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Michael Cheetham

Director at Tenacity Sales Training | Medical Sales Training | Sales Coaching | Key Note Speaker

Michael Cheetham

Michael LOVES to sell!

Michael believes ‘sales success is a formula, not a coincidence’. He teaches salespeople to actually sell; to sell with passion, and to love, truly love what they do.

25 years in medical sales. Target smashed every single year. Every tender won.

With a career spanning MedTech and Pharma and having sold in dozens of different therapy areas, Michael knows its highs and lows better than anyone else. Put simply, he gets it and has perfected the formula to deliver year-on-year success.

Fascinated by the art of selling and passionate about helping others to fulfil their highest potential, his goal is to revolutionise medical sales training. As such, he is the founder and director of Tenacity Sales Training. Tenacity’s unique approach was born out of frustration with the old-fashioned, dull, repetitive, generic sales training that Michael and his colleagues were frequently subjected to. Tenacity helps its clients create world-class sales professionals to drive explosive sales growth and sustained year-on-year profit.


Michael Cheetham

We work with more than 200 leading Life Sciences companies including:

Working with Life Science Access Academy, our company love the variety of the many courses that are on offer. The hour long courses on specific subjects are really useful on Friday lunchtimes for our field teams and gain a lot of interest.

Life Science Access Academy are also super flexible and helpful when it comes to tailoring some additional sessions to our needs.

Marsha Gray, Training Specialist

Boehringer Ingelheim Ltd

We have been partnered with LSAA for several years now which has enabled our team members to develop their competencies and capabilities.

With over 700 learning modules, regular webinars on highly relevant topics across the UK, the opportunity to engage with expert speakers after events and regular blogs and newsletters, the platform is a highly valued resource at Ferring.

The team also provides regular usage statistics so we can understand the hot topics in Ferring and enable colleagues to share knowledge and experience with each other.

Paul Runeckles, Director of Execution Excellence


Frontier Medical has fully implemented, Life Science Access Academy allowing Sales and Marketing to utilise the system. Maximising on line learning for all remote staff stimulates a culture of self-development giving individuals the accountability and responsibility to broaden their skills set.

Life Science Access Academy training is topical and a good fit for the faced paced healthcare market.

Simon Warden, National Sales Manager

Frontier Medical Group

I have found the training via the Life Science Access Academy to be excellent and I know many of my colleagues have as well.

The content is always kept up to date and there is huge and interesting variety of topics covered. The site is curated in a way that makes it clear and easy to navigate. Also, the staff at Life Science access Academy are friendly and responsive and all the experts are always knowledgeable in their areas.

Richard Edmonds

Gedeon Richter Women's Health

The variety and relevancy of content brings value to many different roles across the healthcare industry.

I have also been overwhelmed by the way the Life Science Access Academy team have accommodated our own business needs, being sensitive yet responsive to helping us since its formation.

Robb Sayers, UK Capability Lead

ViiV Healthcare