The end of Work Pirates. The beginning of something clearer.

There comes a point where something that once felt exactly right…just doesn’t anymore.

That’s where we found ourselves with Work Pirates.

At the time, it made perfect sense. Pirates. Rebellion. Disrupting broken systems in organisations.

A bit of edge. A bit of swearing. A bit of “let’s shake things up.”

And to be fair, it did exactly that.

It got attention. It resonated with some people deeply. It opened doors we wouldn’t otherwise have walked through.

But over time, something started to feel… off.

Not dramatically wrong. Just not quite us anymore.

This wasn’t a whim

This wasn’t one of those “new week, new idea, new brand” moments.

If anything, we probably stayed with Work Pirates longer than we should have.

Because changing your name, your positioning, your identity - that’s not a small decision.

This has been months of reflection.

• What work actually creates the most impact?

• Who are we really here to help?

• Where do we do our best work?

• And what do we want to be known for?

When you sit with those questions properly, things start to simplify.

What we realised

At the heart of everything we’ve done, whether with leaders, teams, or young people, there has been a common thread:

People are often operating from beliefs, behaviours and patterns they didn’t consciously choose.

Things they’ve learned. Absorbed. Adapted to.

And those patterns, over time, start to limit:

• performance

• decision-making

• confidence

• progression

• and ultimately, potential.

Not because people aren’t capable.

But because they’re running on programming that no longer serves them.

Which brings us here

The Deprogramming Company.

A name that feels:

• clearer

• more grounded

• more aligned with the work we actually do

Because whether we’re working with:

• senior leaders

• boards

• HR and People Directors

• or individuals

The work is fundamentally the same.

Helping people unlearn what is holding them back, so they can perform, lead and live more effectively.

A clearer focus

One of the biggest shifts for us has been clarity.

We’ve tried a lot of things over the years:

• different programmes

• different audiences

• different ways of working

All valuable. All part of the journey.

But now, things are much simpler.

Our core focus is:

👉 Helping organisations unlock one of the most underutilised sources of potential in the workplace - women.

Through our flagship programme:

Rise Above

A leadership performance programme designed to:

• improve retention

• strengthen progression

• support women at key transition points

• and remove the invisible barriers that hold capable leaders back

This is where we are doing our best work.

And it’s where we’re going deeper.

What else sits around that

Alongside Rise Above, our work includes:

• leadership training and workshops

• executive and strengths-based coaching

• advisory support for organisations

• key note talks

And we continue to bring in:

• psychology

• research

• real-world experience

Not as theory, but as something practical and applicable.

What about everything else we’ve done?

It doesn’t disappear.

Inspiration North - our social enterprise work - has been a huge part of our journey.

From:

• community and charity initiatives during the pandemic

• to work in schools

• to 148 podcasts sharing inspiring stories from inspirational people

• to supporting young people to build identity beyond labels and results

That work still matters deeply to us.

It will now sit within the Social Good arm of The Deprogramming Company, where we can continue to develop it in a more sustainable and focused way.

Including current initiatives like: 👉 getting Good Girl Deprogramming (Teen Edition) into the hands of more girls through partnerships between businesses and schools.

And yes… we’ve toned down the swearing

We know.

Some of you loved it. Some of you really didn’t.

And honestly, it probably got in the way more than it helped at times.

This new brand isn’t about becoming corporate or losing personality.

It’s about:

• being clearer

• being more accessible

• and making it easier for the right people to engage with the work

Without needing to translate it first.

So, what now?

We’re building.

More focused. More intentional. And more aligned with the work that actually makes a difference.

If you’ve been part of the journey so far - thank you.

If you’re new here - welcome.

And if you’re someone who:

• cares about leadership

• wants to do better work

• or is quietly aware that something isn’t quite working the way it could be

Then this next chapter might be relevant.

We’re excited about what comes next.

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James Eves and Michelle Minnikin are Co-Founders and Directors of The Deprogramming Company.