Yma is a not-for-profit social enterprise, existing to create conditions where primary care in Wales thrives now and for future generations.

The viability and future shape of our health and social care system is being tackled by many different organisations and agencies in Wales.

The lens through which we undertake our work, advocating from grassroots, being open to all possibilities without being tethered to the status quo (even rejecting it where needed) and actively seeking alternative ways for the system to exist, sets us apart.

This makes Yma unique in Wales.

Meet our team

Samantha Horwill
Samantha Horwill
Co-founder & Managing Director

Sam has 15 years of experience working in and with the NHS across the UK, developing and delivering new community-led service models to aid collaboration and innovation.  In 2019 she was invited to share her work in the NHS in Wales by TEDx Aberystwyth.

As co-founder and MD of Yma, her role is to bring alive our purpose – to create the conditions where primary care in Wales can thrive now, and for future generations.

Sam is also a passionate advocate for renewable technology and an electric vehicle enthusiast, seeking ways to accelerate progress in this area at a local and national level.

Sarah Bartholomew
Sarah Bartholomew
Company Director

Sarah’s focus is on connecting the journey of Yma to the wider world, ensuring we support people to live better lives.

She looks to develop new partnerships, collaborations and opportunities to further our purpose.

Dr Julia Pirson
Dr Julia Pirson
Project Coordinator

Julia is a post-doctoral chemist with a background in lithium-ion battery materials and teaching.  

As a Project Coordinator at Yma, Julia is working on developing our internal processes to help us work together efficiently as a team.

Julia enjoys finding creative solutions to problems, making (ridiculously-complicated) spreadsheets and crochet.

Ffion Davies
Ffion Davies
Project Administrator

Ffion works as a Project Administrator for Yma, during her free days in the working week. Currently, Ffion is a full-time Chemistry student at Cardiff University, hoping to study Graduate Entry Medicine at Swansea University. As an aspiring doctor since a very young age, Ffion feels the work of Yma is very important and relevant to her personally; she believes it will make her a more insightful and empathetic individual when entering a future role in primary care.

In her spare time, she plays the harp at weddings and other social events, runs a small textile business in mid Wales, and enjoys exploring the outdoors.

Matthew Riley
Matthew Riley
Data Protection Officer

Matthew is the Data Protection Officer ‘DPO’ for Yma. This means that he works with the team at Yma around all aspects of information governance and data security. It is easy to just see this as a security role: Matthew thinks it is more about using information in a way that creates a learning culture and supports innovation, whilst at the same time keeping the promise that we make to our staff, partners, customers and patients to keep it safe.

Matthew has a long-standing connection with Yma, having worked with Sam Horwill when ‘Here’ was founded in Brighton, in 2008, where he is still a Non-executive director and Chief Information Officer.

Chloe Crowl
Chloe Crowl
Project Administrator

Chloe began working as a Project Administrator at Yma in July 2021. After completing a degree in Politics and International Relations, Chloe worked in a Quality Governance capacity in NHS England and NHS Wales. With a keen interest in creating the foundations for quality, person-centred care, Chloe is really looking forward to working with change-makers across Primary Care in Wales to support the delivery of excellent care.

Chloe enjoys spending her spare time reading, writing, and exploring the surrounds of Mid Wales.

We’re here for you
If you have any ideas on how we can accomplish our goals within Primary Care, or would like to get involved, we’d love to hear from you.
Get in touch