Interview with Christine Beardsell, CMO and Co-Founder at Wellbeing Content Startup: Kiteline

Kiteline Health works with UK employers to provide personalised wellbeing content and virtual health coaching to staff affected by chronic conditions, activating achievable lifestyle and behaviour change. Our aim is to help people better manage their conditions and symptoms, and feel empowered as they commence their journey to better health.

This helps employers support wellbeing in vulnerable staff in a more proactive way, with the added benefit of reducing churn, absenteeism and presenteeism, and boosting engagement, loyalty, and productivity in the workplace.


How did you come up with the idea for the company?

The idea was born out of the London Antler programme, where Candice and I met.

Candice is a two-time breast cancer survivor. She was diagnosed at the early age of 32 and found that while during treatment she was surrounded by doctors and given support, medical treatments, and drugs to help her get better, it was difficult to get any further information around what she could do to better support herself, manage her condition and how it affected her mentally and physically.

I joined Antler with the hopes of taking my 20+ years of content marketing and understanding of online behaviours and applying it to health and wellness – a personal passion of mine. Candice and I both found it difficult to find credible online information when it comes to our own personal wellbeing.

We launched back in June of last year with the single focus of virtually connecting the best, most accredited health coaches to people that needed support the most.


How has the company evolved during the pandemic?

We are a 100% remote company. Candice and I were quickly able to establish smart working processes that meant we could launch a business from scratch despite having very little time in-person together. After six months of working this way, we decided it made a lot of sense for us to build upon this foundation. This enabled us to bring talent into the business from anywhere in the UK and Europe.

The second obvious impact the pandemic has had on us is that we are offering a product which has never been more acutely needed as it is now. Employers recognise the importance of wellbeing with regards to keeping a happy and healthy workforce. Those with chronic conditions are also four times more likely to be out on sick leave, impacting both team morale, as well as productivity and increased costs to the business.

What can we hope to see from Kiteline in the future?

As a social enterprise, we want to impact as many people as possible and for that we need scale.

We’ve recently grown our team to help us reach our vision of a future where everyone can be proactive about their health. While we know we can make the largest impact starting with those affected by chronic conditions, we would love to get to a place where people never have to deal with chronic conditions in the first place because they have the right knowledge and support to live healthier and happy lives.