These terms govern the commercial agreement between you and Iconic CEO Limited, trading as WellBuilt. (referred to here as "WellBuilt.", "we", "us" or "our"). They apply when you purchase the Course, Sprint, or Iconic Membership. By completing checkout, you confirm you have read and accepted these terms.
Iconic CEO Limited is a private limited company registered in England and Wales, company number 12223405, registered office Swift House, Ground Floor, 18 Hoffmans Way, Chelmsford, Essex, CM1 1GU. VAT registered, GB 335 4313 23. Operated by Papillon Luck, contact papillon@iamwellbuilt.com.
WellBuilt. is offered in three ways, all built on the same five-week founder brand methodology.
Course: a self-paced, five-week course of video modules, frameworks, templates and worksheets. The Course is self-directed and does not include live sessions or community access. The Course can be purchased at any time. Access begins when the first modules are released, with new modules released week by week until the complete Course is available. The Course is not part of the Founding Cohort.
Sprint: the same five-week course, delivered alongside live weekly Hot Seat and Writing Room sessions with Papillon and a community of founders, for the five weeks of the programme. Sprint is one of the two participation levels within the live Founding Cohort.
Iconic Membership (the "annual membership"): everything included in Sprint, continuing for a full year, with ongoing weekly Hot Seat and Writing Room sessions, ongoing community access, the Newsletter and Book courses as they launch, and two annual masterclasses. Membership is the second participation level within the live Founding Cohort.
The live Founding Cohort (Sprint and Iconic Membership combined) is limited to the first 10 founding places. Applications for the Founding Cohort close once all 10 founding places have been secured. Sprint and Iconic Membership both start once the Founding Cohort has been assembled. The Course is not part of the Founding Cohort and can be purchased and accessed at any time.
Course: £375 plus VAT, one-off payment. US pricing is $499. This is a fixed price with no founding-rate discount or urgency attached, and is not currently subject to change without notice.
Sprint: £750 plus VAT, one-off payment. US pricing is $999. This is a fixed price with no founding-rate discount or urgency attached, and is not currently subject to change without notice.
Iconic Membership: £1,325 plus VAT per year for the first 10 founding members, a 50% saving on the standard rate, held at that founding rate for as long as your membership remains continuously active. The standard rate is £2,650 plus VAT per year. US pricing is $1,750 founding and $3,500 standard.
Upgrading from Sprint to Iconic Membership. If you purchase Sprint and later decide to continue into Iconic Membership, we will credit the full amount you paid for Sprint towards the cost of your first year of Iconic Membership. This credit is available at any time after your Sprint purchase and does not expire. To apply it, contact papillon@iamwellbuilt.com.
Prices appear at checkout in your local currency where Adaptive Pricing applies. The buyer is responsible for any applicable currency conversion fees imposed by their card issuer or instalment provider.
Payment is processed by Stripe. You may pay by card, or spread the cost with Klarna at checkout where you are eligible.
If you choose Klarna, Klarna pays us in full at the point of purchase. Your instalment schedule is a separate agreement between you and Klarna, governed by their own terms. If you default on an instalment, this does not affect your access to WellBuilt., but Klarna will collect the outstanding payments under their terms.
Course: your place is purchased in advance. Delivery begins once the Course has been created and released; this is not tied to the Founding Cohort and you will be notified when your Course access begins.
Sprint and Iconic Membership: your place is purchased in advance. Applications for the Founding Cohort close once all 10 founding places have been secured. Access to the live sessions and community begins once the Founding Cohort has been assembled.
Your cancellation right. You have a 14-day cooling-off period from the date of purchase under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. If you change your mind within those 14 days, email papillon@iamwellbuilt.com for a full refund. For Sprint and Iconic Membership, because access to the live sessions and community is granted only once the Founding Cohort has been assembled, and not on purchase, you keep your full cooling-off right throughout those 14 days.
When the cooling-off period ends. The cooling-off period no longer applies once the 14 days have passed or, if earlier, once you have been given access to the course materials, live sessions and/or community. If access is offered to you within your 14-day window and you choose to begin straight away, you may consent to immediate access and acknowledge that you waive your remaining cancellation right under the Consumer Contracts Regulations from that point.
Course, Sprint and Iconic Membership: outside the 14-day cooling-off period described above, and once access has been granted, fees are non-refundable, as the course materials, Voice Playbook templates, frameworks, and (for Sprint and Iconic Membership) community and live sessions are made available to you from that point. Whichever tier you're on, if you are doing the work each week and still struggling to turn your thinking into stories worth publishing, email Papillon Luck directly at papillon@iamwellbuilt.com and she will work with you 1:1 until you can do it confidently yourself.
For Course purchases, access begins once the Course has been created and released, and continues for as long as WellBuilt. operates, with access to all future course updates included at no extra cost. For Sprint and Iconic Membership, access to the course materials, live sessions and community all begin together, once the Founding Cohort has been assembled; for Iconic Membership this then continues for as long as your membership remains active. If we ever move to a different platform, you will be given reasonable notice and your access will continue on equivalent terms.
Course modules are released week by week across the five weeks, rather than all at once, in the order they are intended to be applied, so each week builds on the last before the next unlocks.
Access is granted to you personally and is non-transferable. You may not share login credentials, allow others to access your account, or screen-record, download or otherwise redistribute the course materials.
This section applies to Iconic Membership only. Your annual membership includes the five-week practice, the weekly live rooms (the Hot Seat and Writing Room) and the founder community for your full membership year.
You join for the full year, so Iconic Membership is not cancelled part-way through, other than under the 14-day cooling-off period set out above. At the end of your year your membership renews at your rate. You can renew, or leave by cancelling your renewal before it takes effect, so you are never locked into another year. If you leave and rejoin later, the then-current standard rate applies. Your access to the course materials, frameworks, templates, worksheets, live rooms and community continues for as long as your membership remains active, and ends if your membership is not renewed. Course and Sprint are one-off purchases and are not affected by this section.
All content within WellBuilt., including the Founder Realisation Framework, the Voice Playbook templates, the course modules, written materials, video content and any associated assets, is owned by Iconic CEO Limited and protected by intellectual property law.
On purchase, you are granted a limited, personal, non-transferable, non-exclusive, revocable licence to access and use the course materials for your own use inside your own business. You may apply the methodology you learn freely in your own founder publishing work. You may not reproduce, redistribute, resell, sublicense, publish, or create derivative works from the course content. You may not use WellBuilt. materials to train, teach or productise a competing service.
Materials you create yourself as a result of applying the methodology (your own founder stories, posts, Voice Playbook entries) remain entirely your own.
The WellBuilt. community exists to support founders through Sprint and Iconic Membership. By joining, you agree to:
We reserve the right to remove community access for any member who repeatedly breaches these standards, without refund.
WellBuilt. teaches a methodology and provides the infrastructure to publish founder thinking consistently. The commercial outcomes referenced on our website, including improved fundraising conviction, hiring inbound, partnership interest and valuation effects, are illustrative of what consistent founder publishing can achieve. They are not guarantees of outcomes for any individual founder.
Results depend on the work you do, the consistency of your publishing, the quality and accuracy of the thinking you surface, the market context of your business, and many factors outside our control. We do not guarantee any commercial result. By purchasing, you acknowledge that no specific commercial outcome is promised.
To the maximum extent permitted by law, our total liability arising out of or in connection with the services, whether in contract, tort, breach of statutory duty or otherwise, is limited to the amount you paid us for the relevant service. We are not liable for any indirect, special, consequential or punitive damages, including loss of profits, loss of business opportunity, loss of data, or loss of reputation.
You retain full ownership of and responsibility for any content you publish using the WellBuilt. methodology. We do not review, approve, or pre-clear content before you publish it. You are solely responsible for ensuring your published content is accurate, lawful, does not infringe third-party rights, and does not breach any confidentiality or contractual obligations you owe to others. We accept no liability for the commercial, reputational, legal or relational consequences of any content you choose to publish.
Nothing in these terms limits or excludes any liability that cannot legally be limited or excluded, including liability for death or personal injury caused by negligence, or for fraud or fraudulent misrepresentation.
These terms are governed by the laws of England and Wales. Any disputes will be subject to the exclusive jurisdiction of the courts of England and Wales. If you have a concern, please contact us first at papillon@iamwellbuilt.com and we will work to resolve it.
We may update these terms from time to time. Material changes will be reflected in the effective date below. If you have already purchased, the terms that applied at the time of your purchase continue to govern that purchase unless we notify you otherwise.
Effective date: 30 June 2026. Material changes will be reflected in the date above.
WellBuilt. is a trading name of Iconic CEO Limited, registered in England & Wales at Swift House, Ground Floor, 18 Hoffmans Way, Chelmsford, Essex, CM1 1GU, United Kingdom. Company Number: 12223405 · VAT Number: GB 335 4313 23.