About the founder.

I believe the smartest path to long-term value is building businesses that are sustainable at heart and circular by design. For me, circularity isn’t just about reducing impact, it’s about rethinking value, creating products and models that are better for people, planet, and profit.

With more than 13 years experience spanning commercial roles at a global consumer goods business and retail management in the UK wine sector, I’ve seen first-hand how current approaches to growth often fall short in today’s world. Too often, commercial and marketing teams lack practical guidance and the commercial capability to create, deliver, and capture value in ways that are both profitable and sustainable.

To bridge this gap, I built on my commercial experience with a Master’s in Sustainable Business Leadership at the University of Leeds. That mix of hands-on business growth and academic insight shaped Trail’s mission: to help teams rethink value and make circular economy principles work in practice as a driver of sustainable growth.

Today, I work with businesses of all sizes to design products, systems, and services that are circular by design and commercially successful in reality, aligning sustainability with growth, transforming risks into opportunities, and turning good ideas into resilient business models.