“Do what you love, and you’ll never work a day in your life”. I’ve been honoured to live out my passion for managing events and activations; the excitement and thrill of bringing a concept or idea to life is what keeps me motivated. My career journey has taken me from promoting music products for the OK Bazaars in the late 1980s to, 30 years on, conceptualising and growing my own lifestyle brands, including the 100 Cycle Challenge. I have a relentless drive for excellence and always focus on delivering top return-on-brand investment. Relationships are everything, over the years, I have turned clients into long-term friends and collaborators, and mentees into trusted colleagues.