IWD 2025 - an interview with: Amber Staynings

Tell us a little about your career journey leading to where you are now.

With over 20 years in sales within the hospitality industry, I’ve built a strong reputation as a market leader. My passion for driving revenue and transforming businesses led me to launch Bums on Seats in 2019—now the industry’s leading sales and training consultancy. 

As an ambitious and calculated risk-taker, I thrive on solving problems and delivering results. My career spans hundreds of hospitality businesses, from restaurants and hotels to pubs, bars, QSR and competitive socialising. My extensive network is a testament to years of dedication.

Being self-employed for over a decade, I’ve navigated challenges, taken bold risks, and learned valuable lessons—like expanding too fast or leasing an expensive office. Each experience has shaped me into a resilient, forward-thinking business leader who embraces change head-on.

Identifying a critical gap in the market, I created HAIDI—a revolutionary sales OS that uses AI and data analytics to optimize guest journeys, increase sales, and improve customer retention. HAIDI provides operators with clear, actionable insights to drive revenue and efficiency—because without the right data, businesses can’t truly grow. More info Coming soon!

What does the International Women’s Day slogan “accelerate action” mean for you?

Balancing a career and single motherhood shouldn't be an uphill battle, yet too often, working mothers face unrealistic expectations, lack of flexibility, and unconscious bias.

I have seen progress in the last decade, but it's not enough. Women in business—especially female leaders—remain underrepresented, and the gender pay gap still exists when equal pay should be a given. It’s time for real, actionable change.

I want to see more workplaces that champion inclusivity, support working parents, and actively break down barriers rather than simply acknowledging them. Progress shouldn’t be a slow burn—it should be a priority

How important is it for women to lift each other up and what does that mean to you?

It’s essential. We’re all on the same team, and there’s incredible power in female connection. We thrive when we support, uplift, and empower each other.

For me, surrounding myself with strong, supportive women—who listen, empathize, and lift each other up—has been nothing short of life-changing. It’s not just about networking; it’s about confidence, resilience, and mental well-being. Women supporting women isn’t a luxury—it’s a necessity

How important is diversity across senior leadership teams? 

We surround ourselves with those who are like us, this is dangerous. This is why ‘boys clubs’ exist and are still very prominent. The greatest strength we have is diversity in leadership. Opinions, cultures, perspectives are what shapes you as a leader. 

Senior leadership: 26%, C-suite: 19%, 1 in 4: Chief-level. These are the percentages and numbers of female leaders in our industry. What do these numbers represent to you?

Shocking. Unfortunately, however not surprising for all the reasons I have stated previously. Progress is priority and change is fundamental. Women get shit done, we are paramount to future entrepreneurialism and economic growth. 

Can you share your top tips for entrepreneurial/managerial/leadership success?

Self-care is everything. It’s the foundation of both physical and mental well-being, and without it, nothing else thrives. Starting therapy was a game-changer for me—I only wish I had done it sooner. My ADHD diagnosis also brought clarity, explaining so much about how I think, work, and lead. Rather than seeing it as a challenge, I’ve embraced it as my superpower.

Self-belief is crucial for any leader, especially women in business. But confidence must be balanced with humility, empathy, and genuine support for others. I truly believe that nothing brilliant happens in isolation—success isn’t just about what you achieve, but who you surround yourself with. The right people don’t just improve results; they create an environment where work is fulfilling, inspiring, and enjoyable.

To me, work-life balance isn’t about separation—it’s about integration. When you love what you do and build a supportive, uplifting network, everything flows together.

Have there been any role models through your life (work or professional) who have helped shape you as a leader?

Interestingly, most of my mentors have been men—perhaps the pool I was swimming in was just too small.

My father, two former bosses, and most recently, Clive Watson—now chairman of my second company, HAIDI—have all played pivotal roles in shaping my journey. While I’m grateful for their guidance, I also recognise the lack of strong female mentors in my own career.

That’s why I strive to be the mentor I never had—a strong, supportive female leader who uplifts and empowers other women. Representation matters, and if I can help create the opportunities and confidence that were missing for me, then I know I’m making a difference.