I build things that help people act on what they already know.

I founded Rugby Warfare in 2013 and later built Turtle Method, a coaching and tracking platform that has helped tens of thousands of women work towards healthier lives. Today I lead ParrotPal Group and the development of LeanShield, our system for helping people protect muscle while using GLP-1 medicines.

My work usually sits between science and execution: turning complicated evidence into a product, message or daily action that feels simple enough to use. I care about measurable outcomes, honest marketing and building quickly without losing sight of the person on the other side of the screen.

Away from the companies, I read and write about history, philosophy, business and Welsh community life. I'm also helping lead Save the Workies, an effort to bring a 133-year-old local club into community ownership.