BIOFIT, Owner (2015 - today)

Gym design. Class concepts. Affiliate licenses. Research studies.

In 2015 Matt launched his first independent project, biofit - an innovative gym concept aimed at residential developments, corporate offices, hotels, healthcare centers and fitness entrepreneurs with an appreciation for the value of nature. 

By combining health-oriented, nature-inspired design principles and his own natural fitness training program, these indoor-outdoor gyms are 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. A second site opens in late January 2018 at the Karolinska Institutet medical university's Health Promotion Unit in Stockholm.

In an effort to contribute to the growing body of evidence behind biophilic, nature-inspired design's health attributes, Matt commissioned the world's first scientific research study into 'indoor green exercise' at his London showroom in January 2017. This was followed by a second piece of research in association with real estate developer EcoWorld Ballymore a year later, this time into 'urban green living'.


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.


PORTO MONTENEGRO, Brand Director & Head of Marketing (2010 - today) 

Creative real estate development. New business concepts. 

Marketing. ManagementBrand.

Matt joined this thriving residential and marina village development on the Adriatic Coast in 2010 where he built and led a 13-person 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.

Matt oversaw a company-wide re-branding, developed a number of sub-brands such as a retail store/cafe and pool club and created a portfolio of branded communications channels while reporting directly to the CEO.



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.