I help Shopify & DTC brands fix unit economics, cashflow, and operational complexity - especially when scaling into the EU & UK.

I’m an EU-based founder and operator with hands-on experience building and scaling a physical-product brand across 30+ countries via Shopify Plus and Amazon.

I co-founded BrainGain, a home fitness brand that grew from a garage startup into an 8-figure, multi-market business serving 100,000+ customers. My experience spans the unglamorous but critical parts of scale: unit economics, pricing & VAT, sourcing, 3PLs, cross-border fulfilment, working capital, and marketplace vs DTC trade-offs.

Today, I advise Shopify brands - particularly US-based founders expanding into Europe - on how to grow profitably, not just quickly. Most clients come to me when revenue is growing but margins, cashflow, or ops are breaking underneath the surface.

My approach is practical and experience-led, focused on clarity, focus, and execution - helping founders double down on what works and avoid the distractions that quietly destroy margin.