Your Partners in the Arena

We're not consultants who borrow your watch to tell you the time. We're a team of three partners who've been in the trenches as founders, operators, and advisors.

We’ve gone from startup to high 8 figure exits, and along the way, we've built and broken, hired and fired, turned businesses around, fundraised, sold, and made enough mistakes to see them coming and ask the questions that get to better answers. Our mission is to provide the no-BS support we wish we'd had.

Iyas AlQasem

The Architect

A seasoned leader and advisor, Iyas helps businesses grow by building effective systems, teams and culture, while helping their CEOs grow as effective and values-centred leaders. His parallel focus on processes and humans creates businesses that are financially strong while also being good to work in.

Phil Gault

The Relationship Builder

Phil just gets people. Having led global accounts for top financial services clients and shaped executive teams, he's a master at understanding relationships and prioritizing what people truly need versus what they say they want. He helps you build a culture of trust and alignment, ensuring you do right by everyone you work with.

Liam McDowell

The Catalyst

As a founder and leader in tech and professional services consulting, Liam is an expert at turning ideas into reality. He's a natural catalyst who brings both his and others' visions to life, cutting through the noise to build tangible products, services, and strategies that define markets.

Our Manifesto

→ Profitable and Proud

We believe you can build a wildly successful business without losing your soul. Profit and purpose aren't enemies; they're partners.

→ Scars over Speculation

Theory is cheap. We deal in hard-won wisdom from decades of experience in the trenches. And if we haven't done it, we have the blend of scars and curiosity to figure it out with you.

→ Candid, Not Cruel

We tell you what you need to hear, not what you want to hear. The truth, delivered with empathy, is the fastest path to growth.

→ Human, not Hype

You won't hear us talk about "crushing it" or "10x-ing." We use real words to solve real problems. With humour that sometimes works!