Meridian Helix is a specialist cross-border advisory firm. We bring together two founder-led practices — sports goods sales and sourcing, and qualitative healthcare research — united by a commitment to depth, rigour, and work that matters.
Get in touchMeridian Helix is a specialist cross-border advisory firm, built around a simple idea: that the best work comes from depth, not scale.
We are deliberately small. The firm brings together two distinct, founder-led practices — one representing sports goods manufacturers in the world's major consumer markets, the other conducting qualitative healthcare research for mission-driven organisations. Different fields, but a shared way of working: senior people doing the work themselves, a carefully limited number of engagements, and a belief that careful attention beats volume every time.
Our founders bring decades of experience between them, advanced degrees from leading UK universities, and careers built within respected global organisations. We pair an Asian foundation with deep European and North American experience — a perspective that lets us bridge gaps, build trust, and do work others cannot.
We act as the dedicated sales arm for sports goods manufacturers across Asia, built on established, long-standing relationships with sports brands and private-label owners in North America, South America, and Europe.
Our representation goes well beyond order-taking. We work alongside our manufacturing partners on sales development — opening the right doors and building lasting commercial relationships in Western markets; product development — turning real market understanding into stronger products; and new material research — staying close to the innovations that matter in the field.
We also act as a buying house and sourcing advisor for small and medium-sized brands and private labels in Europe and the Americas, putting our deep supply-side knowledge to work for buyers who want a sourcing partner they can trust.
This is relationship work. We take on partners we believe in, represent them with genuine technical knowledge, and stay close to the detail — because in this industry, trust and craft are what last.
Our healthcare research practice is small by design — built on the belief that the best qualitative work happens when you slow down, listen carefully, and stay close to the questions that matter. We don't chase growth. We chase understanding.
We help organisations navigate complex human questions through rigorous, empathetic qualitative research. In practice, that might mean:
We specialise in work that demands both methodological discipline and human sensitivity — research with vulnerable populations, sensitive topics, cross-cultural contexts, and questions where the stakes are real. Our clients tend to be mission-driven organisations, healthcare institutions, international development agencies, and innovators building products and services for underserved populations — anyone whose questions call for depth over speed and insight over volume.
Every project is led personally by our founder and principal researcher — no account managers, no tiered teams, just direct collaboration with someone who has spent twenty years doing this work. That experience spans five years in qualitative research with UNICEF (including training 11 teams to use MAXQDA software to strengthen their reporting), three years in policy research at the Royal College of Nursing, four years managing national-scale studies at Ipsos MORI, and projects with The Open University, Telenor, The Jen Group, and organisations across healthcare, international development, and social innovation. She holds an MA from the University of Warwick, has published with Oxford University Press, and works fluently across English, Urdu, Punjabi, and Mandarin.
We take on a carefully limited number of projects each year — not to scale, but to do work we're proud of, with clients we believe in, on questions that deserve our full attention.
Both practices are led personally by their founders. No account managers, no junior teams handed the real work. When you work with Meridian Helix, you work directly with the person who has the expertise.
Decades of combined experience, advanced degrees from leading UK universities, and careers within respected global organisations — from UNICEF and the Royal College of Nursing to the manufacturing floors and brand boardrooms of the sports industry.
Both practices take on a deliberately limited number of engagements. We choose work we believe in and give it our full attention, because the best results come from focus, not volume.
Whether you're a manufacturer looking for representation you can trust, a brand or private label seeking a sourcing partner, or an organisation with a question that deserves more than a quick survey — we'd welcome a conversation.
We take on a limited number of clients and projects by choice. If this sounds like the right fit, let's talk.