From Selling the MCG to Freeing Business Owners Worldwide
My entrepreneurial journey started in my early twenties when I sold Australia's most beloved sporting venue — the Melbourne Cricket Ground. From there, I franchised a rock 'n' roll clothing store called Planet 13, built a stock market education business, and founded Melbourne SEO Services — one of Australia's most trusted digital agencies.
By 2016, I'd built a successful agency — but I was trapped by it. Every decision needed my input. I was working in the business, not on it. So I did what I now teach others to do: documented every process, built the systems, hired a CEO, and stepped away. The business ran without me.
That same year, Michael E. Gerber — the legend behind The E-Myth — asked me to drop everything for three months to help launch his final book. My business survived because the systems held. That experience became the foundation for SYSTEMology.
Today, SYSTEMology has helped hundreds of businesses build the systems they need to scale, sell, or simply take a real holiday. My mission is simple: free every business owner from the daily grind.
