The Origin of ACE & My Personal Journey

I never imagined I’d become an entrepreneur. Launching my own business wasn’t part of the plan. Back in 2016, when I first entered the industry, I had no idea it would light such a fire in me. I originally had my sights set on physiotherapy, but when I didn’t get the necessary credentials out of school, it felt like a dead end. Looking back now, it was anything but. That closed door rerouted me to something far more aligned with who I truly am.

Along the way, I was fortunate to have people—family, friends, mentors, colleagues—who nudged me forward, often when I needed it most. They reinforced the value of consistent, disciplined growth, and that mindset shaped the early years of my career. I spent them in the trenches, coaching around 25 individuals a week, learning firsthand what it meant to support people on their journey.

In June 2022, something shifted. I was invited to speak at a mental health fundraiser at a prestigious college in Dublin—an opportunity to share my evolving philosophy. Around the same time, a long-running conversation about moving to Australia started to feel more serious. The advice from loved ones was consistent: make sure your ducks are in a row.

One moment sticks with me. I was driving back from the west of Ireland after working with a group of elite athletes. Halfway home, I stopped for petrol. That’s when a message landed on LinkedIn. It was from the South Sydney Rabbitohs. I didn’t even know who they were at the time. The message read:

“We’d like to discuss our Head of Psychological Wellbeing role with you. Let’s chat.”

An influential message.

From Ireland to Australia: A Leap into the Unknown

Transitions are rarely easy. Moving 17,500 kilometres from home? That was daunting on every level. But stepping into the world of elite sport fulfilled a dream. Over the past two and a half years, I’ve been immersed in one of the most high-performance environments imaginable. And it’s tested me—mentally, emotionally, and professionally—in ways I never expected.

Working closely with the playing group, coaching staff, commercial partners, and broader networks, I found myself not just growing professionally, but evolving personally. I gained clarity on what lights me up, what I value, and where I want to go. I was no longer just responding to opportunities—I was beginning to intentionally shape them.

By mid-2024, I noticed something interesting: people were increasingly curious about what I did and how I did it. There was a clear appetite for a proactive, preventative approach to mental health—something grounded in performance, wellbeing, and evidence, not just crisis response. That spark became the beginning of something new.

The Turning Point

After a tough few months that tested me deeply, I took the leap. I decided to create something of my own—a space where people could grow, feel empowered, and experience success on their terms.

There were a few catalysts.

First, while mental health was finally being spoken about more widely, the conversation was often reactive. We were waiting until people were in crisis before offering support. That didn’t sit right with me. I saw a huge opportunity to help people move from good to great—not just survive, but thrive.

Second, there was too much fluff. Too many buzzwords. Too much noise from voices lacking the real-world experience, exposure, or evidence to back their claims. I didn’t want to add to the noise—I wanted to offer something real, something grounded. If I didn’t resonate with the typical industry jargon, maybe others felt the same. That was the opportunity.

I’ve worked with thousands of people. And here’s what I know: people are deadly. Everyone’s got a story, a unique identity—a kind of personal QR code. But many haven’t yet scanned theirs. They haven’t had the space or support to understand who they really are. I wanted to create that space.

Enter ACE

ACE was born from this vision: to support people in achieving success, feeling empowered, and experiencing personal growth.

Success, to me, isn’t just the big moments. It’s found in everyday wins—the ones we too often overlook. As a kid, working hard was important, but so was celebrating the effort. That balance stayed with me. Empowerment, on the other hand, is the fuel for change. Unless someone feels connected to the change they’re making, it won’t last. And personal growth? That shows up in countless ways.

I still remember my first taste of it. My dad had gone away for work, and I told my mum I wanted to learn how to ride my bike without stabilisers—before he got back. It was a dizzy, chaotic, bruising experience. But I did it. That memory remains etched in me as my first real encounter with growth. It wasn’t clean, it wasn’t easy, but it mattered.

Am I Really Doing This?

In the early stages of building ACE, I kept asking myself: Am I actually doing this?

Fear, excitement, uncertainty, anxiety, self-doubt—they all came rushing in. But through it all, there was one constant: passion. It never left. It was the quiet voice in the background, always reminding me that this mattered. That I was on the right path.

I kept coming back to the basics:
Make the most important thing, the most important thing.
Run the mile you’re in.
Find balance.
Don’t take yourself too seriously.
And always: live, lead, love, laugh.

Why ACE Matters

ACE isn’t just a business. It’s a belief system. A way of approaching life and helping others do the same. I want people to read this and feel like it resonates. I want them to think of someone they care about who might need support, growth, or inspiration. Because we all know people at various stages of life—and many of them are quietly navigating difficult things.

And if this message can help one person feel seen, or supported, or curious enough to explore their next step—then it’s working.

Redefining Success

I still don’t have a simple answer for how to measure the success of ACE. When every person you work with has different goals, dreams, and key performance indicators, how do you define success?

For now, I measure it by impact.
By moments of clarity.
By courageous conversations.
By the quiet messages that say, “Thank you—that helped.”

If ACE can help someone help themselves—and then pass that on to someone else—then I think we’re on the right track.