How we work


At DNA, we work with you to facilitate an environment where people are respected and trusted and where they can ultimately flourish.

Our own research and extensive work across multiple sectors has highlighted a very real need for leadership and development programmes that look at the challenges being faced by employees and business owners today.

It is no longer enough, or indeed appropriate to deliver highly structured programmes that offer one-size fits all solutions to teams and individuals at work.

Wales and British & Irish Lions Captain Sam Warburton talking about Leadership.

x2 World & European Sailing Champion Sam Brearey talking about Planning.

Our services

Coaching and Advice



Coaching and Advice

Coaching for Elite Performance

— Elite Sport:
• National Governing Bodies
• The Developing Athlete
• The Elite Athlete, Coach Development

— Developing High Performance Teams

— Elite Coaching

Leadership and Management

— Leading teams:
we work closely with you to assess and address culture, mental toughness, communication, maximising team effectiveness, key-note speaking

— Leading change:
this focuses on engaging people, organisational development, investigation, innovation and creativity





we run a series of ongoing Masterclasses that are open to the public, further details to come


this is not lecturing, but two-way training that gets employees to truly engage in the process and bring their experience to the table.

Our training and education is measured on real company results and output, with commercial benefits as the ultimate end goal.


See our Pearson WBL Approved Professional Qualifications

Keynote Conference Talks

Our experts are invited to speak at conferences throughout the UK and around the World

Organisational development


Organisational development

Bespoke projects & Support

our role is to research, investigate, provide support and be the catalyst for change and development. We believe there is no ‘one size fits all’ method.


we are constantly looking at what other successful organisations do to become successful and stay that way, and we ask why (this knowledge and insight gets passed on to you) using extremely talented researchers.

We also use our research to evidence your success. We also work closely with a number of reputable academic institutions on an ongoing basis and collectively have experience of working across a number of disciplines.

Our latest collaborations are as follows:

  • University of Swansea, South Wales — School of Engineering
  • Cardiff University, Wales Deanery - School of Postgraduate Medical & Dental education
  • Cardiff Metropolitan University – Creative Leadership & Enterprise Centre, School of Management
  • Bangor University — School of Enterprise
  • Sheffield University — Management School
  • Plymouth University
  • University of South Wales, Newport
  • University of Wales, Trinity St David.

Latest updates


@DNA_Definitive • Aug 20

DNA in India. Dr Paul delivering Simplexity to an audience of CEO's and Directors with great response.

@DNA_Definitive • Jul 12

Congratulations to Hef, Robin and Andy in completing a marathon walk the past 2 days. Impressive for old folk



March 31, 2015

DNA's Resilience Conference for the Wales Deanery

DNA Definitive runs a UK leading 'Developing Resilience' event for the Wales Deanery with contributions from some truly exceptional speakers.







Paul: 07581 207058
Andy: 07875 381551

Correspondence address

DNA Talent Lab, Wales 102,
Business Park, Newport Road,
Magor, NP263DG

Registered address
St. John’s House, Wales
Company no: 08133066

Are You Interested in Joining Us?

We are genuinely interested in hearing from people who feel their approach is aligned to our core principles and who believe they can add significant value to our portfolio of services. We are interested in talented people, with a proven passion for performance, collaboration and commitment.