Sara Roberts

4× Founder Helping HealthTech Scale Without Breaking Founders | Strategic Advisor to Series A+ Ventures | £10M+ ARR Track Record | Speaker | Top 10 Global Thought Leader

The day my dad died from a preventable illness, my work changed direction.

That moment became the anchor for everything that followed, my companies, my values, and my conviction that healthcare must shift from reactive crisis management to proactive, ethical, and fundamentally human systems.

Over 15+ years, I've built and scaled four ventures across three continents, including taking a consumer health brand from £0 to £10M ARR. I've built international supply chains, secured FTSE100 and government contracts, and driven commercial expansion under real constraints.

I've also lost companies - to fraud, and the hidden costs of prioritising velocity over viability.

Those failures clarified something critical: the companies that scale sustainably aren't led by the hardest-working founders. They're led by the most strategically disciplined ones.

WHAT I DO NOW
I lead Well Purposed, a strategic advisory studio helping post–Series A HealthTech, longevity and impact founders build sustainable, profitable scale through:
→ Scale systems that unlock 2–3× growth without fragmenting focus
→ Market readiness for UK/EU/African expansion
→ Founder operating systems that stabilise decision-making
→ Commercial partnerships that accelerate adoption and revenue
→ Team and narrative alignment that sustains execution

The companies we work with don't just grow faster. They grow more sustainably, aligning profit, purpose, and the health of the people building them.

RECOGNITION & ROLES
→ Top 10 Global HealthTech Thought Leader (Thinkers360)
→ Top 20 UK HealthTech Expert (Favikon)
→ Henry Royce BioMaterials Investment Committee
→ WELL Nourishment Global Advisory
→ Queen's Award for Sustainable Development
→ B Corp-certified (previous venture)

WHAT I BELIEVE
→ Governance is the new growth. Compliance isn't your bottleneck. It's your moat.
→ Founders are infrastructure. The pace of the company matches the pulse of its founder.
→ Ethics is a competitive advantage. Trust compounds faster than capital.

LOOKING AHEAD
I write and speak on HealthTech scale, ethical growth, founder resilience, and preventative health systems. I partner with organisations shaping the future of global health and longevity.

I'm selectively exploring executive roles (COO, CSO, MD, or CEO succession) in high-growth HealthTech companies where operational experience, strategic clarity, and a prevention-first mindset can drive both commercial success and meaningful impact.

If your mission is to build a healthier future, we likely have work to do together.

📩 sara@wellpurposed.com
🔗 www.wellpurposed.com

Founder and CEO

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.

I’m not a clinician - and that’s exactly why founders hire me.

I work 𝘢𝘭𝘰𝘯𝘨𝘴𝘪𝘥𝘦 clinicians. 
I don’t replace them. 
And I don’t pretend to be something I’m not.

My role is commercial, strategic, and operational. Building the system around validated health and wellbeing innovation so it can scale without losing integrity.

Most of the founders I work with already have: 
– a strong clinical or scientific foundation 
– early validation or traction 
– investor or board pressure increasing

What they don’t yet have is a commercial and operating system that can carry that innovation forward.

That’s where I come in.

⛔ I don’t run clinical trials. 
⛔ I don’t design regulatory pathways. 
⛔ I don’t claim reimbursement expertise.

✅ What I 𝘥𝘰 bring is over 15 years of experience building and scaling companies across nutrition, wellbeing, sustainability, and health, including taking businesses from zero to £10mARR, expanding internationally, and operating under real commercial pressure.

I sit in what I call the 'messy middle': 
– translating clinical reality into board-level decisions 
– protecting long-term trust when growth expectations rise
– helping founders move from intuition-led building to system-led execution

Too often, when growth starts to take shape, founders get overloaded. The impact is often slower decision-making and blurring ownership boundaries. Then the business starts drifting.

My work is to prevent that drift.

If you’re building in preventative health, metabolic health, wearables, B2B2C wellbeing, or corporate wellness, and you’re post-MVP or post-raise, alignment matters more than hype.

I’m not here to sell certainty. I’m here to build something that lasts.

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⭐I’m Sara - a HealthTech strategic advisor, fractional operator, and 4x founder who’s scaled ventures to £10M+ ARR across the UK, Europe and Africa. I help founders navigate complexity, rebuild strategic clarity, and scale sustainably. Founder of Well Purposed.

Your company's pace will always match your pulse. Choose wisely.

I spent years believing that rest was something I'd earn after the next milestone. 

After the funding round.
After the product launch.
After we hit a target.

The problem? The milestones kept moving. And so the rest never came.

What I eventually learned, the hard way, is that recovery isn't a reward for productivity. 

It's a prerequisite for it.

Unstable founder physiology isn't a personal issue. It's a systemic risk.

The strongest founders I work with don't push through exhaustion. They design around their capacity. They protect energy like they protect margin. 

Because the data is clear: depleted founders make worse decisions. 

They miss ethical signals. 
They shortcut governance. 
They burn teams.

Your health isn't separate from your company's health. It's the foundation of it.

This weekend, protect one thing: sleep timing, movement, or genuine rest.

Not because you've earned it. Because your business depends on it

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⭐I’m Sara - a HealthTech strategic advisor, fractional operator, and 4x founder who’s scaled ventures to £10M+ ARR across the UK, Europe and Africa. I help founders navigate complexity, rebuild strategic clarity, and scale sustainably. Founder of Well Purposed.

If we were sitting down for a coffee and you asked me where I’d start before talking about growth, I’d probably say this:

Most HealthTech companies don’t stall because the product is bad.
They stall because the evidence can’t keep up with the ambition.

Before partnerships, before scaling plans, before the shiny stuff, I always come back to one simple question:

Does this solve a real health or system problem, and can you prove it?

Traction doesn’t really mean downloads or pilots. It means trust.

Trust from clinicians.
Trust from employers or systems.
Trust from partners who know that once something is adopted, it has to work, not just once, but over time.

This is what I mean by product–market integrity.

It’s not about being perfect.
It’s about being honest, evidence-led, and willing to look at the data even when it’s uncomfortable.

The founders I see scale well tend to:
– fall in love with the data as much as the idea
– build feedback loops early
– treat quality and compliance as part of growth, not admin
– understand that credibility compounds faster than capital

In my role at Well Purposed, I sit alongside clinical and technical experts translating evidence into commercial clarity.

The old “move fast and break things” mindset doesn’t hold up.
What the market rewards now is proof, not promises.

If you’re building in preventative health, wellbeing, metabolic health, wearables, or B2B2C health, and you’re post-MVP or post-raise, this lever matters more than most people realise.

Because if integrity cracks early, everything downstream gets harder.

Next week, I’ll share Lever 2 - why so many HealthTech companies think they’re market-ready… and aren’t.

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⭐I’m Sara - a HealthTech strategic advisor, fractional operator, and 4x founder who’s scaled ventures to £10M+ ARR across the UK, Europe and Africa. I help founders navigate complexity, rebuild strategic clarity, and scale sustainably. Founder of Well Purposed.

SARA_ROBERTS_4x Founder_ Well Purposed_ Why traction in he

I’ve been working on something quietly over the past few months.

Not another opinion piece.
Not a hustle framework.
Not “wellness” repackaged for founders.

It’s a playbook.

The WELL Founder Playbook. Built for founders scaling under pressure, scrutiny, uncertainty and responsibility.

After 15+ years building and scaling companies across health, wellbeing, and regulated markets, I’ve seen a familiar pattern. Founders are faltering because their 'founder system' isn’t designed to carry the weight of scale.

Burnout.
Ethical drift.
Loss of clarity.
Quiet isolation.

All predictable. And importantly, all preventable.

This playbook focuses on what we rarely talk about openly:

• Physiological leadership
• Cognitive clarity
• Ethical scale
• Commercial discipline
• Identity and boundaries
• Longevity thinking

The purposed is not to slow founders down, by giving them something else to do, but to empower them to last - to complete the marathon!

It’ll be launching later this week.

If you’re building and feeling the weight of it - this one’s for you.

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⭐I’m Sara - a HealthTech strategic advisor, fractional operator, and 4x founder who’s scaled ventures to £10M+ ARR across the UK, Europe and Africa. I help founders navigate complexity, rebuild strategic clarity, and scale sustainably. Founder of Well Purposed.

Most playbooks talk about how to scale the company. Very few talk about what that scale does to the 𝗳𝗼𝘂𝗻𝗱𝗲𝗿.

The long days. 
The quiet pressure. 
The responsibility that doesn’t switch off. 
The sense that you’re carrying more than anyone really sees.

After years building and scaling in across 3 continents, I’ve seen the same pattern repeat itself. Strong traction on the outside, quiet erosion of the founder on the inside.

Burnout doesn’t arrive suddenly. 
Loss of clarity doesn’t announce itself. 
Ethical pressure creeps in slowly.

Not because founders aren’t resilient, but because no one designs for the 𝘧𝘰𝘶𝘯𝘥𝘦𝘳 𝘴𝘺𝘴𝘵𝘦𝘮.

That’s why I wrote 𝗧𝗵𝗲 𝗪𝗘𝗟𝗟 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸.

It’s not about slowing down or opting out of ambition. 

It’s about building the personal infrastructure required to lead under pressure, protect what matters to you, and stay well enough to last.

𝗧𝗵𝗲 𝗪𝗘𝗟𝗟 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗶𝘀 𝗻𝗼𝘄 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗹𝗲 𝘁𝗼 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱. Link in the comments.

Happy Friday.

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⭐I’m Sara - a HealthTech strategic advisor, fractional operator, and 4x founder who’s scaled ventures to £10M+ ARR across the UK, Europe and Africa. I help founders navigate complexity, rebuild strategic clarity, and scale sustainably. Founder of Well Purposed.

I don’t often pause to reflect publicly, but this one felt worth sharing.

I was invited to take part in a Thinkers360 Thought Leader Interview, exploring my work at the intersection of HealthTech, leadership, and design thinking, and the ideas that have shaped how I build and advise today.

Over the past 15+ years, I’ve had the privilege (and pressure) of building and scaling ventures across the UK, Europe, and Africa, growing companies to £10M+ ARR, navigating regulated markets, and learning firsthand that innovation only matters if it translates into real-world adoption.

Much of my work has been shaped by lived experience, including losing my father to a preventable illness. That moment fundamentally changed how I think about healthcare, leadership, and responsibility.

In the interview, we talk about:

• Why HealthTech doesn’t fail because of ideas but because of execution and systems
• What it really takes to scale in complex environments
• How founders can lead under pressure
• Why preventative health, longevity, and ethical design are becoming non-negotiable

I’m grateful to Thinkers360 for the opportunity and for recognising my work as part of their Top 50 Global Thought Leaders in HealthTech 2025.

More than anything, I hope the conversation is useful for founders, operators, and leaders trying to turn innovation into impact, without losing themselves in the process.

If you’re building in HealthTech, I’d love to hear:
what’s the hardest part of translating great ideas into reality right now?

https://lnkd.in/ept-FE8x

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⭐I’m Sara - a HealthTech strategic advisor, fractional operator, and 4x founder who’s scaled ventures to £10M+ ARR across the UK, Europe and Africa. I help founders navigate complexity, rebuild strategic clarity, and scale sustainably. Founder of Well Purposed.

Open article: Thought Leader and Influencer Interview with Sara Roberts, HealthTech Entrepreneur and Founder, Well Purposed by thinkers360.com

Thought Leader and Influencer Interview with Sara Roberts, HealthTech Entrepreneur and Founder, Well Purposed

Ancestral Superfoods

• Launched and built sales pipeline for UK sectors including retail, foodservice, and direct to consumer.
• Strategized through unconventional routes to create listings and reach consumers.
• Liaised directly with Co-Founder and key stakeholders for operations, sales, marketing, and more.

UK Sales & Marketing Manager

D & N AGENCIES LIMITED

Interim - competence in sourcing and managing suppliers, retailers such as M&S, Next, Sainsbury's, Planet Organic, Waitrose, John Lewis and manufacturing partners Orexis Fresh Foods, including Far East expertise. 
Ability to innovate using market insight, global trends, and competitor analysis, delivering first to market propositions, with underpinning data.

Managing Director

Visionary Food Solutions

- Build connections and relationships through listening, learning and understanding how to support UK and International food and drink brands to growth in the UK market.
- Strategize through different and unconventional routes and channels where live opportunities exist to create listings and reach consumers.

Relationship Manager

Advanced Biotics

1.	Supplier and manufacturing relationships - manage the process for sourcing partners for co-manufacturing of products, overseeing recipe development and production, signing off specific requirements, track regulations and monitor certification, discuss packaging specs, explore and make recommendations. 
2.	Innovation and product development - development of new products like bars, drinks etc, shortlist potential manufacturers, work with development teams to ensure that the specs and methods of any products being developed work with our ingredients.
3.	Commercial / Business Development - working alongside the CEO / Co-Founder and the e-commerce team to develop the commercial side of the business, this might be strategy, branding, developing new target demographics, but also identifying and managing various processes with logistics, wholesalers, retailers, and others.  Involvement in representing the brand at trade fairs.

Project Manager

Food Business Development Company (FBDC)

• Developed new business proposals and managed projects independently, liaising with clients to drive project success.
• Increased online presence and business interest for FBDC through social media and exploring new avenues for growth.
• Collaborated with team to achieve financial targets and goals through project delivery and new business revenue.

Business Development Manager

•	Involved in researching retail pricing, strategy, product offering and ingredients in the Pet Industry on behalf of a new brand entering the UK market. Therefore used gap analysis to spot and identify opportunities for vegan human grade natural ingredient dog treats and snacks. 
•	Also contacted retailer buyers, independents, distributors and online stores to discuss first hand the current market landscape to understand the potential areas for growth.

Interim Research & Business Development Consultant

Cavendish Health Concierge Ltd 

- Organising and co-ordinating Covid testing for Professional Sportsman & Woman, TV celebrities, film crew and actors plus any other VIPs

Interim Logistics Coordinator

Orexis Fresh Foods Ltd

- Involved in team briefing meetings with food service and retail clients to go through the steps and processes from initial concept recipe through to launch stage via critical path.
- Able to develop client recipes through authentic and natural ingredients via kitchen sampling.
- Use of NutriCalc to finalise recipe specification to calculate nutritional values for serving sizes relevant for packaging.
- Understand and adhering to the Regulations around HACCP.
- Able to calculate the batch size for production trial purposes, monitor factory trials, and manage shelf life testing (at each date stage with the laboratory) plus liaising with technical on microbiological analysis.
- Good knowledge of Agile (food manufacturing software) in being able to upload documents and pictures for quality reference, track and update progress on new products (CRM) and final recipes.
- Understanding how to use and what to look for when pH testing. 

Orexis Fresh Foods Ltd is a leading food manufacturer based in North London, specialising in chilled ready to eat products, with our main focus on dips of all ethnic backgrounds. The Orexis brand has been widely recognised as a prominent producer in this sector of the industry for over 35 years, with an established following for our Greek speciality dips since the 1970’s. As a privately owned family business, we have built our success on 3 main objectives: Quality Products, Unbeatable Service and New Product Development, and used recipes and techniques passed down 3 generations to bring to you the finest quality products. We supply to supermarket chains and bulk packages to wholesalers and the catering sector. In addition to sales in the United Kingdom, we also export to Europe and many other continents.

New Product Development Manager

EXPORTING

•	Looking to access International markets through trusted partners for natural healthy ambient authentic food and drink brands with functional benefits.
•	Excellent communicator in building long term business relationships that can mutually benefit everyone.
•	Unparalleled knowledge and experience with regular market visits and attendance to key trade shows
•	Understand Global supply chains, Incoterms, distribution tiers and routes to market.
•	Category manager
•	Gap analysis and competitor assessment

Interim International Development : Food & Drink

Hampstead Tea 

To build and support Hampstead Organic sales in the UK and Export markets across all sectors – multiple retail, independent retail, foodservice, direct to consumer.
•	Prospect for new ‘Customer Acquisition’
•	Existing ‘Customer Retention’ and Account Management
•	Build sales with current customers

Interim Business Development 

David Morris transitioned from a 23-year career as a fashion industry director to become a specialist advisor in the functional food, beverage, and supplements sector. This career pivot was inspired by personal health challenges that highlighted the importance of preventative wellness solutions.
 
David is an entrepreneurial self-starter with experience in setting up and growing profitable businesses and was responsible in growing the revenue of one business by +400% in 36 months.

He understands what it takes to create and maintain a market leading proposition, expand commercial channels to deliver growth and generate increased revenue through operational improvement.
 
David loves building a strategy and roadmap to support growth and has a passion for helping founders, startups and small companies wanting to make a difference through their incredible functional ingredient food, drink and supplement products to provide upstream health benefits to allow people to have the ability to take back control of their health to feel better.
 
Company
Through D&N Agencies, David provides strategic business development services to health and wellness brands. 

The company evolved during Covid-19 in response to founder needs, offering comprehensive support including:
•	Funding acquisition
•	Customer base development
•	Cash flow management
•	Operational scaling
•	Market research and analysis
•	Supply chain optimization
•	Strategic roadmap development
 
His cross-industry experience spans fashion, gifting, food and beverage, and health supplements, delivering both advisory and hands-on implementation support.

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