Built to Belong
A transformation for independent hospitality leaders who want to grow with purpose, lead with confidence, and build a hospitality business that truly connects.
Part Masterclass. Part community. All heart.
You built your business with passion. You care about your customers, your team, and the experience you create. But passion alone isn’t enough—staying ahead requires clarity, focus, and the right support.
Kith & Kin: Built to Belong provides the wisdom to make the right moves and the connections to build something truly meaningful.
We work with ambitious independent operators, business owners, and senior leaders who are curious, committed, and ready to grow with purpose.
Real Hospitality Leaders. Real Results.
What We Believe
At Kith & Kin, everything we offer — from our masterclasses to the community — is built around five core pillars.
These aren’t just nice ideas. They’re the difference between surviving and thriving in independent hospitality.
They guide how we show up, how we support you, and how we help you grow.
Define Your Identity
Be intentional. Be real. Be consistent.
“A brand is what people say about you when you’re not in the room.”
Know your purpose, and use it to lead.
We’ll help you shape a mission, vision, and set of values that guide your decisions, define your personality, and create real differentiation in a crowded market.
Stand Out
Don’t follow the herd. Know who you are and own it.
“If you try to please everyone, you’ll end up pleasing no one.”
You’ll gain the confidence to be bold, clear and unapologetically you.
We’ll help you define your ideal customer, carve out your niche, and build a business that stands apart — not by shouting louder, but by being more you than ever.
Tell a Great Story
Speak with clarity, personality, and truth.
“Facts tell, but stories sell.”
Your story matters — to your team, your guests, and your wider brand.
You’ll learn how to connect through clear, authentic messaging that attracts a loyal tribe around a mission people want to be part of.
Build Loyalty
Put people first. It pays off.
“People may forget what you said, but they’ll never forget how you made them feel.”
We help you design experiences — for your guests and your team — that create lasting emotional connection.
This isn’t about gimmicks. It’s about shared values, belonging, and building something people genuinely want to return to.
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Set High Standards
Never settle. Be proud of what you deliver.
“You don’t rise to the level of your goals. You fall to the level of your standards.”
Surround yourself with ambitious peers and trusted partners who raise the bar.
Through the masterclass, webinars, and community support, you’ll be equipped to lead with confidence and to deliver consistently brilliant experiences your team and customers are proud of.
Real Support for Real Hospitality People
Whether you’re joining the Kith & Kin community or stepping into the Masterclass, these five pillars are woven through everything we do.
This isn’t surface-level strategy.
This is sustainable growth, grounded in purpose, delivered with heart.
These principles are delivered through:
The 3-Day Masterclass – Achieve absolute clarity and focus to align your business for success.
The Ongoing Community – Stay inspired, challenge yourself, and rise to the occasion.
Is This for You?
You might already have a loyal customer base.
Your team might be doing a great job.
Things might feel… fine.
But what if fine isn’t enough anymore?
What if your brand could stand out even more — for all the right reasons?
What if your team felt genuinely connected, not just competent?
What if your customers became your biggest advocates — not just repeat visitors?
What if you had a clearer strategy that worked with your values, not against them?
We work with ambitious operators who aren’t content to coast.
The ones who want to lead, not follow.
The ones who care deeply, and want to build something that lasts.
If that sounds like you — you don’t need to change who you are. You just need the right space to go further.
The 3-Day Masterclass
Where clarity, confidence, and strategy come together.
Before you grow, you need alignment.
Alignment between your purpose, your brand, your people, and your customer experience.
The Built to Belong Masterclass is a 3-day strategic deep dive for independent hospitality leaders who want to think clearly, lead boldly, and build a business that truly reflects who they are.
You’ll work with world-class mentors using proven frameworks trusted by global brands like Google and Apple — brought into a real-world hospitality setting.
This level of training isn’t available anywhere else in the industry.
You’ll leave with a practical, purpose-led strategy tailored to your business — and the confidence to lead it forward.
What You’ll Get:
Guided Business Audit
Spot roadblocks, uncover hidden opportunities, and sharpen your focusBrand & Identity Clarity
Define your niche, own your difference, and stand out with confidenceStorytelling & Marketing Strategy
Craft a message that connects with the right people — and keeps them coming backBuilding a Magnetic Culture
Inspire your team, deepen loyalty, and create the kind of experience people rememberYour Business Strategy, Built to Belong
Walk away with a clear, actionable plan rooted in purpose and growth
Hospitality is about creating belonging. This is where you build it — from the inside out.
“In our masterclass, we dedicate half of a long, intense day purely to working on purpose. It’s tough because most people come in thinking they already know the answer—only to realise they’ve been asking the wrong questions!
Only after that do we explore mission, vision, and values. That’s when I get goosebumps—because you can see the realisation hit. They suddenly understand the impact this will have on them, their business, their team, and their customers.
It’s magic.
”
The Kith & Kin Community
Where the people who create belonging… find their own.
In hospitality, the most successful businesses are built on connection — with guests, with teams, with purpose.
The same is true for the people who run them.
The Kith & Kin Community is a space for independent hospitality leaders who want more:
More clarity.
More confidence.
More connection.
This is where you find your tribe — a collective of like-minded operators who are ambitious, generous, and refuse to settle.
What You’ll Get:
Live Webinars & Q&As
Learn from industry experts and stay ahead of the curvePrivate Chat Rooms & Online Forum
Engage with peers and trusted suppliers in a space that’s built for real conversationsResources & Supplier Network
Save time, make smarter decisions, and access tools that actually workWellbeing Challenges & Support
Stay motivated, balanced, and resilient in a demanding industry
Hospitality is about creating belonging.
Here, you find yours.
Share insights. Ask better questions. Push each other forward.
Grow alongside people who get it — and go further than you thought possible.
Meet Your Mentors
CASSIE DAVISON, HOSPITALITY BUSINESS COACH, ENTREPRENEUR & OPERATOR
Cassie Davison has spent over 30 years in the hospitality industry, building and running multi-award-winning venues. She knows exactly why businesses stumble—and more importantly, what it takes to make them thrive.
An Ambassador for the British Institute of Innkeeping and Strategic Advisor at De Montfort University’s Postgraduate & Doctorate Business School, she’s on a mission to build a community of outstanding independent hospitality businesses.
Wes Henstock – Brand & Business Transformation Specialist
Wes Henstock – A Level C Certified Brand Architect with a unique approach to business transformation. Personally trained by the Yoda of brand, Marty Neumeier (Adobe, Apple, Google, Microsoft).
His expertise helps businesses go from "just another venue" to must-visit destinations, using the same principles that have transformed some of the world’s biggest brands.
Ash Rathod – Storytelling & Marketing Expert
Ash Rathod – is a storytelling powerhouse with over 70,000 LinkedIn followers and a background in TV. He’s been called "the gold standard of storytelling" by Chris Do, one of the world’s leading branding experts.
Ash will show you how to emotionally connect with your audience, craft compelling stories, and turn casual customers into raving fans.
The Value of Built to Belong
High-impact learning. Real-world support. One powerful programme.
The Built to Belong programme brings together everything independent hospitality leaders need to grow a business that’s strategic, sustainable, and deeply connected — to your team, your customers, and your purpose.
You’ll gain access to world-class tools, training, and support designed specifically for our industry — the kind of expert guidance normally reserved for global brands.
What’s Included (and what it’s really worth):
Total Value: £84,618+
Your Investment: £5,500*
Built to Belong is for teams, not just individuals.
Your investment covers the full 3-day Masterclass for your entire leadership team — because real transformation happens when everyone is aligned.
Want to add more team members to the community afterwards?
We offer generous discounts for additional places.
This isn’t just training. It’s a complete support system — for you, your business, and your future.
Built to Belong is the only programme of its kind in the UK hospitality industry.
No fluff. No cookie-cutter content. Just honest, expert guidance to help you lead with purpose and build something that lasts.
*Talk to us about payment plan options.
We also offer access to the community separately on a subscription basis, available for you or your team.
Why We Do It
Our mission is simple: to help independent hospitality businesses build strong, purpose-driven brands, create memorable experiences, and achieve long-term success.
We believe hospitality businesses should be:
More than just places to eat and drink—they should be loved destinations
Simplified, structured, and strong—reducing overwhelm and uncertainty
Aligned with purpose—attracting the right customers and teams naturally
The businesses that work with us:
Clarify their operations, making daily management easier
Build a powerful brand, ensuring long-term customer loyalty
Join a like-minded community, gaining support and inspiration from other ambitious operators
Free Stuff
Take the free Built to Belong Quiz
Receive a personalised report with expert insights and strategies tailored to your business.
The Challenges Hospitality businesses are Facing Right Now
Running a hospitality business today isn’t what it used to be.
If any of this sounds familiar, you’re not alone:
Disengaged staff – You hire, you train, but your team still just clocks in and out.
Struggling to stand out – You’re great at what you do, but customers don’t always notice.
Slow business growth – You need more momentum, but nothing seems to shift.
Customers are spending less – They go out less often, and when they do, they’re spending less.
Overwhelm – The constant pressure of running a business makes it hard to see the next step.
It’s frustrating. But the biggest mistake hospitality owners make is trying to solve these problems with short-term tactics instead of building a business that truly attracts, engages, and retains the right customers and staff.
👉 📖 read the full report here or watch below
Watch: The 7 Biggest Mistakes Hospitality Businesses Make
Many hospitality businesses fall into the same traps, preventing them from growing and achieving long-term success.
They try to do more instead of focusing on what truly matters.
They invest in systems, discounts, and trends but still feel stuck.
They work constantly, yet never feel fully in control of their business.
