Introducing Julia Baldet, Founder, Elevate Wellness
meet julia baldet, the founder of Elevate, the health and wellness brand bringing functional smoothies to the City of London. She began her career in Investment Banking and Private Equity, focusing on consumer companies in beauty, wellness, and luxury. Inspired by her own search for healthier, more functional options during her career, Julia launched Elevate in 2024 to redefine on-the-go nutrition.Since opening Elevate’s first site at The Royal Exchange in June, Elevate is quickly building momentum as one of London’s most exciting new consumer brands.
“I moved to London six years ago and started my career in Investment Banking before transitioning into Private Equity, where I focused on consumer companies in beauty, wellness, and luxury. The long hours and intensity took a real toll on my health and that was a turning point: I realised I needed to take back control of my wellbeing. Out of that came Elevate, a concept built to make genuinely healthy, functional nutrition more accessible, starting with smoothies.”
Join us as JULIA SHARES her EXPERIENCE IN FINANCE, THE IMPORTANCE OF DISCIPLINE AND INTENTIONALITY, AND HER PREDICTIONS FOR THE FUTURE OF WELLNESS.
ELEVATEWELLNESS.UK
You spent your career in private equity, a world known for intensity, long hours, and high pressure. What lessons did you take from that environment that now shape your approach to wellness?
That world taught me the cost of burnout. It also taught me that performance is unsustainable without the right fuel, whether that’s food, rest, or movement. At Elevate, I’ve tried to flip that approach: building a brand that views health not as a nice to have, but as the baseline for achieving more.
What was the turning point that led you to move from private equity into founding Elevate Wellness?
After being burned out, I realised that I needed to make my health a priority and prioritise movement and nutrition, even when I was at the office or on the go. But I was constantly disappointed by what was available so I wanted to create the solution I wished existed.
Transitioning from a structured corporate environment to building something entrepreneurial is a big leap. What were the biggest mindset shifts you had to make?
In finance, everything is structured, modelled, and risk-mitigated. In entrepreneurship, you have to embrace uncertainty and act before everything is “perfect”. Letting go of the need for total control and instead trusting progress over perfection was the hardest and most freeing shift.
How did your background in private equity influence the way you structured and scaled Elevate Wellness?
Private equity is all about spotting growth potential and backing it with discipline. I’ve approached Elevate with the same mindset: start lean, validate the concept, and build scalable systems early. It also gave me an investor’s perspective, I know what metrics matter, and I’ve been deliberate about building a strong team from the start.
What financial or operational discipline from your finance career has proven most valuable in entrepreneurship?
I have learned that cash is king. I have seen great brands failing because of cash flow so I have learned to prioritise investments that move the needle and negotiate hard.
If you could redesign the culture of private equity firms, or the wider corporate world, what wellness principles would you build in from the start?
I’d start with real flexibility. Too often, there’s still a culture of being chained to your desk even stepping out at lunch to exercise can feel frowned upon. Success shouldn’t come at the cost of sleep, movement, or proper meals. Those should be non-negotiables, not luxuries.
From your perspective, what are the unique wellness challenges faced by high-achieving women?
There’s a double pressure, to perform at the highest level professionally while also living up to societal expectations outside of work. That often leads to women putting their health last. Creating spaces, products, and routines that support women without adding more ‘to dos’ is something I care deeply about.
WEALTH
Describe your relationship with money and personal finance in three words?
Mindful, evolving, future-focused
How do you define wealth?
Freedom, the ability to spend your time and energy on what matters most.
What money lessons did you learn when growing up? What would you have done differently?
I grew up with the belief that debt was always a bad thing. Later, working in private equity, I realised how powerful leverage can be when used strategically. If I could do something differently, I would have leaned into that lesson earlier - understanding that borrowing, when managed well, can be a tool for growth rather than something to fear.
What has been the most helpful tool for you to learn about money?
Honestly, my finance career. Nothing gives you a sharper education than analysing businesses day in and day out. How do you organise and manage your own finances? I treat my own finances like a business, it removes guess work and keeps me focused on the bigger picture.
What is the best money decision you have made?
Saving the bonuses from my finance days. This way I was able to back myself to leave finance and build Elevate. It was risky, but I see it as the highest-return investment I could make.
What is your number one financial priority?
Long-term value creation. That means building Elevate into a sustainable, impactful business.
How often do you talk about money with your friends?
Fairly often, and I think that’s important. We don’t shy away from conversations around salaries and investing. Transparency helps everyone make better decisions.
Which area of finance do you wish you knew more about, and why?
Tax structuring. It’s not glamorous, but as an entrepreneur, the difference it makes to your reinvestment capacity is huge.
WELLNESS
How do you switch off?
By stepping away from my laptop and being present with my loved ones. Time with them always recentres me.
Is there a particular place or person you turn to for inspiration?
I love going back home to the South of France. There’s nothing more inspiring to me than the sea, it has a way of putting everything into perspective.
What trends in wellness excite you most, and which ones do you think are overhyped?
I’m excited about functional foods, products designed to actively improve how you feel. What I find overhyped are ‘detox’ quick fixes. Wellness isn’t about extremes; it’s about consistent, high-quality habits.
Do you have any routines to set you up for a productive day?
Yes, I always start my day with planning it. For me, clarity comes from intention, if you fail to plan, you plan to fail.
What are you currently reading and listening to?
I am currently reading The Virgin Way from Richard Brandson. Listening depends on my mood: business podcasts when I want to learn, house music playlists when I want to switch off.
