BIOFIT, Owner (2015 - today)

Gym design. Equipment sourcing. Training. Licenses.

In 2015 Matt launched his first independent project, biofit - an innovative gym concept that combines health-oriented, nature-inspired design principles and his own natural fitness training program. These indoor-outdoor gyms have since been scientifically proven to reduce stress and improve mood while delivering real world fitness gains.

After several pop-ups and a showroom in London (UK), Biofit Calgary opened in the Natural Way Chiropractor Clinic in Alberta, Canada in September 2017 as the first full affiliate. An indoor gym opened in late January 2018 at the Karolinska Institutet medical university's Health Promotion Unit in Stockholm followed by an outdoor gym at the Porto Montenegro Yacht Club in Montenegro, July 2018.

In an effort to contribute to the growing body of evidence behind nature-inspired design's health attributes, Matt led the world's first scientific research study into 'indoor green exercise'  in January 2017, followed by a second study a year later with real estate developer EcoWorld Ballymore into the wellness benefits of nature-inspired interiors in a dense urban environment.


Vitamin Nature research 2018 infographic vertical in grey.jpg
BioFit research study infographic white.jpg

PORTO MONTENEGRO, Brand Director (2010 - today) 

Creative real estate development. New business concepts. Brand.

Matt joined this thriving residential and marina village development on the Adriatic Coast in 2010 where he initially built and led a 13-person marketing team responsible for residential marketing, marina marketing, digital marketing, design, events, PR and branding.

The remit included a 450-berth superyacht marina, over 200 waterfront residences, a Yacht Club, Pool Club, Sports Club, lifestyle village with over 50 boutiques and restaurants and an international school.

In 2015 he became Brand Director, responsible for helping to deliver new business concepts around the village, working alongside both the CEO and the Operations department to take an idea through from inception to reality. Examples include an own-brand retail store and cafe, waterfront pool club, yacht club, beach club, conference venue and a marina park. He is also responsible for managing luxury brand partnerships and overall brand strategy.



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. 


LUXURY BRANDING, 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. 


SOUTHERN AFRICA LUXURY ASSOCIATION, Commercial Director (2009-2010)

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, SLEEPER, LUMEN (2001-2016), Editor & writer

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.