I started my career in the fitness industry. What I actually loved about it was never the training. It was watching someone change how they saw themselves. Not the quick hit of motivation that wears off by the weekend, but a real shift in how they thought, the kind that lasts. Took me a while to work out that's just brand building, I'd only had the wrong word for it.

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The penny dropped while I was selling gym memberships. People weren't buying the offer, or the package, or the discount. They were buying a version of themselves they wanted to become. Once I saw that, I couldn't unsee it.

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Motivation is short term. You get pumped, you feel inspired, and most of the time nothing actually changes. Perception is different. Change how someone sees something and you change how they think, how they act, and what they care about. That's the part that sticks, and it's what I've built my career around.

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That's how fitness became marketing, and marketing became brand building. Since then I've built and scaled brands across workwear, streetwear, fitness, ecommerce and tech. Zero to multi-millions. D2C and B2B. As a consultant, as a founder, and now as Head of Brand & Marketing at Xpert Workwear, where I lead the function and sit on the senior leadership team.

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The work that thread has produced: a 50-year-old wholesaler rebuilt into a brand rural and agri workers choose, with own-brand revenue up from under 40% to over 90% and a 900+ store network across the UK and Ireland. A streetwear start-up scaled 4x to £1.2M in two years. Campaign creative featured on Ads of the World. And a decade of building the strategy, channels, teams and operating rhythms that turn brand into revenue. The case studies carry the detail.

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Away from work I'm a proud dad, a reader of everything twice, and someone who cares, more than is fashionable, about getting things right. I write about brand, perception, mindset, and the strange business of trying to build something that matters when we all turn up with nothing and leave with nothing.

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Qualifications, for the record: MSc Marketing (Exeter), MCIM, BSc (Hons) Sports & Exercise.

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If any of that sounds familiar, we'll probably get on.