Meet the Founder

I left school at 15.

By 21, I’d built a solid career… and burnt myself into the ground.

After that, I drifted.

Years of different jobs. Labouring. Running my own business. Starting and stopping. Nothing really stuck, and nothing really moved forward.

Eventually, I became a lorry driver.

From the outside, life looked fine. Job. Routine. Getting on with it.

But the drinking had crept in.

A few pints turned into 12 to 15 a night.

No rock bottom. No big collapse.

Just a life that worked on the outside… while inside, I felt flat. Stuck. Like I wasn’t going anywhere.

I stopped drinking 10 years ago.

And that’s where things changed.

Because stopping wasn’t the hard part.

Becoming the man I thought I’d be after stopping… that was.

I expected more drive. More clarity. A better life.

Instead, I found myself stuck in between.

Clear-headed. Capable. Alcohol-free.

But still drifting.

That gap is what I now call Identity Lag.

You’ve changed your behaviour… but your life hasn’t caught up yet.

I spent years figuring out how to close that gap.

How to stop drifting and actually build a life that feels structured, deliberate, and worth something.

Today, I work four days a week.

By design.

And I work with a small number of men who are exactly where I was.

They’ve stopped drinking… but something still feels off. Like there’s more in them, but no clear way forward.

I’m not a therapist.

I’m not a recovery coach.

I’m not here to motivate you.

I’m the man who built the life you’re trying to get to.

And I show you how to do the same.

Husband, Father, Author, Coach, Businessman, Leader of men