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 […]
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 […]
How to get sponsorship for your next big expedition or trip

In 2022 to early 23 I found myself in a unique position. I became a gatekeeper to the sports and outdoor industry. Not because I was a bigshot executive, but because I had the power to decide (with sign-off) which athlete trips we would sponsor while I worked for Equip – whose brands were Rab […]
Case Study – SEO Content for Rab

When I used to work in customer service at Rab, I used to look at the Rab blog and wonder why the SEO opportunity was missed. By this I mean, the blog focused on great stories from the team of athletes whom Rab supported but failed to create content that attracted more clicks on Google. […]
Case Study – Launching and growing a 15k Facebook Community

I always find myself undermining the amount of people who are joining UK Long Distance Hiking. It’s up there with some of the UK’s larger hiking Facebook groups, and also the 2nd largest UK focused long distance hiking group. I wanted to share a bit of background and a small case study on how I […]
Case Study – Launching and growing my own successful Outdoor Podcast

Digital Audit, Market Research, User Experience
Case Study – Omlet Live Webinar

Research, Print Design, Content Creation, Website Design