Built from operating
real businesses.
Not from reading about it.

I started my career at the bottom. Customer service representative at an insurance company in 2016. I was not particularly interested in insurance. But I was obsessed with how things worked — how decisions got made, why some teams performed and others did not, what made a system function or fail.

Within a year I was running a training academy for new starters. Six months after that I was sent to Johannesburg as part of the pioneer workforce to help launch an outsourced contact centre for Hastings Direct in South Africa. I was 20 years old.

I came back to the UK and spent the next five years building businesses. Food and hospitality first — three separate businesses built from scratch across East Sussex. At the same time I co-founded The Elite Lux Group — a multi-brand health, wellness, beauty and lifestyle group operating five brands across multiple locations simultaneously.

The systems I built for those businesses are what SCALR is built on. In July 2026 I relocated to Dubai. The UAE is building the future faster than almost anywhere on earth. The businesses being created here deserve operational infrastructure that matches that ambition. SCALR is what I built to provide it.