Adam is a Visiting Professor in the Faculty of Health, Education and Life Sciences at Birmingham City University. He is also the Managing Director & Research Director at Hillcroft House Research Hub. He began formulating IBA in 1987 and after 30 years of testing and over 3000 case studies, the product was launched in 2017. He has a background in research, strategic operational management and leadership development. He has worked both within the public and private sectors and with international clients.

Sarah is a Visiting Lecturer in the Faculty of Health, Education and Life Sciences at Birmingham City University. She is the Managing Director & Educational & Creative Director at Hillcroft House Research Hub. Sarah trained as a classical musician and then specialised in music education. She has extensive experience in developing creative products for both educational and commercial use.

Angela is a Visiting Lecturer in the Faculty of Health, Education and Life Sciences at Birmingham City University. She is the Programme Director at Hillcroft House and also a Director of IBA Governance Limited. Angela has an extensive background in the delivery of management training and development. Angela was Director of the MBA programme at De Montfort University, and has contributed to many training programmes both in the UK and abroad, including Russia and the Far East.

Paul is a Visiting Lecturer in the Faculty of Health, Education and Life Sciences at Birmingham City University. He is the Medical Director at Hillcroft House Research Hub, Chair of IBAAC (IBA Advisory Committee Clinical Governance), and a Consultant in Palliative Medicine for Gateshead Health NHS Foundation Trust. As well as being the youngest ever President of the Highland Medical Society, he represented the North of Scotland Royal College of GPs on the end of life care bill. He is a Q member, which is an initiative connecting people with improvement expertise across the UK, led by the health foundation and supported and co-funded by NHS Improvement. He is also the Medical Advisor for the JCT Research Trust which is focussed on raising educational awareness for organ donation. Paul was awarded runner up for the prestigious RCGP Scottish GP of the year in 2011/12.

Ryan is a Visiting Lecturer in the Faculty of Health, Education and Life Sciences at Birmingham City University. He is the Mental Health Director at Hillcroft House Research Hub and the Specialist Lead for IBAAC (IBA Advisory Committee Clinical Governance). Ryan is a qualified Rational-Emotive Cognitive Behaviour Therapy (RECBT) psychotherapist, providing CBT as a multimodal evidence-based therapy for mental health issues. In addition to his role at Hillcroft House, Ryan is a partner at City & West Psychology, a leading team of London Psychologists based in Liverpool Street, Harley Street and Stanmore.

Sarah is a Visiting Lecturer in the Faculty of Health, Education and Life Sciences at Birmingham City University. She is also the Strategic Development Director at Hillcroft House Research Hub and a Director of IBA Governance Limited. After she graduated from UCL, Sarah trained to be a Chartered Management Accountant (ACMA) and then a Chartered Manager (MCMI). Her career includes key roles with Arthur Anderson LLP as well as being the Management Accountant for a UK Division of Reed International. After a series of senior commercial roles Sarah went on to become the Executive Director for a private hospital within the General Healthcare Group and held two Board positions within a joint venture Healthcare project.