FOUNDER (2014 -)

Gym design. Training method. Equipment provision.

After 13 years in the luxury hospitality, lifestyle real estate and wellness sectors, Matt established Biofit as a turnkey nature gym concept aimed at residential developments, corporate offices, hotels, resorts and healthcare centers.

By combining biophilic, nature-inspired design principles, natural training equipment and a proprietary natural fitness method, Biofit offers scientifically proven wellness benefits by reducing stress and improving mood, on top of the physiological benefits of exercise. It's literally exercise squared and the perfect solution for 21st century lives with a nature deficit. Plant power!

Our popup showroom was a test case for our organic interiors, fitness method and handcrafted equipment. And plants, there were many plants

The results of Biofit's ground-breaking scientific research study into the added wellness benefits of this nature-oriented approach to fitness.

A proprietary training method developed over many years as a way to get more people moving, more often, in ways that nature intended.

Biophilic or nature-inspired design is at the forefront of the shift towards healthy homes & offices. Biofit was the first to introduce it into a gym setting.




Management. Marketing . Brand.

Matt joined this thriving residential and marina village development on the Adriatic Coast in 2010 where he led a 13-person team and managed a EUR 3 million annual budget working closely alongside the sales, operations and construction teams. 

His remit consisted in marketing the 450 berth superyacht marina, over 200 waterfront residences, a Yacht Club, Pool Club, Sports Club, lifestyle village with over 50 boutiques and restaurants, as well as an international school.


A promotional video of the marina's services, facilities and location. 

An event Matt co-hosted with Mercedes-Benz Style & Silver Arrows Marine.


A promotional video of the village's residential lifestyle offer. 

An illustration of the village events over one weekend. 



STRATEGIST (2005-2010)

Concepts. Experiences. Creative.

Matt worked closely alongside company Chairman Piers Schmidt, a world-renowned business consultant, advising executive teams from the real estate, hotel and wellness sectors on their brand strategy.

Clients included Armani Hotels & Resorts, the Dorchester Collection, One&Only Resorts, SEEFF properties (SA), The G Hotel (Ireland), The Orchards Residences (SA), as well as numerous new business ventures and start-ups. 




Launch strategy. Business development. Market analysis.

Luxury Branding was also behind the creation of SALA in 2009, a non-profit organization that supports the growth of the region's premium and luxury sectors via market intelligence, partner marketing, events and awareness campaigns.

As Commercial Director Matt was responsible for signing up new members for the association, publishing an in-depth research project into the local luxury market and generating commercial partnerships within the region.


GQ, V V, Wanted, Lumen, Sleeper (2001-)


Content. Creative. 

Matt has been a regular contributor to the international media for over 15 years, including seven years as Founding Editor of V V, the Anglo-Russian luxury lifestyle magazine, and six years as Watch Editor of Wanted magazine in South Africa, then part of the Financial Times Group.