Who we are

Every manager has the potential to be brilliant.

Using behavioural analytics and AI coaching, KultraLab enables change that leads to engaged and productive workforces.

Who we are

We help organisations connect their purpose and values to every employee, making them feel more empowered and helping you grow your business.

Our Team

The faces that help our clients build high-performing and engaged workforces.

Steve Baggi
Steve Baggi
Founder & CEO

Before establishing KultraLab, Steve co-founded specialist talent and leadership consultancy Green Park. He has advised some of the world’s biggest brands and leaders and serves as a special advisor on the future workforce to the World Retail Congress.

Amy King
Amy King
Chief Behavioural Science Officer

Responsible for bringing behavioural science to Kultra®, Amy is an award-winning Business Psychologist, Co-Founder and thought leader with a 12-year track record of consulting and advising FTSE250 companies. In 2018, Amy co-founded People Matter, which was acquired by Sabio Group in 2022.

Dawn Spetale
Dawn Spetale
Chief Financial & Operations Officer

Dawn leads finance, operations, compliance and investor relations. She has over 20 years’ experience in the UK and internationally at organisations such as Xalient, BHP Billiton, and Joseph.

Jon Drake
Jon Drake
Chief Product & Technology Officer

Jon oversees every element of our platform, from its design to its ability to deliver value to our clients and users. An experienced product and technology leader, he has previously held leadership roles at Disney, Dunnhumby, AKQA, and LifeWorks.

James Tate
James Tate
Chief Growth Officer

James is an experienced leader in driving growth and sales. He has worked with several start-up and scale-up SaaS businesses to increase revenues and has held senior positions at YuLife and LifeWorks.

Lynton Barker
Lynton Barker
Senior Independent Director

Lynton is a Non-Executive Director at Jellyfish, an award-winning visual effects and animation production company, and Chairman at technology services company Sparta Global. He was previously a partner at PwC for 20 years and a member of the PwC Executive Management Board and Pan European Board.

Kevin Lyon
Kevin Lyon
Non-Executive Chair

An experienced company Chairman and Non-Executive Director, Kevin has held board appointments across a range of industries, including energy, telecommunications, and retail. He is the Chair/Board member of several companies, including Space NK, and was previously at organisations such as David Lloyds and Booker. Kevin is also the ex-Managing Director of 3i Group.

B Corp

At KultraLab, we are proud to be a certified B Corp. We take our responsibility very seriously towards our clients, colleagues, environment and the communities we serve.

We want to partner with organisations to empower their people, transforming motivation and engagement. We are putting in place a number of initiatives and actions to help us move further along in the B Corp journey, putting our people and the users of our product at the heart of what we do.

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Our Partners

Collaboration is the future of business. We partner with organisations that enhance our mission of empowering clients to cultivate high-performing and engaged workforces.

Our partnership with the World Retail Congress plays a key role in our ‘research first’ approach. We have also partnered with the WRC on several reports that focus on how retail organisations navigate people challenges to build the workforces of tomorrow.

World Retail Congress

Kelvin Capital’s technology investment focus boosts our ambition to help organisations create and develop sustainable behavioural change across their workforces.

Kelvin Capital

We’ve nurtured a strategic alliance with the University of Manchester and actively participate in their scale-up forum. Our collaboration extends to various university faculties, including the Department of Computer Science and Alliance Business School. This partnership informs our research insights and methodologies to ensure rigour and contributes to the continuous development of our AI coach.

University of Manchester

As Scotland’s national economic development agency, Scottish Enterprise is committed to growing the economy, helping to create quality jobs, and realising a brighter future for the region.

Scottish Enterprise
World Retail Congress
Kelvin Capital
University of Manchester
Scottish Enterprise