Our Advisory Board
Well Cool Clothing is a founder led UK limited company supported by an appointed Board of Advisors
Our Advisory Board brings together experienced industry leaders who provide strategic guidance and independent insight to support the company’s growth.
Advisory Board members are not directors of the company but provide valuable expertise, challenge and perspective to the leadership team.
Ian Pirrie - Chair
After a successful 25 years in the banking industry, in 2008 Ian decided to follow his passion and enter the hospitality/education industry. Following which, he built his business into one of the UK’s best hospitality schools in the UK. Ian is a massive advocate of educating our younger generation and giving them the help and support they need.
His involvement with education throughout Scotland is recognised in the hospitality industry. Ian has been involved with Cancer Card from the outset and joined the team as CEO, to lead Cancer Card through the next stages of its development. He is now supporting Cancer Card as chair of the board.
Donald is a strategy specialist with a distinguished career spanning industry and academia. He is known for pioneering practical, people-centred approaches to strategy, focusing on strategic action rather than abstraction, and placing people, lived experience and connection at the heart of development.
He is co-founder of the award-winning StrategyStory, where he served as Managing Director until January 2025, and is a Professor of Practice at the Adam Smith Business School, University of Glasgow.
Alongside his wide range of board work, he undertakes private strategic work both internationally and locally. As former strategy lead for the Institute of Directors in Scotland, he has supported hundreds of businesses, communities, charities, and social enterprises over a thirty-year period. His international work, particularly in Australia and North America, has focused on large-scale strategic transformation and emergent strategy.
Cameron (Cam) Kinsella is a senior social impact leader and enterprise director known for delivering purpose-driven growth at scale. As Group Charities and Enterprise Director at Aster Group UK, she has supported better outcomes for thousands of people, particularly through poverty alleviation and work that helps disabled people live, work and enjoy life.
She is the founder of inc., a pioneering social incubator that helps mission-led entrepreneurs create sustainable, scalable impact in diverse communities. With deep expertise in strategic growth, cross-sector collaboration and enterprise development, Cam is driven by a commitment to inclusion and measurable social value.
Her leadership is shaped by lived experience, giving her a powerful perspective on building inclusive systems and opportunities that help people and communities thrive.
Fiona Roche - Clinical
Fiona Roche is Chief Executive Officer of UPMC Sports Surgery Clinic, with extensive clinical and senior management experience across NHS, non-profit, and private healthcare. A Registered General Nurse by background, she holds a Diploma in Nursing Research from the University of London and a BSc (Hons) in Health Studies from the University of Surrey.
During her career in London’s private healthcare sector, she established a Day Surgery Unit and led the expansion of outpatient services, driving significant capacity and revenue growth, and held senior roles including Assistant Director and Director of Nursing. Fiona joined UPMC Sports Surgery Clinic in 2008, became part of the Senior Management Team in 2018, and was appointed CEO in July 2024.
Kirsty founded Well Cool Clothing to improve dignity, comfort, and experience for patients through better-designed patient wear.
Her clinical career began as a Staff Nurse in general nursing , progressing to Clinical Nurse Specialist during her time in the NHS. It was through this frontline experience, she witnessed first-hand the difficulties and embarrassment patients face with standard hospital gowns, as well as the impracticality of regular clothing in clinical settings. The original idea for the company grew directly from both her personal and professional experience of these challenges.
As Founder and CEO, she leads the company’s strategic direction while working closely with the Board to ensure strong governance, accountability, and responsible growth.
Her focus remains on creating patient wear that is practical, inclusive, and rooted in real clinical need.