Hi, I’m Sarah Parkins

With over 25 years of international experience, I’ve navigated industries including institutional finance, technology, consulting, public service, and held both corporate leadership and entrepreneurial founder startup roles. Over the past eight years, I’ve founded, launched, and led three U.S. startups, gaining experience from inception to securing investor backing, all while balancing business growth with personal challenges.

Since 2019, my focus has been on enhancing well-being within the business landscape. I’ve witnessed firsthand how essential it is for professionals - especially those in leadership positions - to be healthy and well. The demands of making clear decisions, coping with stress, and managing pressure are critical, as the responsibility professionals hold impacts not only their own lives but also communities, industries, and economies.

My personal journey with health challenges, loss, relationship changes, international caregiving, and more has deepened my understanding and inspired my mission to empower others to live vibrantly and well. I have evolved Birch Cove to address the growing and rapid decline in health and well-being, offering tailored solutions that support individuals and organizations in today’s demanding environment.

Through Birch Cove, my mission is to move beyond the superficial trend of ‘well-washing’ or ‘health-washing’ that many businesses adopt - where wellness initiatives are only surface-level without true integration into culture and operations. Birch Cove aims to help businesses create lasting, meaningful change in their approach to health and well-being. I am also committed to elevating other businesses and organizations in this space, fostering deeper education, awareness, and transformation that empowers professionals to thrive both personally and professionally.

ADvisory Board

Birch Cove is supported by an accomplished senior advisory board whose diverse expertise enhances strategic decision-making and innovation. With backgrounds in financial asset management, venture capital, technology, real estate, clinical psychology, and physical health, the board provides oversight and guidance to ensure Birch Cove remains at the forefront of delivering impactful and client-focused solutions. This collective wisdom strengthens Birch Cove’s ability to offer meaningful, effective support to clients.

Why the name Birch Cove?

Sarah chose the name “Birch Cove” with great deliberation, drawing from her lifelong connection to nature's beauty and resilience.

Since childhood, Sarah has cherished birch trees, particularly the silver birches she would catch glimpses of while traveling with her Mum on trains heading to London. The white bark fascinated her, a natural beacon in the forest. Later in life, she discovered how birch trees support each other through interconnected roots, sharing resources to thrive together — a lesson in connection, support and resilience that deeply resonated with her.

Sarah's early memories also include the awe-inspiring Malham Cove in Yorkshire, England, where she felt the majestic yet nurturing power of nature. Throughout her global travels, she found magnificence and inspiration in various coves, each evoking a sense of restoration and peace.

Combining these experiences and more, and inspired by nature’s restorative qualities, Sarah has integrated her insights into Birch Cove to promote care, connection, and empowerment. Birch Cove is dedicated to enhancing the well-being of individuals, communities, and businesses.

Influences & Inspirations: The Voices That Shape Birch Cove

Disclaimer: The individuals featured in the “Influences and Inspirations” section have influenced and inspired the development of Birch Cove through their work, writings, and ideas. Some have been teachers through their lectures in the health coaching program, and others have been influential through their broader public work. While some have been directly worked with and learned from, there may not be personal relationships or current collaborations with any or all of them. The inclusion of their photos and links is solely for context and to provide additional resources related to their work, and does not imply any formal association or affiliation with Birch Cove.