Page content

Club Soda is built from personal experience by a team that still likes a tipple or two (well maybe not Laura). We are a social business, our drive is to continually improve and develop Club Soda and be financially self-sustaining.

Because we have a natural campaigning and empowering streak to our nature, we want to create a movement powered by its members. By doing so we can respond to what you tell us you need, not what someone else thinks you want or should do.

We use behaviour change theories and techniques to build tools that you can use to change your relationship with alcohol – whether you want to cut down, stop for a bit or quit. A bit like a “better drinking habits pick and mix”. We work with experts from University College London, London South Bank University, and other universities to help us improve our offer to you.

We have started up with a small loan from the Cabinet Office funded Public Service Accelerator programme and our own savings. We have received no funding from the NHS or the alcohol drinks industry. We do like pubs, and want to work together with licensees, venues, and pub companies (see more of our pubs and bars work).

Meet the Team

Laura no backLaura Willoughby MBE

Laura loves a campaign, and over the years has led her fair share from being a councillor in Islington for 12 years, leading charities, and to promoting bank account switching.

jussi no backDr Jussi Tolvi

With a PhD in economics, Jussi was for a while an academic researcher. He then spent a decade in financial services working in risk management, analytics, and compliance roles for large UK banks. He also does occasional blogging about statistics and behaviour change.


Andy: Club Soda Expert MindfulnessDru Jaeger 

Dru is a qualified coach and experienced health and public sector communications expert. He has worked for the General Pharmaceutical Council and on the new NHS Workforce Planning Strategy among many other projects. He likes walking in the woods.


Jen TreeJen Tree

Jen, our resident metal chick, has been our Social Media & Content Manager from June 2017 when were getting ready to launch our first ever Mindful Drinking Festival. She manages all of our social media channels and she plans, writes or edits all of our content and articles. Jen’s been moderately drinking for two years, after taking three years off booze completely. She’s a sculptor and artist outside of her freelance writing work and she manages the social media channels for other brands, including Pimento ginger beer – one of our trusty festival brands!

Imriel Morgan

Imriel is in charge of organising our Mindful Drinking Festivals.


Anja Madhvani

Anja writes our drink reviews, and helps out with the Club Soda Guide project.


Clare Trembath

Clare is our resident tech expert, product managing the technical development of our websites.


Stuart Arnott

Stuart’s job title is “Beer Research Manager”. He is leading our research project into the low and no alcohol beer market and how to help pubs and bars to sell more of it.


Faizan Fiaz

Faizan is the latest member to join the team in September 2018, working on communications for our Mindful Drinking Festivals and the Club Soda Guide.


Saranda Sherifi

Saranda is a psychology student at Brunel University, and is at Club Soda on a work placement for six months.


Our Advisors

We have an excellent group of advisors supporting us. They are:

Professor Maggie Bassendine – Clinician scientist and liver specialist at Newcastle University.

Margaret Lally – Former Director of UK Service development for The Red Cross.

Ed Cooke – Lawyer specialising in complex real estate, infrastructure development, and data centres.

Hatty Richmond – A consultant helping businesses change and improve through making sure that their human infrastructure is fit for purpose.

Dr Caroline Wood – Senior Research Associate at University College London, an expert on behaviour change science.