Discipline, tested by hard things.

The short version

My first marathon led to more than thirty, and then to ultramarathons, including Madeira in 2014. My first full Ironman was in Port Elizabeth, South Africa, on 29 March 2015: the published results record 15:21:35. Read the result and preparation diaries. My Maastricht DNF remains a separate recollection with an uncertain date. Muay Thai training in Rio took me into a different kind of physical challenge. In 2024, the official results record my South Downs Way 100 finish in 22:43:38 and Winter Downs 200 finish in 69:14:32.

The thread through all of it is discipline — not motivation, which is weather, but the boring daily decision to do the thing anyway. That same instinct is why I applied to join 21 SAS (Reserve), the UK's special forces reserve. I write about that journey honestly here, including the parts that didn't go to plan.

The day job is Pearl Lemon Group, the SEO and lead generation agency I founded and still lead. It's how I've taught more than 29,000 students SEO, given three TEDx talks (including one at Cambridge) and funded every start line I've stood on. Business and endurance are the same game to me: set a hard target, build the system, don't stop.

This site is where I write it all down — the training, the fights, the races, the mindset essays and the occasional business lesson. Start with my adventures, read the original 21 SAS application diary, or explore the Mindset & Discipline collection or the 21 SAS journey, or go back further to the rap years.