← Home

Projects

Having built and sold a business (Feetus), seen what it looks like when a platform scales (Apolline Training), and witnessed how frustrating it can be building a platform from scratch (Teach HQ), it was only a matter of time before I started building my own. I've always been an ideas person. The difference now is that AI tools have made it possible to go from idea to working product without a development team or a budget. So since 2025, that's what I've been doing: building things, learning what works, writing about it when it doesn't. Here are some projects I've been working on:

Datavata screenshot

Fitness analytics platform connecting training, health, and performance data in one place. Built with Firebase, deployed on Vercel. Datavata currently operates under a Strava-imposed user limit while we await approval to expand access. It is still available to use.

PROBLEM

Strava does not show the analytics, comparisons, and visualisations that serious endurance athletes want. No way to compare years, see activity grids, or plan routes with weather overlays.

APPROACH

Built a full analytics platform with Firebase and Next.js, connecting directly to the Strava API. Added AI-powered training insights using the Anthropic API with web search and tool use.

RESULT

Live platform at datavata.app with performance analytics, progress tracking, activity mapping, route planning, and an AI training coach. Used daily. Currently operating under Strava's user limit while awaiting expanded access.

datavata.appFULL PROJECT →
Agni Atlas screenshot

A free Ayurvedic dosha assessment and personalised health report generator. Built with genuine interest in Ayurveda and a desire to make ancient wellness knowledge accessible to modern Western audiences. Next.js, TypeScript, Supabase, Resend, Claude AI.

PROBLEM

Ayurvedic health assessments online are either oversimplified quizzes or require expensive consultations. No accessible tool that adapts to individual responses.

APPROACH

Built a conversational AI agent using the Anthropic API that asks structured questions about constitution, digestion, sleep, and temperament, adapting based on previous answers.

RESULT

Live at agniatlas.com. Free to use. Generates detailed dosha profiles with dietary and lifestyle recommendations tailored to each user.

www.agniatlas.com/
Digi Frontera screenshot

Simple, reliable websites for small businesses. No jargon, no complex projects. Just clean, professional sites that work. Also the umbrella for personal product experiments.

digitalfrontera.com
TrackTribe screenshot
PAUSED
TrackTribe

TrackTribe

PAUSED

Music discovery game (Next.js, React, TypeScript, Tailwind CSS, Firebase Firestore). Users swipe through mystery playlists for taste-based matches. Real-time Spotify OAuth, 30-sec previews, messaging system, user profiles. Fully functional but restricted to 5 authorised users by Spotify dev mode limits.

PROBLEM

Music discovery on streaming platforms is passive and algorithmic. No way to connect with people based on genuine music taste rather than demographics.

APPROACH

Built a social music discovery game where users swipe through 30-second previews from mystery playlists and match based on shared taste. Next.js, Firebase, real-time Spotify OAuth.

RESULT

Fully functional product with authentication, previews, matching, and messaging. Paused because Spotify restricts developer mode apps to 5 authorised users.

www.tracktribe.spot/
Aqui Maps screenshot
Aqui Maps

Aqui Maps

LIMITED

AquiMaps lets users drop themselves into street-level photos. Built with HTML/JS, Leaflet maps, Mapillary API for imagery, and @imgly for free in-browser background removal. Main weakness: Mapillary has ~1% of Google's coverage, so most locations return no imagery, killing the user experience.

PROBLEM

Wanted to let people place themselves into street-level photos from anywhere in the world, but the Google Street View API is prohibitively expensive for a free product.

APPROACH

Built with Leaflet maps, Mapillary API for free street-level imagery, and @imgly for in-browser background removal. Custom shadow compositing for realistic results.

RESULT

Working product, but Mapillary has roughly 1% of Google's street-level coverage. Most locations return no imagery, making the experience unreliable.

www.aquimaps.com/
Fourank screenshot
SHELVED
Fourank

Fourank

SHELVED

Dating app using ranking instead of swiping. Built with Lovable, Supabase, then Firebase & Next.js. Concept complete but ranking mechanic added friction. Existing swipe model proved superior. Didn't launch, but gained valuable insights into dating psychology, security, and user behaviour.

PROBLEM

Dating apps rely on binary swiping which creates superficial judgements and overwhelming choice. Wanted to test whether ranking profiles would produce more thoughtful engagement.

APPROACH

Built a dating app where users rank 4 profiles from most to least interested instead of swiping. Started with Lovable, moved through Supabase, then Firebase and Next.js.

RESULT

Concept complete with full backend infrastructure. Found that ranking adds friction without improving outcomes. The existing swipe model's speed and simplicity proved superior.

fourank.com/

PREVIOUS BUSINESSES

Feetus

Feetus

SOLD

Barefoot and minimalist shoe e-commerce business. Built from nothing to £250k annual revenue. 100% customer satisfaction. Sold in 2016.

PROBLEM

Wanted to sell barefoot and minimalist shoes online but had no budget, no retail experience, and needed to stand out against established competitors.

APPROACH

Built an e-commerce business from scratch with a deliberately controversial brand name that generated free word-of-mouth. Managed everything from sourcing to fulfilment to customer service.

RESULT

Grew to £250k annual revenue, £800k total at point of sale. 100% customer satisfaction on Trustpilot and Feefo. Became the UK's largest Injinji retailer. Sold in 2016.

FirmAppa

FirmAppa

SOLD

Custom branded accessories business spun out of Feetus. Primary supplier to Reebok Spartan Games and major UK events. 200-1000% margins on manufactured products.

PROBLEM

Customers and event organisers kept asking where to buy the branded neck buffs included free with Feetus orders. Giving away the supplier details would have killed the margin opportunity.

APPROACH

Created a separate brand and e-commerce store to sell custom branded accessories directly. Manufactured in China at 200-1000% margins. Optimised packaging to qualify for Royal Mail's cheapest postage tier.

RESULT

Became the primary supplier to Reebok Spartan Games and major UK events. A product costing 10p to £1 to manufacture, retailing at £8.99. Six-figure B2B revenue.

Lee Firman in Norway

From the north-east coast of England. Made a pre-Brexit escape to Málaga, and since late 2025 based mostly in a small pueblo in the mountains of the Serranía de Ronda in Andalucía.

Most of my time outside work is spent on unconventional adventures, exploring, and doing silly things outside. I organise hiking trips and occasionally host cyclists passing through via WarmShowers.

I love to get lost in a good book and listen to a lot of music. I believe in variety and enjoy doing lots of different things.

PROFESSIONALLY

I've spent my career making complicated things easier to understand: building course platforms, writing brand strategy, and occasionally explaining to a developer what I actually want.

Over fifteen years across corporate, startups and my own businesses: content, marketing, instructional design, strategy. Founded and sold a company, scaled platforms to tens of thousands of users.

Open to full-time roles and freelance projects. I've spent most of my career in learning design, content, and marketing, but what interests me most right now is taking that experience somewhere new. New industries, new problems, different kinds of work.

Get in touch

Interested in working together? Want to discuss a project or just say hi? Drop me a message and I'll get back to you.