The people behind the workPractitioners first. Theorists never.
Our team combines operating and leadership experience inside EU scale-ups with research across 500+ companies. We are practitioners who have lived the scaling challenge from the inside.
Anna Dia Adrani
Executive Coach · Corporate Anthropologist · COO · Head of People"The culture founders build to get to 40 people is rarely the culture that gets them to 150. The problem is that by the time this becomes visible, it's already costing them—in talent, speed and trust. My job is to show them the data before the cost becomes a crisis."
Anna Dia knows what scale-up culture looks like from the inside. As COO at Growth Tribe—one of Europe's fastest-growing EdTech companies—she built the organisational infrastructure that took the company from a small Amsterdam team to an international operation across 7 countries. She did it again at Pacmed and at a series of European scale-ups as interim Head of People and Operations.
What she observed during those years is at the heart of FABRIC's work: the culture that founders build in the early stage (the energy, the informality, everyone knowing everything), becomes the very thing that stalls growth as the company scales. Not because it was wrong, but because it was never designed to travel beyond 40 people.
As a Corporate Anthropologist and Coach, Anna Dia brings a systemic lens to what most firms treat as individual problems. She is most at home in the liminal phase—the messy middle where the old patterns have broken down and the new ones haven't formed yet.
Growth TribeOne of first employees · scaled internationally as COO
Multiple scale-upsInterim Head of People and Operations
PacmedCOO · Series A growth and leadership transitions
Academic backgroundBA Social Sciences · Corporate Anthropology
Laurie Kemp
Leadership Developer · Entrepreneur · Psychotherapist"Across 150 scale-ups, the pattern that stays with me is this: insight is not transformation. The gap between knowing and doing is where most leadership development fails—and where we begin."
Laurie has spent 13 years designing leadership programs and organisational change trajectories for founders, MT’s and scale-ups—first at THNK and ScaleUpNation, then as co-founder of Upshot, where their team worked with over 400 founders, leaders and VC investors across Europe. Clients included Fairphone, LUMICKS, Lightyear, EclecticIQ, SHIFT Invest, InvestNL and Nextview.
What makes her unusual in this work is the depth she brings to pattern recognition. A decade of immersion in psychoanalysis and depth psychology—now formalised in clinical training—has given her an ability to see the behavioural patterns limiting a team before those leaders can name them themselves. She uses that lens to cut through the surface conversation and get to what actually needs to shift.
The leaders who grow fastest are the ones who convert awareness into different behaviour—consistently, under pressure, in the rooms where it's hardest. That gap between knowing and doing is where Laurie works.
UpshotCo-founder · 400+ founders and C-suite across EU
THNK · ScaleUpNationLeadership program design and portfolio management
Client portfolioFairphone · LUMICKS · Lightyear · EclecticIQ
TrainingPsychotherapist · Entrepreneur · Creative
Neena Madhok
Executive Coach · Facilitator ·
Board Advisor“Most leadership teams I work with confuse being busy with being high-performing. They mistake harmony for health and effort for results. The leaders who want to build cultures of real accountability and deep learning are willing to face what’s uncomfortable—within themselves and in their teams. That’s where I come in.”
Neena brings over a decade of start-up and scale-up experience having worked with Virgin Startup, ClearlySo (Europe’s leading impact investment bank), UnLtd India and India’s second largest microfinance company.
She uses her professional background and 4.000+ hours of coaching experience to bring robust analytical skills, deep intuition and high emotional awareness to her clients. Through facilitating nearly 1.000 workshops, Neena has gained a strong understanding of team and group dynamics.
Neena works with both corporates and scale-ups globally on leadership and team dynamics, change management and challenges faced by high growth or restructuring. Neena loves supporting mavericks—leaders who dare to think and lead differently. She has built her practice around them.
FABRIC's research gives her work a sharper edge. High performance is not about working harder; it is about knowing what you're optimising for, and having the courage to hold others, and yourself, to it.
4,000+ coaching hoursFounders, executives and VC’s across EU
Earlier careerCorporate · Banking and Consulting · Incubators
1,000 workshopsTeam dynamics · Trust · Performance culture
ICF accreditedICF Master Certified Coach (top 4% of coaches) · INSEAD MBA
Work with usNot sure who to speak to first?
All three of us do an initial conversation. Tell us where you are and what's feeling stuck and we'll point you in the right direction.
info@fabric-collective.com
+31 6 1460 1560
500+ EU scale-ups benchmarked.
35+ Combined years inside scale-ups as operators, leaders and trainers.
400+ Founders, c-suite leaders and VC’s worked with.