Founder · Operator · Investor
I work with founders of service businesses turning over US$1M to US$3M who want to reach US$6M and beyond. I bootstrapped The Warrior Academy from a single class to close to eight figures in US dollars, with no investors, and I bring that playbook, my time and my capital.
16,000+
children taught every week
9
countries across five continents
85
people in the team
50,000+
families over the years
Award-winning
01 · Investing
Most good service businesses do not need more hours from their founder. They need systems, a leadership team that owns the numbers, and someone in their corner who has already made the mistakes. That is what I bring, alongside capital.
Who I work with
02 · Steal my playbook
Each of these is a system we built, broke and rebuilt at The Warrior Academy. Pick the one your business needs next and I will show you how we would put it in.
Team
We grew from 15 people in 2 countries to 85 in 9, built on a written set of culture rules from our hardest year.
What's inside
The impact
A team that grows without the culture breaking.
Apply to steal this playbookMarketing
I have managed over a million US dollars a year in ad spend. I know where more budget starts buying worse leads.
What's inside
The impact
A lower cost per customer and healthier margins.
Apply to steal this playbookLeadership
The Warrior Academy runs day to day on its leadership team. I see them a few times a year.
What's inside
The impact
Your time back, without the business slipping.
Apply to steal this playbookLaunch
1,000 families on the waiting list before Jumeirah Islands opened. 500 students within four months.
What's inside
The impact
A new site or service that is profitable from the start.
Apply to steal this playbookSales
A paid first experience, a sales team measured seat by seat, and a VIP waiting list that never closes.
What's inside
The impact
More customers from the same marketing spend.
Apply to steal this playbookRetention
Annual memberships that bring the year's cash in up front, renewals timed early, and price rises that stick.
What's inside
The impact
Steadier cash and fewer customers leaving.
Apply to steal this playbookCash flow
I ran the group's cash flow myself for 15 years and grew the business with no outside funding.
What's inside
The impact
You know your cash position months ahead.
Apply to steal this playbookSearch
More than 2,250 five-star reviews across our academies, with Google profiles built to win locally.
What's inside
The impact
The first name customers find when they search.
Apply to steal this playbookAI ops
Dashboards, cash flow checks, membership updates, content and email, much of it now automated with Claude.
What's inside
The impact
Fewer admin hours and decisions made on live numbers.
Apply to steal this playbook03 · The story
I was bullied as a kid in Somerset. Martial arts gave me the courage to stand up, and I built a business to give thousands of children the same thing. Every few years something tried to end it. Each time, the values held and the business came back stronger.
04 · The proof
A character development organisation that teaches martial arts. The largest martial arts academy in the Middle East and East Africa, built from zero without a single investor.
2,500
students in the UAE
4
full-time UAE academies
700
classes a week
2,250+
five-star reviews
Build demand before you open the doors. Jumeirah Islands launched with ten times the waiting list I first aimed for.
Retention is the real growth engine. Families who stay past year one stay for years.
Own the cash flow. I ran the group's numbers myself for 15 years before handing them over.
Hire on values, remove fast. Our three rules: think big, take risks, team first.
Step back on purpose. The business now runs without me in the room.
Gold winner, Stevie Awards for Global Entrepreneurs. Former personal trainer to royal families in the UAE and Jordan.
Visit The Warrior Academy
Character, not money, is the real inheritance.
05 · A force for good
The Warrior Academy and The Bates Foundation are built to work together. The same instructors, systems and character programme that grew the business now reach some of the most vulnerable children in the world.
It started with 30 boys in a shelter in Nairobi. Today The Bates Foundation is the largest martial arts academy in East Africa, with weekly meals for children in Kenya's slums and an eight-year character programme that carries them into adulthood.
15,000
children a week
7
countries, 4 continents
8 years
of character education per child
My children are part of this work, and I would love to bring more families with us.
06 · Speaking, books and podcasts
Past stages include Dent's Lifestyle Business Summit in London.
The Warrior Method. The character development method behind The Warrior Academy. Amazon best seller.
Not a Victim. Co-written with Menno Siebinga, helping children through bullying.
Guest on over 25 podcasts, including In The Arena and 4 Fit Fatherhood. Featured in Gulf News. Spent a week on Necker Island with Sir Richard Branson in 2025.
07 · Work with me
If you run a service business turning over US$1M to US$3M and you want to reach US$6M and beyond, tell me about it. It takes two minutes. If it looks like a fit, my office will be in touch.
