Urban X leap9: Injecting Growth

Urban offers stress-free wellness treatments.

We became their fully integrated people partner as the business prepared to put its foot on the acceleration pedal after a $10m funding round.

Urban are the no.1 wellness app in Europe and, after closing a funding round, they were set to double their headcount to 100.

They faced the challenge of adapting to the rising complexity of a multi-location, multi-category business. To navigate this, we started by designing a new organisational structure that would provide clearer accountability, visibility and a step change in the leadership talent pool.

Our People Science team then psychologically profiled the CEO and senior leadership team in order to establish a values framework and identify the areas critical for alignment.

Using our proprietary engagement diagnostic, we measured employee satisfaction uncovering the areas that were driving employee engagement. We then ran cross-company workshops to codify the target culture and align everyone behind a new mission.

“leap9 helped us build solid foundations in order for us to maintain constant alignment and continuous improvement”.

Jack Tang – Ceo, Urban

The result was a first for Urban – a culture playbook defining the behaviors that would bring the culture to life and a tailored performance management system to drive alignment and high-performance across the board.

“leap9 has been pivotal in helping us to engineer organisational growth and shift towards a high performance culture”.


The people strategy we built with Jack and his team was designed to provide maximum ROI. To activate it, we developed a People Operations function from scratch and delivered key hires across the business.

Six months, 9 workshops, 18 hires, and a whole new People function later and Urban is scaling rapidly. 

“It’s been a radical shift. As you inject growth, leap9 are best placed to help”.