The SA CEO Programme
Most courses sell content. We measure ourselves by what you build.
A year working directly with David and Samantha, alongside a small cohort making the same decisions: buying, building and launching. With help when a decision can't wait for the next call.
Who it is for
For people about to buy, build or launch, who want it done properly.
Most of our members haven't bought yet. They are about to commit a six-figure sum to a property, and they want that decision made on evidence, then the business built and run the way a good hotel would run it.
A good fit if
you see serviced accommodation as a business to run well, and value expertise as an investment.
Probably not if
you're looking for passive income, the cheapest option or a shortcut.
What makes it different
Measured by output, not by hours of content.
It starts in our homes
Three days living and learning in our properties. You see how award-winning serviced accommodation runs from the inside, you learn the foundations, and you get to know the people you will spend the year with. By the time you leave, the cohort is comfortable sharing openly, and everyone learns from everyone's decisions.
A board, not a classroom
Every call is run so that everyone has the chance to ask and be heard. Anything private is dealt with privately, one to one. You bring your real decisions to the table, and you leave with them made.
Help when it matters
Problems don't arrive on call days. When a member hit a pricing and set-up problem at go-live, we got on a call there and then and spent an hour and a half working through the choices and options until it was sorted. That is the part of the programme members value most.
How the year works
Two cohorts a year. Ten places each.
Each cohort has its own residential: one in the first half of the year, one in the second. You choose the residential that suits you and stay with that cohort for the whole year. We never add someone part-way through, because a cohort works best when everyone started together.
- When you sign upThe full paid edition of The SA Paradigm, and an introductory call to understand where you are and what you will need.
- One to two months before your residentialSupport begins. If you are unsure of the timing for you, get in touch.
- Three-day residentialIn our properties, with your cohort.
- Twelve weeks of weekly callsMomentum while it matters most, building on what you learned at the residential.
- Nine months of monthly callsAccountability as you research, buy, build and launch.
What's included
- Direct access to David and Samantha, with advice and guidance at every turn
- Demand reports researched and prepared for your target areas
- Design advice from Samantha
- The Boardroom, our invitation-only Substack, with guidance notes and Macro and Micro demand reports
- The full paid edition of The SA Paradigm
- The Financial Artefact, exclusive to the programme
“Worth the fee by itself.”
Chris S, Cohort No. 1, 2026
Price
£7,500
We are not yet VAT registered, so no VAT is charged. Once we register, the price becomes £9,000 including VAT. Sign up before then and you pay £7,500.
You can pay in full, or in five instalments of £1,500.
Bought The Acquisition Toolkit? Its £295 is credited in full against the programme if you join within 12 months.
Apply
Tell us where you are.
We read every application ourselves and reply personally. If we are not the right fit, we will say so and point you somewhere better.