Meet the team
The people behind PURE ONE
Decades of specialist travel experience, brought together by a shared belief that the best journeys are designed with purpose, character and care.
Wesley Baker
Founder, CEO and Visionary
Wesley, Founder and CEO of PURE ONE, is a recognised leader in the travel industry with over 40 years of experience developing, scaling, and delivering exceptional travel brands. A proven entrepreneur and best-selling author, he has successfully led ventures across Travel, Tour Operators, Leisure and Airlines. His unrivalled expertise in specialist tourism is what sets PURE ONE apart — backed by an extensive network of industry partners and a solid track record of creating outstanding travel experiences. Visit wesleybaker.com to learn more.
Arabella Baker
Head of Product Development
Arabella shapes PURE ONE's premium, customer-focused offerings, bringing deep expertise in business operations, customer experience and strategic growth. With a strong background in travel and hospitality, she has been instrumental in curating bespoke adventures that set PURE ONE apart. She holds a Bachelor's degree from Canterbury Christ Church University and a Master's from the University of Kent.
Dan Pratt
Chief Operating Officer
Dan brings over 20 years of leadership experience in shaping exceptional customer experiences, with senior roles inside the Virgin Group. With a proven track record across Customer Experience strategy, service excellence, CRM, operations and team training, Dan's leadership ensures every touchpoint with PURE ONE exceeds expectations. Dan is also a regular radio broadcaster on Swindon 105.5 FM.
Jane Baker
Head of Finance and Administration
Jane brings over 30 years of exceptional expertise in financial and administrative management. Having served as a key member of King Charles III's (then Prince Charles) economic team within his charities, her experience spans multiple royal palaces in London. Her meticulous approach to budgeting, compliance and investment oversight underpins PURE ONE's fiscal foundation.
Lauren Hoyland
Administration and Customer Service
Lauren leads customer services at PURE ONE, dedicated to delivering exceptional client experiences. With a strong background in hospitality and travel, she ensures seamless, personalised service that drives high customer satisfaction and repeat bookings.
Subash Aryal
Website Design & Manager
Subash is PURE ONE's Website Design and Manager — an expert in creating high-performance, user-friendly digital platforms. With extensive experience across web development, UX design and SEO, he ensures our sites drive engagement and conversion.
Ollie Austen
Board Advisor
Ollie is an accomplished business leader and strategist with a sharp eye for growth and operational excellence. He excels at driving scalable performance, building high-functioning teams and delivering measurable results. At PURE ONE he advises on scaling operations, optimising partnerships and enhancing service delivery.
Warren Ralls
Board Advisor
Warren is Managing Director of the British Business Bank (UK Network), leading the national team responsible for engaging with external stakeholders across the UK's regions. He previously served as Director of the LEP Network and brings extensive experience in economic development, regional growth and national business support.
Ben Gravy
Pro-surfer and Co-Founder of Ocean Fever
Ben Gravy brings fresh and inspiring energy to the world of surf travel through both his adventurous spirit and magnetic personality. As a professional surfer, content creator, and YouTuber, Ben is not your typical pro wave chaser — he's built a global following by embracing novelty waves and celebrating the pure joy of surfing, no matter the size or shape of the break. His deep connection to the ocean and uncanny ability to uncover surf in the most surprising places make him a natural fit for helping our surf adventures. He is also co-founder of our sister brand Ocean Fever, working closely with Wesley to shape extraordinary surf experiences.
Sharon Hayes
Head of Customer Operations
Sharon is a seasoned customer service and operations expert who has built a remarkable career across the travel industry, working and living overseas with both large and small companies. From Resort Representative to Resort Manager, and Airport Controller for leading UK and overseas tour operators, she brings calm, focused leadership and a genuine passion for outstanding service. At PURE ONE, Sharon ensures every traveller receives the seamless experience they deserve.
