Health & Wellness Growth Consultancy
withalova.com
We help health and wellness startups scale faster — through strategy, implementation, and access to a network that opens doors. And we use the growth we create to fund access to health for people who can't afford it.
Who we are
Alova is a growth consultancy built exclusively for health and wellness startups. Founded by Arina Pavlova — UCL graduate, wellness advocate, and host of The Alova's Chat podcast — we combine deep domain expertise with genuine implementation support.
We work with pre-seed and seed-stage founders building in nutrition, fitness, mental health, and wellbeing. We don't hand over decks and disappear. We stay until the work is done.
Our mission
"To grow the businesses making health accessible to everyone and use that growth to fund access for those who can't afford it."
What we stand for
We only work in health and wellness. Not because it limits us — because it makes everything we do more accurate, more relevant, and more valuable.
We stay through execution. Founders get accountability, not just advice. Results are the only deliverable that matters.
Revenue is the fuel for impact. Every pound Alova earns creates the resource to make health accessible to the people the wellness industry is currently failing.
We tell clients the truth about what will and won't work. No vanity metrics. No flattery. No strategy documents that gather dust.
What we offer
Every engagement is designed as a ladder — each tier creates the conditions for a longer, deeper partnership that delivers real results.
Entry point
Most popular
Premium
Our social mission
The UK health and wellness industry is worth $130 billion. The people who most need what it sells are almost entirely excluded from it. Alova exists to change both of those things — simultaneously. Every pound we earn from growing wellness brands creates the resource to make wellness accessible to those who cannot pay for it. This is not a marketing promise. It is legally built into the structure of this business.
Subsidised nutrition coaching for low-income families in London
Free mental wellness workshops in underserved communities
Partnerships with NHS social prescribing programmes
Wellness access programmes in schools in deprived areas
with the Pavlova sisters
The Alova's Chat is hosted by sisters with a shared gymnastics past and a passion for self-discovery, sport, and life. Together they explore identity, habits, mental health, life after athletics, and what it really means to grow — not just as athletes, but as people.
Honest conversations. Real stories. No filter. New episodes on YouTube and Spotify — subscribe and never miss one.
Episodes — watch on YouTube
Exploring what happens to relationships when siblings are pitted against each other from the get-go.
Yasin Baahmed: Founder of UCA & TCA, Business Owner and Calisthenic Athlete on what discipline and motivation actually is and how movement is the foundation to building success in business.
Looking further into what habits actually are, the habit formation framework and why restarting habits feels so difficult.
A complete guide to choosing which training style is the best fit for you, whether that be bodybuilding, powerlifting, calisthenics, street-lifting, hyrox, cross-fit or just general cardio.
What discipline actually costs us, the growing issue that mental health poses and an in-depth conversation with calisthenics athlete Katie
How to overcome the thought that travelling will ruin your progress. It won't. Here's why.
How it works
A 30-minute conversation about what you are building. No pitch. No agenda. Just an honest look at where the biggest growth opportunities are.
A full commercial audit of your brand across five areas. Delivered in five working days. The clearest picture of where your business is strong and where it is leaking.
A prioritised 90-day growth plan built from the diagnostic. Three clear recommendations. Specific actions with owners and measurable outcomes.
We stay. Monthly sessions, weekly accountability, async support. Monthly progress reports. Growth that actually compounds — not advice that gathers dust.
Ready to grow?
The first conversation is free. And it's genuinely useful.
Book a free 30-minute Growth Review. We will look honestly at where your biggest growth levers are. No pitch. No agenda. Just a real conversation between someone who understands your world and a founder ready to grow.