Why I Started a Business to Help People Work Better

In 2014, I was working at Red Bull as a marketing intern, surrounded by some of the best athletes in the world. I had an amazing mentor, free food at the office, and a front-row seat to performance at the highest level. It was a masterclass in brand, storytelling, and strategy.

But I noticed something: most athletes were struggling with the behind-the-scenes work. Not because they couldn’t do it, but because they shouldn’t have to. Thinking about their brands, logos, sponsors, tracking receipts, sending deliverables, filling out forms, jumping on calls... It takes time. It drains focus. And it doesn’t help them win.

I took a mental note.

Years later, while studying Business Administration and working with entrepreneurs, doctors, and high-performing professionals, I saw the same pattern. Brilliant, driven people were still overwhelmed by the basics: brand building, data tracking, tech tools, strategy, content, follow-ups. It wasn’t about capability. It was about capacity.

That stuck with me.

The idea for Northbase clicked after a conversation with a close friend, a psychologist, who said, “I spend all my time on the important stuff, but never the priority.” I heard versions of that from clients, friends, and colleagues. Different fields, same friction.

That was the spark.

I realized I’d been circling the same insight for years: high performers need real support. Just practical, thoughtful help with the work that gets in the way.

So I built Northbase Consulting.

To help athletes own their brand, improve their strategy, and get the right support behind the scenes.
To make the business side of sport less of a burden and more of an advantage.
To help smart people stay focused, perform better, and enjoy the careers they’re building.

Because if you’re going to spend your life competing, you deserve a team that helps you win.