Our Story

Peopleful was founded after a series of serendipitous meetings and discussions took place about the increasing need to take an evidence-based approach to wellbeing and performance in organisations. Whilst we are a relatively new entity, we have academically accredited and business validated tools at our epicentre developed by the brilliant team at the WorkWell Research Unit which is part of North West University. In recent months we have observed that wellbeing has been decoupled from the experience of the workplace itself. Whilst we believe that empowering employees to look after their mental health and wellbeing is part of the story, we know that the organisation has a profound effect on this. The great news is that it's within an employer’s control to positively influencing the workplace. Our team is passionate about creating working environments where people can flourish and perform optimally. We believe that a data-driven approach creates the best chance for effecting change.

Meet the team

Georgie Mack

Georgie Mack

CEO/ Founder

Georgie has spent the last 15 years working as Managing Director of the digital innovation consultancy Made by Many and as an innovation consultant and leader at IDEO. She has a passion for human-centred design and bringing this to bear on the people, processes and ways of working within large organisations (Bupa/ BA/ Coca-Cola European Partners/ NHS to name a few). Five years ago, she co-founded Minds@Work – a charity focusing on mental wellbeing in the workplace. Her fierce belief is that work should be a positive and energising experience where the tools and conditions for good mental health and wellbeing are baked into the overall design of the organisation.

Genevieve Deacon

Genevieve Deacon

Head of Organisational Psychology / Founding Member

Genevieve (registered Industrial/ Organisational psychologist) has worked in the corporate world for the last decade; specifically, in the financial industry (banking and insurance) specialising in Organisational Effectiveness. She has been instrumental in projects related to understanding business strategy, the execution thereof, and its link to people, performance and process. She has a Master’s degree in Industrial/ Organisational psychology from the University of Stellenbosch in South Africa and is compelled by the application of psychological theory and science in order to improve the efficiency and productivity of workplaces. As an advocate for mental health and wellbeing she has a passion for supporting employees to flourish in their respective working environments.

Dr Kate Duckworth

Dr Kate Duckworth

Head of Data, Analysis & Insight/ Founding Member

Kate is a data storyteller and an expert in quantitative analysis.

She has a PhD in Education and Social Policy from the University of London and worked for the Institute of Education, University of London for over 14 years, specialising in skill development, the formation of human capital, intervention evaluation and impact assessment, and change over time.

Kate’s academic background in research, psychology, education, and economics gives her a keen understanding of the evidence-base underpinning the Peopleful offering, alongside excellent insight into all aspects of organisational analytics.

In addition to her work at the University of London, Kate was seconded to UK Prime Minister’s Strategy Unit, and has carried out a number of consultancy projects for government departments including the Department for Education and Her Majesty’s Treasury.

She has run several large-scale, longitudinal projects and is author of more than 15 academic journal articles, 25 Government research reports and strategy papers, a book and a number of other standalone chapters.

Bruce Isdale

Bruce Isdale

Principal Consultant/ Founding Member

Bruce is passionate about helping individuals and organisations to perform at their best. Of particular interest are the roles of Leadership, Strategy and Governance in achieving these ends.

The early part of Bruce’s career was in Finance and Accounting in London, where he spent 13 years in roles of increasing scope and responsibility, culminating in a Global role in Leadership Consulting at Heidrick & Struggles. During his time in London he also qualified as a Chartered Management Accountant.

Since 2014 Bruce has focussed on Leadership and Organisational performance, completing an MBA specialising in Leadership, qualifying as a Coach, and gaining accreditation in the frameworks and instruments of UK-based firms Glowinkowski International and Mindflick, which he incorporates into his client work.

With extensive training and experience in both the ‘hard’ and ‘soft’ aspects of organisational behaviour, Bruce is well positioned to help clients understand and improve the interplay between these critical drivers of performance.


The Burnt Chef Project logo

The Burnt Chef Project

A partnership that brings an authentic voice to destigmatising mental ill-health and a diagnostic assessment that predicts the impact of the workplace on the wellbeing of your people.

Afriforte logo

Afriforte (Pty) Ltd

Our sister entity in South Africa.

Work-well Research Unit logo

WorkWell Research Unit

The Research Unit for Economic and Management Sciences, at the North-West University, Potchefstroom Campus.

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