I spent decades in enterprise tech — helping massive companies deliver more, spend less, and make more money. Banks, tech giants, government. The usual suspects.
But I've always believed in the power of technology to change people's lives for the better. And I could see the economy changing. I think all of us deserve to benefit from advances in tech — even if we're not technical.
That's what I did with Qorsi, where I helped a fitness professional educator 10x their reach with digital courses — growing to 28,000 learning experiences across 54 countries.
It's also what I did with CoreCoach, helping fitness coaches reach more clients from literally everywhere. It became the world's first truly mobile app-based all-in-one coaching platform, hitting $200K USD in annual revenue within six weeks of launch.
Now I'm inspired to do it again — for all of the mobile pros that make our lives that much nicer and more convenient.
Why Sobie?
A while back, I watched a mobile hairdresser friend spend her Sunday night juggling Instagram DMs, Google Calendar, and Apple Maps — trying to piece together a Monday that wouldn't have her driving from one side of town to the other. She's brilliant at what she does. But her "back office" was chaos.
Here's the thing: scheduling, routing, and payments are solved problems. I've seen them work flawlessly at enterprise scale — coordinating thousands of people and resources across continents. The technology exists. It just hasn't been built for a solo hairdresser, a mobile dog groomer, or a personal trainer running sessions in backyards.
That's what Sobie is. All the operational intelligence that powers big companies — clustering appointments by location, optimising routes, handling payments automatically — packaged for independent professionals who just want to do great work without the admin.
No monthly subscription. No bloated features. Just smart scheduling that understands your work happens on the road.
Technology should work for people, not the other way around. That's been my belief for 25 years, and it's exactly what we're building.
