Men's Lives Matter

It started brilliantly.

It all seemed to be going well . Our new site generated immediate profit, there were new contracts on offer to expand and our turnover was pushing £70,000 a month. Conservative projections would see us tip over £200,000 per month within Q4 of 2019. We were expanding rapidly. We were onto something.

But, I was doing too much. Running three sites was a logistical and physical nightmare. Employing 30 people and all the HR responsibility that came with it was exhausting.

I was running on vapours. Oh yes, and I had a newborn baby daughter too. I had a small panic attack as each email came my way. I was in a vortex of negativity. The vultures were coming in for the kill. I'd lost all my fight, all my energy and all my zest for life. I was flat-lining. I was a walking zombie, immune to touch and taste, irritated and overwhelmed by sounds and busy high streets.

Then, two startups and four years of relentless intensity fell into a black hole in the blink of an eye.

There was nothing left.

It took a while to remove the fog from my head. To even walk up a hill was a struggle. Slowly but surely, step by step, I used all my knowledge to rebuild and remind myself of what's important in life. Even with 20 years of experience as a wellness expert, it took a giant slice of willpower and iron-like self-discipline to come out of the other side.

Then my partner asked me two big questions. "Would you do it all again And if yes, what would you do differently?"

It took a while to answer. I knew I still had a lot to offer but the idea of being the driver of a runaway train again made my stomach churn. What was the solution?

So I started doing my homework on what's really going on out there for men. The businesses that collapsed were my attempt to improve the mental and physical health of construction workers. In the construction industry male suicide is 3x that of the rest of the population.

And my own experience highlighted how little empathy there is for men who watch their businesses unravel.

It was clear from March 2020 that the world would never be the same. Covid 19 has driven more people online. It has also driven more men to take their own lives, take more antidepressants and feel helpless. Weight gain and loss of self-confidence are all too common too. It's as if men are told to give up once they pass 40.

The unsettled world we live in is impacting so many people, some more than others. Older men are often perceived to be in control. They're the leaders, the ones who always have the answers but, deep down, this expectation can be debilitating and crushing.

Brothr is born.

After my businesses failed, I learned to reconnect with meditation. Brothr arrived in a quiet moment a few months ago.

Brothr is a support subscription that empowers men to take control of their physical and mental health.

All my years of experience will cumulate in a simple platform to help men through difficult times. It will be a subscription-based offering with courses to help men sort out the basics so they can live their best life.

A 22-day programme will allow subscribers to change habits and learn the skillset of positive wellness in real-time. 22 days of content will inspire change, positivity and great habits.

I'll include mindfulness, meditation, weight training, weight management, stress control, stretching and the importance of being holistic. Basic cooking skills will be covered with simple recipes and positive nutrition will be outlined. A course on grooming would be included. I'd talk to experts about style, personal appearance and self-care. The secret and importance of great sleep would be next. And finally a course on anxiety - understanding the signs and techniques to deal with it.

Content specialists - I've been lucky to meet some amazing content writers who specialise in men's wellness, so every month new content would appear. Fresh, inspiring takes on age-old wellness advice would help men make the change they crave.

Webinars - Each month we would approach a subject to help the community. From investment, leadership, travel, career planning, sexual health, positivity, the power of language and so on. The possibilities are endless.

Podcasts - Interviewing inspirational men who have faced their lowest point and conquered their demons would be a vulnerable and engaging part of the podcasts. I'll also feature men who have been a success in business, life or sport and have wisdom to share with the community.

New wellness content - My experience in wellness has told me that keeping thing simple always brings the best results. Wellness content will be added but it is not the main event. Being holistic and managing all parts of life is the key to being happy.

A strong community - At the heart of everything will be a thriving community. Sharing experiences, progress, inspiring lessons and tips for the month will help others to keep going. A platform like Discord will knit together the conversations of many men and take one big step away from isolation and one huge one towards connection.

Like everything I've ever created, it's clear and simple in my mind. But, I know the right platform will make the reality simple too. Everything will run smoothly and I'll be able to keep creating content and adding value to Brothr.

Content will be decade specific and adapted to the changes that men go through as time passes by. I want my content to be beautifully presented and easy to navigate. Hopefully, the customer will immediately feel at ease and feel like my subscription will genuinely help them.

Since the idea of Brothr has been floating in my head, Dave, my best friend of 30 years, hammered home it's importance.

"If I had a gun mate I'd just end it. I don't have the courage to hang myself."

This is a 50 something man who was once full of life and energy. During the pandemic he lost his job, his love life is non-existent and his outlook is deeply negative. I searched locally for help but there was nothing. Everything seemed cold and one dimensional.

I decided to put together a few videos and fitness plans to help Dave create a simple and positive routine. After two months, the seeds of recovery are there to see. There's still a long way to go, but it's a start.

So, it's time to put my life's passion into a subscription service that could help millions of men. In carefully curated and inspiring content, I can change the worlds of men who feel like they have come to the end of their life too early. I want to change the future for these men by providing a thriving community of supportive people and creating engaging content that plants a seed of hope in each person's life.