Dominic McGregor

Fearless Adventures

We invest in and support entrepreneur-led businesses with our expertise in growth strategy and talent acquisition. 

Those who travel together, travel further.

Portfolio:

Shipster
Pinter
Pets Purset
Swim Society
WalkSafe
Friendly Chemical Company 
Foudys
And growing 🚀🚀🚀🚀🚀

Email: Dom@FearlessAdventures.co.uk

Founding Partner

Liberty Recycling Solutions

Investor

Basecamp | Formerly The Fearless Academy 

Founder

The Friendly Chemical Co.

Foudys: Retail Company of The Year 2022

xUnlocked

Pets Purest | Natural Pet Care

Shipster

Illuma

Patchwork Health

Media & press  👉  annabelle@fearlessadventures.co.uk
Work Email 👉 Dom@fearlessadventures.co.uk 
Investment 👉 Dom@fearlessadventures.co.uk

Founding Partner at Fearless Adventures.

Founder and ex-COO at Social Chain.

From dropping out of University to taking Social Chain to the public markets in 6 years, Dom has years of experience in navigating the challenges that come with building and scaling a successful business.

Dom listed Social Chain @ £300m valuation in August 2019 after founding the business with Steven Bartlett in 2013.

Dom then founded Fearless Adventures alongside partners David Newns and Charlie Yates to invest in and drive growth in leading entrepreneur-led e-commerce businesses.

A mental health advocate, Dom is passionate about using not only his capital, but his first-hand experiences to support founders on their journeys to the peaks of success.

In 2024 Dom published his debut book “I’m Never Drinking Again”

Always happy to have a chat, so if you're looking for investment, please drop me a message.

Policy Fellow - Communications

Working directly with Senior Ministers and Civil Servents on shaping structures and plans for communications across Social, Digital and Content.

You can no longer get from Manchester to London in under 2 hours.

That sentence alone should worry every single one of us.

At a time when countries are investing in high-speed rail, connecting regions, and boosting productivity, the UK is doing the opposite: cancelling services, slowing journeys, and quietly accepting lower standards.

Avanti West Coast are getting rid of the 7am Manchester to London but the train will still run, just without passengers. You genuinely couldn’t make it up.
 
We’ve normalised decline to the point where a flagship intercity connection between the nation’s second city and the capital, a route fundamental to business, growth, and mobility, is no longer seen as essential infrastructure.

This isn’t about trains.

It’s about what it symbolises.

A country where slower journeys are acceptable.

A country where reduced capacity is tolerated.

A country where regional connectivity is an afterthought.

A country where levelling up is now little more than a slogan.

If we are serious about economic growth, opportunity and regional equality, then fast, reliable, affordable transport is the bare minimum, not a luxury.

You would now need to get 6.29am to make it to London for 9am

The UK deserves better than decline disguised as efficiency.

We should demand a country where expectations rise, not fall.

Fearless Adventures | Investing in Entrepreneur-led Businesses

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The job market right now is absolutely mad.

A brand I've invested in put out a role this week.

Nothing crazy. Not a £150k salary.

Just a solid Brand Marketing Manager position.

They’ve had almost 2,000 applications already.

Two. Thousand.

That’s not normal.
That’s not healthy.
And it tells us everything about where the UK economy is right now.

People aren’t job hopping for fun.

They’re not chasing “dream roles”.

They’re scared. They feel stuck. They feel undervalued.

They’re applying for anything that gives them stability, progression, or a bit of hope.

And here’s the scary bit…

Most of those applicants will be good.
Experienced people.
Smart people.
People who should be flying.

But in this economy, even great talent is fighting over the same roles.

If you’re hiring, respect the time people put into applying.
If you’re looking for a job, don’t take rejection personally.

And if you’re in government reading this, understand that this isn’t a “booming labour market”.

It’s a sign of a system that isn’t working.

The UK has world class talent.

We just don’t have enough opportunity for it right now.

Something has to change.

Increasing the minimum wage is going to have a negative effect on young people.

It’s going to make their lives worse.

Yesterday Rt Hon Rachel Reeves announced an increase in the minimum wage.

While the intent maybe good - economically this is a disaster.

Firstly inflation will go up - everything now costs more to make and produce. Wages are the biggest expenses of many businesses and especially in food production.

Secondly, many business are already slowing graduate and entry hiring due to AI and costs. This has got worse now and makes it more unappealing to hire young people.

Many businesses are looking at outsourcing countries like South Africa - where talent is cheaper but also significantly more qualified at a lower cost.

Finally, there is now a massive wage compression because of lack of growth in the UK. Entry level roles now pay close to £24k a year.

That’s not much more than some people are on who have years experience - this add to inflation and cost pressures especially for small and medium business.

Minimum wage increase is a false positive for our economy. 

It’s a driver of inflation, not a strategy to combat the cost of living.

A £75M revenue fintech. 30% YoY growth. Now backed by Bridgepoint.
That’s Zuto.

Founded in 2006 by James Wilkinson, Zuto set out to bring trust and transparency to a £30B market most people don’t think twice about - car finance.

Fast forward:
→ 450,000+ customers helped
 → B Corp certified
 → £12.5M EBITDA
 → 30% Q1 revenue growth
 → One of the UK’s quiet category leaders

Bridgepoint has now taken a majority stake, marking a huge moment for Jim Wilkinson and the team - and a strong exit for long-term investor SEP.

This is a big win for UK fintech, and proof that high-integrity, customer-first businesses can scale massively without noise.

What. A. Milestone. 👏

Follow me, Dominic McGregor, for more stories of the founders shaping UK business ♻️

☠️ Alcohol at Christmas Parties Is Dead. ☠️

The boozy office Christmas party is quickly becoming a thing of the past. 

According to The Guardian, a growing number of companies are ditching alcohol-fueled celebrations in favor of more thoughtful, inclusive, and engaging alternatives.

Why? Because the old model just doesn’t work anymore:

Younger employees are turning away from drinking culture, demanding celebrations that align with their values.

Health-conscious workplaces are prioritizing well-being over hangovers.
Companies are protecting their reputations, avoiding the risks of alcohol-related incidents and ensuring everyone feels safe and included.

So, what’s replacing it? Here are the activities forward-thinking companies are embracing:

🎭 Murder Mystery Parties – Immersive fun that gets the whole team involved.
⛳ Crazy Golf or Bowling – Relaxed, competitive, and perfect for team bonding.
🔍 Scavenger Hunts – Adventure meets collaboration.
🧗 Tree-Trekking and Adventure Courses – Thrilling experiences that build trust and camaraderie.
🎨 Creative Workshops – Wreath-making, pottery, or festive baking for hands-on fun.
📽️ Movie Nights – Laid-back seasonal entertainment.
🎶 Live Music or Karaoke – High-energy fun without the booze.

This isn’t just about swapping drinks for mocktails—it’s about creating celebrations that reflect modern values and foster genuine connection.

What do you think? 

Are alcohol-fueled parties a relic of the past? Let me know your thoughts or how your company is planning to celebrate this year.

🚨 U-Turn announced 🚨 

Some times I wonder if talking about things has any impact.

A few days ago, I posted about how you can no longer get from Manchester to London in under 2 hours. 

Another symbol of a country quietly accepting lower standards.

Today… they reversed the decision.

Not because of me alone. But because enough people said, “No. This isn’t good enough.”

And that’s the point.

We’re living through a time where drift becomes decline and decline becomes the new normal unless people push back.

Not shout. Not scream. Just speak up with facts, with reason, with a bit of pride in what we should expect from the UK.

I don’t post to moan. I post because standards matter.

Connectivity matters.

Ambition matters.

And silence is how countries slide.

So yes, a U-turn on train times isn’t going to fix everything. But it shows something important:

- When people challenge bad decisions, those decisions can change.

- When we stop accepting mediocrity, standards rise.

- When enough voices speak, someone listens.

Small win.

Bigger message.

Speak up. It matters more than you think.

Key people like Andy Burnham have played a major role in this, and those people do listen to our voices.

Great work.

More people left the UK in 2025 than have left the UK since 1923.

The biggest problem is who these people are.

A net 110,000 British people aged 16 to 34 emigrated in the year to June, according to the Office for National Statistics (ONS), accounting for two thirds of all departing Britons.

The future of our country are leaving in their thousands.

Why?

Well, personally I think it’d because the culture towards those who are ambitious, wanting to better themselves and start a family is toxic.

The UK is on a great leveling down agenda and those who want to seek more for themselves are choosing to leave.

Worryingly, there is no sign those leaving will return.

And who are replacing them? 

Individuals coming from countries and a large proportion come at a cost to the state .

This is the start of the end.

Built in a uni bedroom.
Just raised $10M to take on the UK and the US.
That’s Housr.

Harry Neil Panter started Housr while studying at Manchester - no industry background, no big network, just the belief that student renting was broken and someone needed to fix it.

Fast forward:

→ £7.5M raised, backed by two Texas investment firms
→ 186% YoY revenue growth
→ Expanding across the UK & into the US
→ Aiming to reach 1M students in the next 12 months
→ Building an all-in-one “student OS” - rentals, deals, ride-sharing, roommates + more

Harry and I spoke about the journey - from early naivety to cracking distribution, innovating in a stale market, and why he thinks Housr can hit a £1B valuation within four years.

Snippet below 👇

What. A. Vision. 👏

♻️ Follow me, Dominic McGregor, for more stories of the founders shaping UK business.

I don’t think there was one thing in that budget about growth.

We have 3 options to get more money into our economy to fund public services.

1) Raise taxes

2) Reduce spending

3) Drive growth.

All I’ve seen from a Labour government is point 1.

Tax tax tax.

Policy focus on envy and levelling everyone down.

A real forward thinking government would focus on point 3.

Driving growth, innovation and opportunity.

Unless it’s in the small print, growth seems to not be in this government mind set.

Excited to share this…

For our January intake of the Fearless Accelerator, we’re adding something special:

London founders will officially get access to co-working days inside the NatWest Business Accelerator - a space to focus, create, and connect.

And our finance module for this cohort will be delivered with support from Mettle by Natwest!

With that…
 Applications for the January Fearless Accelerator are now open.

If you’re a side hustler, freelancer, or small business owner in Cheshire, Warrington, or London - and you’ve been too busy working in the business to actually work on it - this is for you.

12 weeks. 1 day a week. Real progress. Real clarity. 

Starts January 5th. 

Apply via link in comments!

What. A. Fully Funded. Opportunity. 👏

Ways to check in on a man’s mental health this Christmas without feeling “awkward”:

-Ask him how his year has gone
-Ask if he fancies a games night and chat
-Ask him how things are going with his partner
-Ask him how work is going
-Ask him how his family are
-Ask him if he fancies a catch-up

Most importantly:

Ask him.

We all need to ask more, talk more, and listen more.

It’s the only way these conversations will ever be normalised

If a man is going to die under 45 year olds, the most likely way is them taking their own life.

This stuff really matters. 

Check in on the men in your life.

Built while carrying her baby on her hip.
Back in the business two weeks after giving birth.
Now one of the fastest-growing recovery brands in the UK.

That’s MyoMaster.

Lottie Whyte started MyoMaster on maternity leave - no funding, no network, just a belief that athletes deserved better recovery tools.

Fast forward:

→ £5M+ revenue
→ Featured in the Sunday Times 100 List 
→ Growing fast in a booming wellness category
→ A brand built on authenticity, community, and obsessive customer experience

Lottie and I sat down recently to talk about building a business while raising a family - the challenges, advice… and the fire it can give you.

Clip below 👇

What. A. Leader. 👏

♻️ Follow me, Dominic McGregor, for more stories of the founders shaping UK business.

🚨 Dream Role Alert 🚨 

3 years ago we invested in Emma Tapper & Scott Rudd in that time they’ve scaled Miniml into a household brand that’s stocked in some of the biggest UK supermarkets.

Now we are on the look out for someone to help take the brand to the next level.

I think this is one of the most exciting roles around and we need someone great!!!

Details below 

👇 

 https://lnkd.in/efs9gsSM

We need more entrepreneurs in politics and government.

Last year Labour apppointed James Timpson CEO of Timpson Group to the department of justice.

Because of the work he did with employing previous convicts in his business.

Last year Matt Clifford did a year helping shape the government AI direction.

This year Tom the founder of Monzo Bank as the UK's AI ambassadors.

His role will be to convince british talent to think bigger and be more ambitious.

Great moves by The Labour Party bringing in experts to help shape our countries future.

Havana Blackledge went from unsure where to start → to a role at THG

natalia R. went from freelancer → to video lead at noticed.

Penelope Silver went from full-time mum → to business owner

Now I’m looking to speak to anyone in Sheffield, Doncaster, Rotherham, or Barnsley who wants to upskill in digital marketing.

I meet so many people juggling work, side-hustles, and family commitments - but they’re not building the career they actually want.

That’s why we built the Digital Marketing Skills Bootcamp: 12 weeks. Live online. Hands-on. Industry-led. Designed to give you the tools to take control of your career.

It’s worked for over 800 learners so far.

This is for anyone over 19 who’s ready to stop reacting and start building. Career changers. Freelancers. Small business owners.

Cohort 17 starts 7th January 2026. Fully funded for South Yorkshire and London-based learners. One day a week, you focus on your future.

Tag someone who needs this 👇

30 million visitors a year. 95% organic traffic.
That’s Days Out With Kids.

JAMES MORGAN built a business that turns huge organic reach into real revenue - without having to chase every new visitor.

Fast forward:
→ Massive audience built on content and SEO
→ Multiple revenue streams, from ads to partnerships
→ A platform trusted by millions of families every year

The secret? Focus on your audience first, then figure out the ways to serve them - and monetise along the way.

I sat down with James to talk about scaling a content-first business and turning attention into income. Watch the snippet below 👇

What. A. Builder. 👏

♻️ Follow me Dominic McGregor for more stories of founders shaping UK business.

Even this short snippet can show the power of entrepreneurial vision.

Lottie Whyte built MyoMaster from maternity leave into recovery tech trusted by elite athletes - all because she stayed true to her clear, authentic vision.

Here’s a glimpse of how that vision drives everything from product design to brand trust 👇

What. A. Founder. 👏

♻️Follow me, Dominic McGregor, for more stories of UK founders shaping business.

Taking over a business that’s already proven? Genius.

That’s exactly what JAMES MORGAN did with Days Out With Kids.

I sat down with James to talk about Management Buyouts, and why we think more entrepreneurial people should consider them.

Key takeaways:
→ There are fantastic businesses out there with owners ready to step back.
→ You don’t always need private equity or a competitor to take the reins.
→ MBOs are a way for operators to step in, grow the business, and take it to the next level.

For anyone looking to scale, buy, or just think differently about growth - this is a smart path to consider.

Watch the snippet below 👇

What. A. Builder. 👏

♻️ Follow me Dominic McGregor for more founder-led business stories.

Ocushield

Ocushield exists, to let eyes thrive.

Ocushield's hero products are the worlds only Class 1, medically rated blue light blocking screen filter products (as classified by the Medicines & Healthcare Regulatory Agency (MHRA) in the UK & the FDA in the USA).

In 2023, we launched an online eye screening test, completed in under 7 minutes by employees from a smartphone or laptop for corporates via intermediaries & health care partners. 

We want to enhance the optical pathway, so that the 13% of the NHS backlog in ophthalmology is improved on and 4.1 days which are lost every year to sight loss & eye issues is reduced.

Founder & SeeEO

Department for Business and Trade

My role as a DBT Export Champion is to leverage my experience and expertise in scaling internationally to provide advice, peer-to-peer support, and inspiration to businesses aiming to grow globally—particularly in the health and wellbeing sector. This helps shape government policy and funding to ensure businesses receive the targeted support needed to thrive on the global stage.

As the founder of Ocushield, a company now distributing products in over 149 countries and proud winner of the King’s Award for International Trade, I understand the challenges and opportunities of exporting. These experiences allow me to share practical insights on navigating global markets and building a successful international brand.

DBT Export Champion

Croydon Vision

Croydon Vision is a non-profit which supports and enables people with sight loss to live as independent, confident and fulfilled lives as possible. CV is a charity which supports all ages by providing a range of services at their two sites in Croydon, South London.

CV's objective is to provide individuals with sight-loss a safe space and a welcoming community. Our services meet the needs of our members throughout all stages of their lives working with children from 3 to adults and the Over 65's.

Board Trustee

City, University of London

The role of the Advisory Committee is to provide advice and guidance to the Enterprise
Education Team of City, University of London in support of the development of its strategy,
policy and activity.

The City Launch Lab is the City, University of London’s incubation space for student and graduate entrepreneurs. Currently responsible for the development of 45 companies, the Launch Lab not only provides a home for budding entrepreneurs in central London, it also provides access to an acceleration programme, mentoring activities and community focussed sharing of triumphs and challenges, as well as further provisions such as a mental health and well-being service over the course of 12 months. Currently the Launch Lab has a range of companies and as such has a big remit to keep a wide range of companies engaged and active within the space.

Advisory Board Member

Thrive Global

I contribute pieces on health, wellness and technology to empower living a better life in the digital age.  

Thrive Global is an American company that provides behavior change technology and media to individuals and organizations around the world with the mission of ending the stress and burnout epidemic. It was founded by Arianna Huffington in August 2016.

Contributor

Boots Opticians

When people have problems with their vision, they visit an optometrist. Optometrists specialize in diagnosing problems with the visual system and providing corrective solutions that will improve their patients'​ sight.

Optometrists use specialized instruments to diagnose their patients'​ vision problems. For example, they use ophthalmoscopes to see inside of the eye, and retinoscopes to see how patients react to different lens strengths.

After a diagnosis is made, optometrists prescribe medicines, glasses, contact lenses, or other corrective eye wear that will improve their patients' vision.

Sometimes, optometrists find problems with the eyes that are caused by serious diseases like glaucoma. In these cases, optometrists must refer the patient to a medical doctor who can help treat the problem.

Locum Optometrist

Specsavers

Resident Optometrist

Vision Express

•	Conducting visual screening at corporate events for companies such as Financial Ombudsmen and Waitrose
•	Training new members of staff on customer care, product awareness, KPI's and merchandising

Corporate Screening

Croydon Council

Youth service managers had real doubts about how YOF/YCF could be safely and effectively managed by the already overstretched services. This is where the fund and management team was set up. Who better than the youth of the borough? Our task was to distribute £300,000 of the government’s money to projects and youth in the Borough. This allowed communities to improve local services and facilities via application for funds through being granted by us.

Mangement Team - Croydon Youth Opportunity Fund and Youth Captial Fund

Optometrist & Founder, Ocushield | Workplace Eye Wellness Expert | Featured on Dragons Den, Forbes & USA Today | B Corp Certified | King's Award Recipient

Whilst studying Optometry at university, I launched the development of the initial product offering at Ocushield - medically registered blue light filtering technology that make eyes healthier, improves sleep and makes people happier. 

Currently supplying our online eye screening test, accessible for employees and patients via a web URL or app. Working with Benenden Health, AON, AIG Insurance and more... 

Having received a development grant from City University of London, I built Ocushield into an internationally distributed, MHRA/FDA medically registered product that transformed hundreds of thousands of peoples eye health and quality of life.

From humble beginnings to building Ocushield, getting featured on Dragons' Den (and winning over Peter Jones & Tej Lalvani in the process), Forbes, The Guardian & USA Today - talking about eye health and blue light, it’s been an entrepreneurial journey full of ups and downs and yes a lot of lessons.

At Ocushield, we have helped over 300,000 eyes in over 147 countries with our products to protect their eyes. 

We envision a world aware of eye health in the times of the booming digitisation and the accompanying eye strain thus helping people develop healthier eyes and happier lives.

Dhruvin Patel

We've just been shortlisted for an Optician Award...
Let's go!!


And that's something I'm really proud of.

It's for our Online Eye Screener and here's why that matters...

I always mention this when presenting about eyes.

52% of sight loss is preventable IF it's picked up EARLY.

But unfortunately... most people only go for an eye test when something already feels "wrong".

So we built a simple 4-minute screener that helps people understand their eye health before it becomes a problem.

No equipment, just 4 minutes and with guidance...

And the result has been brilliant!

Helping people engage with their vision earlier.

That's REAL PREVENTION and REAL IMPACT.

Also, that's cost saving for workplaces, NHS and insurers.

To now be shortlisted alongside some of the biggest names in the industry such as Specsavers, Boots, Vision Express and Moorfields clinicians...

From something that started as a small idea in my Uni bedroom.. that's honestly surreal.

Huge shoutout to the team! The ones refining the UX, clinical logic, partnerships and rollouts..

All the boring BUT important stuff that makes this possible.

And to the optical community:

Thank you for treating prevention as more than a "nice-to-have".

We're just getting started.

What's one thing you wish more people understood about early detection?

Optometrist & SeeEO | Dragons’ Den & King’s Award Winner

I asked the general public...
What’s the most beautiful thing you’ve ever seen?

He didn’t say a beach. Or a city skyline. Or some picture-perfect holiday moment.

He said: “Watching my son being born.”

And that really made me think…

We don’t save our favourite moments in a camera roll We save them in our minds.

How someone’s face changes when they laugh.

The look in their eyes when they’re proud of you.

The moments that just stay with you.

Our eyes are literally how we store those memories. And yet…

We treat our vision like it’s guaranteed.

Meanwhile:

• We’re spending 10+ hours a day looking at screens
 • Our blink rate drops by up to 60% when we focus
 • The tear film evaporates quicker → eyes dry out
 • So we rub them
 • And over time, that irritation and pressure can thin the cornea

That’s how conditions can develop where the clear front window of the eye becomes weak 

and starts to bulge forward, causing blurry and distorted vision.

Especially those who rub often, or have undiagnosed dryness issues.

What’s wild is… Vision loss isn’t loud. It doesn’t arrive overnight. It just… quietly softens the world.

You only notice when clarity slips. And then you’re trying to reverse it.

So this isn’t about: “Don’t look at screens.” (we’re all realistic here)

It’s about protecting the thing that protects your memories.

Small, unexciting prevention:

• Keep screens slightly below eye level, reduces tear evaporation
 • Add more colour to your meals, your retina literally uses those pigments
 • Omega-3s support the oily layer of the tear film
 • And please… get a baseline eye exam before you think you need one

We get the car serviced. We update our phones. We insure our homes.

But the eyes that let us see the people we love?

We just assume they’ll be fine.

Your future memories depend on the choices you make for your vision today.

So… I’ll ask you the same question:
What’s the most beautiful thing you’ve ever seen? 💙

Please, stop asking for advice.
You already know what needs to be done.

We live in a world where, we’re looking for too much confirmation.

Confirmation of our perspective, strategy and ideas…

I’ve seen some of the best people, just get on with it…

And I’ve learnt, whilst we spend weeks or months to explore

If the way we approach the project “makes sense” or if we’ve missed anything…

By sharing it with team members, advisors and your partner

You’re just slowing yourself down.

If you’re good at what you do, 99% of the time your gut won’t be wrong.

Of course if you’re genuinely unsure - always ask advice.

But if you’re 70% and over already at your conclusion…

Please don’t wait.

And yes, it might go wrong.

That’s fine…

Learn by executing.

That’s the journey of work and business.

Not second guessing your decisions to have a fall back..

Oh, actually I checked with XYZ and they also said this was fine…

So, we’re all to blame…

zzZ

Life’s too short.

Pull the trigger and make the decision.

If you feel great in your work more than 30% of the time… you might be too comfortable.

Because in reality, meaningful work isn’t meant to feel great all the time.

The best rhythm I’ve found, and seen in people doing things that matter, is this:

• 30% of the time, it feels great.
• 30% of the time, it feels okay.
• 30% of the time, it feels… not okay.

And that last 30%? That’s where growth hides.

We often romanticize work as a constant source of joy and purpose.

But the truth is, anything that stays too easy eventually stops evolving.

Comfort creates consistency — but too much of it creates complacency.

I was thinking about this through the Rule of Thirds.

Most of us live and work like everything has to sit in the middle:

Work in the middle. Pressure in the middle. Targets in the middle.

We centre our entire sense of worth on how “good” or “successful” work feels.

But the best leaders I know don’t live centre-frame.

They live in thirds:
• Work
• Health
• Relationships

Not perfect balance. Not equal time every day.

But a deliberate mix, enough to keep them grounded, challenged, and human.

Feeling great 30% of the time means you’re aligned with your purpose.

Feeling okay 30% of the time means you’re managing the day-to-day.

Feeling not okay 30% of the time means you’re still pushing, stretching, learning.

So if you feel great at work all the time, maybe the frame’s too tight.

Maybe it’s time to shift it, to invite in the tension, the uncertainty, the other parts of life that make the picture whole.

Because growth doesn’t live in comfort.
It lives in thirds.

What part of your frame needs shifting right now?

Big News! We’re teaming up with YuLife 🎉


I’ve been looking forward to sharing this… and TODAY'S the DAY!

We’ve been quietly building in the background, and now I finally get to talk about something that feels genuinely exciting for the future of employee wellbeing in the UK.

We’re partnering with YuLife, one of the most forward-thinking wellbeing and insurance platforms out there...

To bring vision firmly into the wellbeing conversation.

YuLife now supports hundreds of thousands of people across the UK, with public figures showing over 400,000 lives insured, growing to around 570,000 people covered across their ecosystem.

That’s a huge portion of the UK workforce now getting access to proactive, digital-first wellbeing support… 

And now we get to add eye health into that journey.

Right now, 90% of screen-based employees experience digital eye strain.

And vision-related issues cost businesses around 4.1 days of productivity per employee, per year.

So having the chance to sit down with the YuLife team and talk openly about the scale of the problem, and the solution, was something I’m really proud of.

At Ocushield, we’ve built an online eye screening solution that lets employees check the status of their eyes in 4 minutes, straight from a smartphone or laptop.

No app. No friction.

Just quick, clear insights on your peepers.

Vision, colour vision, depth perception etc…

Six simple tests that help people understand their eye health, fast.

& appropriate signposting if escalation is needed like a full eye examination.

And the alignment with YuLife is spot on.

They lead with prevention.
They lead with behaviour change.
They lead with digital-first wellbeing.

And that’s exactly where we believe eye health needs to be.

For YuLife users:

You’ll now see exclusive Ocushield rewards in your YuLife app, including 20% off medically registered screen filters and blue light glasses.

And if you’re on the Wellbeing Pass… you’ll get a free eye test using our online eye screening.

This partnership means we can bring preventative vision care to hundreds of thousands more people across the UK workforce.

Huge thank you to the brilliant teams on both sides for making this happen.

This is only the beginning 💙

Nadia Elgaddal Sam Fromson Oscar Hausman

They say practice makes perfect.


Clearly, they’ve never tried saying “hyaluronic acid” on camera after no sleep.

Filmed last week… and I absolutely fumbled my lines. 

Hyaluronic acid? Apparently Adam's brain said “hylu… hyloo… hy-lu-whatever”. 

And then I asked someone: “Would you take £100 OR skip sleeping tonight?” 

Oopss. Wrong line.

His answer:  Are you okay? 

Maybe in his head: Bro, just let me sleep. No amount of money is worth dry, burning, zombie eyes. 

But here’s the bit that matters: 

I used to think everything had to be perfect before hitting publish. 

Flawless delivery, flawless script, flawless everything. 

The truth? You’re never getting it perfect on the first go. Or the second. Or the eighth where you still can’t say hyaluronic acid properly. 

You get better by doing it. 

Messy. Clumsy. Human. 

And the message is still the same: 

Being sleep deprived for 16+ hours impacts your brain, the same as being over the legal alcohol limit. 

Your eyes feel it first. Your work feels it after. 

So look after your sleep. Look after your eyes. And stop waiting to be perfect before you start. 

Progress > polish. 

What’s something you hesitated to do because you were scared of not being perfect? 

Drop it below. We’re all learning.

“What’s the most beautiful thing you’ve ever seen?”
“My missus,” he said.

Then he smiled.
“Wedding day. 53 years ago. Still the most beautiful thing I’ve ever seen.”

And honestly… it stopped me.
Because it reminded me of something we don’t talk about enough.

We spend so much time obsessing over productivity, sleep hacks, longevity, supplements, leadership frameworks…

But the real moments — the ones that stay with you for 53 years — all depend on one thing we take for granted:

Being able to see them.
The look on someone's face.

A shared moment across a room. 
The tiny details that make a memory feel alive.

The more I work in eye health, the more I realise this uncomfortable truth:
People treat their eyesight like a “nice to have” — until the day they suddenly can’t.

And by then, it’s often too late.
We assume vision loss happens to “other people.”
We assume screens won’t affect us.
We assume blurry vision is just tiredness.
We assume early symptoms will sort themselves out.

But the eyes don’t work like that.
Your sight slowly changes while you’re busy living your life.

That man’s answer reminded me why I care about this work so much:
It’s not about blue light.
It’s not about screen time.
It’s not about filters or devices.

It’s about protecting the ability to see life clearly long enough to remember the moments that matter.

Your partner's smile.
Your child’s first steps.
The sunrise you never thought you’d wake up early enough to catch.
The silly moments that become the stories you tell decades later.

Vision is memory.
Vision is identity.
Vision is connection.

And the truth is:
Most of us won’t appreciate the value of healthy eyes…
…until something threatens it.

So if you take anything from this stranger’s answer — take this: 
Look after your eyes now, so the most beautiful moments of your life stay vivid later.

Because the best things you’ll ever see won’t be on a screen.
They’ll be the people you love, in the moments you didn’t realise were unforgettable at the time.

What’s one sight you never want to forget?

LinkedIn is like Instagram…
Sometimes I don’t feel worthy enough.

On IG there are dozens of FIT people with six packs…

All over the place…

& it makes you think, dam - I look unfit, ugly and out of shape…

That’s why I reviewed my Instagram following…

As over time, it just has a negative impact on your psyche.

Unfortunately, LinkedIn is a bit like Instagram.

Unless you’re a massive unicorn business or raising millions of pounds….

Like an OpenAI, Uber, Meta - it can seem like you’re just not quite “fit” enough.
But, I realised - the reality is…

Most businesses that exist and are doing well - aren’t unicorns or raising millions of £££

They’re building, with less flashy headlines and are most likely going to be an SME..

Over 50% of the businesses in the UK employ less than 250 people.

Generate £2.8 vs £2.0 trillion against large enterprise for example.

To whoever is part of a business in the UK, however early or late…

But, not making the headlines - you’re still doing great.

Let’s not get caught up in the Instagram esq.’ hype of this world.

Real businesses, real people make up 99% of business.

Let’s encourage more amplification of stories and successes from these companies.

& if you ever feel like you’re not doing enough, like I have sometimes…

We’re not all here to build he next unicorn or the fastest growing AI startup…

And that’s definitely ok

Because, end of the day…

There’s still so many mouths fed and positive impact created, by the non unicorn businesses.

Kids born in 2025 will spend 181,000 hours on screens.
That’s 21 years of their life.

Let that sink in for a moment.

Not 21 years of travelling. Not 21 years of exploring. Not 21 years of memories.

21 years of screen time.

That projection from PentaVision genuinely stopped me.

Because while it’s easy to point fingers at “kids these days”…

the truth is, they’re inheriting a digital world we built.

We’re the generation that remembers life before this —

before phones became the default,
before homework moved to tablets,
before entertainment fit in your pocket 24/7.

They don’t have that reference point.

We do.

And if future generations are headed for two decades of screen exposure,

then the question becomes:

What are we doing to help them protect the eyes they’ll depend on more than any generation before?

Because screens aren’t going anywhere.

Technology isn’t slowing down. AI, AR, VR… the future is only getting brighter — literally.

So maybe the answer isn’t “less screens”.

Maybe it’s healthier screens.

Healthier habits. Healthier boundaries.

Teaching kids:

• To look up every 20 minutes
• To play outside even when digital is easier
• To blink (yes, really!)
• To rest their eyes without feeling guilty
• To value the world beyond pixels
• To protect the sense that lets them see their future clearly

Future generations will live in a digital-first world.

But they don’t have to suffer for it.

If they’re going to spend 21 years of their life looking at screens…

let’s at least make sure they can see those years clearly.

What’s one healthy screen habit you wish you learned earlier?

The most beautiful moments in life don’t happen on screens.


I asked two women a simple question:
“What’s the most beautiful thing you’ve ever seen?”

And their answers… honestly, they stuck with me.

One told me about Hawaii.

Underwater. A coral reef so vivid it didn’t feel real.

And the first time she ever saw a turtle gliding past her.

The other smiled and said:

“A sunrise I caught one morning… one of those rare ones where the world feels quiet and you feel completely alive for a few seconds.”

No filters.
No likes.
No audience.

Just moments you can only experience when your eyes are actually open to the world in front of you.

And it reminded me of something I forget far too often:

The memories that stay with us aren’t digital.

They’re visual.
Human.
Lived.
A turtle in the ocean.
A sunrise nobody else noticed.

The kind of beauty you only get by looking up, not down.

Yet we treat our eyesight like it’s optional.

Hours on screens. Little rest.

“Eye health” sitting somewhere at the bottom of the to-do list.

But your eyes are the lens that records your life.

If that lens fades… so do the moments.

So here’s my gentle reminder, to you, and to myself:

Protect the sense that lets you actually see the world you’re trying so hard to enjoy.

What’s the most beautiful thing you’ve ever seen?

Applying for a job? Or sending am email?
No one owes you anything…. Zero, zilch.

This took me a while to understand, but

Sending an email… or
A connection request on LinkedIn

And got no reply?

It used to drive me mad.

Worst, connection requested accepted, but they don’t reply to a message?

Well, maybe instead of thinking I’m owed a reply because…

I put the effort in to send it 

Actually, no one asked for my message.

So, really and truly… don’t expect anything back.

Now, I do my thing…

Without expecting a thing.

Why?

You don’t get hung up on WHY someone didn’t do that reciprocating action.

Because, 99% of the time it’s not got anything to do with you.

They could have other priorities
Their dog could have died
Their child is in hospital
Or, they just don’t care.

And, that’s ok.

Stay, persistent… yes

But, don’t take it personally.

& yes, when applying for jobs it might be slightly different.

But, it is what it is (in my opinion, its a game of volume).

The market is tough out there, I don’t think pressing one button to apply with a generic CV and cover letter is worth a unique reply.

Put the effort in, do something different. That deserves a considered reply.

What do you think?

Turns out the cheapest ‘treatment’ for vision loss is… sweating.

Exercising might be saving your eyesight…
and we’ve all been sleeping on it.

A new study just found something wild:
Mice that exercised had up to 45% less eye damage after researchers simulated age-related vision loss.

Forty five percent.
From… movement.

And yes, it’s mice, not humans.

Yes, we need bigger studies.

But stay with me…

Because this lines up with something eye experts (and honestly, optometrists like me) have suspected for years.

We talk so much about exercise for your heart, your weight, your mood…

But almost no one talks about how movement affects your eyes.

Yet the evidence keeps growing.

Studies show physical activity might help reduce the risk of glaucoma.

Helps people with diabetes control their blood sugar, lowering chances of retinopathy.

And now this… a possible protective effect against AMD, one of the biggest causes of blindness over 50.

And it made me think…

We spend hours researching supplements. Arguing about blue light myths. Debating the perfect pillow for better sleep.

But something as simple as 30 minutes of walking a day might be doing more for our eyes than we realise.

It’s funny how the basics are the things we ignore.

Even I’m guilty of it. I’ll obsess over my screen habits… then skip a walk because I’m “too busy”.

The irony is painful.

And look, we’re not saying exercise is a magic cure. Or that running a 5K will prevent AMD.
But movement changes the body.

Blood flow.
Inflammation.
Cell activity.

And maybe, just maybe, it changes the way our eyes age too.

So here’s what I’m taking from it:

Stop waiting for the perfect treatment.
Stop assuming eye health is just genetics or luck.
Stop thinking it’s all out of your control.

Do the simple things… consistently. Your future vision might depend on it.

What do you think?

It only takes one train ride to expose everything you never meant to share.


I was on a commuter train when I noticed something surprising.

A government official had fallen asleep on their laptop…

with sensitive information open on the screen for anyone to see.

Not intentionally. Not recklessly.

Just a human moment... Tired, travelling, switching off for a second.

But it made me pause.

Because it showed me something we rarely think about:

Most privacy risks aren’t dramatic. They’re accidental. Quiet. Everyday life.

And even if we’re not carrying government files…

We all have things on our screens that matter:

• client proposals
• financial details
• internal plans
• personal messages
• private conversations
• work we simply don’t want read over our shoulder

The truth is, the modern commute has become an office.

Cafés have become meeting rooms.

Flights have become our deep-work space.

Our screens travel everywhere with us, which means our information does too.

Privacy protection is so important nowadays.

So whatever you’re working on… stays between you and your screen.

Not the person next to you. Not the person behind you.

A small Monday reminder:

Sometimes it’s the smallest habits that protect us the most, especially when we’re working from anywhere.

In a world where we work from anywhere, what does ‘privacy’ mean to you now?

You make around 19,000 eye movements a day…yet most of us don’t give our eyes even a single minute of care.

For something we rely on every waking moment, to work, to connect, to make memories, we treat our eyes as if they’ll just run on autopilot forever.

But they don’t. Your eye muscles tighten. Your focus slows.

Your vision fatigues long before you feel it.

And in a world where we’re staring at screens for 8, 10, 12 hours straight… those little moments of
strain add up faster than people realise.

So here’s a simple mindset shift:

You don’t need a full routine. You don’t need equipment.

You just need 60 seconds.

Look up. Down. Left. Right.

Roll your eyes gently.

Blink slowly.

Shift your focus from far to near.

One minute.

It’s the smallest investment with one of the biggest returns: clearer, fresher, more comfortable vision.

Your emails can wait.

Your vision can’t.

If you try the routine in the video above, tell me how your eyes feel after 👆

Keep rubbing your eyes…
and you’ll damage your vision FASTER.


Sounds dramatic... but it’s actually just biology.

When we work on screens for hours, our blinking rate drops by more than half.

Your eyes dry out. They get irritated. So natural instinct is you rub them to feel better.

But that rubbing does something most people don’t realise:

It increases pressure inside the eye and stresses the cornea.

Do it once? Fine. Do it every day while working?

Over time, that pressure can actually change the shape of your cornea.

There’s even a condition linked to frequent rubbing called keratoconus.

The cornea thins and starts to bulge. Vision becomes blurry, distorted. And it often requires long-term management.

Now add this:

If your eyes are irritated in the evening, your brain stays in alert mode, not “wind down” mode.

So your body feels tired… but your mind stays switched on. You get into bed. You should be asleep. But your brain is still working.

The fix isn’t to stop rubbing.

It’s to stop the reason you’re rubbing:

1/ Look away every 20 minutes (20 feet, 20 seconds)
2/ Use warm, softer lighting after sunset
3/ Reduce blue light 90 minutes before sleep
4/ And use lubricating eye drops instead of rubbing

Small habits. Real impact. Calmer eyes. Better focus. Deeper sleep.

If you want to take care of your mind,
start by taking care of your eyes.

Do you notice yourself rubbing your eyes when working — or more at night before bed?

Most people know the 20–20–20 rule…


but honestly, that’s just the entry-level stuff.

If you’re on screens all day (like the rest of us), there are way more effective, science-backed habits that make a noticeable difference, and most people have never even heard of them.

So here are 5 under-the-radar eye habits your future self will be very grateful for 👇

1. Match your screen to your room, not the other way around

Your eyes hate mismatched lighting.

If your screen is brighter than your room, your visual system works overtime to interpret contrast.
Studies from the AAO show adjusting brightness + contrast to your environment reduces strain massively.

Simple tweak, big relief.

2. Keep your screen slightly below eye level

This one surprises people.

When the screen sits higher than your eyes, your blink rate drops… fast.
Blinking keeps the front surface of your eye healthy.

Lower screen = natural lid protection = fewer headaches + less dryness.

3. Micro-breaks beat long breaks — every time

Most people wait an hour for a “proper break”.

But research from ergonomics studies shows it’s the 10–15 second micro-pauses every few minutes that ease muscular tension best.

You don’t need to leave your desk.

Just pause… breathe… look away… reset.

4. Change your viewing distance throughout the day

Staring at one distance for hours is like flexing your bicep and never letting go.
Your eye muscles never relax.

Look at something 6+ metres away now and then, it gives your visual system a proper reset you can feel.

5. Cool your eyelids (yes, really)

One of my favourites.

A short cool compress reduces inflammation on the eye’s surface and eases pressure around the temples.

Migraine sufferers especially feel the difference.

It’s incredibly underrated.

Eye care doesn't have to be complicated.

People often think eye comfort needs fancy products or long routines.

Not true. Most of the improvement comes from tiny, boring, everyday choices.

Screens aren’t the enemy, imbalance is.

A few small habits can literally change the way your eyes feel by the end of the week.

Which small habit are you experimenting with?

5 underrated eye habits

Most people think of Ocushield as “the blue light brand”.


But that’s only chapter one.

“What’s next for Ocushield?”

And honestly… it’s a question I’ve been thinking about for years.

Because protecting your eyes from screens is one thing.

But supporting your eyes holistically, every day, is the real mission.

So yes… we’re diversifying.

Two new areas, both rooted in eye health.

The first? Eye sprays and eye drops.

Why?

Because if your eyes are dry, irritated, or tired…

it doesn’t matter how good your screen habits are.

Your eyes simply won’t feel good.

And here’s a fun (and slightly alarming) fact:
When you’re staring at a screen, you blink 3–4 times a minute.

You’re supposed to blink 18–20 times.

That’s an 80% drop… without even realising it.

Which means your eyes aren’t getting the lubrication they need.

Which means dryness. Which means strain.

Which means that heavy, tired, uncomfortable feeling so many of us think is “normal”.
It isn’t.

So the next chapter for Ocushield is simple:

Protect your eyes.
Support your eyes.

And help you actually feel good while living a digital life.

Blue light filters were the start.
But eye sprays, drops, and more…

that’s where we’re heading.

Because your eyes deserve more than coping.

They deserve care.

As we get ready for our January rebrand…

What would you love to see us create next?

Most people try to fix their sleep in bed… but the solution actually starts in the bathroom.

I know... sounds odd.

But hear me out.

One of the strongest signals your body uses to fall asleep isn’t a supplement… or meditation… or putting your phone down early.

It’s temperature.

Your brain needs a tiny drop in core body temperature to switch into “sleep mode.”

That’s the biological trigger.

And here’s the surprising part:

A warm shower taken 1–2 hours before bed helps you cool down faster afterwards.

Warm water brings blood to the surface of your skin.

When you step out, your body releases heat efficiently…

lowering your core temperature naturally.

Translation: Your brain gets the message. You fall asleep faster. Your sleep is deeper.

And your body settles more easily.

But the mistake most people make?

Showering right before bed. You stay too warm.

And your brain never gets the “time to switch off” signal.

So the trick is simple: Warm up… then cool down… and let biology do the rest.

A tiny habit — but a huge difference in how you sleep.

I’m sharing this now because weekends are often when we try to “catch up” on sleep…

but it actually comes from small habits like this, not extra hours.

What’s one simple change you’re planning to make for better sleep this weekend?

When someone tells me…
“I’ve been getting migraines from staring at my screen too long”…

My whole optometrist soul jumps into frame exactly like in this video 😅

Because honestly, most people have no idea how fast screen habits can snowball into headaches, poor focus, and full-on burnout.

Here’s the thing:

Migraine and eye strain aren’t usually caused by one “big” reason.

It’s lots of tiny, repeated habits that quietly wear the visual system down.

And the research is pretty clear:

Blink rate drops by 60% when you're on a screen (University of Iowa)
Which means dry eyes, tension, and yes… headaches.

Screens make our pupils work harder
Blue-heavy LED light forces the eyes to stay in a constant “alert” mode.

Cognitive load goes up with every task switch
Notifications + multitasking = visual overload.

But here are the less talked-about habits that actually make a big difference:

1. Micro-breaks > long breaks

Most people take one long break and think they’re sorted.
But research shows 10–15 second micro-pauses every few minutes reduce muscular strain better than a 10-minute break once an hour.

2. Adjust your contrast, not just brightness

High contrast reduces strain.
Low contrast makes your eyes work twice as hard to interpret information.
Screens love brightness…
Eyes love contrast.

3. Change your viewpoint distance throughout the day

Most people stare at one fixed distance for hours.
That’s like doing a bicep curl and never releasing.
Every now and then, look at something 6+ metres away to relax your eye muscles fully.

4. Cool your eyelids

Sounds random, but hear me out:
A cool compress for 20–30 seconds reduces ocular surface inflammation and eases pressure around the temples.

Migraines love warmth.
Eyes love cool.

5. Filter harsh blue light instead of avoiding screens altogether

Screens aren’t going anywhere.
Healthy usage > unrealistic avoidance.

Medical-grade screen filters or eyewear reduce the intensity of light that triggers headaches in sensitive people.

6. Keep your screen below eye level

When your screen is higher than your eyes, you blink less and strain more.
When it’s slightly lower, your eyelids naturally protect the surface of your eye.
Instant comfort upgrade.

7. Avoid “visual marathoning”

Scrolling for 2 hours straight is like sprinting without breathing.
Mix your visual tasks: near → mid → far.
Your brain loves variety.
Your eyes do too.

The big idea?

Migraines rarely come from “too much screen time”…

They come from unbalanced screen time.

Screens aren’t the enemy.

The habits around them are.

If you’re getting headaches, the fix isn’t always medicine or fancy routines…

sometimes it’s repositioning your screen, cooling your eyelids, blinking more, or breaking your visual pattern every 5 minutes.

Tiny wins. Huge impact.

What’s one habit you want to improve this week for healthier screen time?

Your business is 1 dodgy email away from losing everything.


We sat down with Vodafone on Cybersecurity.

Not the shiny, sexy, exciting stuff.

But the thing that can save your entire business in one random Friday afternoon.

We sat down with three small business owners. 

Real people, real stresses, real “oh no” moments to spill the tea on how they’ve kept their businesses safe from hackers, scams, and online threats.

Here’s what hit me:

1/ Cyberattacks don’t care about your size.

Every founder thinks, “Who’s going to target little old me?”

Until it happens.

2/ It’s the tiny checks that save you.

One team member paused a payment last minute because “something felt off.”

That gut feeling literally stopped money from walking out the door.

3/ Your customers can be your safety net.

One owner admitted that if it wasn’t for customers flagging something weird…

Their business might not exist today.

4/ You always double-check the door.

You wouldn’t leave home without locking up.

And even if you get to the station and panic, you go back.

Cybersecurity is the same. Lock your digital doors.

5/ You don’t get what you expect…

you get what you inspect.

Whatever system you use, whatever tools you trust... you have to research, check, re-check, and stay aware.

Founders are juggling a million things.

But protecting the thing you’ve built?

That’s foundational.

Huge shoutout to Vodafone for creating Business Doc Connected, and giving small businesses the space to share stories that actually help others stay safe.

More in the video.

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