Justine and Kirsten first met when they both applied to be part of the initial cohort for the first academic qualification of its kind for Business Mentors and Coaches. Kirsten and Justine found themselves in the same cohort and worked together on research and projects during their course.
Coincidently, they also applied at the same time to be part of the Government’s Help to Grow Scheme, a business education programme that’s designed to help businesses develop new skills, reach more customers and increase profits, akin to a mini-MBA. They supported, and still support, business owners undergoing university business courses, helping them to apply the theory practically.
Post qualification, and whilst largely working independently, the two collaborated on several projects for Clients. Business owners recognised the value of having access to such a broad range of experience as well as two objective perspectives and so this led to the inception of The Perpetual Growth Partnership.
Justine Upton
About Justine
Justine is a dedicated business coach and mentor with a passion for helping businesses and individuals achieve their full potential. With over two decades of experience in the business world, she provides side-by-side support for investors, business owners, key leaders, and executive boards. Her mission is to build strong foundations and develop sustainable strategies that elevate businesses to the next level through both organic and inorganic growth.
The Journey
Justine began her career as the founder and Co-Director of a Life Science, Engineering, and Commercial Recruitment business, which she successfully led for 24 years exiting in 2021. During this time, she partnered with thousands of businesses across various sectors, often taking on an unofficial mentoring and advisory role. This experience laid the groundwork for her current focus on business coaching and mentoring.
What She Does
Justine is passionate about creating a safe and supportive space where clients can share their challenges and aspirations without judgment. By working closely with businesses, she helps identify long-term strategies, strengths, and barriers. Together, they develop key techniques and robust processes to overcome obstacles and seize opportunities. Justine’s services also extend to assisting investors and business owners with pre- and post-acquisitions, working with senior leadership teams on integration, change management, and growth strategies.
Her Approach
Justine brings energy, passion, and enthusiasm to her role as a mentor, along with a non-judgmental and unbiased approach. Her focus is on growth, process, and people strategies to make that growth a reality. She upskills directors, business owners, and key personnel within the business, helping them manage workloads, prioritise tasks, develop strategies, implement changes, engage and empower teams, and re-energise their businesses.
Credentials & Recognition
Justine is a certified Business Mentor and Coach through the Association of Business Mentors (ABM) and the Institute of Leadership & Management (ILM). Additionally, she serves as a Help to Grow Mentor for HM Government’s Help to Grow Scheme and as an Advisory Board Member of Be the Business. She has also won National Awards for Best Mentor (Business Impact) and Most Outstanding Contribution (To Company Growth).
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Kirsten Cox
About Kirsten
Kirsten is a Consultant, Business Coach, and Mentor with a deep passion for leadership, strategy, and mentoring. Throughout a 35 years career, she has worked across both large corporates and SMEs, gaining extensive experience in business transformation, leadership development, and digital strategy. Kirsten is known for her ability to guide business leaders and investors in defining, refining, and implementing growth strategies with clarity and confidence.
The Journey
Kirsten’s journey began with a degree in Law and training as a Solicitor before embarking on a career in retail—a decision that would shape her future as a strategic leader and mentor. She has held senior executive roles in the UK sports and fashion industry, leading high-performing teams, and negotiating multi-million-pound sponsorship contracts with Premier League and Scottish Premier League football clubs. She has been at the forefront of digital transformation, delivering e-commerce platforms for some of the world’s biggest sports brands.
In addition to her corporate roles, Kirsten owned and managed a successful holiday rental business for 12 years before the pandemic, giving her firsthand experience as an entrepreneur and valuable insight into the challenges faced by small business leaders.
A casual remark from a colleague made her realise that mentoring had been the consistent thread throughout her career. Supporting others in their professional growth was what truly fulfilled her, leading Kirsten to focus on coaching and mentoring as her primary work.
What She Does
Kirsten helps business leaders and investors develop and execute their growth strategies. She thrives on working with individuals who recognise that behavioural change can drive business-wide impact. Her work spans business and marketing strategy, e-commerce, and leadership development, with a strong emphasis on delivering measurable, results-driven progress.
Beyond private client work, Kirsten also volunteers as a mentor for the government-backed Help to Grow scheme and serves as an Advisory Board Member for Be the Business, supporting SMEs in their growth journeys.
Her Approach
Kirsten genuinely cares about her mentees and believes in the transformational power of mentoring. She is an approachable, knowledgeable, and naturally curious listener, providing a balance of objective challenge and empathetic support. Her goal is to help mentees focus on growth, set clear business goals, and create actionable strategies to achieve them.
She prioritises delivering tangible results, ensuring every engagement translates into meaningful business impact. Her mentoring style blends strategic insight with hands-on experience, equipping business leaders with the clarity and confidence needed to drive change.
Credentials & Recognition
Kirsten is a certified professional with the Association of Business Mentors and the Institute of Leadership and Management. She was proud to be among the first 100 graduates in the UK to achieve an accredited qualification in Coaching and Mentoring and honoured to serve as an Ambassador for the Association of Business Mentors, advocating for best practice within the profession. Through her work, she continues to support and shape the mentoring landscape, helping businesses and leaders reach their full potential.