I’ve spent the past 8 years in ecom, and past 3 building my current business in Spacegoods - not selling courses, not dropshipping and charging for a discord, not full-time guru posing, just operating in the trenches building a legitimate market-leading brand. But lately, I’ve had hundreds of people ask for help beyond what's available for free on my YouTube, and I’ve realised I enjoy helping the right founders get unstuck. This isn’t a pivot or a change in focus - it’s just a side project I care about and have fun doing in my (limited) free time!

No, absolutely not. I’m still running Spacegoods full-time with massive ambitions - but since I've built the team to a super strong place to run operationally largely without me, this is just a way for me to work directly with a few people I genuinely enjoy helping on the side alongside my existing YouTube content where I've documented almost the entire process of my own early-stage growth journey and many of the lessons along the way since day one. I’m not trying to build a coaching or info empire here, and that’s what makes this different - you’re learning from someone still in the trenches actively building to the highest level. The Midnight LAB is a side project I keep deliberately extremely limited and selective, so each founder I work with gets maximum focus and impact.

I wish I had access to this kind of insight earlier in my own journey, and I know how valuable it can be when you’re trying to scale! It's also a great way for me to meet other founders building cool things and potentially opens up additional new longer-term opportunities...

It's not for complete beginners with no business experience at all - it's for ecom founders or operators who are already building something real, or know that they want to. Ideally this is for consumer brand founders/operators already doing £10k–500k+/month who want to move faster, cut wasted spend, and get clarity on growth levers. If you’re ambitious, execution-focused, and want to shortcut years of trial and error leveraging experience and systems that work today, this is for you. It’s not for beginners, and I also never work with potential or direct competitors in the functional beverage space.

If you're unsure, just drop me a message!

I don’t do cookie-cutter. Depending on where you’re at, we’ll focus on:

- growth strategy and performance marketing

- brand, offer, and product strategy

- team, ops, hiring, and delegation

- content, audience, and monetisation

- mindset, energy, and founder performance

- fundraising, pitching, closing (if necessary)

- operational focus (where to cut or double down)

- CRM, retention and retail

and potentially much more...

We’ll work through whatever is most relevant for you and your goals - every founder and business is different, but the goal is always the same: clarity, accountability, and measurable progress during our time working together.

Step 1: We start with a short intro call to check fit (you can apply to book that below)

Step 2: If accepted, you’ll join an 8-Week Advisory Sprint - including a 90-min audit, 1 on 1 advisory calls, direct WhatsApp access, and a written 90-day growth plan.

Step 3: At the end, you can continue month-to-month on a retainer if we both choose to, but no pressure.

Everything is private, high-touch, and built to create the fastest shift in the shortest time.

This is a premium, private advisory designed for founders serious about scaling. It’s not cheap, and it’s not for everyone. The exact investment depends on your stage, goals, and the level of access you want. We’ll confirm the details during your intro call once I understand your brand and situation in more depth! For the right fit, this isn’t just a cost - it’s a great investment that pays back many times over.

Expect around 90 minutes per week directly with me during the 8-week Sprint. That’s enough to cover calls, implement specific action steps, and get quick feedback via WhatsApp. This is built for operators who want speed and clarity without adding another full-time “program” to their plate.

No, never and with zero exceptions. To protect both my business and yours, I don’t advise direct competitors in functional beverages or anything that I consider to have too much overlap with Spacegoods. The Midnight LAB is about working with and helping ambitious founders across many categories, but I'll never compromise my primary business focus by crossing a red line into the competitor zone!

In simple terms it's high-level consulting yes, but you can think of it as being closer to board-level advisory. You’re not buying a course or a generic 'one to many' coaching program. You’re buying direct access to my brain, my experience, network, systems and frameworks - plus accountability to execute fast. Think of it like having an experienced founder on your board, without the costly equity.

If after the kickoff session either of us feels that it’s not a fit, we can step away within 48h. I’ll refund your payment minus £1k for the audit and time. Beyond that, results ultimately depend on your execution like always - I’ll give you the clarity, plan, and accountability, but implementation is your responsibility.