How Be Business Fit came to be

We’re often asked how Be Business Fit came about and if it was by chance or design. Actually, it was probably a bit of both – a chance meeting at a networking event resulted, some months later, in the proud unveiling of our Be Business Fit business success model.

With backgrounds at multi-national organisations in Culture Change, Organisational Development, Leadership, and Executive Coaching, we realised we shared a very similar work ethic and approach – pragmatic, commercial, and strategic.

Between us, we have worked with senior executive teams in senior roles in diverse industries and sectors, across the private, public, and not-for-profit sectors. We don’t believe we’ve seen it all and done it all, we believe you learn something new every day.

We continue to be curious and learn about work, people and what different businesses do to achieve success.

Another important element in our approach is incorporating what we’ve learnt from the world of sport into our framework and models, to the benefit of our clients and their businesses. Sam has a background in running and powerlifting and Jayne is a prominent figure in Welsh Volleyball. We believe there is a close connection between sport and business and that physical and mental fitness can be inextricably linked to business fitness.

The rest, as they say, is history. Finally, after many hours of debating, creating, and drinking lots of coffee, the concept of Be Business Fit was born! We hope you feel inspired to explore our business and what we can offer further. We would love the opportunity to tell you more about it.

Our Values

Our values help us define the way we do business and work in partnership.
Our business is built on the foundations of three core values – Strong, Open and Focused.


  • We’re tenacious, client-focused, and dependable, with robust business experience and backgrounds. We want to tackle the stuff that gets in the way and find solutions that work.
  • Physical & mental fitness is important to us; through sport, we feel and become strong and it provides us with resilience and the mental strength to perform.
  • We’ll speak up for the right reasons and encourage our clients to do the same.


  • We know that the world is changing, so we’re curious and are always open to learning more.
  • We embrace humility; we don’t have all the answers but can learn from others by listening and working together.
  • We are open-minded; to views, opinions, potential outcomes, and solutions.


  • Our experience, integrity, and honesty are core to what we do and how we behave.
  • We are committed, holding each other and our clients to account.
  • We enjoy what we do, focusing, and making time for the right things.

“I’ve learned that people will forget what you said, people will forget what you did,

but people will never forget how you made them feel.”


Maya Angelou

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Sam Heighway

Director & Founder

Sam has enjoyed a 25-year career in people and change management, leadership development, and executive coaching. She started her career in the public sector with the NHS in Liverpool, before travelling overseas and working in a local council in Sydney, Australia. On returning to the UK, Sam joined Gwent Police, South Wales, and then moved into the private sector where she progressed and operated at a senior level within multi-national companies including General Dynamics UK and Vale.

Working with different cultures around the world, leading numerous change management projects, including in the complex mining and defence sectors, Sam’s experience of business culture and the impact it has on individual and business success is invaluable.

A career highlight, Sam was part of the team at Clydach Refinery in Swansea that was successful in obtaining a Silver Shingo Medallion in 2015 and was subsequently involved in leading a significant culture change project at the same site. In her work as an executive coach she has mentored and supported individuals in both the private and charity sector.

Her ability to build rapport and trust as a valued advisor has brought her, and those who have worked with her, considerable success. Sam is a Fellow of the CIPD and a qualified coach with the AOEC.

Throughout her career, sport and fitness have always been important to Sam. As well as running and completing a number of half marathons and the London Marathon in 2015 she has more recently started strength training. As a result of this, she took up Powerlifting and holds the Welsh record for deadlifting and back squat.

Sam is married with three children, and when she’s not walking her two dogs, she enjoys watching sport and going to ION Strength & Conditioning. She is also a parent governor at a high school and a Trustee Chair of a local homeless charity.

Jayne Jones

Director & Founder

Jayne began her career in the public sector, gaining a grounding in IT and Finance that she’s used throughout her working life. She also got her first taste of change management leading the IT Training team in the early days of PC use in the workplace. Telling the typing pool they were going to be getting rid of their typewriters and adapting to a completely new way of working was a massive cultural change!

Fast forward to 2007, Jayne had moved from Learning and Development into a broader HR role in the private sector for a large group of IT software companies. In this role, she travelled the length and breadth of the country supporting the group of eight companies. Encompassing a raft of very different sectors – construction, hospitality, travel, membership organisations, food and retail, manufacturing and education, Jayne gained valuable insight into the challenges faced by people in a diversity of workplaces and industries.

Next, following a buy-out of the IT group, Jayne undertook a five-year role at The Royal Mint as Head of Capability. Her tenure included the period when the Royal Mint was commissioned to make the London Olympics medals, and she found it a fascinating place to work. Jayne then went on to roles at the Office for National Statistics as Head of Corporate Learning and Hafod (Social Care and Housing) as Head of Learning and Development. In recognition of her commitment to excellence during this period, Jayne won three major National awards for her work in culture change and engagement. Jayne is an Associate Member of the CIPD and Fellow of the Learning & Performance Institute.

Jayne has been active in sports during all of her working life. She has played Volleyball for over 40 years, still competing as well as being a qualified coach and referee. She is also Chair of Cardiff Volleyball Club, where she has built an inclusive culture and international membership.

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Accreditations and Awards