Twenty years shipping software millions of people use, including Gymshark's app through unicorn scale. I write What Actually Works, on getting more from AI across health, wealth, business and life.
I led the engineering that scaled a startup into a unicorn. I still lead and build every day, hands on the tools.
Most people use AI to vibe code a prototype or tidy up their inbox. Meanwhile it can plan your training, grow your money, run your business and buy back your time. The difference between a demo and a lever is engineering, and I've got twenty years of it. The point of the lever isn't more machine. It's more life: training, thinking, being there. I write for people who want that .
Same tool. Four very different results.
AI reads the data so the hours go into the real work: lifting, the mat, recovery, staying strong for the long haul.
AI as leverage for earning and owning. More output, more freedom, less of your time sold by the hour.
Building and running companies with AI in the loop. Leadership, systems, and the hard calls.
The stuff underneath it all. Time, family, focus, and using AI to protect what matters most.
We blame engineers for messy code. But tech debt is usually a symptom of decisions made (or avoided) higher up.
We've turned a normal part of growth into a disorder. Sometimes feeling out of your depth just means you're in new territory.
The AI gold rush has created a new breed of consultant. Some are brilliant. Most are winging it. Here's how to tell the difference.
Scaling a mobile team takes more than tech skills. Here's what I've learnt about leadership the hard way.
I'm 46. I run a company and I've got a family. I use AI on my own health, money, work and time before I write a word about it. No theory and no coaching program. Just what works, tested on me first.
AI supports. It doesn't lead.
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I'm not taking on projects, and I won't pitch you. But I'm always up for a good conversation. Here's where I'm useful.
A few hours a month with founders and teams I rate. A sounding board, not a deck.
Engineering leadership, scaling teams, building with AI. Conferences or your team, in person.
Building something in the same space? If it's interesting, let's talk.