Strategically design your business for the next 25 years

Stop relying on instinct alone. Get clear on what makes your business work – and bottle it.


When you know exactly who you are, what you stand for, and how you deliver it, every decision becomes simpler.


You’ll be able to communicate your vision with confidence, and trust others to deliver it alongside you.

Pre-Workshop: Business Audit

Before the Masterclass begins, you’ll complete a focused business audit to identify where you’re strong, where you’re stuck, and where the biggest opportunities lie. It’s your starting point for clarity and impact.

Day One: Define Your Identity

  • Clarify your mission, vision and values – and what makes you different.

  • Find your voice, your brand personality, and how you show up.

  • Become known for something meaningful – so the right people are drawn to you.

Day Two: Design Your Customer Experience

  • Stop guessing who you serve – design your ideal guests and understand what drives them.

  • Align your offer, environment and marketing to become their go-to.

  • Position yourself to stand out without trying to be everything to everyone.

Day Three: Tell Your Story & Build Your Tribe

  • Learn to communicate your purpose in a way that people feel.

  • Create emotional connection with both your team and your customers.

  • Build a loyal following – people who return, refer, and believe in what you do.

Post-Workshop: Activation & Implementation

You’ll leave with a clear, actionable plan.
We’ll show you how to make the biggest impact with the least resistance – so the work gets done without adding more pressure.

Ongoing Support: Join Our Alumni Community

Your journey doesn’t end after three days. You’ll become part of our alumni network, where you can:

  • Stay connected with your cohort

  • Join regular check-ins with Cassie, Wes and Ash

  • Tap into a growing community of like-minded business owners

  • Access ideas, insights and opportunities as you grow

You’ll also have access to our extended expert network across hospitality marketing, leadership, recruitment, design, tech, data, and wellbeing – so you’re never left figuring things out alone.

Built to Belong is more than a Masterclass.
It’s the clarity, structure and support you’ve been looking for.
For you. Your team. And your future.

This Masterclass is Worth Over £55,000 in Strategic Content

The frameworks, coaching, and tools shared over the three days are the same strategies used by global brands—worth over £55,000 in consulting value. What makes Built to Belong different is that this insight has been adapted specifically for the independent UK hospitality sector. You won’t find this level of clarity and practical application anywhere else. It’s grounded in decades of real-world experience, strategic growth, and hands-on results.

Branding Isn’t Just for Big Chains—it’s the Key to Thriving Independently

Branding isn’t just for businesses with big budgets and national reach. In fact, independent hospitality businesses have the most to gain by getting their brand right.

Your brand isn’t a logo or a clever tagline. It’s the feeling people get when they experience your business. It’s what makes you stand out, what keeps customers coming back, and what turns them into your most loyal advocates.

When your brand is clear, compelling, and built on purpose, everything else becomes easier—
from attracting the right customers to building a team that’s proud to stand behind it.

That’s what we build inside the Built to Belong Masterclass: a brand that doesn’t just look good from the outside, but one that changes how your business operates from the inside out.