Welcome to calm, capable support for growing coaches and wellness founders

We partner with coaches and wellness founders behind the scenes. Supporting your people, operations, and day-to-day structure so your business can grow without everything relying on you.

Hi, I’m Jem

Founder of The Virtual Assistant Experience UK

I support coaching and wellness founders behind the scenes as their business grows, bringing calm, capable help to the parts that often feel heavy, messy, or overwhelming. When everything is sitting with you, from team questions to client delivery to the day-to-day running of your business, it can start to feel like growth just creates more pressure. That is where I come in.

With a background as a Head of HR and Culture and experience helping develop health startups from the ground up, I bring both strategic understanding and steady practical support. I help bring clarity to your team, structure to your operations, and consistency to the way your business runs, so things feel smoother, lighter, and more sustainable as you grow.

Alongside me is Devina, my trusted operations and admin partner with many years of NHS experience, supporting the day-to-day details with care and reliability.

Together we become a natural extension of your business, offering the kind of support many founders need as they grow, before building a full in-house team.

Meet Devina

Co-founder of The Virtual Assistant Experience UK

With professional experience across the NHS, the pharmaceutical sector, and global corporate organisations including GSK, Devina brings a strong background in executive support, project coordination, diary and travel management, and business operations.

Through The Virtual Assistant Experience UK, she supports busy professionals and growing businesses by providing reliable, efficient virtual assistance that helps organisations stay organised and operate smoothly.

Our Services

  • Steady, trusted support as you grow your business.
    For founders holding many moving parts and needing calm, capable help behind the scenes.

  • Bringing structure and flow behind the scenes.
    For businesses that feel heavy, messy, or overly dependent on you, the founder.

  • Support as you build and care for your team.
    For founders starting to hire, lead, or organise people within their business.

  • Reliable day-to-day support that keeps everything flowing.
    For the practical details that take time and energy as your business grows.

  • Fully tailored support shaped around your business and stage of growth.

    For founders who need flexible, high-trust support that blends people, operations, and day-to-day business needs. We shape this experience around what will most support you and your business right now.

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Experience Operational Bliss

What Our Clients Say

  • Jem is proactive, incredibly organised, and always one step ahead, allowing me to focus on strategy and growth without getting lost in admin.

  • Devina has an incredible ability to anticipate needs before they even arise, making her not just an assistant but a true asset to anyone she works with.

  • Jem excels at building strong relationships, and with her expertise and professionalism, she ensures that anyone working with her is well-supported.

  • Devina is an exceptional PA, providing invaluable support. She handles every task with efficiency and professionalism.

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