An experienced business leader and entrepreneur, Sally Alington is the Founder and CEO of the Ethos Farm Group of Companies including Ethos Farm Limited (UK) and Ethos Farm Americas Incorporated (USA), businesses that are widely recognised leaders in the field of global customer and employee experience (CX & EX) consultancy, learning, innovations and data.

Sally’s passion for this sector comes from over two decades of working with airports, airlines, retailers, travel retailers, hospitality and leisure organisations and it is this frontline and hands-on experience that drives the belief at the heart of Ethos Farm – ‘Your employees are your biggest asset, they are the ambassadors of your brand and should be at the front and centre of organisational culture and CX strategies’.

With Customer Experience now being the main platform upon which organisations compete, Ethos Farm’s services have never been in more demand and testament to that is the three consecutive years listed in the Sunday Times 100 (Britain’s Fastest Growing Private Companies) List – one of only ten companies to do so.

Ethos Farm is a Great Place to Work Top 100 organisation, Top 100 for Women and a Top 100 for Wellbeing as well as being listed as a Best Company in the Retail, Hospitality and Leisure Sector.

Sally was named in the LDC & The Times 50 Most Ambitious Business Leaders 2025 and crowned the Customer Experience Leader of the Year at the UK CXAs in 2024. She is a long-standing member of Women in Travel Retail (WiTR) and has aimed to make a positive contribution to the travel retail industry over the last two decades through job creation and an elevated focus on customers.