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Simon Alston is a seasoned executive with extensive experience in the health and wellness sector. As Co-Founder of The Maia Group since August 2020, Simon focuses on building iconic wellness brands through long-term investments. Serving as CEO of True Health Brands and Director of True Health Holdings since 2022 and 2017 respectively, Simon leads initiatives that enhance access to innovative health products. Simon also holds director positions at Wellness Warehouse, a major retailer of health products in South Africa, and has previously served as CEO of TrenStar, Non-Executive Director at Vital Health Foods, and Director at Infinitus Holdings. Simon's background includes roles in corporate finance at Leaf Capital, Hawkpoint, and KPMG, complemented by an Executive MBA from the Graduate School of Business at the University of Cape Town and a BSc in Economics and Politics from the University of Southampton.