Why we exist
Organisations are under constant pressure to grow revenue, improve efficiency, and keep teams engaged—all at the same time.
But in many environments, leadership is either too focused on targets without purpose, or too focused on vision without the systems to deliver.
ANIMA exists to bridge that gap. We help you combine inspiring leadership with operational discipline so growth becomes sustainable, predictable, and measurable.
Who we are
ANIMA was founded by Soufiane Hamdaoui, a Growth Leader with over 15 years of experience in operations, leadership development, and business transformation.
Over the past decade, Soufiane has supported corporates and scale-ups to improve performance, strengthen leadership, and deliver sustainable growth. From leading operational teams to advising executive leadership, his experience spans the practical and strategic challenges of driving improvement in complex environments.
At ANIMA, we focus on helping organisations build the clarity, structure, and engagement that make growth possible. Our work is rooted in two disciplines: operational excellence and leadership development. Because real progress happens when leaders set a clear direction, teams understand their role, and systems support consistent execution.
Central to our approach is the Growth Leadership Framework. This framework assesses 11 critical areas in a value-driven organisation and provides more than 45 practical systems and tools to build high-performing teams. Whether you are scaling, improving operational efficiency, or preparing for the next phase of growth, we help you turn ambition into measurable results.
We believe in bringing the best approach to every engagement and continuously developing our own expertise. Alongside partnering only with senior experts, we also aim to validate and improve our methods through ongoing doctoral research.
What we believe
At ANIMA, we believe growth is never an accident, it’s the result of clear direction, practical leadership, and disciplined execution.
We’ve seen that when people understand where they’re going and have the systems to get there, engagement and performance follow.
People First
Growth starts when leaders build trust, clarity, and purpose across their teams.
Action next
Consistent follow-through and clear accountability deliver results.
Change by inspiration
Managers drive performance when they are equipped to lead.
Predictability to last
Sustainable growth is designed, led, and supported by the right systems.