Matthew Bennett

Matthew Bennett is the Founding Partner of Willow Ethos. What he does sits around culture and leadership, but the starting point is always people. How they behave at work. How they react when pressure shows up. What changes when expectations aren’t as clear as they should be. Over time, Matthew has seen just how much these things influence performance, often more than strategy or structure ever does. In a fast moving environment, culture tends to surface whether organisations want it to or not.

Most of Matthew’s career has been spent working alongside organisations at moments where something feels different. Sometimes it’s growth. Sometimes uncertainty. Sometimes it’s harder to name, just a sense that things aren’t working in the way they once did. What he notices first is behaviour. The small patterns that repeat. The conversations that happen easily, and the ones people avoid. He believes that when people have clarity and feel supported, work becomes more effective without needing to be pushed. The relationship between a company and its employees matters more than many leaders expect, and culture lives inside that space. Working towards these unique systems being aligned is what brings results.

Willow Ethos was co-founded by Matthew in 2024 after a series of conversations with leaders who felt disconnected from their culture but didn’t know where to begin. The work is evidence based, but it stays practical on purpose. Cultural insight is paired with coaching and development so organisations can begin to change how they work without turning it into something overly complex. As founder, Matthew has focused on building trust with clients and supporting leaders and teams over time, rather than offering quick or temporary fixes.

As an Executive Coach, Matthew works with senior leaders and individuals with high potential who want space to think more clearly. His style is calm and direct. He asks questions that slow things down and help people reflect on their behaviours and the impact they have. Using behavioural insight, he supports leaders to make changes that feel realistic and sustainable. Culture, in his view, isn’t a “nice to have”. It shapes business performance every day, whether people are paying attention to it or not.

Matthew’s work is supported by a strong academic background. He completed an MSc in Learning and Teaching at the University of Oxford, followed by an MBA with Merit from The Open University. Those experiences deepened his understanding of learning and leadership and continue to influence how he works. He also keeps learning alongside his practice, knowing the work is never really finished.

Alongside coaching and consultancy, Matthew also speaks on culture, leadership, and the future of work. His talks draw on real situations rather than theory, and are intended to be useful rather than abstract.

At the centre of Matthew’s work is a belief in people. Through Willow Ethos, he helps organisations create a workplace where people can do good work, find success over time, and, importantly, feel supported while doing it. The aim isn’t perfection. It’s progress that lasts.