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Our Leadership Team
Each FBW Associate leads their field of expertise and heads a dedicated discipline team, supported by a value chain of professionals within the FBW ecosystem.
All operate under the FBW Constitution and Professional Code of Conduct. Together, they form a multi-disciplinary network that brings depth, credibility, and practical experience to every client engagement ensuring direct access to the right expert, backed by a wider team, to meet your business needs.
Neil Smith
Discipline Head of Brand Strategy
Founder & Chairperson
Neil Smith began designing brands to fund his Visual Communication studies at CPUT, where he was named Student of the Year and won three national design awards. He later founded Probe Magazine and, after completing advanced studies in Strategic Brand Management, launched SmithGroup, serving parastatals, corporates, and NGOs. Today, he leads NSBrandExperience and founded First Business Wellness (FBW) to support SMMEs. A former Chair of Design South Africa and advisor to CPUT and Stellenbosch University. Neil currently serves on the Drakenstein Business Chamber Advisory Committee. Neil has earned international recognition for Excellence in Brand Strategy and NGO Marketing, and remains dedicated to empowering entrepreneurs with the professional support he lacked at 24.
Email:neil@businesswellness.co.za
Founder & Chairperson
Neil Smith began designing brands to fund his Visual Communication studies at CPUT, where he was named Student of the Year and won three national design awards. He later founded Probe Magazine and, after completing advanced studies in Strategic Brand Management, launched SmithGroup, serving parastatals, corporates, and NGOs. Today, he leads NSBrandExperience and founded First Business Wellness (FBW) to support SMMEs. A former Chair of Design South Africa and advisor to CPUT and Stellenbosch University. Neil currently serves on the Drakenstein Business Chamber Advisory Committee. Neil has earned international recognition for Excellence in Brand Strategy and NGO Marketing, and remains dedicated to empowering entrepreneurs with the professional support he lacked at 24.
Email:neil@businesswellness.co.za
Prof. Pieter Duvenage
Pieter Duvenage is a South African philosopher, academic, and public thinker known for bridging classical ideas with modern societal challenges. He has studied and lectured at leading universities in South Africa and Germany and currently serves as an extraordinary professor of philosophy at North-West University. His work explores the connection between ethics, public life, responsible debate, and understanding in a fast-changing technological era. Pieter is widely published and frequently appears in national media as a commentator on the relationship between thought, politics, and society. His most comprehensive work, Moving Thought, reflects years of study on what it means to think and act wisely in turbulent times. Pieter currently serves on the Drakenstein Business Chamber Advisory Committee.
Email: pieter@businesswellness.co.za
Email: pieter@businesswellness.co.za
Shawn Coetzee
People & Culture - Training
Shawn Coetzee is the Managing Director of SC Management and Advisory Solutions (Pty) Ltd and former CEO of SAPO Trust, serving the South African fruit industry globally.
With over 20 years of executive leadership, he is a turnaround specialist, strategic thinker, and leadership development expert. He holds an MBA from Stellenbosch University and chairs its Business School Alumni Association (Western Cape). A Licensee of LMI and advocate of values-based, servant leadership, he mentors leaders across all levels. Shawn is a former OECD Chair, UNECE delegate, and currently serves as a Non-Executive Director of Legal Aid South Africa and member of IoDSA and IRMSA.
Email:shawn@businesswellness.co.za
Shawn Coetzee is the Managing Director of SC Management and Advisory Solutions (Pty) Ltd and former CEO of SAPO Trust, serving the South African fruit industry globally.
With over 20 years of executive leadership, he is a turnaround specialist, strategic thinker, and leadership development expert. He holds an MBA from Stellenbosch University and chairs its Business School Alumni Association (Western Cape). A Licensee of LMI and advocate of values-based, servant leadership, he mentors leaders across all levels. Shawn is a former OECD Chair, UNECE delegate, and currently serves as a Non-Executive Director of Legal Aid South Africa and member of IoDSA and IRMSA.
Email:shawn@businesswellness.co.za
Cathleen Gultig
People & Culture - HR Discipline Head
She believes partnership, integrity, and forward-thinking innovation are the foundations of meaningtul success.
As Founder and
Managing Director of InovaArch, she blends strategic vision with a people-first approach, building strong partnerships and enabling global businesses to transition into South Africa with confidence.
Her leadership is guided by ESG principles, ensuring growth with responsibility and purpose.
Cathleen's competitive spirit shines through her love for rugby and her curiosity about world events and global trends.
Email:cathleen@businesswellness.co.za
She believes partnership, integrity, and forward-thinking innovation are the foundations of meaningtul success.
As Founder and
Managing Director of InovaArch, she blends strategic vision with a people-first approach, building strong partnerships and enabling global businesses to transition into South Africa with confidence.
Her leadership is guided by ESG principles, ensuring growth with responsibility and purpose.
Cathleen's competitive spirit shines through her love for rugby and her curiosity about world events and global trends.
Email:cathleen@businesswellness.co.za
Dr Cindy Rautenbach
Cindy is the founder of Optential Consulting and a passionate advocate for unlocking both individual and organisational potential. As a registered Industrial Psychologist with more than 16 years of experience, she has worked across diverse industries to help leaders and teams build strong foundations for sustainable success. Cindy’s expertise spans Human Resources, leadership development, and organisational change, with a focus on guiding businesses — from startups to growing enterprises — through transformation. She holds a BCom, Honours, MCom, and PhD in Industrial Psychology, along with a Postgraduate Diploma in Management and Leadership. Throughout her career, Cindy has dedicated herself to helping people thrive at work, building resilient organisations, and shaping environments where growth, innovation, and performance go hand in hand.
Email: cindy@busiinesswellness.co.za
Email: cindy@busiinesswellness.co.za
Kyle O'Neill
Discipline Head of ICT
Kyle O’Neill (BA, Psychology) brings over a decade of experience in IT and technology, specialising in business IT services and strategic support. He focuses on enabling SMMEs in South Africa and across Africa, where reliable IT solutions drive long-term growth and innovation. As a hands-on professional, Kyle and his team deliver tailored IT management and support that streamline operations, enhance efficiency, and align with business goals. Their approach positions IT as a core enabler, not just a function. Passionate about empowering businesses of all sizes, Kyle is committed to collaborating, solving challenges, and driving innovation in the B2B space.
Email:kyle@businesswellness.co.za
Kyle O’Neill (BA, Psychology) brings over a decade of experience in IT and technology, specialising in business IT services and strategic support. He focuses on enabling SMMEs in South Africa and across Africa, where reliable IT solutions drive long-term growth and innovation. As a hands-on professional, Kyle and his team deliver tailored IT management and support that streamline operations, enhance efficiency, and align with business goals. Their approach positions IT as a core enabler, not just a function. Passionate about empowering businesses of all sizes, Kyle is committed to collaborating, solving challenges, and driving innovation in the B2B space.
Email:kyle@businesswellness.co.za
Robina Steyn
Robina is an HR Consultant with a passion for creating workplaces where people and performance thrive together. She obtained her BSocSci in Psychology and Industrial Psychology, as well as her BCom Honours in Industrial Psychology, and is currently completing her Master’s degree in Industrial Psychology at the University of the Free State. Robina’s work focuses on building strong organisational cultures, enhancing employee engagement, and supporting long-term growth. With experience across consulting and HR, she helps organisations implement strategies that strengthen both people and processes. Robina’s people-first mindset drives her commitment to unlocking potential and creating environments where employees feel valued, engaged, and productive. She believes that meaningful results are best achieved when organisations prioritise both individual well-being and collective performance.
Email: robina@businesswellness.co.za
Email: robina@businesswellness.co.za
Jarrod Lyons
Jarrod Lyons is an experienced advisor in sustainable infrastructure, business development and green economy investment, with more than 15 years of experience across the public and private sectors.
As the former Executive: Business Development at the Atlantis Special Economic Zone, he led investor attraction, project structuring and the development of one of South Africa’s leading Greentech hubs. His expertise includes renewable energy, the circular economy, Special Economic Zone optimisation, investment facilitation and policy navigation.
Jarrod holds a Master of Science (MSc) in Cell and Molecular Biology from the University of Cape Town, as well as a National Diploma in Oceanography, specialising in Chemical and Physical Oceanography, from the Cape Peninsula University of Technology.
Combining his scientific and environmental background with strong commercial insight, Jarrod helps businesses unlock investment opportunities, navigate complex regulatory environments and build resilient strategic partnerships across Africa’s evolving green economy and energy landscape.
Email:jarrod@businesswellness.co.za
As the former Executive: Business Development at the Atlantis Special Economic Zone, he led investor attraction, project structuring and the development of one of South Africa’s leading Greentech hubs. His expertise includes renewable energy, the circular economy, Special Economic Zone optimisation, investment facilitation and policy navigation.
Jarrod holds a Master of Science (MSc) in Cell and Molecular Biology from the University of Cape Town, as well as a National Diploma in Oceanography, specialising in Chemical and Physical Oceanography, from the Cape Peninsula University of Technology.
Combining his scientific and environmental background with strong commercial insight, Jarrod helps businesses unlock investment opportunities, navigate complex regulatory environments and build resilient strategic partnerships across Africa’s evolving green economy and energy landscape.
Email:jarrod@businesswellness.co.za
Abel Kortje
Head of Community Transformation.
Abel is the Founder of AJK Legacy and a Community Transformation Strategist with 30 years of experience in Local Government and 25 years working with Faith-Based leaders. He is dedicated to addressing social, economic, and spiritual issues to provide sustainable solutions for underserved communities. Passionate about empowering vulnerable communities, he focuses on holistic transformation. Abel holds a Diploma in Public Management and a Certificate in Local Area Economic Development.
Emnail:abel2businesswellness.co.za
Abel is the Founder of AJK Legacy and a Community Transformation Strategist with 30 years of experience in Local Government and 25 years working with Faith-Based leaders. He is dedicated to addressing social, economic, and spiritual issues to provide sustainable solutions for underserved communities. Passionate about empowering vulnerable communities, he focuses on holistic transformation. Abel holds a Diploma in Public Management and a Certificate in Local Area Economic Development.
Emnail:abel2businesswellness.co.za
Judy Johnstone
Human Resource & Talent
Acquisition Executive
At InovaArch, Judy plays a key role as Business Development and Talent Attraction Executive.
With her warm personality and strategic mindset, she builds strong partnerships and drives growth, aligning top talent with opportunity and making a powerful impact every day. Judy finds joy in mindful decorating, hiking, and a perfectly brewed cup of coffee. She treasures meaningful time with family and friends, especially at special gatherings.
Email:judy@businesswellness.co.za
Acquisition Executive
At InovaArch, Judy plays a key role as Business Development and Talent Attraction Executive.
With her warm personality and strategic mindset, she builds strong partnerships and drives growth, aligning top talent with opportunity and making a powerful impact every day. Judy finds joy in mindful decorating, hiking, and a perfectly brewed cup of coffee. She treasures meaningful time with family and friends, especially at special gatherings.
Email:judy@businesswellness.co.za
Tommy Brown
Tommy brings over two decades of multimedia and production experience to NSBRAND Experience.
His work combines storytelling excellence, creative conceptualisation and technical production expertise to deliver high-quality video content across every stage of the process, from planning and production to post-production. His portfolio spans hero videos, corporate communication, brand content and broadcast television commercials.
Email: tommy@businesswellness.co.za
His work combines storytelling excellence, creative conceptualisation and technical production expertise to deliver high-quality video content across every stage of the process, from planning and production to post-production. His portfolio spans hero videos, corporate communication, brand content and broadcast television commercials.
Email: tommy@businesswellness.co.za
Jenna Gultig
Projects and Business Development.
At InovaArch, she serves as Strategic Business Projects and Business Development Partner. Jenna blends project management expertise with a client-focused approach, building value-driven partnerships, championing mental health in the workplace, and driving initiatives that empower teams to thrive. Jenna finds balance in horse riding, exploring the outdoors, and getting lost in a good book. Curiosity, balance, and partnership guide her in both life and work.
Email:jenna@businesswellness.co.za
At InovaArch, she serves as Strategic Business Projects and Business Development Partner. Jenna blends project management expertise with a client-focused approach, building value-driven partnerships, championing mental health in the workplace, and driving initiatives that empower teams to thrive. Jenna finds balance in horse riding, exploring the outdoors, and getting lost in a good book. Curiosity, balance, and partnership guide her in both life and work.
Email:jenna@businesswellness.co.za
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