The Story Behind Estelle

Some friendships change your life. Others leave a legacy.

When Estelle's founder, Sarah Soar, was fifteen, she met her best friend, Katie, on Burgh Island in Devon. Their friendship lasted 46 years, during which Katie shared her passion for yoga, breathwork and meditation, long before these practices became widely popular in the Western world.

When Katie sadly passed away in 2023, Sarah discovered at her funeral that her friend's middle name was Estelle. It was a poignant moment that inspired the name of a business dedicated to something Katie had always believed in: the importance of looking after both body and mind.

Sarah's own experiences reinforced that belief. During a demanding 40-year career in financial services, culminating in her role as CEO, she balanced the pressures of leadership with raising a family. Discovering the benefits of regular yoga practice in 2013 transformed how she managed stress and life's challenges.

In 2025, Sarah met Sanjeev Bhanot, a yoga therapist and breathwork specialist known as The Yoga Scientist. Their shared philosophy helped bring Estelle to life, creating bespoke health management experiences for individuals and organisations, built around four essential pillars: Breathe, Eat, Move and Sleep.

Today, Estelle combines Sarah's personal and professional experience with the expertise of leading specialists, helping others take greater control of their health.

A lifelong friendship. A lasting legacy. A belief that health is wealth.

Burgh Island, South Devon — where the Estelle story began

Estelle Founding Team

Sarah Soar

Sarah Soar

Founder

Meet Sarah, Founder of Estelle

With over 40 years’ experience in financial services, Sarah has held senior executive, CEO and non-executive director positions, supporting boards and leadership teams in achieving their full potential. Her approach extends beyond governance and business performance to recognising the importance of physical, mental and emotional health in effective leadership.

Having experienced the demands of running a business first-hand, Sarah understands the pressures facing senior executives and the importance of maintaining energy, clarity and resilience. She believes that prioritising personal health is fundamental to sustained professional success.

Her extensive career includes executive roles at Brewin Dolphin, JM Finn and Hawksmoor, alongside non-executive positions at PIMFA, the Institute of Directors and Philanthropy Impact. She has also served as Chair of St Francis School in Pewsey and chaired numerous boards and committees, including an investment committee for the Actors’ Trust.

Built collaboratively, for you

Together with Co-Founders Phil Ridge, Pauline Egan, Jane Middleton and Tina Senior, we're creating distinctive experiences designed around you. Your needs, insights and aspirations help shape everything we do, because we believe meaningful support begins with listening. We'd love to hear from you.

Estelle Co-Founders

Pauline Egan

Pauline Egan

Co-Founder

Meet Pauline, Co-Founder of Estelle

With over 25 years’ experience leading transformation and cultural change across financial and professional services, Pauline believes exceptional experiences begin with understanding people. Her approach combines strategic thinking with a genuine commitment to helping individuals and organisations thrive.

Her career includes executive leadership at RBC Wealth Management and non-executive board positions at Pinsent Masons, AIB and Morley College. Today, she works as an independent strategy consultant, executive coach and business mentor.

At Estelle, Pauline brings her extensive experience and people-focused approach to creating bespoke health management experiences that support lasting personal and professional performance.

Jane Middleton

Jane Middleton

Co-Founder

Meet Jane Middleton, Co-Founder of Estelle

With a career spanning aviation, aerospace and finance, Jane brings extensive international experience and a passion for creating exceptional, personalised experiences. Her belief that thoughtfully designed travel can enrich people's lives inspired her to establish her own independent travel company.

Her background includes senior roles at Rockwell Collins, Virgin Atlantic and TNT Express, where she developed a deep understanding of service excellence and customer expectations. She currently chairs the Future Flight Advisory Group.

At Estelle, Jane combines her global perspective, creativity and attention to detail to curate distinctive, purposeful experiences that inspire, restore and make a lasting difference.

Phil Ridge

Phil Ridge

Co-Founder

Meet Phil, Co-Founder of Estelle

With a career spanning creative agencies, brand development and international business, Phil brings extensive experience in building distinctive brands and engaging customer experiences. As Global Creative Director and Group Marketing Director at WHSmith PLC, he helped shape their global brands and retail environments across international markets.

Phil founded Brooklyn Creative, a creative consultancy, specialising in branding, design and marketing.

A passionate tennis player, skier and golfer, Phil believes in the importance of staying active for physical and mental health.

As Co-Founder of Estelle, he combines creative vision, commercial expertise and a passion for active living to champion the belief that health is wealth.

Tina Senior

Tina Senior

Co-Founder

Meet Tina, Co-Founder of Estelle

With 30 years’ experience in marketing and communications, Tina has held senior roles at Accenture and Avanade, specialising in corporate communications, brand storytelling and strategic messaging.

Her career includes supporting nonprofit organisations through Avanade Tech for Social Good and Accenture Development Partnerships, alongside senior communications roles within Accenture Strategy and Operations.

A longstanding yoga practitioner, Tina trained with the Devon School of Yoga and has worked alongside Sanjeev Bhanot, known as The Yoga Scientist.

At Estelle, she combines her extensive communications experience with a passion for yoga and natural health, helping to shape the brand and its distinctive experiences.

Get in Touch.

Every conversation begins with listening.
Whatever your circumstances, we're here to understand your needs and explore how Estelle can support you, with complete confidentiality, care and discretion.