CHERYL BASS · BEHAVIOURAL BUSINESS STRATEGIST
Trsfrm Your Beliefs.
Trsfrm Your Actions.
Trsfrm Your Results.
I mentor entrepreneurs, leaders and organisations to uncover the patterns behind their decisions, master the behaviours that hold them back and turn insight into confident action and lasting success.
36 YEARS IN BUSINESS CONSULTANCY ✦ INSTITUTE OF LEADERSHIP FELLOW
AWARD-WINNING DURHAM UNIVERSITY RESEARCHER ✦ AUTHOR ✦ SPEAKER
You weren’t born to play small.
And you were never meant to grow alone.
Your experiences shaped you. Your beliefs influence you. And your behaviours, often without you noticing, drive every decision you make in your life, your leadership and your business. The hardest patterns to see are always our own.
That’s where mentoring changes everything.
For over 36 years, I’ve walked alongside entrepreneurs and leaders as a sounding board, a challenger and a champion. Together, we’ll uncover the patterns shaping your results, release the ones holding you back, and turn your untapped potential into bold ideas, confident leadership and lasting growth.
I’ll ask the questions others won’t, reflect back what you can’t yet see and hold you to the vision you’ve set for yourself, while believing in you every step of the way.
Whether you’re building a business, growing as a leader or transforming an organisation, you don’t have to work it all out on your own.
Your behaviours. Your brilliance. Your business. Your legacy.
your next extraordinary chapter starts with the right person beside you.
Who I mentor.
And what we work on together.
I mentor people at a turning point.
Entrepreneurs and founders: turning ambition into strategy, funding and the systems that make growth last.
CEOs and leadership teams: a trusted, independent sounding board through growth and change.
Organisations: leaders who lead well, teams that run smoothly and a culture that delivers.
36 years growing businesses ✦ 15 years with Venture Wales ✦ 10 years with Finance Wales ✦ thousands of leaders mentored
What we work on together
Growth strategy: strategy, sales, brand and scaling.
Leadership: aligning vision, values and culture with results.
People and teams: performance, wellbeing and difficult people.
Mindset and behaviour: the beliefs and patterns behind every decision.
Trusted by organisations across the private, public and charitable sectors.
the right partnership changes everything.
Blueprint
TRANSFORMATION ALERT
Unlock Your Entrepreneurial Blueprint
Your biggest breakthrough will come from understanding how your beliefs and behaviours are driving you and your business, whether towards extraordinary success or a slow car crash!
Start today by downloading my free Entrepreneurial Blueprint self-assessment tool. In just a few moments, you’ll discover the beliefs, behaviours and scripts shaping your growth right now, see what may be quietly holding you back, and find out where your greatest potential lies.
Download your free questionnaire and take the first step towards rewriting your story.
Hello there!
I'm Cheryl Bass
Working together is more than mentoring. It’s a powerful, transformative partnership designed to unlock your full potential, personally and professionally.
I’ll be beside you with unwavering support and sharp insight that drives real results: no generic strategies, just your vision and a clear path.
My mentoring blends business expertise with deep psychological insight, because a business can only grow as far as the person leading it.
I hold an MA in Entrepreneurship from Durham University, an MSc in Management and 36 years’ experience as a CIPD-qualified HR and business professional. I’m also an NLP Master Practitioner, a Transactional Analysis organisational therapist and an RTT® clinical hypnotherapist (Marisa Peer Method®).
Since 1993, I’ve been opening doors for entrepreneurs, starting with one of the UK’s first women’s enterprise centres. For Finance Wales and Newport University, I established the Spinout Innovation Incubation Centre, a two-way bridge helping entrepreneurs and the University commercialise innovative ideas.
Building systems and learning products that make success inevitable earned me a Fellowship of the Institute of Leadership and approved-centre status for my business and my clients’.
I’ve twice been named one of Cosmopolitan’s 100 Brilliant Women in Britain, One of the Top 100 Women in Business in Wales, UK Speaker & Trainer of the Year and Investors in People Gold Award.
My mission is to unlock human potential and shape resilient, future-ready businesses and the leaders behind them.
One-on-one MENTORING
Blueprint Mentoring
90 Days £997
One Powerful 90 Day Partnership.
Transform Your Blueprint.
Transform Your Business.
Your business can only grow as far as the thinking, decisions and behaviours driving it.
Over 90 days, we’ll work together through 90-minute bi-weekly one-to-one sessions to uncover the blueprint shaping your business, tackle the challenges in your way and transform the patterns that may be keeping you stuck.
365 Days £11,997
One Transformational 365 Day Partnership.
Solve What Matters.
Challenge What’s Holding You Back.
Realign Who You Are With Where You Want To Go.
Over one year, we’ll work together for eight hours a month, through four-hour online bi-weekly mentoring sessions, shaping you and your business with a blended approach that draws on every transformational strategy at your disposal, which can include Clinical Hypnotherapy.
This isn't another programme that gives you more to do.
It’s a space to think differently, solve what matters, challenge what’s holding you back and realign who you are with where you want to go.
What You’ll Experience:
- Uncover your blueprint — the beliefs, behaviours and patterns influencing how you think, decide and lead.
- Tackle the real challenges — getting beneath the surface to address what's genuinely standing between you and your goals.
- Transform limiting patterns — using behavioural insight, RTT®, NLP, neuroscience, neuroplasticity and transformational techniques to create new ways of thinking and responding.
- Shift your perspective — challenge assumptions, unlock new thinking and see opportunities you may have been missing.
- Align your actions — connect your decisions, priorities and business strategy to the future you actually want.
- Turn insight into action — create practical, focused steps that move you and your business forward.
- Build greater self-trust — develop the clarity, confidence and resilience to make bold decisions and navigate uncertainty
- Create your roadmap — leave with a clear, personalised direction for your next stage of personal and business growth.
The Transformation
You'll understand yourself, your business and the patterns connecting the two at a much deeper level.
You'll have greater clarity about what needs to change, confidence in the decisions ahead and a practical roadmap for turning insight into meaningful action.
Most importantly, you'll begin to reclaim the qualities that make you uniquely you—your confidence, creativity, courage and entrepreneurial magic.
Transform the person. Transform the patterns. Transform the business.
CLINICAL/BUSINESS HYPNOTHERAPY
Blueprint Hypnotherapy
A Three-Month Journey to Rewire the Patterns Behind Your Business Success
Your business is shaped by more than your strategy—it's shaped by the unconscious beliefs, behaviours and patterns driving your decisions every day.
This three-session hypnotherapy programme is designed to help you uncover and transform the hidden patterns that may be limiting your confidence, decision-making, leadership and business growth. Over three months, we'll work together to rewire outdated beliefs, strengthen empowering new ones and align your unconscious mind with the success you want to create.
What You’ll Experience:
- Three personalised business hypnotherapy sessions, delivered 21 days apart, tailored to your unique goals and challenges, with follow-up daily journalling and your personalised hypnotherapy meditations following each of our sessions.
- A deeper understanding of the unconscious patterns influencing your business performance.
- Powerful techniques to release limiting beliefs and strengthen confidence, clarity and resilience.
- Greater emotional regulation, helping you respond rather than react under pressure.
- A more aligned mindset that supports confident decisions, purposeful action and sustainable growth.By the end of this workshop series, you’ll feel empowered to say goodbye to burnout for good, with a renewed sense of purpose, energy, and confidence.
The Transformation
By the end of your journey, you will have gone back to the root cause of when your beliefs were developed , untangled the beliefs you developed as a child, processed them as an adult and transformed them to provide a stronger foundation for lasting business success.
You'll think more clearly, make decisions with greater confidence and lead your business with renewed focus, purpose and conviction.
Because when you transform the unconscious blueprint behind your business, you transform what's possible for your future.
£997
Work With Me To
Unleash Your Entrepreneurial Magic
join my waitlist for my 2027 signature programme
4 Month ACCELERATOR PROGRAMME
ASPIRE GROUP ACCELERATOR
Unleash Your Entrepreneurial Superpowers
Starting a business, scaling one, or bringing a new product to life? This is where it all changes.
Join ASPIRE, my award-winning, 16-week, Institute of Leadership-approved Signature Programme for entrepreneurs ready to go higher.
ASPIRE is an immersive group experience of deep personal and business introspection. It’s your time out from working in your business, so you can finally work on it, and on the person leading it.
You won’t do it alone. You’ll get honest, ongoing feedback from the group, learn from everyone’s experience and expertise, and be paired with your own accountability buddy to keep you moving forward.
Drawing on my 36 years with high-growth businesses, together we’ll dismantle the hidden beliefs and blocks that have quietly held you back and awaken your 8 entrepreneurial superpowers. You’ll master leading-edge entrepreneurial tools and techniques, so your ideas stop living in your head and start living in the world, and you step into the entrepreneur you were always meant to be.
What You’ll Experience:
- Discover your Entrepreneurial Blueprint — uncover the beliefs, behaviours and childhood scripts that have quietly shaped every decision you make in business.
- Break through your invisible ceiling — dismantle the hidden blocks, fears and self-doubt that keep you playing small, and free yourself to grow without limits.
- Awaken your 8 entrepreneurial superpowers — identify, strengthen and harness the natural strengths that set you apart, and turn them into your competitive edge.
- Step into the visionary you were meant to be — build the confidence, presence and self-belief to lead boldly, make courageous decisions and own your success.
- Transform ideas into action — master leading-edge entrepreneurial tools and techniques that turn bold ideas into products, offers and businesses the world is waiting for.
- Rise with a powerful community — be held, challenged and inspired by a group of like-minded entrepreneurs who share their wisdom, celebrate your wins and push you higher.
- Stay unstoppable with your accountability buddy — keep your momentum, honour your commitments and keep moving forward, even when life gets busy.
- Leave with a clear roadmap for your future — walk away with renewed clarity, a practical plan for growth and the unshakeable belief that your next extraordinary chapter starts now.
The Transformation
Dream bigger than your fears. Over 16 weeks, you’ll:
- Move from doubt to decisive action — and finally stop waiting for the “right time”.
- Gain the clarity to see what’s truly possible for you and your business.
- Build the confidence to back yourself and lead with conviction.
- Leave with a practical roadmap to make it happen.
- Receive a year’s Institute of Leadership membership — connecting you to a global community of leaders and resources to keep you rising.
Transform the person. Transform the patterns. Transform the business.
£1,997 early bird offer
ONE-ON-ONE PLATINUM ACCELERATOR PROGRAMME
ASPIRE 1-2-1 PLATINUM ACCELERATOR
Unleash Your Entrepreneurial Superpowers
Starting a business, scaling one, or bringing a new product to life? This is where it all changes.
Join ASPIRE 1-2-1 Platinum, my award-winning, Institute of Leadership-approved Signature Programme, delivered as an intensive, bespoke six-month partnership built entirely around you, your ambitions and the business you want to build.
This is transformation at your pace. It’s your time out from working in your business, so you can finally work on it, and on the person leading it, with my undivided attention at every step.
Drawing on my 36 years with high-growth businesses, we’ll combine business mentoring with powerful behavioural interventions and transformational therapies to dismantle the hidden beliefs and blocks that have quietly held you back and awaken your 8 entrepreneurial superpowers. You’ll master leading-edge entrepreneurial tools and techniques, so your ideas stop living in your head and start living in the world, and you step into the entrepreneur you were always meant to be.
What You’ll Experience:
- Sixteen bespoke one-to-one mentoring sessions — dedicated time with me, shaped entirely around your goals, your challenges and your pace.
- Discover your Entrepreneurial Blueprint — uncover the beliefs, behaviours and childhood scripts that have quietly shaped every decision you make in business.
- Break through your invisible ceiling — dismantle the hidden blocks, fears and self-doubt that keep you playing small, and free yourself to grow without limits.
- Awaken your 8 entrepreneurial superpowers — identify, strengthen and harness the natural strengths that set you apart, and turn them into your competitive edge.
- Rewire your mindset at the deepest level — NLP and personalised RTT® hypnotherapy transform limiting beliefs at their root, so change happens faster and lasts.
- Transform ideas into action — master leading-edge entrepreneurial tools and techniques that turn bold ideas into products, offers and businesses the world is waiting for.
- A programme that evolves with you — every session adapts as you grow, so you’re always working on what matters most, right now.
- Leave with a clear roadmap for your future — walk away with renewed clarity, a practical plan for growth and the unshakeable belief that your next extraordinary chapter starts now.
The Transformation
Dream bigger than your fears. Over six months, you’ll:
- Move from doubt to decisive action — and finally stop waiting for the “right time”.
- Gain the clarity to see what’s truly possible for you and your business.
- Build the confidence to back yourself and lead with conviction.
- Leave with a practical roadmap to make it happen.
- Receive a curated library of supporting books and materials to keep your growth going.
- Receive a year’s Institute of Leadership membership — connecting you to a global community of leaders and resources to keep you rising.
Transform the person. Transform the patterns. Transform the business.
£5,997 early bird offer
“Working with Cheryl was truly transformative!”
I transformed from confusion to clarity and found my voice in my life and business. This resulted in me becoming far more confident and powerful pitching, presenting myself and my business. I no longer hide from sharing my unique delivery approach within the construction industry that I serve.
“I now present with greater confidence & impact!”
Little did I know that a childhood memory that sat deep in my subconscious was causing me to shy away from delivering presentations that my role demanded. Now I look forward to receiving opportunities to speak and share my knowledge, both of which position me as a person of influence.
“Cheryl is the wind beneath the wings of so many!”
Cheryl is is the wind beneath the wings and a light in the lives of everyone she meets. She's a beacon of strength, hope, tenacity and humour, with a unique talent for helping people understand the how and what of business. I will be forever grateful I met you Cheryl Bass 
Ready to explore what’s possible?
Let’s Discover Your
True Destination
Whether you’re building a business, leading a team or transforming an organisation, the right mentor can shorten the journey and change the destination. Book a free 45-minute curiosity call and we’ll talk about where you are, where you want to be and whether working together is the right fit.