I build fast scaling, impactful climate relevant projects based on deep insight into the nature of the climate emergency, and the nature of human behaviour and decision making at scale.

Examples of these projects include Pedal Me, School Streets, Community Cycling.

And now I want to help you deliver your project too - and help you steer your organisation to use it’s power for good.

This is my story:

I’d been working on my knowledge base for a long time, and delivering moderately successful climate emergency projects in the transport space, but it was in 2014 that everything really clicked into place.

School Streets: a ground-breaking project to help young people walk and cycle to school, drawing on behavioural insights - with a handbook to allow other local authorities to take it forward, and a cost of delivery “cheaper than a speed bump”.

And take it forward they did.

Today there are some 1000 school streets across the UK with 500+ in London alone - with the idea spreading internationally too and the “Clean Cities” campaign calling for School Streets outside every school in Europe.

Good studies are hard to come by but these projects seem to be reducing driven trips to school by about 40%, and 1000 schools at 300 kids per school means that some 300,000 kids are benefitting from School Streets in the UK alone.

While this project was starting I was also working on a Community Cycling Project - a project to help people from the most deprived council estates in Camden access cycling - as part of this, we transported bikes to the people - by cargo bike.

This turned out to be far more efficient than using Zipvan (as we tried a few times) and we slowly realised that if we were finding vans inefficient, and most logistics was being done by van….maybe there was some wider good we could be doing!

My initial Go To Market approach was to try and convince existing logistics companies that they should be using cargo bikes for deliveries - and I had some success, convincing City Sprint to buy 20 cargo bikes - but it was all happening too slowly for my liking.

In 2016 I contacted Urban Arrow and they sent us a bike which matched our specs to us - able to carry two adults, or 150kg of cargo. In early 2017 Rob Sargent - who I’d originally met at some traffic lights 10 years prior - rang me looking to get involved in the transport space and bringing tech skills I so urgently needed to make a viable product - Project Pedal Me was born.

Over the next 5.5 years I led Pedal Me through turbulent times - from the initial idea which at the time was so radical we couldn’t find any backers for the project, and had to start with £14,000 in savings and family loans - through severe Covid disruption - to a 100 person startup worth at least £12 million. Co-benefits include cargo bike trials being run by a swathe of companies, including large scale trials being run by Amazon in London.

Adventures we had in this time included being on Dragons Den (you can still find us by searching “Cocky Dragons Den”); transporting a brass band as part of London’s 2019 Car Free Day; transporting Covid-vulnerable patients to hospital (and being on the BBC News for it).

We successfully crowdfunded to fuel our growth, and compared to other equivalent startups in the space that I analysed - ran an incredibly tight ship with burn rates <33% the closest possible comparisons that I could gain data on; this allowed us to generate strong theoretical investor gains with the value of the company and individuals shareholding rising dramatically - however, in the interests of giving the complete picture - there has been no route to allow shareholders to liquidate their shares and benefit directly as yet.

In September 2022 I left Pedal Me - for a range of personal and professional reasons.

I then operated a limited “Free Consultancy” project looking to support projects for the societal or climate good which blew me away - there’s so much power in community.

I’ve set up this website to allow me to take that learning and apply it to bringing people together to create the projects of tomorrow.