Zara Bates

Zara Bates is the Creative Director and co-founder of You Collective — a leadership and culture consultancy transforming how leadership is taught, felt, and lived. A psychologist, AoEC-accredited executive coach, strengths-based expert, consultant, keynote speaker, and facilitator, Zara is known for helping leaders cut through the noise, shift behaviour, and lead with purpose and impact.

With over 20 years of experience, she has coached and advised thousands of senior leaders across industries to apply practical, psychology-led strategies that unlock growth, strengthen culture, and build momentum. Her clients include global brands such as Publicis Groupe, LVMH, Puig, Boots, BNP Paribas, HSBC, Siemens, Takeda, Galapagos, Moonpig, and Innocent.

Zara’s methodology blends behavioural science with creativity and deep human connection. She distils complex, cross-disciplinary thinking into practical, powerful tools that leaders can use. Whether in immersive workshops, embodied exercises, or boardroom coaching, she creates experiences that go beyond information – experiences that shift perspectives, challenge habits, and spark lasting change.

At the heart of her work is the belief that when leaders grow, teams shift. When teams shift, cultures evolve. Her style is bold yet compassionate, challenging yet supportive, designed to help people lead with honesty, curiosity, and confidence.

Before founding You Collective, Zara was Head of Training and Integration at Strengthscope, helping global organisations build strengths-based, high-performing cultures. She previously led leadership development teams within psychology firms for over a decade, delivering strategic solutions in people development, culture change, and executive team dynamics.

Zara’s mission is to raise the standard of leadership – supporting bold leaders who are ready to build something better.