About us
Our story
Founded in 2021 by Baz Moffat, Dr Bella Smith, and Dr Emma Ross, The Well HQ is an expert consultancy that combines decades of experience in science, medicine and sports to create impactful solutions that close the culture gap, turning women’s health into the standard in organisational systems, policies, and culture.
From global brands to grassroots clubs, we’ve helped companies in all industries move from box-ticking to meaningful, lasting change, impacting thousands of women and generating a ripple effect that positively impacts everyone.
Our approach
Everything we do is rooted in science, professional expertise and lived experience. We turn all of that into practical action that embeds women’s health and wellbeing in organisations through our consultancy services, courses, bespoke training, projects and toolkits and tailored content delivery.
The impact of our work reaches all levels, from senior leadership to on-the-ground practitioners, to create environments that prioritise equality, well-being, and high performance.
The Well HQ Team
Baz Moffat
Co-founder and CEO
Drawing from her experience as a former Team GB rower and coach, Baz saw first-hand how a lack of female-specific training and support limits women’s potential. With over 20 years of experience in health, fitness, and high-performance environments, Baz is a prominent voice in the women’s health movement and advocates for closing the gender gap and creating meaningful change for women in sport and beyond.
Dr Emma Ross
Co-founder and Chief Scientific Officer
With a career as a scientist, researcher, and practitioner, Emma was involved in the development of several breakthrough initiatives around women’s physiology and psychology in sports. She was the Head of Physiology of the English Institute of Sport for ten years, and led the sports scientists supporting Olympic and Paralympic athletes in Rio 2016.
Dr Bella Smith
Co-Founder and Chief Medical Officer
Dr Bella Smith is an NHS GP Partner with over two decades of experience. She is a women’s health specialist focusing on menopause, reproductive and sexual health, and lifestyle medicine. An advocate for well-being through movement and nutrition, Bella is an endurance athlete who’s completed marathons, triathlons, and a 50-mile ultramarathon.
Sophie Roddy
Operations Associate
Prior to The Well HQ, Sophie founded and ran her own business for nearly 20 years. She has a passion for powerlifting and advocates strength training for women as an important contributor to long-term physical and emotional wellbeing. She also has a keen interest in nutrition and its impact on the female body all throughout life.
Juliette Perry
Customer Support Manager
After studying Politics, Philosophy and Economics at Oxford, Juliette is now training as an elite rower at Leander Club and trialling for the GB Team. Juliette stopped sport during puberty and only picked it up again at uni, hence she’s driven to ensure girls and women have opportunities to get active and enjoy it too.
Jo Perkins
Female Health and Performance Lead
Jo is a female health and performance physiotherapist and has worked in professional sport for over two decades, with an MSc in Sport Medicine. She established a Physio Clinic, specialised in perinatal care, and became Head Physio for the Welsh Womens’ National Rugby Union Squad, supporting the team through two World Cups. Jo is a keen runner and has previously competed for Wales in Basketball.
Giovana Penatti
Marketing and Communications Lead
Giovana has a decade of experience in marketing, specialising in content creation and online strategy and helping global B2B businesses enhance their communications. She discovered her passion for sports at 31 after completing her first triathlon and now channels that energy into empowering others to enjoy the benefits of regular physical activity, using her skills to create inclusive and supportive communities of active women.
Tamara Short
Chief of Staff and Programme Lead
A gym-goer, cross-fitter and distance runner, Tamara launched Blue Elvin, her own brand of protective sports apparel for women, after growing frustrated with the lack of options in the market. Tamara’s tech background and experience in women’s health is a perfect combination for leading on partnerships at The Well HQ.
Kathryn Meadows
Female Health Content Development Specialist
Kathryn has an MSc in Human and Applied Physiology from Kings College London and is undertaking a professional doctorate in the ‘Biopsychosocial Factors determining Women’s Relationship with Sport and Exercise’, alongside her work at The Well HQ. She is a highly experienced Women’s health coach, post-natal exercise specialist and a Pilates teacher. She is trained in Acceptance and Commitment Therapy, and hosted her own podcast, ‘The Mother of All Movement,’ for several years.