Two decades of building.

Activation Products

The foundation. Co-founded with my father.

Twenty years building a natural health products business from the ground up — the school where I learned everything that shaped me as an operator. Manufacturing, marketing, supply chains, hiring, firing, the works. It also taught me the hardest lesson of my career: a business that consumes the owner is not a business. Rebuilding how Activation operated — learning to market properly, delegate, and step back — is the experience I now pass on to other founders.

Captains of Ecom

Consulting practice for CPG ecom brands.

A limited-capacity consulting practice helping consumable-product ecom brands — food, supplements, skincare — break through the 7-figure ceiling. Deep-dive audits, two-year financial forecasts, and hands-on guided execution. A few clients at a time, each one treated as if their business were my own.

captainsofecom.com →

Inher

Health product. Pre-launch.

A new direct-to-consumer health brand I co-founded and now run day-to-day. Still in the pre-launch phase — manufacturing dialled in, the team coming together, the market work underway. More to share when the product is in customers' hands.

Vision App

Forecasting and planning for ecom businesses.

Software I am building with a US-based development partner. A forecasting and planning tool purpose-built for ecom operators — starting in the Shopify ecosystem. Designed to give founders the kind of financial clarity that most 7-figure brands simply do not have. It is the Business Plan and Data layers of the Golden Hierarchy, operationalised.