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Founder | Senior Advisor | Business Performance Coach | Speaker

Mike Buonaiuto is a philanthropic business leader and performance coach, who founded Shape History, the social impact agency, in 2015.


Following the sale of his company, he’s currently a senior advisor / non-exec; helping founders to startup, scale-up and support their people.


Mike also supports Virgin Startup as their ‘Entrepreneur In Residence’ and Natwest’s Business Accelerator as their ‘Business Startup Coach.​’


  • Mission-Led Business Coaching 

  • Keynote Speaking 

  • Non-Exec and Senior Advisory roles

  • Brand, Comms, Marketing, Finance & Ops consultancy

  • ESG and CSR Strategy and Deployment 

  • Leadership & Team Wellbeing


  • Conscious leadership development (founder's mental wellbeing)

  • Investment and fundraising support (SEIS & EIS)

  • Operations strategy (growth, revenue, new business and resource) 

  • Sales and marketing creative and strategy 

  • Systems automation and good governance

  • Exit strategy and valuation development 


Mike founded, scaled and sold a multi-million pound agency in London, working internationally for a fairer world faster.

Shape History works within sustainability, health, education and human rights, delivering strategic design and communication to accelerate societal change.



Having founded, scaled and sold his own agency in London, Mike now coaches individuals and senior leadership teams across four areas:​

Executive Coaching

1 on 1 coaching focusing on professional development, leadership training and management skills. This includes difficult conversations preparation, career / promotion goals and performance management. Ideal for training team members to think both compassionately but also commercially.

Personal Coaching 

1 on 1 coaching aiming to develop founders into conscious, intentional leaders. Sessions concentrate on exploring and uncovering an individual's key drivers and aim to identify patterns of behaviour that lead to success; building clarity around the type of culture and company that ensures your ideal speed of growth and impact.

Startup Coaching

1 on 1 or group coaching focusing on the challenges and opportunities of your early-start up, putting in place foundations that ensure a scalable model. This includes startup tools, fundraising, (inc SEIS & EIS) operations and marketing support.

Scale-up Coaching

1 on 1 or group coaching focusing on the challenges and opportunities of your scaling business; building a sustainable model, projection, culture and team which allows for continued and accelerated growth. This includes valuation and exit strategy support.

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Mike is one of the few people I know who really understands what it takes to be a progressive business leader in the world today. Not only has he setup and grown his own successful social impact agency, but he’s taken the time to truly get to grips with the most salient issues impacting people today, such as mental heath in the workplace. If you want to help get your business in better shape for the next decade, listen to what Mike has to say.

Tom Tapper, Nice and Serious CEO



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