The ASCEND Scale Up programme connects entrepreneurs with expert mentorship, tailored guidance, and peer support to help founders scale their businesses. Tracy Johnson (TJ) & Susanna Lawson co-founders of Circle of Trust experienced ASCEND from two perspectives. TJ as a participant eager to accelerate her business growth & Susanna as a mentor guiding fellow entrepreneurs, and their journey showcases how ASCEND fosters trust, collaboration, and strategic thinking among business leaders.
The Circle of Trust: A Business Rooted in Authenticity
TJ’s company, Circle of Trust, is an App that connects people with trusted local businesses based on personal recommendations rather than anonymous online reviews—many of which can be fabricated. The platform brings back the human element to local commerce by empowering users to share genuine experiences and connect with businesses that consistently deliver quality and trust. It’s not just about visibility but credibility – giving small businesses what they deserve through word-of-mouth validation.
The Circle of Platform, an extension of this initiative, allows both businesses and local people to promote job opportunities and share events, fostering collaboration and strengthening local economies, and connecting communities.
By creating a digital space rooted in transparency and authenticity, Circle of Trust is redefining how people find and support the businesses around them and connect at a hyper local level.
Why ASCEND? The Motivation Behind Joining
Both TJ & Susanna recognised ASCEND as a game-changing programme designed to take thriving businesses to the next level. With expert-led guidance across critical growth areas—operations, leadership, legal frameworks, and strategic foresight—ASCEND provided the essential tools to sharpen strategies, maximize scalability, and achieve even greater success.
Susanna, drawing from her previous experience with an incubator while building her previous business OneFile, understood the immense value structured support could bring. As a mentor, she wanted to ensure participants had access to expert insights across all areas of business growth rather than navigating challenges alone.
For TJ, ASCEND provided invaluable resources for both personal and professional development. Learning from seasoned entrepreneurs who had faced similar roadblocks helped her shape her approach to business operations.
Tracy Johnson, Co-founders of Circle of Trust
ASCEND’s Contribution to the Business Community
ASCEND is dedicated to supporting high-growth businesses, standing apart from programmes tailored to lifestyle businesses. Scaling businesses face distinct challenges including operational capacity, hiring strategies, and customer growth, which all require specialised guidance beyond simply acquiring more customers.
Susanna emphasised the importance of ASCEND’s focus on high-growth ventures: “ASCEND’s expert-led curriculum was specifically designed for businesses aiming for high growth.” The programme ensured that all aspects of business development were structured to help founders build scalable and sustainable businesses.
Beyond individual business growth, ASCEND contributed to the wider entrepreneurial ecosystem by bringing in expert speakers from KPMG, Brewin Dolphin, and other leading organisations. With high-growth businesses serving as key drivers of job creation in Greater Manchester and beyond, ASCEND’s structured support directly impacts economic development.
Building Connections and Finding Community
One of ASCEND’s standout features was the strong network it built among participants. Many business owners experience the isolation of entrepreneurship but ASCEND provided a space for founders at similar stage to support each other.
Events like the Web Summit trip to Lisbon strengthened connections among participants, helping them build trust and foster collaborations. The exclusive ASCEND WhatsApp group became an ongoing resource where founders regularly exchanged advice, sought guidance, and shared experiences.
TJ highlighted the programme’s ability to create lasting bonds: “The range and quality of guest speakers have been outstanding, covering a whole host of essential topics. But beyond that, ASCEND brings the cohort together, creating a solid team built on collaboration and lasting friendships.”
Exceeding Expectations
ASCEND provided far more than TJ & Susanna had anticipated. The depth of knowledge shared, combined with hands-on learning, made the experience exceptionally valuable. As a mentor, Susanna emphasised the importance of engaging in a programme that genuinely benefits its participants.
“1000% we recommend ASCEND! The one-to-one support and guidance you receive is immeasurable. The range of help is unparalleled—you’d struggle to find something so comprehensive, especially at no cost to the business apart from your time. The support group of fellow founders has been incredible, helping each other through challenges and celebrating successes together.”
Susanna Lawson
ASCEND wasn’t just about business growth – it was about empowerment, trust, and community. TJ & Susanna’s experience showcases the impact of mentorship, shared learning, and strategic foresight in entrepreneurship. The programme built lifelong connections among participants, ensuring that founders continue to support one another well beyond their time in the cohort.
ASCEND 2 Is Underway – Are You Ready to Scale Next?
Building on the incredible success of ASCEND Cohort 1, our second cohort launched in June 2025, bringing together another group of ambitious business leaders ready to accelerate their growth. Through ASCEND, participants gain:- Gain Expert Insights – Like Tracy, you’ll receive tailored support from experienced entrepreneurs who have navigated the same challenges you face.
- Strengthen Your Business Strategy – Develop the tools and knowledge needed to enhance leadership, refine operations, and drive sustainable success.
- Expand Your Network – Connect with a thriving community of ambitious founders, industry leaders, and expert mentors to unlock new opportunities.
With hands-on workshops, exclusive networking events, and high-profile opportunities, including a retreat and Web Summit in Lisbon, ASCEND is designed to help scaling businesses reach their next milestone.
Applications for ASCEND 2 are now closed, but if you're an established business ready to scale, stay tuned — Cohort 3 opens for applications in January 2026.
Submit an Expression of Interest today to join the waitlist and be the first to hear when applications go live.
Expression of Interest for ASCEND 3