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Why we're different
Your people deserve training grounded in real experience.
We built Ashfurlong Academy because the skills that matter most in service businesses are learned by doing the work. That’s the experience we bring.
We’ve led teams, run service businesses, and handled the moments where judgement, communication, and clarity truly matter. We don’t just teach the theory; we train from lived experience.
The result is development that’s honest, grounded, and immediately useful. The kind of learning that genuinely changes how people work.
Sunil Parekh
Cofounder
I’ve spent many years in senior commercial roles across large service businesses, shaping how teams take ideas to market and build trusted client relationships. Over time, I realised the real differentiator was people, and how they operate when work's demanding.
The Academy is a natural extension of that insight. Helping teams build the practical, human capability that makes them successful and delivers great business outcomes.
Jonathan Cooper-Bagnall
Cofounder
My career has taken me through consulting leadership, entrepreneurial tech ventures, and board-level advisory roles across multiple markets. I’ve seen organisations thrive and organisations struggle; and the difference is the people, and their ability to communicate and collaborate when the stakes rise.
The Academy exists to help teams strengthen the skills that actually move performance; delivered through training that's energising, relevant, and immediately useful.
