AI in Action
My most-booked talk. I take a room from AI nerves to a clear next step, with live demos rather than promises.
[ Bio ]
Founder, CEO, and a practical translator of digital change.
I started Sleeping Giant Media at 24, and somehow I’m still here running it. Most of my week now goes on one question: how do teams actually put AI to good use without losing their heads? I try to answer it honestly, on stage, in workshops, and inside businesses.
[ The short version ]
Eighteen years learning what actually works.
I learned the trade the useful way, on someone else’s budget. I ran paid search and then the brand at Holiday Extras before I had any business telling anyone what to do. At 24 I took the leap and started my own thing. That two-person idea grew into Sleeping Giant Media and our training arm, Giant Campus. I still hold the P&L and I still sit close to the work, mostly because I’ve never quite trusted advice from people who don’t.
I’m probably at my best when I’m making a complicated thing feel simple. That is how I ended up speaking, teaching, and coaching CEOs through Vistage, less because I planned a career in it and more because people kept asking me to translate. Marketing, human behaviour, technology, and now AI: different subjects, same job.
On AI
I try to stay calm about AI. It is a genuinely big shift, but that is not a reason to panic, or to buy everything with “AI” stuck on the label. What I care about is helping people tell the useful from the noisy, understand the risks in plain language, and take a sensible first step. I would always rather show it working than talk about it in theory.
What matters to me
Purpose, progress and people. I want to build things that are worth building, help the people around me get better at what they do, and leave a little less mess than I found, the planet included. I don’t always get it right, but that’s the direction I’m walking.
Work with Luke[ Where the focus is now ]
What Luke is spending 2026 on.
The awards further down are the origin story. Here is where my head is at right now.
AI audits
I go into organisations, work out where they honestly stand with AI, and hand back a plan they can actually use.
AI search & GEO
I help brands stay findable as people move from ten blue links to simply asking an AI instead.
Upskilling teams
Through Giant Campus and Vistage, I get whole teams and fellow CEOs genuinely fluent, not just curious.
[ Recognition ]
Award-winning, and occasionally carrying a torch.
[ Awards & accolades ]
A track record, on the record.
A few bits of recognition for me and the team over the years. Kind of them.
- 2011 Young Entrepreneur of the Year, KEiBA.
- 2012 Olympic Torch Carrier.
- 2016 Digital Leader of the Year, Wirehive 100.
- 2016 No.1 for Customer Service, The Drum.
- 2016 Employer of the Year, KEiBA.
- 2017 Entrepreneur of the Year, Kent Invicta Chamber of Commerce.
- 2017 Entrepreneur of the Year, KEiBA.
- 2017 Agency of the Year, The Chartered Institute of Marketing.
- 2018 Director of the Year, IoD London & South.
- 2019 Employer of the Year, KEiBA.
- 2019 27th Fastest Growing Business in Kent & Medway, Mega Growth 50.
[ Beyond the business ]
Not one to sit still.
Played for England
I played hockey for England. The same competitive streak still turns up at work.
London to Brighton
I ran the full 100km from London to Brighton in one go. Once was enough.
350 miles by kayak
I paddled 350 miles around the Kent coast, mostly for the challenge of it.
Eight months abroad
I spent eight months travelling the world, endlessly nosy about people and places.
[ Qualifications ]
The grounding behind the practice.
Marketing
A marketing degree, where my fascination with audiences started.
Design
Design Management for the Creative Industries (B.A. Hons), plus an Art Foundation.
Strategy
A Post Graduate Diploma in Strategic Marketing.
Vistage
I speak for Vistage, coaching CEOs on the digital landscape.
[ Awaken potential ]
Bring clarity to your team.
Keynote, workshop, AI audit or just a sounding board, tell me where you are and I’ll help you find the right next step.
Get in touch