About Aspirin Business Solutions
At Aspirin Business Solutions, we help ambitious, big-hearted leaders build stronger businesses with fewer headaches.
Since 2004, we have supported leaders, managers and emerging talent to improve motivation, communication, ownership and performance. Our work combines psychology, practical leadership development and world-class tools, helping organisations across the UK build teams that feel more confident, capable and energised.
We believe many people and performance problems are preventable when leaders have the right support, language and tools. That is why our work focuses on helping you diagnose what is really going on, treat the right issue and stop the same headaches from coming back.
Our Story
Aspirin Business Solutions grew out of the real headaches of leading people, growing a business and trying to do the right thing under pressure.
Before founding ABS, Susannah Brade-Waring helped grow a technology business from start-up to over £10 million turnover and through a successful Management Buyout. That experience shaped her belief that many leadership, motivation and performance problems are not inevitable. With the right insight and support, they can often be understood, improved and prevented.
Today, ABS remains a family business with integrity, purpose and personal connection at its heart. Susannah brings the leadership, motivation and people-development expertise, Heath brings nearly 30 years of relationship-building and client care, and Kyle leads our digital strategy and innovation. Together, we help leaders build motivated people, confident leaders and stronger businesses with fewer headaches.
Meet Our Expert Team
​At the core of our small family business is a team of dedicated professionals who are as passionate about business as they are about family values:
Susannah Brade-Waring, MSc, BSc (Hons), FRSA
Managing Director & People Development Specialist
People often ask where the name Aspirin Business Solutions came from. The answer is simple. It came from the headaches that I experienced, trying to figure it out alone.
Before founding our award-winning family business, I helped grow a wastewater technology company from start-up to more than £10 million turnover and through a successful Management Buyout. As HR Director, Finance Director and Commercial Director, I helped build the systems, people practices and leadership capability needed to support that growth, including Investors in People accreditation, three ISO standards, succession planning and leadership development.
Those experiences taught me two important lessons.
1) Most people and performance headaches are preventable. They rarely start as people problems. More often they're caused by a lack of leadership and management development, unclear expectations, weak communication, low ownership, poor delegation, unmet motivational needs, or leaders carrying too much themselves.
2) And leadership is much easier when we learn from each other instead of trying to figure everything out alone.
Today, I help ambitious leaders create motivated people, confident leaders and fewer headaches.
Our clients include solicitors, social and supported housing providers, charities, NGOs, financial services organisations, HR leaders and growing businesses preparing for succession, leadership transition or strategic growth.
Using psychology, practical tools and real-world business experience, we help organisations improve leadership, motivation, communication, accountability and performance through leadership development, Motivational Maps, Liberating Leadership, coaching and team development.
We've also supported organisations with succession planning, leadership transitions and successful exits, helping them build the confidence and capability needed for long-term success.
Aspirin Business Solutions is an award-winning family business. I work alongside my husband Heath and our son Kyle, who now co-owns the business and leads our digital innovation. Together we're guided by our TRUST values: Transformational, Respectful, United, Service-orientated and Trust.
Our motto is simple:
Why should we all have the same headache when we can learn from each other instead?
​
Heath Waring
Co-Director & Head of Happy
I love helping people.
Seeing people succeed, grow in confidence and overcome challenges gives me genuine joy.
Whether that's welcoming a new client, supporting a practitioner, solving a problem, making an introduction, or simply being there when someone needs a hand, I enjoy helping people move forward.
At Aspirin Business Solutions and Motivated Performance, my role is all about relationships.
Whilst Susannah focuses on developing motivated people and confident leaders, I focus on helping clients, practitioners and partners feel welcomed, supported and valued.
Together, we help organisations build motivated people, confident leaders and fewer headaches through leadership development, management development, Motivational Maps, coaching, succession planning and team development.
Before joining Aspirin Business Solutions full-time, I spent nearly 30 years building relationships with customers across the water, engineering and environmental sectors. The products and services changed, but the fundamentals stayed the same - listening carefully, understanding challenges and helping people find practical solutions.
I'm often the first person people meet and the person they continue talking to long after a workshop, programme or accreditation has finished.
People sometimes joke that I'm always available. Whilst that may not be entirely true, I believe in being responsive, reliable and easy to reach. If someone needs help, I want them to know there's somebody in their corner. Over the years we've built friendships and professional relationships across the UK and around the world. I love welcoming international visitors to England and sharing good food, good conversation and often a bike ride along the way.
I believe business is built on trust, kindness and genuine relationships.
We're an award-winning family business and our motto is simple: "Why should we all have the same headache when we can learn from each other instead?"
Kyle Brade-Waring, BSc (Hons)
Co-Owner & Digital Overlord
I've always been fascinated by how things work.
Whether that's technology, systems, people or businesses, I enjoy finding better ways of doing things and turning good ideas into practical solutions.
As co-owner of our award-winning family business, I lead digital innovation across Aspirin Business Solutions and Motivated Performance.
My role has evolved from supporting the business through technology to helping shape its future direction through innovation, systems thinking and the practical application of AI.
One of the projects I'm most proud of is Scout.
Built from the combination of Susannah's 16 years of experience using Motivational Maps and my passion for technology, Scout brings together psychology, data and AI to create a simple, user-friendly platform that helps leaders, HR professionals and practitioners access deeper insights and take action more quickly.
The goal isn't technology for technology's sake.
It's helping people access better insights, make better decisions and spend more time focusing on what matters most.
Alongside Scout, I focus on:
-
Digital innovation and business growth
-
AI-enhanced reporting and insights
-
Systems development and automation
-
Practitioner and client experience
-
Turning expertise into scalable solutions What I enjoy most is transforming complexity into simplicity.
When technology is working well, people shouldn't notice the technology. They should simply find things easier, faster and more useful.
Before joining the family business, I spent time teaching English in Malaysia and Cambodia. Those experiences taught me the importance of communication, adaptability and understanding different perspectives - lessons that continue to influence how I approach innovation and problem-solving today.
Together, we're helping organisations build motivated people, confident leaders and fewer headaches.
​
Jan Feeley, MSc, BSc (Hons)
The Psychologist
Jan is our resident psychologist, bringing a wealth of experience from both his clinical work and academic background. With over five years of experience working as a therapist in the NHS, Jan has supported clients through a wide range of challenges, including relationships, stress, burnout, and motivation.
He’s a Licensed Practitioner of both Adult and Youth Motivational Maps, using these tools to help individuals and teams boost well-being and performance.
Jan is currently undertaking a PhD in Psychology at Bangor University in Wales, further deepening his expertise in mental health and well-being. He’s a member of the British Psychological Society and plays an active role in Aspirin Business by contributing to article writing, Motivational Mapping, and key discussions around well-being and motivation.
Now based in Wales, Jan enjoys training in karate, dancing, and spending time with the team when he’s not working.
Our Values
Our values are not just words on a wall. They shape how we work with clients, support each other and build long-term relationships.
As a family business, we care deeply about doing good work with good people. That means being honest, practical, responsive and genuinely committed to helping you create lasting change.
Our values spell TRUST:
Transformational
We want our work to make a real difference. Not just a good workshop on the day, but better conversations, stronger leadership habits and teams that feel more confident, motivated and capable.
Respectful
We treat people as capable adults with something valuable to contribute. We listen carefully, honour different perspectives and create learning spaces where people can be honest without feeling judged.
United
We work as an extension of your team. We take time to understand your organisation, your people and the headaches you are trying to solve, so the support feels joined-up and relevant.
Service-orientated
We care about the experience you and your people have with us. From the first conversation to the follow-up support, we aim to be responsive, reliable and easy to work with.
Trust
We do what we say we will do. We act with integrity, keep your best interests at heart and build relationships that last beyond a single project or programme.
For us, success is not just about better numbers, although those matter. It is about helping leaders feel more confident, teams feel more motivated, and businesses feel healthier and easier to lead.
