Tree Shepherd Client Spotlight : Gamu Matarira, founder and CEO of Gen A Consultancy.
When the world flipped in 2020, Gamu was in her Abu Dhabi office, glancing out at endless sand and suddenly feeling the pull of home.
Though her childhood took her from Edinburgh to Leeds and then Zimbabwe, it was only when she leaned into that blend of cultures that she discovered her true calling. Today, through Gen A Consultancy, she’s quietly steering startups, NGOs and creative teams with tailored coaching and hard-won strategy, and next up is pairing that mentorship with micro-investments to empower Black and ethnically minoritised founders. It’s proof that sometimes the biggest pivots come from listening to that little tug on your sleeve.
Read on to learn how Gamu’s journey unfolded, from that moment of restlessness in Abu Dhabi to building a consultancy rooted in connection, impact and community
Tell our community a little about yourself-
I have one of the most unusual backgrounds in terms of my relationship with places. Having been born in Edinburgh, I spent my early childhood growing up between Leeds and Zimbabwe, Southern Africa and was fortunate enough to spend family holidays and sometimes longer across Europe, Australia and the US due to my parents’ study and work commitments. The experience broadened my horizons and unearthed a desire to understand and appreciate a variety of people and cultures from a very young age. I feel blessed to have lived in and travelled to 34 countries to date, within Africa, North America, Europe, Asia and the Middle East and I continue to maintain some level of relationship with each of those places.
I now spend my time exactly how I choose to – between developing a global brand from my home office (or GLOWS) and never missing those ever so important moments with my teenage son.
Running an Africa-facing business forces me to think about how best to contribute to society in a way that brings others along the journey with me. Being socially conscious, recognising other people’s barriers to survival and growth while keeping in mind that all of this has to occur in a financially viable and sustainable way for all involved in order to bring meaningful change.
Can you tell us about your business?
Through Gen A Consultancy, I provide strategic consultancy, coaching, mentoring and executive leadership training to startups, growth phase and multinational businesses anywhere in the world. Since 2021, I have provided bespoke support to over 250 SMEs and corporate executive leaders. Thus, I bring to business extensive experience in the successful running and development of startups and global organisations covering Media, International Education, Transport and Logistics, F&B, NGOs, Management Consultancy and most recently, the Creative Industries. Our clients are typically businesses that do not feel comfortable navigating the massive details associated with growth or internationalisation by themselves.
Africa is always front and center of mind – it’s where my heart is. Thus, I champion startups and growth phase businesses that need visibility, partnerships and localisation help, end to end expand successfully into Africa if they are focused on that continent as a destination for growth. I also love working with local business leaders on the Continent in the development of their local initiatives to help them be more sustainable.
My goal is simple: to empower business owners and transform them into socially-conscious, ecosystem building business leaders that become the leading voices in their sector.
What was the inspiration to start Gen A Consultancy?
One day back in 2020, I was sat in my office in Abu Dhabi, looking out into the desert and asking myself what I was doing there? At that moment I had an epiphany – Africa was calling. It was time I turned my talents and experiences towards the motherland and give back in a more meaningful way to the place that actually needs me most.
What do you love most about what you do?
People, people and people! I am in the human-to-human business so I love the fact that no two days are ever the same. Because I work with brilliant, like-hearted but uniquely talented people who are focused on leaving the world a little bit better than the one they’ve experienced.
How did you first hear about Tree Shepherd?
I first heard about Tree Shepherd from my partner who lives a 15-minute walk from here. He’d driven past a few times and when he could see me struggling to work from home every time I was in London (mainly because there is always something happening in London and I get too distracted), he looked up the details for me. I made a phone call and spoke to Magdalena. The rest is history really.
What is something you’re really proud of achieving recently?
My achievements are firmly embedded in my clients’ successes. I recently helped to get a client investment ready. They are now in the room with investors negotiating their fundraising needs. They are finally being taken seriously and they deserve this!
What are your hopes and dreams for your business or career?
My aspiration is to manage a fund that directly supports Black and Ethnically minoritised communities. I provide strategic oversight, business development support and professional development. What is missing is the ability to support the amazing businesses I work with, with the toughest resource to secure – finance.
What advice would you give to someone thinking about starting a business or working for themselves?
Startup life is a leap! It’s not always comfortable, or logical on paper.
But if the only reason you’re not jumping in is fear, remember: sometimes the scariest leaps lead to the most beautiful views.
Would you recommend Tree Shepherd to others? Why?
Yes. The community of small businesses that I meet whenever I come into the shared working space is incredible. This is a really warm, welcoming and inclusive group of people.
Is there anything else you’d like to share about your journey?
As the famous African proverb goes, “If you want to go fast, go alone. If you want to go far, go together.” I have seen a huge difference – working with the many businesses I’ve had the pleasure of supporting – when they try to achieve their goals independently vs when they work in partnership. Always choose collaboration and partnership over a siloed approach.
A big shout out to Magdalene for just being a beautiful human being who I look forward to seeing every time I’m in town! You’re a gem.
Where can people find out more about you?
www.genaconsultancy.com and LinkedIn @Gen A Consultancy
