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I launched Fitlink Services to help organisations innovate and transform in the health, sports, and fitness sectors. We focus on delivering digital transformation projects that make a real impact and are powered by our expert team and cutting-edge AI technology.We offer various services, including innovation facilitation, digital transformation, product development, and tailored HealthTech and SportsTech solutions. Our goal is to make it easy for companies to stay ahead of the curve and achieve their wellness and business objectives in a competitive market.Whether through short-term innovation sessions or long-term roadmaps, we partner with clients to unlock potential, develop proof of concepts, and create future-proof strategies that drive success. With years of experience and a track record of successful projects, Fitlink Services is about making innovation accessible, efficient, and effective for our clients.

I built BFIT to bring a whole new level of excitement to staying active. BFIT is a Web3 compete-to-earn crypto app where your health data is saved to the blockchain, and you get rewarded for your fitness efforts. We wanted to make working out not just beneficial for your health, but also for your wallet.With BFIT, users can unleash their competitive spirit, challenge each other, and earn $BFIT coins as they stay fit. The idea is simple: get fit and get rewarded. BFIT coins can be used for real rewards, making it even more fun to stay active and motivated.Whether you're a casual exerciser or a serious athlete, BFIT turns your effort into real value. It's free to start, and the more you put in, the more you get out. BFIT makes fitness fun, social, and rewarding.

I built Fitlink for Teams to help companies keep their teams active, healthy, and connected. We know staying fit can be challenging, especially with busy work lives, remote jobs, and the challenges of motivating everyone. Fitlink for Teams is about making health fun and social for companies and their employees.We use gamification—points, rewards, challenges, and leagues—to get people moving. Team members can connect, share their activities, and join in on some friendly competition. Admins also get a dashboard to manage rewards, set up leagues, and monitor team wellness.Fitlink for Teams is free, then just $5 per active employee per month. It follows a SaaS HealthTech model, perfect for large corporates looking to care for their employees. Healthier employees are happier and more productive, which is excellent for the bottom line. Fitlink makes workplace wellness simple, engaging, and rewarding.

I built Fitlink to solve the problem of the disconnected world of activity trackers. We all use different apps and devices to track our fitness—running, cycling, swimming, hiking, or anything else. The problem is that we end up invisible to each other, making staying connected tough.Fitlink fixes that. You can connect your favourite apps, devices, and wearables to Fitlink, which means you can share your fitness journey with friends, see each other's stats like pace and distance, and build that sense of community that keeps us all going. Plus, Fitlink is packed with features to encourage some healthy competition—there's a points system and a rewards store where you can spend your hard-earned points on real rewards.Fitlink is free to download, with premium features if you want to take things up a notch. It's not just another tracker—Fitlink makes fitness social, fun, and rewarding.

As the Director of Innovation and Growth, I was brought in to help with Belong's transformation into a premier strategic innovation agency in the Middle East. I created a PlayBook for the agency to follow that would elevate the brand, tone-of-voice, marketing and sales strategy. I spent half of my assignment deeply embedded in the agency to truly get to know the services, the projects and most importantly, the people. Belong will continue to be one of the UAE's hidden gems in that its portfolio of clients and projects is typically reserved for larger international agencies, not local boutique agencies.

I rejoined the agency I sold, which was acquired by Monstarlab, to help manage and nurture a portfolio of digital products. The plan was to stand up a load of ventures with the longer-term goal of becoming viable businesses within their own rights. A portfolio of products would create a nice additional revenue stream for the agency. Additionally, I would support people and clients to help deliver projects. Due to my passion for HealthTech, I supported the Health and Life Sciences vertical, prospecting and pitching for HealthTech projects. Unfortunately, the company underwent an organisational restructuring, which saw a huge percentage of the workforce let go, including me.

I founded the agency (called Tent & Bear, which later rebranded to Genieology) on the back of a tonne of project work I was involved in. Large corporations and consultancies in Dubai struggled to innovate and deliver, so we were brought in as an innovation and delivery partner to help fix that problem. The agency scaled quickly, growing from 1 to 30 contractors working on various projects in Dubai, Abu Dhabi and Morocco. We navigated a global pandemic, adapted to remote-first working, and continued to win projects. The agency was set up for success and growth, so of course, I sold it, returned to the UK, took a few years off, and started a family. Monstar-Lab.com later acquired the agency.

Got the old gang back together and headed back to the desert to go and get some projects delivered! At the time IBM iX were struggling to get stuff out the door so an opportunity presented itself where my team and I directed and oversaw the delivery of projects. We would often manage offshore dev teams and own QA and final sign-off. This hybrid delivery model worked well as IBM got to offshore the bulk of the delivery (keeping costs down) but retain quality with us. This pipeline of work warranted a new agency to be setup in Dubai. See next role! Projects included;- A health and fitness mobile app for the Abu Dhabi Department of Health- An Abu Dhabi airline online booking system- A digital transformation project for the Abu Dhabi Government

After a year of travelling, we returned to Norfolk, UK, and I spotted a role with Liftshare and Ali, which I jumped on as such a cool business and team! I joined to support the business development team in prospecting, pitching and closing new business deals. I was involved in several big deals, repositioned and created a new go-to-market sales and marketing strategy, and managed a digital project in collaboration with Nesta to help connect community transport, dial-a-rides, and community car schemes. My time at Liftshare was short but valuable and enjoyable. The call of the desert was strong, and an opportunity I couldn't turn down presented itself, so back to the sandpit we went!

Year out to travel the world.

My team and I joined Grampy to support them on build and delivery. They were predominantly a creative agency, so it was a great combination. After successful collaborations and several large client wins, it made sense for my team and I to join Grampy permanently. I joined the leadership team as Technical Director, and my team joined and moved to London, too. It was a rollercoaster ride of client wins and losses, which led to a small tech audit in the UAE. This became a larger piece of work and opened up several more opportunities. It made sense to have a base there, so I led the expansion into the ME, set up and registered a business in Dubai, and became the MENA Regional Manager and Technical Director. Some huge projects were delivered, and a reputation was quickly built for ourselves, but I was feeling burnt out. The constant travelling from Norfolk to London to Dubai every week was taking its toll. So when the final project I was managing was delivered, I waved farewell to Grampy and set off for a year of travels with my wife.

Nearby Deals was a location-based deal app that connects high-street shoppers with local independent stores via exclusive deals and offers. I got frustrated with the daily deal and online voucher code websites and wanted something on my phone that sent me deals and offers as I was out on the high street shopping - the ideal time to get a deal! I did some research and chatted to high-street stores, confirmed they had quiet days/times whereby they’d want to offer a deal to generate footfall and sales. And, of course, everyone wants to save money while shopping and eating. So a no-brainer I thought! Unfortunately, I spent too much time designing and building the perfect product before launching. I invested heavily in design and development, banners, bikes, T-shirts, fleeces, hats, stickers, beautifully designed brochures, amazing flyers, signage, sponsorships, hosting, online services, office space, etc. You name it, we had it! We redesigned the app twice before we even went live!!But what I didn’t do was launch an MVP and test the water. To learn from users. Gather feedback and update the product. Find product market fit. Keep things lean and cost-effective. So, nearly two years after I launched, I ran out of runway, had no marketing budget, and struggled to gain traction. This lesson was a hard and expensive, and I’ll never do it again!

Whatonline started as me, a freelancer in Norwich, picking up a good selection of projects and clients that warranted leaving the freelancer scene and starting my first agency. Freelancing at agencies in Norwich and London meant I was introduced to the service industry, whereby you sell time (services), not products. Up to this point, I was used to buying something for X and selling it for Y. So selling time with minimal costs was an eye-opener. I built up a good reputation and had a solid pipeline of work and a decent selection of retainers, which meant I was running a boutique-style digital services agency. Due to me being a developer, many of the projects we were involved in were more technical than creative. We often partnered with creative agencies who needed their creative work delivered. Towards the end, this became our sweet spot, and eventually, we permanently partnered with a creative agency in London, and Whatonline was shut down.

I joined the agency as a freelance web developer and supported the dev team on front-end builds and eshot templates—proper old-school HTML and CSS. I was involved in a few client-facing meetings and found it easier to articulate what the client wanted in agency or developer language, so I was soon given the dual role of developer and account manager. In this role, I supported many web projects, building client relationships, spotting upsell or cross-sell opportunities, creating additional revenue for the agency, and keeping clients happy and returning for more. My entrepreneurial itch kicked in, and I liked the idea of running my own agency, but first, I needed to build up a decent portfolio of clients. I left the agency with support from the founder, with whom I’m still friends today and it was this role that pivoted me into agency life.

My first real gig as a freelance dev. Soup was the biggest and best agency in Norwich at the time so was chuffed to get some large agency experience early on in my career. I worked on several builds supporting the dev team in building HTML templates.

After running Trackdays for the biggest motorsport and track day company in the UK (MSV) and then setting up from scratch what turned into the biggest track day company in the UK (trackdays.co.uk), it seemed I was well prepared to set up and run my own track day company! Supported by some designer and developer friends I’d met prior, I started building a track day and gift experience e-commerce website. It was a huge but enjoyable learning curve from a blank canvas to a live website taking orders. After going live, I couldn’t understand why I wasn’t selling anything. Is just launching a website enough? This is where I discovered what is now known as SEO or Search, and soon after PPC or Paid, I became obsessed with attracting and acquiring traffic and converting them into customers. I learned the hard way for years, but eventually, I created a very successful online business that made more sales per day than I could manage. I focused on streamlining processes and keeping things simple as I didn’t want to employ a team of people to do what I knew technology could do. I stupidly diversified the cash-rich business and invested in other business opportunities, including business properties (the developer went bust) and importing motorbikes, quads and buggies from China. The business property wasn’t built, a container of stock arrived, and I had nowhere or no way of selling it. By the time I did, the market was flooded with the same bikes, and I struggled to sell them. We ran out of cash and couldn’t continue to trade across any of the business lines, so it crashed around me, and I was forced to liquidate the company: these were very, very sad times and many, many lessons learned.

- Created a new Trackday business for a Trackday enthusiast who wanted to run their Club.- Collaborated with the owner's well-established business with IT and Marketing teams to direct and manage the design and build of a new website.- The website was designed to promote, market and advertise car and bike Trackdays and Gift Experiences in the UK, and it became the number one car and bike Trackday Club/business in the UK.- This experience inspired me to set up my own Trackday Club and start my first business.

- Managed events, set up support races, coordinated helicopter transfers, corporate hospitality and running car Trackdays.

- Managed 50 to 60 Trackday events at all leading race tracks over the course of a year.- Gained hands-on experience in event management and developed a love for cars and motorsport.