Meet the pioneer behind Nuvo Wellbeing and OptiMe software

At the age of 18, Bethany Ainsley was lighting up dance stages, from UK television and Bollywood sets to motion-capture studios for video games.

Today, she’s accelerating HealthTech innovation across the North East as the powerhouse behind Nuvo Wellbeing and the rising star of workplace wellbeing software OptiMe.

Bethany’s passion for dance led her to graduate with first‑class honours in Contemporary Dance in 2008 from Newcastle College and a Masters Degree with Dance City.

Six months later, she founded Nuvo Wellbeing, recognising early on the bond between physical movement and mental empowerment. What began as dance classes for local communities soon became a multi‑award winning social enterprise.

Over 16 years, Nuvo has achieved long-term engagement with more than 54,000 individuals across age groups and abilities, collaborating with partners such as NHS, Sport England, and Age UK. Its signature “Make Your Move” initiative, endorsed by Lord of the Dance Michael Flatley as a global patron, brings free dance to under‑served communities.

Bethany says, “I recognised the power of dance not just for fitness, but for resilience, confidence, and unity.”

Behind the scenes of her flourishing social enterprise lay the launch of ActivCare, which filled a gap in training for Health & Social Care professionals delivering wellbeing programmes, with traction from the UK to New Zealand, Canada, and the US – and now the latest launch for Bethany is OptiMe Wellbeing – an AI‑driven platform to proactively enhance workplace wellbeing and productivity and improving engagement, performance and talent retention.

The project won recent backing of nearly £100,000 from Tees Valley Combined Authority from the UK Shared Prosperity Fund, plus a five figure investment from NEL Fund Managers, meaning her team of ten can deliver personalised wellbeing support across physical, emotional, and mental health domains, serving clients from Domino’s to Newcastle College Group.

Bethany’s ideal workday starts with a healthy breakfast and stretch time with her young son and then then prioritises scheduling, breaks, lunch, unplugging after work to cook healthy meals, and evening walks with family.

But at work her leadership style emerges from dance, incorporating skills of synchronisation, listening, and emotional intelligence.

She’s not just breaking through ceilings; she’s building staircases for other women and wellness leaders to climb.

Her recognition from IoD, Ernst & Young, and regional awards highlights both personal success and her companies’ social impact and following from the launch of OptiMe Wellbeing, and in 2022 Bethany was named Institute of Directors ‘Director of the Year’. The accolades achieved are a reminder of the value seen in the wellbeing mantra and she continues steering her companies toward meaningful change.

She attributes her success to planning ahead, ensuring attention to both board meetings and bedtime stories.

She brings something rare to the North East’s entrepreneurial scene: deep empathy, lived experience, business acumen and a global mindset grounded in local roots. She’s a female founder thriving in HealthTech, and now writing the next wellbeing blueprint.