I help the best in health, fitness & wellness build it and tell the story of what they built.
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For the founders, operators, developers, investors, and physicians building serious health, fitness, and wellness — the people whose decisions a facility, a brand, or a business gets built around.
I didn't study this industry from the outside — I built inside it. Twenty-two years, starting on the floor at twenty. I've designed the spaces, chosen the equipment, hired the front desk, run the meetings, built the brands — and built and sold my own company from nothing.
That's the difference. When I walk a project, I see it the way an operator sees it — concept, layout, equipment, experience, and the business that has to run inside it — not the way a vendor or an agency does.
Today I'm the named, faced voice that operators, developers, investors, and physicians pay attention to. Two things sit under all of it: I understand what the best in this industry are building, and I can tell that story at the highest level.
Athletic Kulture — the floor I designed
Standing in what I built
The brand — built from scratchEvery recommendation comes from participation, not a brochure. I'm on the manufacturing floors with the people who build the equipment. I train on it before I ever put it in a room. That's the difference between an opinion and an authority.
And it runs past the equipment. I'm deep enough in wellness and biohacking to advise the people building the space — founders, investors, developers, and operators — across hospitality, luxury residential, and commercial.
Inside the manufacturer's HQ
On the factory floor, Germany
Red-light & recovery tech
Aquatics & hospitality
On the manufacturing floor with the builders
Inside the factory
Testing the newest platforms
Under the bar
VO2 max — measured, not guessed
DEXA / body compositionMost people in this industry do one or the other. I do both — I understand what the best are building, and I produce the story of it at the highest level.
That pairing is the whole offering.
It often starts before a line is drawn. "We're thinking about adding longevity." "What equipment should go in this space?" "Should we add yoga, or racket sports?"
That's the call I get — the concept and advisory stage, where the decisions that make or break a facility actually get made. From there: concept, layout, equipment and procurement, recovery and longevity, and the full experience — for high-end clubs, developments, hospitality, and private residences.
Concept & layout
Equipment & experience
On the buildThis is just as important as building the business — if not more.
You can build something remarkable and it still fails if no one feels it. A full production resource centre built to tell brands' stories at the highest level — origin-story films, on-location features, podcast, and social.
Storytelling is the most under-leveraged asset most brands have, and it's the part I've spent years getting excellent at: storytelling that shapes what people think, what they feel, and what they do about it.
On location — original films
The interview
On cameraThe fastest way to understand what I do is to watch it. Two origin-story films, produced start to finish:
A concept is worthless if it can't be delivered on time and on budget. That's where Yinka comes in — so we don't just design the space, we see it through from concept to open doors.
He's run large-scale commercial builds on the clock, and he handles the logistics and financing so we keep a project on time and on budget.
We design the concept and bring in the right architect, engineer, and general contractor to stamp the drawings and get approved. We handle procurement, and Yinka manages the whole project so the trades stay on schedule and the space gets built the way it's drawn. It's the difference between handing you a concept and actually delivering the room.
On a large-scale build
Managing the siteNews in health, fitness, wellness, longevity, and biohacking — interpreted, not just announced. The same operator-side lens I bring to the work, pointed at where the industry is going next.
A weekly signal on what's shaping the industry — where capital is flowing, how science, equipment, and technology are evolving, which business models are emerging, and what matters versus noise. Written for long-term builders, not trend chasers.
Focused, time-bound deep dives on the events, research, technology, and structural shifts that inform real decisions.
View Reports →Long-form frameworks on fitness and wellness business models, growth decisions, and operations. Written to be referenced, not skimmed.
View Guides →Long-form conversations with the people who built this industry — and solo breakdowns on training, equipment, design, and where it's headed.
View Podcast →Immediate context on the launches, announcements, and strategic moves shaping the industry — interpreted, not repeated.
View Press →The interpretation happens in real time on Instagram — where the industry actually watches.
One conversation, and you'll know exactly what this could be for what you're building.