Where it started
2018.
Before anyone was paying attention.Sara's Master's thesis in 2018 examined how Blockchain and Machine Learning would reshape digital strategy. At the time, most business leaders thought AI was science fiction. Sara knew it wasn't. That six-year head start is the foundation everything else is built on.
By 2024 she had personally tested over 200 AI tools. Not read about them. Used them. Built with them. Found what worked and what didn't. What was genuine breakthrough and what was marketing dressed up as innovation.
NoCodeLab launched in 2025. Not because AI was trending. Because the gap between what was possible and what businesses were actually doing had become too large to ignore.
The shared belief
“Most businesses aren't getting AI wrong because they lack tools. They're getting it wrong because they've been sold tools instead of capability. A tool without the knowledge to use it is just another subscription draining the budget.”
2,500+
Leaders trained
200+
Tools tested
2018
Before the trend
30+
Partner organisations
Event photography
The NoCodeLab community, real rooms, real people.
What we believe
Three things we will never compromise on.
Capability over dependency.
We build AI capability inside your business. Not a reliance on us. When we're done, you run it. That has always been the goal.
Honesty over hype.
We test everything. We recommend what works. We will tell you when the honest answer is that you don't need something, even when it costs us a sale.
People over automation.
AI doesn't replace people. It makes them extraordinary. We launched on Labour Day because that commitment isn't a tagline. It's a founding principle.
The founders
Sara Simeone
Founder and Builder
“Every CEO I speak to says the same thing: we know we need to do something about AI. But we've tried tools, sat through workshops, and nothing stuck.”
That's not a skills gap. That's an identity threat wrapped in a financial risk. And the problem isn't the technology, it's how it's being sold. Most AI consultants hand you a tool stack, run a workshop, and leave. Three months later, nobody's using any of it.
Sara does the opposite. With over 20 years of experience across WPP, Dentsu, Vistaprint, and Oriflame, she speaks corporate and start-up fluently. She's trained 2,500+ leaders, built with C-suite teams at SMEs and agencies across the UK and Europe, and has been researching AI since her Master's thesis in 2018.
She doesn't just embed AI tools. She embeds capabilities. The kind that stay when she leaves.
Deborah Cleary
Co-Founder and Growth Director
“Sara builds the capability. My job is to make sure it turns into something that actually grows a business.”
Deborah is a business growth strategist with over a decade of experience supporting corporates and agencies across the UK, Europe, and the Middle East. As Co-Founder and Growth Director at NoCodeLab, she specialises in optimising commercial models, driving sales performance, and turning AI capability into measurable revenue growth.
She is what she describes as a non-technical innovator, someone who sees exactly how technology creates commercial opportunity and guides businesses from idea to delivery without getting lost in the weeds. Her particular talent is finding the revenue hiding in plain sight inside businesses that have already invested in AI but haven't yet made it pay.
Where Sara makes you capable, Deborah makes you profitable. Together they cover the complete transformation.
Event photography
On the road, partner sessions and workshops across the UK and Europe.
The journey
From hypothesis to 2,500+ leaders trained.
2018
The thesis that started everything.
Sara's Master's thesis examines how Blockchain and Machine Learning will reshape digital strategy.
2022
The gap becomes undeniable.
The need for accessible, practical AI capability in business becomes impossible to ignore. The vision for NoCodeLab takes shape.
2023
200+ tools tested. The real picture emerges.
Not read about. Not demoed. Used. Built with. Broken. Sara separates what works from what's marketed, and the Nova Framework begins to take form.
2025
NoCodeLab launches. On Labour Day.
May 1st. The date is deliberate. Deborah joins as Co-Founder and Growth Director. The first Lab Live session runs. Partnerships with Barclays Eagle Labs, Female Founders Rise, Manchester Digital, and university partners follow.
Now
2,500+ leaders. And counting.
Three programmes. A growing community. The Lab Live every first Thursday. The Lab Pro launching. Agent Sara in development. The mission is the same as day one, people using AI to become extraordinary.
Trusted by
Want to see what we'd build with your business?
Start with a free strategy call. Or come to The Lab Live and see how we think before you commit to anything.