About Me

My story

I set out to save the world – becoming an Ocean Scientist, on a mission to turn back the damage I saw wrought on the coral reefs of my scuba diving adventures.

A PhD followed – how to place a socio-economic value on the environment, so that others might weigh their decisions and impact.

Yet scientific rigour was unheeded by so many, society’s apathy weighed on me – so I explored marketing & communication. Learning how to leverage brand, storytelling, relationships and product to affect behaviour.

I juggled an athletic career with studying and competed at a European level in CrossFit, then in Obstacle Course Racing. I started my coaching journey, spending evenings & weekends coaching in CrossFit, and developing a nutrition coaching business.

I transformed a love of community and coaching into becoming UK brand manager for Reebok. I managed partnerships, such as UFC, CrossFit, Les Mills, Ragnar Relay and sponsored athlete roster.

At 31 I was head hunted by YETI, to be their first employe in Europe, at the tip of the spear. Growing the EU market with them from €1 to a €15M business.

Listless for impact, I replaced product with purpose. Leading the marketing for the biggest leap UK Veteran charity Walking With The Wounded had taken 2010.

I’ve come to understand that only with a discovery and mastery of self can we hope to save and preserve our beautiful planet.

Coaching has been a tenant of my own leadership style for over a decade, and I believe in my bones that we have incredible capacity – if only we had a coach to help us realise.

Since founding Praeduco, I’ve had the pleasure of seeing my clients, avoid misaligned mergers, empower their staff, transform their self esteem, and more.

I truly believe the coaching and consulting work I do, has the power to impact people and planet in a way that honours every road I’ve taken to be here.