Nice to meet you.
Thank you for taking the time to read this and for being part of my research. It genuinely means a lot.
Athlete, product builder, lifelong learner. I grew up playing football (soccer to some of you) from the age of six. The game took me further than I ever imagined: I earned a scholarship to play at university in the United States, where I studied Biology with a minor in Exercise Science. After graduating, I played abroad and semi-professionally back home in the UK. Sport has shaped how I see the world. It taught me about performance, recovery, discipline, and the relationship between body and mind. It gave me a deep respect for what the human body is capable of when it's properly understood and supported.
Head of Product at a healthtech company. I've spent the last decade working in tech, across agencies and startups, helping companies grow and shipping products that genuinely matter to the people using them. Building things, understanding users, and navigating the messy reality of turning an idea into something real is my everyday. Right now I lead product at Vet-AI / Joii Pet Care, a healthtech company using AI to make veterinary care more accessible. Working at the intersection of health and technology has reinforced something I believe deeply: the systems we've built don't serve everyone equally. And nowhere is that gap more visible or more fixable than in women's health and fitness.
"Women are not mini men. We never have been. And it's time our health and fitness tools stopped treating us like we are."
Most of the foundational research in exercise science, nutrition, and health has been conducted on men. The training programmes, the performance metrics, the recovery protocols: the majority of what we accept as standard was built around the male body and applied universally. I've lived that disconnect myself. As an athlete, I had access to more support than most women ever will, and even then I experienced the frustration of guidance that didn't quite fit. Health and fitness advice that ignored the female hormonal cycle, recovery needs, and physiology entirely. I'm an active person who loves fitness (football, rugby, surfing, running, training) and I want that joy to be accessible and genuinely effective for women, on their own terms.
Before I build anything, I want to listen. I'm in the early stages of exploring whether there's a better way to support women's health and fitness, one that's built around how women actually live, move, and feel across the full arc of their lives. Before writing a single line of code or designing a single screen, I want to understand the real experiences, frustrations, and unmet needs of women when it comes to their health and fitness. What's working. What's failing. What they've tried and given up on. What they wish existed. This survey is part of that listening process. Your responses will directly shape what I go on to build and whether it's something worth building at all.
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Your experience matters here. There are no right or wrong answers - just your honest perspective. Whether you're highly active, just getting started, or somewhere in between, your experience is exactly what I'm here to understand. Thank you for being part of this.
If you have questions or just want to get in touch you can reach me here: [email protected]
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