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WellForm AI  ·  About us

Big experience. Very clever systems.

We’ve spent decades building businesses, leading teams, creating marketing strategies and solving real problems. Now we’re using that experience to make AI simpler, more useful and a lot more human.

And yes, the dogs have management positions.
Marlie Jolanda, smiling, in a soft blue top
Marlie JolandaSocial media strategy
Ian Heslop in a white shirt, holding his phone
Ian HeslopMarketing & AI systems
Sara Love, smiling, in a pale blue blazer
Sara LoveBusiness & AI implementation

I. The problem we understand

AI was supposed to make life easier. So why does it feel like another full-time job?

Most business owners we meet aren’t short of AI. They’re short of time, clarity and a system that fits the way they actually work.

Congratulations. You now have seven AI subscriptions and a new part-time job managing them.

You asked AI to save you time. Somehow you’re now watching your fourth tutorial about how to use the first tutorial.

Ideas get generated and never implemented. Content ends up scattered across platforms, folders and apps. And the hours meant for clients quietly disappear into learning yet another tool.

None of that means you’re doing it wrong. It usually means nobody started with your business. You wanted results, not a new technical hobby.

Your AI journey so farReceipt · Today, again
  • AI writing assistant1
  • AI image generator1
  • AI meeting notetaker1
  • AI scheduling tool1
  • AI tool a friend swore by1
  • AI tool to organise your AI tools1
  • Mystery subscription (investigating)1
  • Tutorials watched4
  • Ideas generated312
  • Ideas implemented2
  • Time savedPending

Total1 new part-time job

No refunds on time already spent.

So we do things differently

  1. Understand the business first.
  2. Build the right system second.
  3. Make the technology work for the people using it.

Our rule of thumb

Foundations first. AI on top.

We map how a business actually runs before we add a single automation, because automating an unclear process just makes the confusion faster.

A philosophy, not a peer-reviewed statistic.

  1. 60%

    Foundations

    Mapping, processes, structure. The unglamorous bits that make everything else work.

  2. 30%

    Automation

    The repetitive work, handled.

  3. 10%

    AI

    It’s very good at its 10%.

II. Meet the humans

Three careers, built the long way round.

Between us we’ve worked inside global brands, launched businesses, led teams, run campaigns and built systems that real people use on ordinary Tuesday afternoons. We’ve collected quite a few qualifications along the way. Happily, we’ve also collected some practical experience.

Portrait of Marlie Jolanda
Reports to: Lucky

Social media strategy

Marlie Jolanda

Social media pioneer · Marketing strategist · Business mentor

She was working in social media before it became everyone’s second job.

Marlie began her career with BMW Group Netherlands in 2007. She was promoted twice in around 18 months and became the company’s first Social Media Manager, in a role created for her, at a time when most businesses were still deciding whether social media was a passing phase.

Since then her work has grown across marketing, entrepreneurship, coaching, public speaking and business development. She’s practical, warm and refreshingly honest about what AI can and can’t do: no hype, just outcomes you can feel in your week. She also happens to be allergic to busywork.

Today, Marlie shares the experience she has accumulated across international business and marketing to help people make their own expertise more visible.

Selected milestones

  1. 2007

    BMW Group Netherlands

    Starts her corporate career in the automotive world.

  2. Within 18 months

    Two promotions

    Becomes Social Media Manager, a role created for her.

  3. 2012–13

    Griffith University

    Master of Business, Event & Sport Management, graduating with academic excellence.

  4. 2016–17

    Coaching credentials

    ICF coaching certificate, NLP practitioner and Certificate IV in Training & Assessment.

  5. 2019–24

    Community leadership

    Founding Vice President of Gold Coast Passport Rotary, and a Gold Coast Innovation Hub board member.

  6. Today

    WellForm AI

    Social media strategy, AI consulting and co-facilitating Finish Fridays with Sara.

Education

  • Master of Business (Event & Sport Management)Griffith University
  • ICF Coaching Certificate2017
  • NLP Practitioner2016

Recognition

  • Graduated with Academic ExcellenceTop 5% of her Master’s cohort
  • Highest overall resultStrategic Management in Tourism, Events and Sports
  • Finalist, Gold Coast Girls in Business Awards2019

What Marlie brings to you

Marlie leads social media strategy sessions with SAM clients. She helps you get clear on your audience, messaging, positioning, marketing approach and content strategy, so the content you create actually sounds like you and lands with the right people.

Read Marlie’s full story

Long before “social media manager” was a job title most people recognised, Marlie was doing the job inside one of the world’s best-known automotive groups. That early start taught her something that still shapes her work: social media is not a broadcasting channel, it’s a relationship with an audience.

After moving into business education with a Master of Business at Griffith University, she built a career across coaching, entrepreneurship, speaking and business development. On the Gold Coast she has served as founding Vice President of Gold Coast Passport Rotary and on the board of the Gold Coast Innovation Hub.

With clients, she brings momentum. She helps people hand the draining, repetitive tasks to AI and get their time back for the work only they can do, and she cares about the journey as much as the destination.

BMW is mentioned for career context only. It does not endorse WellForm AI or SAM.

Marlie on LinkedIn (opens in a new tab)
Portrait of Ian Heslop
Reports to: Happy and Lucky

Marketing performance & AI systems

Ian Heslop

Marketing performance specialist · AI systems developer

He understands the marketing. He builds the machinery.

Ian’s career began in sales, and he has spent around three decades generating and converting new business, through roles in business development, media buying and client success.

For more than ten years he has run paid advertising, particularly Meta campaigns for coaching businesses, including a global coaching brand. So he knows how audience targeting, offers, acquisition, conversion and campaign performance fit together, and what happens when one of them doesn’t.

Since late 2022 he has worked hands-on with AI systems, turning ideas into tools that actually run.

Because a brilliant idea is slightly less brilliant when nobody can make it work.

Selected milestones

  1. The start

    Sales

    Where he learnt that every system ends with a human saying yes.

  2. Three decades

    New business

    Generating and converting leads across business development, media buying and client success.

  3. 10+ years

    Paid advertising

    Meta campaigns for coaching businesses, including a global coaching brand.

  4. Late 2022

    AI systems

    Starts building practical AI tools and implementations.

  5. 2023

    His own consultancy

    Sets up Ian Heslop Consulting Ltd in the UK.

  6. Today

    SAM

    Develops the systems and technical functionality behind SAM.

Where his experience lives

  • Audience targeting
  • Advertising
  • Customer acquisition
  • Offers
  • Conversions
  • Marketing processes
  • Campaign performance
  • AI systems

What Ian brings to you

Ian develops the systems and technical functionality behind SAM. His marketing background means he builds for the real world: a system has to do more than generate content. It has to work inside an actual business, on an actual Tuesday.

Read Ian’s full story

Ian is the architect. He looks at where a business is headed and designs the foundations to get it there: the structure underneath that keeps everything running long after launch day.

Methodical, curious and genuinely excited by what’s possible, he’s the one who makes sure what you put in place today still serves you in a year. He keeps it human, keeps it clear, and keeps it built to last.

Ian on LinkedIn (opens in a new tab)
Portrait of Sara Love
Reports to: Happy

Business transformation & AI implementation

Sara Love

AI consultant · International business & leadership specialist

From an organisation of thousands to making AI easier for one person at a time.

Sara’s career has spanned more than two decades and several countries, across hospitality, human resources, workplace health promotion, corporate wellbeing and business development.

She has launched eight restaurants internationally, and led HR development and workplace health promotion in an organisation of around 3,400 employees across 21 locations. That’s where she learnt what makes change stick: clear processes, sensible structure, proper training, and never asking people to use a system that makes their day harder.

Sara turns “we should probably use AI” into a plan that actually holds. She maps the business and the mindset first, so the systems you build don’t just look clever; they get used.

After years of managing businesses, teams and operational chaos, the last thing Sara wants to give anyone is another complicated system.

Selected milestones

  1. 20+ years

    An international career

    Hospitality, HR, workplace health, corporate wellbeing and business development, in Europe and Australia.

  2. Eight

    Restaurants launched

    New openings across international markets, from concept to customer experience.

  3. 3,400 people

    21 locations

    Leading HR development and workplace health promotion, staff development and organisational change.

  4. Founder

    WellForm International

    Wellbeing, leadership and personal development for organisations and individuals.

  5. 3+ years

    Practical AI

    Building, testing and implementing AI in real businesses, starting with her own.

  6. Today

    WellForm AI

    AI consultation and implementation, and co-facilitating Finish Fridays with Marlie.

Education

  • Master of Science in Human Resources Management
  • Diploma in Sport Development
  • Certificate IV in Outdoor Recreation

Focus

  • Clear business processesand organisational structure
  • People and leadershiptraining, adoption and confidence
  • Practical AI implementationsimple, sustainable, actually used

What Sara brings to you

Sara connects your business goals with AI that people will actually use: clear processes, the right structure, practical education, and the confidence to keep going once we’ve left the room. Expect honesty, calm, and someone as invested in your outcome as you are.

Sara on LinkedIn (opens in a new tab)

III. Why the three of us

Three perspectives. One very practical mission.

We see the same problem from three different angles. That usually means fewer surprises, better questions and systems that make more sense in the real world.

Three overlapping circles: Marlie, the audience; Ian, the machinery; Sara, the business. Where all three meet: your business. MarlieThe audience IanThe machinery SaraThe business your business

Strategy, systems and the realities of running a business, at the same table.

Marlie asks who you’re talking to and why they should care. Ian asks how it will actually run. Sara asks whether it fits the way your business and your people really work. Most problems we solve live somewhere in the overlap.

Marlie · the audience

Understands the audience, communication, strategy and authentic marketing. She makes sure what you build says something worth hearing, in a voice that’s recognisably yours.

Ian · the machinery

Understands marketing performance, systems, automation and technical implementation. He makes sure the clever idea actually runs, and keeps running.

Sara · the business

Understands business operations, people, training and practical adoption. She makes sure the system fits the business, and the people who have to use it on a Monday morning.

Without implementationMarketing strategy remains a plan.

Without strategyTechnology creates more complexity.

With business experienceThe two meet the realities of running a company.

Three different brains. One shared mission. Surprisingly few arguments about fonts.

IV. The real management

The two executives who have never opened a spreadsheet.

Behind the strategy sessions, the marketing systems and the AI sit two highly influential canine executives. Their contribution to inspiration, morale and snack policy cannot be overstated.

Happy, a fluffy apricot dog with a curly coat, sitting upright on a cream sofa cushion with head tilted, looking straight at the camera.

Happy LoveEst. on the sofa

Happy Love, Chief Happiness OfficerUnofficial Executive Team

Line manager of
Sara and Ian (job share)
Office
The sofa
  • Maintaining morale
  • Encouraging regular breaks
  • Providing unconditional support
  • Reminding humans that life exists beyond their laptops
  • Supervising important decisions from the sofa

Happy has never attended a strategy meeting voluntarily. Yet somehow, every meeting is better when Happy is around.

Lucky, a fluffy brown and white puppy, lying down with front paws stretched out, beside the name Lucky in rose-gold script.

Signature on fileSee above

Lucky, Chief Good Fortune OfficerUnofficial Executive Team

Line manager of
Marlie and Ian (job share)
Office
Wherever the walk ends
  • Creative inspiration
  • Strategic relaxation
  • Making people smile
  • Keeping meetings grounded
  • Encouraging the team to enjoy the journey

Lucky believes every great strategy begins with a walk, a snack and possibly another walk.

Neither has a master’s degree. Both remain remarkably confident in their leadership abilities.

V. What we stand for

What matters more than technology.

We love technology. We simply don’t believe everyone should need a computer science degree to use it.

  1. People first

    Technology should support human potential, not make people feel inadequate.

  2. Clarity before complexity

    If we can’t explain a system clearly, we probably need to simplify it.

    If your AI needs an instruction manual the size of a small novel, something has gone wrong.

  3. Real experience matters

    We’ve learnt by doing, making mistakes, solving problems and continuing to improve.

  4. Share what you know

    Knowledge becomes more valuable when you help other people use it.

  5. Practical results

    A working solution matters more than an impressive presentation.

    We prefer systems that work on a Tuesday afternoon, not just during a demonstration.

  6. Stay curious

    AI changes quickly. We remain learners, just like everyone else.

  7. Give back

    We want our work to have a positive effect on the people and communities around us.

Win–win–win

And one rule we don’t bend. We only take on work when it’s a real win for you, a real win for the people you serve, and a real win for us. Otherwise it isn’t worth doing.

We don’t need AI to make us more impressive. We need it to help us do more of what matters.

VI. Working with us

Different businesses. Different needs. No one‑size‑fits‑all nonsense.

We make complicated things feel manageable. Whatever you have in mind, the next step is the same: a conversation.

How would you like us to help?

Learn it while we build it with you.

We guide you through understanding, setting up and using your AI systems, side by side, so you can run them with confidence. In person on the Gold Coast at Finish Fridays with Sara and Marlie, or live and virtual from anywhere.

Get in touch About Finish Fridays

We map it, design it and build it.

For organisations that need more substantial implementation. We start with the Agentic Advantage Consultation: a business-first, provider-neutral look at how you really operate, and a clear plan before any big AI decision gets made. Then, if it makes sense, we build it.

Get in touch About the consultation

Have something good in mind?

We’re always interested in thoughtful collaborations with people and organisations who share our belief in practical technology and helping others: workshops, training, events or something we haven’t thought of yet. No forms, no funnels. Just tell us what you’re thinking.

Email us Other ways to reach us

Epilogue · Your turn

Enough about us. What would you love to make easier?

We’ve shared a little about where we’ve come from and why we do what we do. Now we’d love to hear about your business, your ideas and what you’re trying to achieve.

Say hello

I’d love to work with you

Explore how we can simplify your business systems, implement AI or collaborate on something meaningful.

Let’s talk (book a call, opens Calendly in a new tab)

A free 20-minute call, or email office@wellformai.com

Happy and Lucky will review all important decisions. Mainly from the sofa.