The experience behind my work.

I started out racing mountain bikes. That led to filmmaking, directing some of the most iconic sports content on YouTube and, eventually, building Cut Media into an internationally recognised creative agency.

Over more than 15 years, I built and led a team delivering projects across six continents for brands including Red Bull, Nike, adidas and Warner Bros. Discovery. At its peak, the agency generated nearly £3m in annual revenue, while our work reached hundreds of millions of people.

My responsibilities grew with the business: developing long-term client relationships, leading people, shaping creative direction and making decisions about where to invest our time and resources.

Working closely with those brands also gave me a valuable perspective on how they operated. I saw how their teams connected brand positioning, audiences, athletes and commercial partnerships, and where those connections became difficult. My role often involved helping turn competing priorities into a clear idea that people could get behind and a team could deliver.

Building Cut brought its own challenges. Managing the gap between ambition and resources, protecting standards, navigating uncertainty and making difficult commercial decisions. The business did not end as I had hoped. The successes, mistakes and responsibilities all inform the advice I give today.

How I approach the work

I start by understanding what an organisation wants to achieve, what it has to build on and which decisions will make the biggest difference.

My particular strength is bringing business, brand and creative thinking together. That might mean sharpening a proposition, questioning an existing direction or recognising an opportunity in an audience, partnership or idea.

I can move from the wider strategic question into the detail that determines whether it will work. Years spent creating and delivering projects help me assess what an idea will demand of the people, resources and relationships behind it.

I value direct conversations, thoughtful challenge and a clear sense of what matters most.

My work today

I work independently with founders, brands and leadership teams on direction, positioning and new commercial opportunities, with particular depth across sport and the outdoors.

Some engagements focus on a specific strategic question. Others involve an ongoing relationship, providing perspective as decisions are made and the work develops. I also take on selected creative leadership and executive production projects.

Alongside this, I serve as a trustee of Adaptive Riders Collective, contributing to its direction and its work to make off-road adaptive mountain biking more accessible.

I live in the Trossachs with my wife and our two children. Bikes, family, community and the outdoors remain a big part of my life. I still enjoy heading out with a camera, and much of my best thinking still very much happens on a bike ride!

And if you first came across my work through those Danny MacAskill films, that is where much of this story began.