The journey
From the Swiss Alps to The Apprentice, a decade of Whisk, six years inside Samsung — and now GitLaw.
Current headshots
Shot October 2025 · download full-resolution
Key moments
- 1986Born in London; moves to Zurich at six months old
- 1994After seven years in Switzerland, the family moves to Forest Row, East Sussex
- 2008Co-Go — coffee kiosks at Aston University, the first business
- 2010Air HR founded — HR tech for small businesses
- 2012The Apprentice final on BBC One — pitches Whisk to Lord Sugar; £170k first round closes weeks later
- 2013–14Whisk raises seed and strategic VC; first office and a company football team
- 2016The hard year — restructure, back to a 10-person team, 100% focus on revenue
- 2017–19Profitable growth as the B2B food platform behind the world's biggest food brands
- 2019Three inbound acquisition offers — Samsung wins; team grows from 30 to 100+ in nine months
- 2020COVID hits a company that was already remote-first; Google Play "Everyday Essentials" winner
- 2021TikTok picks Whisk as its first recipe partner; Apple App of the Day in 160+ countries
- 2022Upwork suspends operations in Russia — with roughly 60% of the team based there, a scramble to keep everyone; Air HR sold to a US group
- 2023Whisk relaunches globally as Samsung Food
- 2024CES Innovation Award; on the SDC keynote stage
- 2025GitLaw founded — $3M pre-seed led by Jackson Square Ventures
Born in London, then seven years in Zurich — mountains, snow, and a Swiss sense of doing things properly — before growing up in Forest Row, East Sussex.
Co-Go — a coffee business and the first company, started while studying at Aston University in Birmingham.
Air HR — HR software for small businesses, founded in Whisk's early days and run alongside it before its sale to a US group in 2022.
Finalist on BBC's The Apprentice with Lord Sugar — pitching what would become Whisk in front of eight million people, and landing on magazine front covers.
Building Whisk from Birmingham's iCentrum into an AI food platform used by the world's biggest food brands — one of the earliest fully distributed teams, growing to 120 people worldwide.
Samsung acquires Whisk. The team joins Samsung's ecosystem, and the platform starts its journey toward every Samsung kitchen.
Leading the platform inside Samsung for six years — relaunched globally as Samsung Food in 2023, on stage at Samsung Developer Conference, CES Innovation Award winner.
Venture three: GitLaw — the AI agent for contracts. Drafting, reviewing, and managing legal documents for growing businesses.
