Podcasting for Purpose: How Ethical Brands Can Amplify Their Voices

Podcasting is one of the most powerful ways for brands to connect with people. For ethical businesses, it’s not just about promoting products. It’s a way to share your story, build trust, and talk about the things you care about. A podcast lets people hear the passion behind what you do. It’s personal, honest, and […]

Supporting a local heritage business with a fresh social and web presence

When Joyce of Mansfield Woodhouse Heritage Link approached me for support, I was immediately drawn to the opportunity. As a charity dedicated to preserving the rich history of Mansfield Woodhouse, their work is both vital and inspiring. However, they faced a challenge: while they had a dedicated team of skilled volunteers, they lacked the digital […]

Re-imagining a thought-leading small business incubator for Regnerative Business owners

I’ve had the pleasure of working with Jannine Barron for nearly a year now, and it’s been nothing short of transformative. Jannine invited me into The Growth Experience, her signature incubator for regenerative business owners. It was a life-changing opportunity that not only helped me align my business with my values but also inspired me […]

How we used AI to streamline content creation for High & Dry.

When exited founder Daniel Rowntree approached me to help create his High & Dry Newsletter—a fresh take on the alcohol-free and psychedelic industries—I couldn’t have been more excited. As someone already intrigued by alcohol-free living and the growing conversation around microdosing and performance-enhancing substances, I saw this as a unique opportunity to merge my personal […]

2025 – Stepping into serving my community

Over the course of 2024, I spent a significant amount of time trying to figure out what good I could bring to the world and the ripples of change I might create. At the start, I thought big. Nothing short of some epic, world-changing movement, non-profit, or personality felt like it would suffice. I was […]

How to Create a Hyper-Local Marketing Strategy That Resonates with your local community.

I’m rarely impressed by the marketing campaigns of big businesses. Sure, they’ve got hundreds of thousands—if not millions—to splash on tube ads, TV commercials, or influencers who probably couldn’t even influence their own dog. Don’t get me wrong, these campaigns clearly work for those brands, boosting their reach and keeping them front of mind. But […]

What our outdoor culture will look like in 10 years – a poke in the dark

This post could potentially backfire. It’s also a bit lazy to write futuristic posts, after all, I don’t need evidence to base my baseless opinions on, so I apologize to anyone reading this (HA!) in 10 years time. If it’s 2034, I hope the Trump V2 Presidency went well, and you found some global agreement […]

Buffalo – The Outdoor Brand Doing It All Wrong (Or Are they?)

Another season dawns. Another range of products awaits. I’ve never been to an ISPO event. I never want to. I just don’t care for the endless conveyor belt of products that brands release. It’s unnecessary. It’s the status quo. What if… Instead of releasing new products each season to keep up with each other, and […]

My big issue with fly fishing in England

If I was going to apply the same rule I apply to most sports to myself, I’m a fly fisher. Allow me to explain that rule. If you dabble in a sport, be that cycling, running, climbing, or ping pong, you can reasonably claim to be a cyclist, runner, climber, or ping-pong(er?). I don’t adhere […]

8 Things I learned from talking to customers who buy outdoor clothing

“We have two ears and one mouth so that we can listen twice as much as we speak. ‘ Or something like that, according to Epictetus, a Greek philosopher. Never is this more true than in customer service, where I spent 9 years of my career in the outdoor industry working with a leading UK-based […]