲 𝗳𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗱𝗼𝗲𝘀.
At £1M ARR, you can operate through improvisation. At £10M ARR, you need a new way of doing things.

To scale, I had to become:
• less reactive
• more predictable
• less central
• more systemic
• less heroic
• more rhythmic
  
Your company cannot run version 5 if you’re still operating as version 2.

𝟯. 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿 𝗯𝗿𝗲𝗮𝗸𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝘀𝘆𝘀𝘁𝗲𝗺𝘀 𝗱𝗼.
Teams are a mirror of the founder. Investors sense it. Customers feel it. 

This is part of scaling nobody prepares you for. Your internal operating system that makes or breaks everything 𝘦𝘹𝘵𝘦𝘳𝘯𝘢𝘭𝘭𝘺.

𝗪𝗵𝗮𝘁 𝗜 𝗿𝗲𝗯𝘂𝗶𝗹𝗱 𝘁𝗼𝗱𝗮𝘆 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗪𝗲𝗹𝗹 𝗣𝘂𝗿𝗽𝗼𝘀𝗲𝗱 𝗶𝘀 𝘁𝗵𝗲 𝗲𝘅𝗮𝗰𝘁 𝘀𝘆𝘀𝘁𝗲𝗺 𝗜 𝗼𝗻𝗰𝗲 𝗵𝗮𝗱 𝘁𝗼 𝗿𝗲𝗯𝘂𝗶𝗹𝗱 𝗺𝘆𝘀𝗲𝗹𝗳.

The Founder OS. 
The architecture that supports clarity, consistency, and scale.

If you’re recognising yourself in this, you’re not alone. Most founders feel the shift long before they can name it.

🚨𝗦𝗮𝘃𝗲 𝘁𝗵𝗶𝘀 - 𝗶𝘁 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗳𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸.

-----

Hi, I’m Sara 👋I'm a 4x founder and operator (VC Backed and bootstrapped) with 15+ years of scaling across 3 continents. My dad’s preventable death inspired me to build better. Since then, everything I do has been driven by one purpose: reshaping healthcare to be preventative, ethical, and human.

My dad’s preventable death inspired me to build better | Strategic Growth Leader for HealthTech & Longevity | 4× Founder (£10M+ ARR) | Driving 2–3× scale for Series A+ ventures

If I could redesign one part of the healthcare system tomorrow, it wouldn’t be hospitals, funding, or technology. 

It would be something far more foundational ➡️

The moment where insight is supposed to become action, and usually doesn’t.

🚨We already diagnose disease earlier.
🚨We already track more biomarkers than ever before.
🚨We measure sleep, stress, glucose, heart rate variability, movement, nutrition, and environmental exposures.

And yet health outcomes remain stubborn.

Why?

Because the healthcare system has no layer that translates insight into behavioural choices made in real time.

We say “prevention matters,” but most “preventative health” happens in:

• static reports
• generic advice
• late interventions
• annual check-ups
• and dashboards people never open

Meanwhile, 90% of health outcomes are shaped not by healthcare, but by daily micro-decisions - 
what we eat, how we sleep, when we move, how we cope, the tiny choices that compound into resilience or decline.

The missing layer, and the one I would redesign tomorrow, is the behavioural decision layer:

• adaptive nutrition recommendations
• micro-interventions that guide choices
• real-time interpretation of personal data
• systems that reduce friction, not add to it
• daily support that feels intuitive, not clinical
• guidance rooted in your biology, not averages
• behavioural nudges that fit your lived reality (lifestyle, budget, location etc)

Healthcare can tell you what’s wrong.
Wearables can tell you what’s happening.
Biomarkers can tell you what’s shifting.

But nothing today tells you what to do next - in this moment, with your biology, in your life.

This is the redesign we need.
A bridge between data and behaviour.
A system that helps people act differently, not just understand differently.

If we built that, prevention would finally become practical rather than theoretical.

#LinkedInNewsEurope 

-----

Hi, I’m Sara 👋I'm a 4x founder and operator (VC Backed and bootstrapped) with 15+ years of scaling across 3 continents. My dad’s preventable death inspired me to build better. Since then, everything I do has been driven by one purpose: reshaping healthcare to be preventative, ethical, and human.

Today I added something new to my LinkedIn profile - not a change in direction, but an honest reflection of where my work has been heading for years:
 
𝗛𝗲𝗮𝗹𝘁𝗵𝗧𝗲𝗰𝗵 & 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿 • 𝗦𝗽𝗲𝗮𝗸𝗲𝗿 • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗱𝘃𝗶𝘀𝗼𝗿.
 
I’ve spent 15+ years building and scaling ventures across the UK, Europe and Africa.  Along the way, I realised something important -
 
Building companies is only half the work.  

Shaping the conversations that guide the industry is the other half.
 
My goal is simple:  to bring more clarity, more honesty, and more behavioural intelligence into HealthTech, longevity, and preventative health, and to support founders in building systems that scale without breaking them.
 
This new role isn’t a title.  It’s a commitment:
 
• to speak publicly on the issues we avoid  
• to translate complexity into something leaders can act on  
• to bring systemic, behavioural, and ethical thinking to the future of health  
• to use my lived experience, both the wins and the painful moments, to drive better decisions across the ecosystem
 
If you’re working at the intersection of innovation, leadership, and human health, I’d love to connect.  

We need more voices shaping this space with integrity and more founders supported with the systems they deserve.

Read more: https://lnkd.in/e3J6eTzD

Honoured to be named in Thinkers360’s 𝗧𝗼𝗽 𝟱𝟬 𝗚𝗹𝗼𝗯𝗮𝗹 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 𝗶𝗻 𝗛𝗲𝗮𝗹𝘁𝗵𝗧𝗲𝗰𝗵 for 2025.
 
This recognition matters to me because my work in HealthTech has always been rooted in something personal - making healthcare more human, more preventative, and more equitable.
 
Recognition is nice, but impact is the real measure.
 
Grateful to everyone building the future of healthcare with integrity, purpose, and courage. Onwards.

Congrats to the Top 50 Global Thought Leaders and Influencers on HealthTech 2025!

https://lnkd.in/eUgN2GxT

To see the full list and to participate by sharing your own content, sign-up on Thinkers360 today!

Featuring Evan Kirstel, João Bocas, Don Davis PhD, Sara Roberts, Hosna Salmani, Dr-Manuel Serrano-Gil MD, Dr Jane Thomason, Prof. Dr. Ingrid Vasiliu-Feltes, Andrena Logue, Andrew R. Barron, Raphael Akangbe, Dr. Sunil Kumar Vuppala, Logan Harper, Robin Farmanfarmaian, Arvind Sivaramakrishnan, Kashif S., Serrah Linares, Nicolas Babin, Mai ElFouly PhD(c), Chair™,Renée McDonald, Dr. Anita G., Sally Eaves, Keita Masui, Thomas Koulopoulos +

#HealthTech #DigitalHealth #HealthcareInnovation #AIinHealthcare #MedicalTechnology #GlobalThoughtLeaders #Influencers2025 #FutureOfHealthcare #HealthTechTrends #Thinkers360

Open article: Top 50 Global Thought Leaders and Influencers on HealthTech 2025 by thinkers360.com

Top 50 Global Thought Leaders and Influencers on HealthTech 2025

In a world focused on speed and brevity of connection - Long Lane may just be the remedy. 

A mindful countryside club where wellness, community, and purpose come together.

They're currently raising...so now's the time to get involved and support!

Building Long Lane - a wellness-focused hotel & members club | Hosting the Human Nature Podcast | Angel Investor | Mentor | Ultra runner

209 pitches so far this year… and just over 15% converted to investors. 

We’re raising £6 million to bring Long Lane to life.  

This is just people we have actually pitched / spoken to. I share this to show just how intensive fundraising is. (This excludes the small crowdfund we did, all names sit under a single entity on the cap table.)

It truly has been a full time job this year. For anyone thinking of raising, this is the reality. 

We’re getting close…

I’ve spent the last decade watching the UK’s diagnostic landscape evolve - as a founder, advisor, and operator across three markets. I think we’re changing lanes.

The UK is quietly transitioning from invention-led diagnostics to integration-led diagnostics. Here's where we have the power to influence: 

1. 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗺𝗼𝘃𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 “𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗺𝗼𝗿𝗲” → “𝗱𝗲𝗽𝗹𝗼𝘆 𝗯𝗲𝘁𝘁𝗲𝗿.”

The companies I see gaining traction aren’t chasing novelty.

They’re the ones building the infrastructure that the next decade relies on.


2. 𝗔𝗱𝗼𝗽𝘁𝗶𝗼𝗻 𝗶𝘀 𝗻𝗼𝘄 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻.

Innovation is meaningless if it never leaves the lab.

The UK’s strength is in translation, not theatrics.


3. 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝘀𝗲𝗰𝘁𝗼𝗿 𝗺𝗼𝗺𝗲𝗻𝘁𝘂𝗺 𝗶𝘀 𝗿𝗶𝘀𝗶𝗻𝗴 𝗯𝗲𝗻𝗲𝗮𝘁𝗵 𝘁𝗵𝗲 𝘀𝘂𝗿𝗳𝗮𝗰𝗲.

We’re seeing real growth in:

• AI imaging
• biological age testing
• chronic disease management
• metabolic & preventative health
• menopause & midlife diagnostics
  
It's time to transform population health, not just headlines.

💬 Curious to hear: where do you think UK diagnostics is underleveraged?

-----

Hi, I’m Sara 👋I'm a 4x founder and operator (VC Backed and bootstrapped) with 15+ years of scaling across 3 continents. My dad’s preventable death inspired me to build better. Since then, everything I do has been driven by one purpose: reshaping healthcare to be preventative, ethical, and human.

A founder came to me earlier this year with a familiar problem: “We’re not converting.
We’re getting the meetings, but not the results.”

Typical assumptions:
• pricing
• ICP shift
• product gap
• messaging issue
• competitive pressure

None of those were the issue.  The real issue?

The founder was operating in reactive mode, and the team was inheriting their behaviour.

Here’s what we found:

1. Decision-making was inconsistent.

• Every week, priorities shifted.
• Teams felt unstable.
• Narratives changed quietly but constantly.

This eroded commercial confidence.

2. Sales cycles slowed because founder communication slowed.

Not because the product wasn’t strong, but because founder signals were misaligned. Commercial teams take cues from founders.
If the founder is stretched, scattered, or overloaded, momentum drops instantly.

3. We rebuilt the founder OS, and revenue followed.
• We established a weekly decision rhythm
• Clarified the commercial narrative
• Tightened escalation boundaries
• Introduced structured summaries
• Rebuilt internal energy and momentum
• Reinforced operating process and speed
• Reduced cognitive load

Within 8 weeks:
✔ sales cycles shortened by 19%
✔ ACV increased
✔ team regained confidence
✔ pipeline moved consistently
✔ founder regained clarity
✔ revenue growth resumed

This is why I say I passionately believe that commercial performance is a behavioural system. Yes there are market dynamics (long and short cycles, quick wins, long game clients) but all of that is manageable when structure is present.

💬 Where do you feel commercial drift starts in your company?

-----

Hi, I’m Sara 👋I'm a 4x founder and operator (VC Backed and bootstrapped) with 15+ years of scaling across 3 continents. My dad’s preventable death inspired me to build better. Since then, everything I do has been driven by one purpose: reshaping healthcare to be preventative, ethical, and human.

Sara Roberts - 4x Founder & CEO of VC Backed Business - Wh

Corina Goetz 💫

Star-CaT Ltd

Star-CaT helps international companies and professionals to succeed in the Gulf region. 
We have been trusted advisors to many HNW clients from the Gulf and we now teach others how to build these relationships. (plus we respect the privacy of those clients)
Our Services include:
🌙 Strategy and Advisory 
🌙 Training and Mentoring
🌙 MasterClasses and online Resources at www.star-cat.co.uk
🌙 Speaking on various topics related to Customer Service and the Gulf

CMEC

Part of their Advisory Board
https://cmec.org.uk/discover-cmec/people

Board Member

Saudi International Premier Group

Senior Strategic Adviser

Destination Made Digital

Co-Founder

Mayfair Collective

The Mayfair Collective is a network of and for professionals dealing with HNWI and UHNWI.
https://www.mayfaircollective.co.uk/

Ambassador

Yalla! Magazine

Columnist

Corinthia Hotels International

Member of the pre-opening team, building Corinthia London into a brand name that the Middle East recognise for 5 star luxury.

Head of Middle Eastern and Diplomatic Sales

Les Ambassadeurs Casino

Sales & Marketing, PR to reach new clientele, creating partnerships and organising high value events.

VIP Relations Manager

InterContinental London Park Lane

Creation of VIP department, building and nurturing new VIP clients, training and mentoring of staff.

Assistant Front Office Manager

The Dorchester

Looking after diplomatic and VVIP visits, managed and trained a team of 30 staff.

Front Desk Manager

Middle East Strategist | Keynote Speaker | Simple steps how to decode the Middle East | Consulting | Training and Online Resources at star-cat.co.uk |

😳 First time in the Middle East, specifically the Gulf (don't know what to wear, how to behave and feel quite overwhelmed?)
😳 Your Marketing Strategy for Saudi, Qatar and the UAE doesn't work like it used to?
😳 Competition is higher than ever?

Then keep reading.

I know how challenging it can be to navigate cultural nuances, and I am here to guide you on this journey to success.

Building strong relationships in the Middle East is key to driving not only sales but also sustainable growth - but you need to know the right channels and differences. 

Here is what some of my clients said after working with me:
💬  For a good number of years we had been working with clients in the GCC market, but this had only ever felt like an ad-hoc exercise. We knew that the opportunity was considerably greater than that which we were seeing, but also knew it was going to take a specialist with local knowledge to genuinely support any pro-active sales.
The team's confidence has grown so much since working with Corina. From the formalised training delivered seamlessly for the whole company to the day to day check-ins and support, the team have been given the tools and insights to manage GCC clients and opportunities effectively like never before.

💬 "Building relationships was always a challenge for us, but Corina’s expertise showed us how to adapt our approach. Our growth in the region has been remarkable!"

Investing in your ability to foster better relationships will lead to more business, enhanced pipelines, and ultimately, growth. 

WHAT I OFFER: 
↗️ Online Resources at www.star-cat.co.uk/shop
↗️  VIP Days at £12,500 plus VAT
↗️ Cultural Advisory and Consultancy
↗️ Strategy for Sales and Marketing for the Gulf (Saudi Arabia, UAE, Qatar, Oman etc)
↗️ Group training focused on Cultural insights and Etiquette
↗️ Speaking on: Doing business in Saudi/the Gulf as a Westerner, Unique Insights into the Gulf market, Entrepreneurship etc

In my free time, I love to: 
🩵 cold water swim
🤝 support organisations that help people in Hospitality (I support Under One Sky and The Burnt Chef Project) as well as help underprivileged kids (together with The Elena Baltacha Foundation)

If you are ready to make a bigger impact and foster better connections in the Middle East and watch your business flourish, send me a DM or email: support@star-cat.co.uk. 

If you want to get started with a simple step, sign up to the Middle East Insights here:
https://star-cat.uk/newsletter-page-8920

Star-CaT helps companies and professionals to succeed in the Gulf region. We have been trusted advisors to many HNW clients from the Gulf and we now teach others how to build these relationships.
Our Services include:
🌙 Training 
🌙 Advisory
🌙 Middle East Membership for ongoing support (for companies and individuals) 
🌙 Speaking
🌙 Online Resources
www.star-cat.co.uk

If you want to understand the Gulf, start by understanding Friday.

If you have ever spent a Friday there — you will know what I mean when I say: the air feels different.

The rush of the week slows down.
The cities move to a softer rhythm.
And 
time — for once — feels abundant.

🕌 Friday in the Gulf is not just a weekend. (yes I know in the UAE it has changed but Friday still has a slower pace)

It is presence.
It is prayer.
It is pause.

While the rest of the world sees Friday as the finish line, the Gulf sees it as the reset.

Families gather for lunch.
Friends meet over qahwa and dates.

Even business leaders step back — not to disconnect, but to reconnect — with faith, with family, with purpose.

So this is why today we take a deeper look at what this means. You can read the new edition of the Middle East Sunday Pages here:
https://lnkd.in/euwrazAC

And when you start to understand that rhythm, you do not just adapt to the Gulf.

You start to belong here.

Corina Goetz

Middle East & Saudi Etiquette & Business Specialist | Senior Strategic Adviser | Board Member | Keynote Speaker

The most impressive CEO I met this week did something shocking: 
- he asked for advice.

Not because he lacked experience.
Not because he was unsure of his abilities.
 
But 
because he wanted to give himself the best possible chance of succeeding in a region that rewards preparation over assumptions.

This is what real leadership looks like.

A man who has run global teams, led billion-dollar projects, lived on several continents — 
and still said to me:
“Teach me how to get this right. I do not want to walk in with Western assumptions.”

This is humility.

And in the Gulf, humility is not weakness.

It is strategy.

Because the people who thrive here are not always the loudest in the room.

They are the ones who know when to listen, when to adapt, and when to ask for guidance.

I admire leaders like him — the ones who understand that experience is an asset,
but 
cultural intelligence is a multiplier.

And when you choose to invest in that?

- Doors open.
- Relationships deepen.
- Opportunities expand in ways no report or market entry plan can predict.

This is exactly the mindset that succeeds in the Middle East.

👏 Humility is power.
👏 Preparation is respect.
👏 And those who combine both build legacies here.

Want to start in your own time? You can get my course here: https://lnkd.in/dwCCKmAw

Some things you cannot teach a child in a classroom.

You can only teach them by letting them live.

Last week, my son had three “firsts”:

✈️ His first solo flight - thank you Etihad
🎤 His first concert - Post Malone no less
🏎️ His first Formula 1 - in Abu Dhabi

And watching him move through each moment with a mix of nerves, excitement, courage, and wide-eyed wonder reminded me of something I deeply believe:

The best thing we can give our children is not perfection.

It is experience.

Not perfectly planned days.
Not perfectly controlled environments.
Not perfectly curated paths.

But the real world — with all its colour, noise, adventure, and possibility.

Because every new experience gives a child something no book can:
💡 Confidence
💡 Curiosity
💡 Adaptability
💡 A sense of who they are becoming

When he boarded that flight alone, he grew a little.
When he stood in that crowd at his first concert, it opened his eyes.
When he watched the F1 cars fly past, he dreamed a little bigger.

And that, to me, is the true goal of parenting — not to protect them from every uncertainty,
but 
to prepare them to step into life with excitement rather than fear.

Let them try.
Let them explore.
Let them be brave in small ways today so they can be brave in bigger ways tomorrow.

Experiences shape children.

And this week, I saw my son expand in the most beautiful way and I am proud he had to courage to do this.

Today’s post is a little different.

People often assume I have it all together — because they see the highlight reel, the travel, the clients, the projects, the events.

But the reality is far more human than that.

I struggle like everyone else.
- Plans fall apart.
- People disappoint.
- Projects don't work out
Life throws curveballs I was not ready for.

And some weeks feel heavier than others. (aka my last 3 weeks!)

But here is what I have learned — and what I keep coming back to:
Even when everything feels like it is collapsing, there is always something holding you together.

✨ Friends who worry about you and make time because they genuinely want to  be there for you - hello Jody Atkins and Geraldine Spurway

 ✨ A LinkedIn friend you finally meet in real life — who insists on paying for lunch and takes you to a special kind of therapy (more on that soon) - thank you Amal Harb - I loved meeting you

 ✨ A client who books a private room (that you didn't need) but simply because they want you to feel special and valued. 

These moments matter.
These people matter.
They are the reminders that even in the mess, there is still so much to be grateful for.

So if today feels heavy for you too, look for the small anchors.

They are there — quietly keeping you afloat.
Gratitude does not erase the struggle.
But it gives you strength to move through it.

And sometimes, that is enough. 💛

ps. thank you Olga Mudryakova MIH for the most brilliant Set Summit which gave me this incredible Rankin picture.

Dubai did it again — and the world is already arguing about it.

They just launches citywide biometric, contactless hotel check-ins.
Seamless arrivals. 
Zero paperwork. 
A glimpse into the future of travel.

Immediately, the reactions came:
🙄 “Privacy invasion!”
🙄 “It will never work.”
🙄 “This is too much.”

But here is what I think:
Will this be the final version of the product?
Probably not.

But that is NOT the point.

The point is that Dubai — and the UAE as a whole — does what every great entrepreneur understands:

Try something.
Fail fast.
Assess.
Try again.

Because progress does not come from perfection.

It comes from momentum.

And this is exactly why the UAE keeps outpacing global hubs:

👉 They do not wait for the world’s approval.
👉 They do not need every critic to agree.
👉 They test, build, refine — publicly, boldly, unapologetically.

Some ideas will succeed.
Some won’t.

And that is ok.

But the willingness to try is what keeps them ahead.

This is not just a hospitality innovation — it is a mindset lesson.

Fortune favours the builders.

And the UAE never stops building.

And this is why everyone should look at the Gulf and what is happening there. Get your Insights here: https://lnkd.in/esA2CMaN

One thing I deeply admire about the Gulf: how it cares for its elders.

In many parts of the world, ageing is treated as something to “manage,” a problem to solve, a responsibility to outsource.

But here in the Gulf, it is treated as something entirely different:
✨ an honour.
✨ a blessing.
✨ a responsibility shared by the whole community.

This sign I passed today says it beautifully:
 “Our elders, our blessings.”

And it is not just a slogan.

 You see it in everyday life:
 — families prioritising parents and grandparents
 — government initiatives that protect, support, and uplift senior citizens
 — communities where age brings status, not invisibility
 — a culture where wisdom is valued more than speed
 — where time slows down for those who walked before you

In a region that is modernising at extraordinary speed, this commitment to tradition — to dignity, respect, and care — remains unwavering.

And this is one of the greatest lessons the Gulf teaches the world:
progress means nothing if we forget the people who built the foundation.

And the Gulf never forgets that.

A reminder that culture is not just what you say — it is what you honour.

Want more Insights from the Middle East? Make sure you read our Middle East Insights: https://lnkd.in/esA2CMaN

The UAE did not rise by accident — it rose by belief, unity, and vision.

And today, the UAE celebrates far more than a date on the calendar.

It celebrates a story — one of Visionaries, Dreamers, Builders, and Believers.

🇦🇪 The UAE National Day represents something incredible: 
the moment seven emirates chose something extraordinary: 
- unity over division, 
- ambition over limitation, 
and the future over fear.

What began in 1971 as a bold regional experiment is now one of the most remarkable national transformations in the world — a country where:

✨ Innovation is a daily mindset
✨ Hospitality is a way of life
✨ Tolerance is a lived value
✨ Ambition is woven into identity
✨ And the impossible is simply the starting point

From desert landscapes to global skylines, the UAE did not rise by chance — it rose because its people and leaders believed that potential has no borders.

And as someone who works so closely with the region, I see the UAE’s greatest strength not just in its architecture or economy — but in its spirit.

A spirit that says:
 “We will create what others only imagine.”
 “We will lead with possibility.”
 “We will make room for everyone who believes in this vision.”

On this National Day, may the UAE continue to rise with purpose, unity, and wisdom.
 
And may we all remember the lesson this country teaches so powerfully:
🫶🏻 A nation’s greatest resource is not oil… it is belief. 🫶🏻

Happy UAE National Day 🇦🇪 or Eid Al Etihad 🇦🇪
 كل عام وأنتم بخير

Visionaries are rare. Strategists are rare. 
People who are both? 
✨ That is Francois Paul Lambert. ✨

This is why today my spotlight is on François — not only the co-founder of one of my most ambitious projects, but one of the smartest, kindest, and most extraordinary humans I know.

If you have ever wondered what the future of space, strategy, and civilisation sounds like when spoken through a human being — it sounds like him.

🚀 A career written between Earth and the stars

François doesn’t just work in the space sector.

He shapes it.
His journey didn’t begin with rockets or satellites.

It began with a life-changing accident that turned recovery into reinvention — shifting him from the cockpit to the command centre of global space governance.

In the decades that followed, he became one of the rare individuals who understands that the future of space is not just engineering — it is law, policy, vision, timing, and courage.

When people say space is the future, François quietly reminds them — the future needs rules, clarity, and people courageous enough to build them.

So what are we building?
Step forward Ascend™ – The Space Hospitality Company - a venture that merges astronaut training, research, and ultra-luxury hospitality to prepare humanity for life and work beyond Earth.

When I think about the future of the space economy — the future of civilisation beyond Earth — I know that people like François will be the ones shaping it with integrity, intelligence, and intention.

So you know what to do... go and follow him.

The future is closer because of people like you Francois Paul Lambert.

The Gulf is not slowing down — it is accelerating.

And this month's developments prove it.

From flying taxis to financial hubs outpacing New York and London, the region is not thinking incrementally.

It is thinking exponentially.

The pace of transformation is extraordinary — and so are the opportunities for those who understand how to navigate it.

Read all the Insights here ⬇️

In Today's Issue for you... Star-CaT Updates and News Dates you need News from the Gulf Stats You Should Know To Become More Skilled in the Gulf In 2 

Open article: New UAE Rules, New Routes, New Opportunities — Full Breakdown Inside by Corina Goetz • 6 min read

New UAE Rules, New Routes, New Opportunities — Full Breakdown Inside

Some places are beautiful.
And then there are places that shift something inside you.

This week at the Sheikh Zayed Museum in Abu Dhabi, one line stopped me in my tracks:
“Treat every soul as special.”

A simple sentence — but the entire spirit of the UAE lives inside it.

And as I walked through the museum, I realised something powerful:
this was NOT just a tribute to a leader.

It was a blueprint of what visionary leadership really looks like.
👏  The storytelling.
👏  The progress showcased.
👏  The ambition of a man who saw possibility long before it existed.

Sheikh Zayed did not dream small.

He did not build for himself.
He built for generations he would never meet.

And taking my son there — letting him walk through the history, the transformation, the values — felt so meaningful.

Because I wanted him to understand that vision is not about ego…
it is about responsibility, service, and leaving your corner of the world better than you found it.

This museum moved me in a way I did not expect.

Not just visually — though it is breathtaking — but emotionally.

It felt like stepping into the heartbeat of a nation that dares to imagine boldly.

I will be doing a full edition of The Middle East Sunday Pages on this visit, because there is so much more to unpack.

But for now, I will leave you with this thought for the weekend:
❤️ If you want to understand the UAE, start with Sheikh Zayed.

Start with the man who believed every soul matters.

Because that belief still shapes everything you see today.

Do not miss the full deep dive on this special place by joining the Middle East Insights: https://lnkd.in/esA2CMaN

You can learn with us anywhere even by the pool! 

Thank you Tracey Jones for your trust and your kind words.

Elevating Human performance | Mind Management Coach and Educator | Trusted Confidante within U/HNW Families, High Performing Teams and the Inner Circle | Language Alchemy Coaching™ | Key note Speaker

✈️ Arrived in Bahrain for the International Forum for the Development of University Education in Arab States in Light of Future Skills and Professions, hosted by Arabian Gulf University in partnership with UNESCO.

I’m honoured to be speaking and sharing insights into our Personal Growth Programme, focusing on how we can nurture today’s leaders for tomorrow’s world — through human connection, high standards, and equipping youth with future‑ready skills. Being able to share our data, examples of our programme and our report findings with so many wonderful testimonials is truly a privalige.

This journey feels even more meaningful as I continue learning from the brilliant Corina Goetz, a leading expert on Gulf business culture. Her insights — built on decades of hands‑on experience across Saudi Arabia, the UAE, and the wider GCC.  Corina’s insights are helping me truly understand the region: the nuances of relationships, the importance of cultural intelligence, and the way trust and respect form the ultimate currency of success here. I am truly understanding why I feel so connected to this part of the world. 

Grateful for the chance to deepen my understanding of the region and to share how values, trust, and connection shape true leadership. 🌍✨

Thank you so much Corina Goetz your programme has such great content. I would highly recommend anyone wanting to deepen their knowledge of the regions to sign up.

#LeadershipDevelopment #FutureSkills #HumanConnection #MiddleEast #GulfCulture #EducationTransformation #PersonalGrowth #Bahrain #UNESCO #AGU

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