Meet the Team

Our Business Coach and Mentor team, based in North West England, have a strong collective experience of running their own SME businesses and have developed a broad range of skills working in and with national and global companies. They have worked through and supported businesses through economic recession, have innovated and changed to adapt in times of crisis and have created growth.

We’ve experienced major commercial success and we’ve also hit business, professional and personal barriers along the way.

That’s how we know we can support you… because we’ve been there too.

Business Coach Mentor

Paul Aisthorpe

Business Coach, Mentor and Trainer

I am an empowering Business Coach and Mentor creating value with clients from the very start of the relationship. 

Business Mentoring

Jackie Bennett Shaw

Brand Communications Associate

I’m an experienced public relations professional who has ‘told the story’ for large national and small local not-for-profits, and top UK and global brands.

Collette Butterworth - BW

Collette Butterworth

Project Manager and Coach/Mentor

Passionate about people, processes, and systems, I have a knack for spotting opportunities to drive efficiency and improve operations. 


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Why do I do what I do? Well, in my 30 years in business and 25 years in various Management and Director roles, I have been exactly where you are. At every single stage of your journey. 

In 2014 I started on my journey as a Business Coach in Lancashire. My aim was to bring my experience to support other businesses in the region. 

During that time I have supported over 100 business leaders on business growth. As a result of those growth discussions, the focus was always on developing a team empowered and capable of delivering sustainable profitable growth.

Looking back, taking on a role as Commercial Director at the start of the last recession (2008) put all my strengths to the test. But it was never just about me. The business could not have achieved what we did without being a strong team, with everyone playing their part. 

Yet, only on starting my own business, Imaginative Coaching, in 2014 did I realise that I had been practising coaching and mentoring skills whilst supporting the commercial team to succeed.  

So, now, I bring those coaching and mentoring skills and experience to businesses in Lancashire. To support them in developing a strong and healthy business. 

I help businesses to stand out in front of the people they want to notice, listen to, and support them, so making their organisation more successful.

I  believe in a big service with a personal touch, and am an expert in brand development, leading PR and communications strategy and creating quality content.

Whatever the size of your company, your product, service or sector, I can bring your business story to life. I get right under the skin of your company to understand and help you achieve your business goals. I share the right messages with the right people in the right way to highlight the personality, values and vision at the core of your brand.

Having run a small business, I fully understand all the challenges and love to help business owners and senior leaders on the journey of continuous improvement through mentoring.Throughout my career, I have developed skills and gained experience in all aspects of running a small business.

A small family business, based in Cumbria, entrusted the running of their business to me as Managing Director, rather than a member of their family. Through trust, mutual respect, a constant desire to learn from every experience, both good and bad, and a drive to succeed, we grew a successful business together. Couple this with years of people management experience, delivery of training, coaching, and mentoring, both in a corporate environment and with SMEs, I am well placed to work with leaders and senior managers looking to improve business operations, drive efficiency, reduce costs and increase margins.

I’ve been schooled in the so-called ‘University of life’ so you will find me to be straight-talking, with a ‘let’s get the job done’ attitude and a drive to deliver results.