KultraLab is a behavioural science and technology organisation.

We are on a mission to unlock everyone’s potential through the power of coaching.

We believe that we are past the point of no return – we need to think differently about the world of work. Fusing together coaching, behavioural science and technology we can create exceptional organisations by enabling all employees to connect deeply with a business, learn new skills at scale and speed and improve their performance beyond recognition.

That’s why we created our CoachTech Platform, Kultra®, to provide organisations with a highly scalable and cost-effective solution to give everyone access to their own coach. The benefit? Your people feel more empowered, more engaged and more connected to the business, accelerating positive change and business growth.

Our partners

At KultraLab, we believe the future of business is through collaboration. We intentionally partner with organisations that can add value to our mission of helping our clients build the consumer workforces of tomorrow:

The University Of Manchester


We are supported by the Department of Computer Science. This partnership provides academic rigour and access to latest practice which we apply to our product and solutions.

World Retail Congress (WRC)

Research Partner

This relationship plays a key role in enabling our research-first approach. At the WRC in 2023, we will be presenting our findings on our ground-breaking new study. 'Where next for DEI? Unleashing the Power of Difference'.

Kelvin Capital

Investment Partners

Kelvin Capital's technology investment focus boosts our ambition to help organisations develop and create sustainable behavioural change across their workforces.

Scottish Enterprise

Investment Partner

Scottish Enterprise is Scotland’s national economic development agency. They’re committed to growing the Scottish economy for the benefit of all, helping to create more quality jobs and a brighter future for every region.

B Corp ESG


We are proud to be B Corp certified, meeting high standards of verified performance, accountability and transparency on factors from employee benefits and charitable initiatives to supply chain practices and input materials.


Steve Baggi

Chief Executive Officer and Founder

Prior to setting up KultraLab, Steve co-founded specialist talent and leadership consultancy Green Park. He has worked with some of the world’s biggest brands and most senior leaders to advise them around leadership and talent. Steve is also a special advisor on the future workforce to the World Retail Congress.

Amy King

Chief Behavioural Science Officer

Amy is responsible for bringing the behavioural science to Kultra. Amy is an award winning Business Psychologist, Co-Founder and thought leader with a 12 year track record consulting and advising FTSE250 companies. In 2018, Amy co-founded People Matter which was acquired by Sabio Group in 2022.

Dr Gary Crotaz

Chief Coaching Officer

Gary supports all aspects of the business, particularly overseeing our coaching content and delivers individual and group coaching for senior client leaders. He is a Gallup-certified Strengths Coach, author, podcaster and a member and contributor to the Forbes Coaches Council. He has held strategy consulting leadership roles with Mothercare and Selfridges Group. In 2023, Gary was named by Thinkers 360 as a Top 10 Thought Leader in Coaching for his work in the field.

Dawn Spetale

Chief Financial & Operations Officer

Dawn leads finance, operations, compliance and our investor relations. Dawn has over 20 years experience in the UK and internationally, at organisations such as Xalient, BHP Billiton, and Joseph.

Jon Drake

Chief Product & Technology Officer

Jon oversees every element of our platform, from its design to ensuring it delivers value to our clients and users. Jon is an experienced, senior product and technology leader, having previously held Leadership roles with Disney, Dunnhumby, AKQA, and LifeWorks

Lynton Barker

Senior Independent Director

Lynton is a Non-Executive Director at Jellyfish, an award winning visual effects and animation production company.  He is also the Chair at Sparta Global a technology services company specialising in the provision of highly skilled technology consultants.

Lynton was a Partner at PWC for 20 years and was a member of the PWC Executive Management Board and Pan European Board.

Kevin Lyon

Non-exec Chairman

Kevin is an experienced company Chairman and NxD. Kevin has held Board appointments across a range of industries including energy, telecoms, retail, printing and leisure covering both service and manufacturing.  Kevin is the Chair/Board member of various companies, including Space NK and previously at organisations such as David Lloyds, Booker and is the Ex Managing Director of 3i Group.

Marcus Franklin

Chief Learning Advisor

Marcus helps form our learning systems and integration strategy.  Marcus is part of the Global Learning Technology Team at Pfizer, designing and implementing global learning technologies.