Meet the Team
We're Charley and Waseem - husband and wife, practitioners, and the team behind Unpickle.
Why "Unpickle"?
"Darling, can you help me unpickle this?"
Usually over a cup of chamomile tea, at the dining room table with the baby monitor turned up loud, or on our long Sunday morning walk. We'd talk through our current tech tangle, branding idea, or a colleague's website that needed rescuing.
"Unpickling" became our way of working through problems, untangling what felt messy, confusing, or stuck until it made sense again.
Now, it's what we do for others.
We help practitioners, clinics, and organisations simplify and strengthen their online presence so they can relax, focus on what they do best, and trust that the right people are finding them.
We know this world
We're not outside consultants looking in. We're practitioners too.
We've built practices, supported patients, and held space, and we know how rewarding yet demanding this work can be. Whether you're running a solo practice, leading a growing clinic, or supporting an entire student body, there's always something that needs your attention.
That lived experience is exactly why we care so deeply about this space. We know how easy it is for brilliant practitioners and meaningful organisations to feel stretched thin, under-resourced, or disconnected from their online presence.
We created Unpickle to lift some of that weight. To simplify the digital and marketing overwhelm, so you and your team can stay focused on what matters most: delivering care, training future practitioners, and making a real difference in people's lives.
Charley
Charley is a licensed acupuncturist, herbalist, and coach who discovered early on that she had two gifts - one for treating patients and another for building brands and businesses. While many practitioners step into this work to help others and only later realise how much strategy is involved, for Charley the business side came naturally.
After growing multiple busy practices from scratch, her approach began to catch the attention of colleagues. They saw the clarity and care she brought to her branding, systems, and communication and started asking for help. What began as informal support soon became something more. Charley went on to lead marketing and business development for respected colleges, manage nationwide therapy centres, and help wellness professionals across the UK build aligned, thriving businesses. Her goal is to make sure excellent practitioners are not only seen but seen in a way that truly reflects who they are and are found by the people who need them most.
Waseem
Waseem is a coach and entrepreneur with a background in business development and a natural curiosity for how things work. He's started and run multiple businesses, and in doing so, found himself designing and building his own websites at first, then formally trained as a software developer and designer.
Today, he coaches professionals in the health tech space and builds custom websites for wellness businesses, always with the same frustration in mind: too many good people are stuck with outdated, overpriced digital services that don't reflect the quality of their work. His mission is to raise the standard by creating websites and systems that are modern, thoughtful, and built to last.
Together
Together, we bring a rare mix of lived industry experience, strategy, and technical expertise, grounded in a deep understanding of the wellness space. Whether you're a solo practitioner or a growing organisation, we're here to lighten the load, raise the standard, and help you stand out in a sea of digital noise with clarity, fairness, and integrity.
