Joanna Muir

Before Definely, Jo competed for Great Britain in modern pentathlon, culminating in the Tokyo 2020 Olympics, after starting the sport at 15 and training at the University of Bath's elite programme. She retired from competition after a decade on the World Class Programme and moved into sales development and customer success, bringing the same discipline of showing up and improving daily. Jo's drawn to the parallels between competitive sport and customer success: the long feedback loops, the groundwork before the breakthrough, and how that mindset translates into legaltech.