Shaun Prime

My Work

The businesses I've
built and scaled.

Six businesses across hospitality, flexible living, real estate, membership, media and technology, and what I actually did inside each: the buildings and assets, the mobilisation, the products, the platforms and the commercial engine.

01 Selina Lifestyle hospitality · flexible living Global COO & CPO · Jan 2018 – Nov 2022 · 16 countries
Selina team at the Nasdaq listing, 2022

The company

Founded in 2014, Selina became one of the world's largest lifestyle hospitality brands, built for the millennial, Gen Z and digital-nomad traveller. Each location combined beautifully designed accommodation with coworking, F&B, wellness, travel & tours and nightlife, designed with local artists and creators, and operating across more than 20 countries on six continents. Selina listed on the Nasdaq in 2022.

My remit

Global Chief Operating Officer, and after three years expanded into Chief Product Officer. As CPO I owned both the physical product and the digital product of the company, with design approval across every product and hotel, accountable for operations, design & development, pre-opening and customer experience across the entire estate.

What I built

  • Operations at scale, a £185m P&L across 60 hotels, ~90 F&B outlets and 7 nightclubs, leading a global team of 3,100.
  • Owned design & development of the buildings and assets, holding design approval on every hotel from concept through pre-opening to live operation across 11 countries.
  • The "Build a Selina" process and global product & design standards. Created the end-to-end method for taking a site from nothing to live, and led the physical product managers (rooms, F&B, wellness, travel & tours, coworking) alongside the digital product and engineering teams.
  • The product books: the operating "bible". Codified every Selina into a defined system across five core products (accommodation, F&B, wellness, coworking and travel & tours), each with its own sub-products, standards and operating model.
  • Selina Passport, the global membership programme. Developed the membership product, a monthly subscription ("a Passport for Nomads") that created baseline recurring revenue and lifted shoulder- and off-season occupancy.
  • Luna, the loyalty programme. Launched the group loyalty programme to drive repeat stays, direct bookings and customer lifetime value.
  • Technology platforms. Led a 66-person Tel Aviv technology team building Selina's proprietary digital ecosystem, booking, app, coworking and the operating stack.
£185m P&L46 hotels opened3,100 teamPassport membershipLuna loyaltyNasdaq 2022$1bn+ value
Selina hotel interior
Selina global team
Selina rooftop gathering
Selina Nasdaq bell-ringing celebration
02 Business Leader Membership · media · growth platform Chief Executive Officer · Mar 2025 – Present · UK
Shaun Prime on stage at the Business Leader Summit

The company

Business Leader is a membership, media and growth platform for ambitious founders and CEOs of scaling UK businesses, combining a peer-to-peer membership community, magazine and award-winning podcast, events and a flagship summit. Owned by Sir Richard Harpin (founder of HomeServe, which he sold for £4.1bn), it serves leaders scaling from low millions to £250m+.

My remit

Chief Executive Officer with full accountability for strategy, commercial growth, product, brand, technology and team.

What I built

  • Designed & built The Growth Programme: took Sir Richard Harpin's book How to Make a Billion in 9 Steps and built it into the nine-step Business Leader Growth Programme, the platform's core paid product for CEOs scaling from £3m to £250m.
  • Technology, AI & data: rebuilt the operating stack from the ground up around Claude AI as the operating platform, and created the single full TAM database of 78,000 mid-market CEOs with an automated marketing flywheel for outreach.
  • Brand, media & events: new brand identity and website; the weekly podcast won Audio Journalism of the Year; deliver the annual Business Leader Summit, a gathering of 850 mid-market CEOs; and the Growth 500, the annual ranking of the UK's 500 fastest-growing companies.
  • Commercial growth: tripled membership in a year and secured 11 commercial partnerships across the media business.
3× membership in a yearRecurring revenue model850-person summit11 commercial partnerships
Business Leader member roundtable
Shaun Prime with the Business Leader magazine
The Business Leader Growth Programme
Shaun Prime with Sir Sir Richard Harpin
03 Native Aparthotels · build-to-rent Managing Director / COO · Sep 2009 – Jan 2018 · UK
Native serviced apartment interior

The company

Native is one of the UK's largest operators of aparthotels, serviced apartments and build-to-rent property, including the largest aparthotel in the UK. Backed by Ares Management, the business scaled a portfolio of hundreds of units across major UK cities and a multi-hundred-million-pound development pipeline.

My remit

Eight-year tenure spanning the full executive remit, promoted from COO to Managing Director after 3.5 years, leading business strategy, operations and long-term growth across hospitality and operational real estate.

What I built

  • Owned design & development of the buildings across 31 properties, from design and fit-out through pre-opening and mobilisation into live operation.
  • The operating platform, revenue & yield management, commercial strategy, customer experience, property operations, finance, people and technology.
  • Growth to exit, built the business to 1,700 apartments with an 1,800+ unit pipeline, recognised by the LSE as one of the UK's fastest-growing SMEs.
1,700 apartments31 buildingsExit to AresAward-winning
Native Manchester lounge
Native residents' dining
Native topping-out ceremony
Native development & mobilisation
04 The Conduit Members' club · social impact Global COO · Dec 2022 – Mar 2025 · London, Oslo, New York
The Conduit members' dinner

The company

The Conduit is a purpose-led members' club and community of changemakers, social entrepreneurs, investors, creatives and business leaders united around solving urgent global challenges. The London club combines lounges, bars, meeting and event spaces, a podcast studio and a rooftop restaurant, hosting 150+ impact events a year.

My remit

Global Chief Operating Officer, leading strategy, operations and international expansion across membership, club operations, F&B, coworking, content and customer experience.

What I built

  • Operational turnaround, stabilised and strengthened operations at The Conduit London.
  • Design & development of two new clubs, owned the design and development management of The Conduit Oslo through to build and opening, and The Conduit New York through development.
  • Membership & commercial growth across physical clubs and digital platforms, plus expansion of content, media and recurring revenue.
TurnaroundOslo openedNY developedMembership growth
The Conduit restaurant & bar
AI & Society at The Conduit
The Conduit Oslo
The Conduit New York rooftop
05 Unite Students Purpose-built student accommodation Ops & Sales Director / Regional leadership · Dec 2004 – Oct 2009 · UK
Unite Students

The company

Unite Students (The Unite Group plc) is the UK's largest provider of purpose-built student accommodation, an LSE-listed, FTSE 250 business partnering with 60+ universities and housing tens of thousands of students across the country.

My remit

Five years across sales, operations and leadership during a high-growth period, culminating as Operations & Sales Director of the Livocity internal start-up.

What I built

  • Livocity start-up, led the launch of a new internal venture used as a test bed for innovation later rolled out across the main business.
  • Regional leadership, oversaw 4,500+ bedrooms and 190 staff across London with full P&L accountability.
  • Sales transformation, grew the London portfolio from 1,600 to 3,500 beds and built the team, systems and an experiential sales centre supporting 95–98% occupancy.
Start-up launch4,500+ beds95–98% occupancy
06 Remote Year Remote work · flexible travel CEO (a Selina company) · 2020 – 2022
Remote Year

The company

Remote Year pioneered the work-and-travel category, organising accommodation, workspace and community for remote professionals on month-to-year itineraries across Latin America, Europe and Asia. Selina acquired the brand in 2020 to double down on remote work and subscription travel.

My remit

Helped lead the acquisition and integration during Covid, then became CEO, repositioning the business around remote work and flexible travel on Selina's global property base.

What I built

  • Acquisition & integration, folded Remote Year onto Selina's catalogue of properties across 19 countries.
  • Repositioning around remote work and subscription-led flexible travel.
  • Commercial recovery, delivered ~$5m revenue in the first 12 months post-acquisition.
M&A & integrationCEO~$5m yr-1 revenue
Remote Year

Want the detail behind any of these?

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