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My story starts in the pool, literally. I was a GB junior swimmer, training 30 hours a week whilst studying Business in Bath. The discipline, consistency, and resilience I gained from elite sport have never left me.
After hanging up my goggles, I swapped early-morning laps for spreadsheets, achieving my ACA with BDO. That set the stage for 13 years in industry, mostly with PE-backed businesses.
I joined WoB’s original founders in 2014 where my remit was to professionalise the finance function and get the business ready for its first exit. Eighteen months later, we’d completed the sale to Bridges Sustainable Fund. That was a career-defining moment, but it also marked a shift.
I became Managing Director of Ziffit, one of WoB’s subsidiaries. Working closely with the founders we accelerated Ziffit’s growth and it soon became the fastest growing and most profitable asset of the Group. Following that success, I moved into the Commercial Director role at WoB Group, overseeing international expansion and operations as we set up camp in the US. In 2021, WoB was acquired by LivingBridge.
This point in time also marked a shift in my career. After eight intense years in corporate structures, I decided to change pace and opt for a more flexible life where I could achieve greater work/life balance.
It was a rare moment of pause. I chose to take a sabbatical in 2022/23 and reconnected with a long-time friend, Darren Chappell. He opened my eyes to the world of early startups and angel investing.
We combined our capital and crafted a personal investment portfolio, and I found myself acting as an advisor and fractional CFO for several companies. As the portfolio grew, so did my workload. That’s when Rich Bradley and Jessica Weeman entered the picture, curious about the world of fractional CFOs. Together, we saw an opportunity in the market to assist scaling businesses with flexible financial leadership, offering expert advice and hands on experience at a fraction of the cost of a full-time resource. We began to ask: how could we scale this? That’s how Fyn was born at the end of 2023.
Aside from our £1 million invoicing milestone, I’m proud that Fyn has continued to build a genuine community of excellence since our inception. Every single one of our CFOs has exceptional credentials and we have built a community with sector experience that really does ‘speak the language of investors’. We serve a diverse client base and nothing makes me prouder than when a client and CFO both come to me and say how much they enjoy working together, which has happened a number of times now.
What I find most rewarding is seeing how our model supports both clients and CFOs; flexibility, expertise, and shared ambition.
I’ve learnt that those at the heart of the business need to be fully invested in its growth and all striving towards the same goal; helping investors and CEOs deliver against growth targets and achieve high value returns in a way that helps them flourish.
Recruiting exceptional people is also a non-negotiable for me, especially in a client-facing business. I’ve also realised the importance of trusting my gut and making quick decisions. There’s no time to procrastinate.
Finally, building something valuable takes time, dedication, and resilience. Be patient and remain committed.
Looking back, every experience - both the challenges and the triumphs - has been invaluable in shaping my approach and perspective. Each lesson has helped refine my direction and strengthen my resolve.
If I had to highlight one insight, it would be the unique value of having a co-founder who is fully invested in the business. Shared ownership and responsibility can bring fresh perspectives, foster collaboration, and accelerate growth. Whilst leading as a solo founder has been incredibly rewarding, I’ve come to appreciate how two founders can complement each other’s strengths and drive the business forward even further.
Identifying a good proposition or a gap in the market is essential if you want to grow for scale. And then consistency is everything, be it sport, business, or life. I show up every day. Substance matters more than hype; I’ve seen plenty of people talk a good game but not deliver. Low ego is also key, both for me and for Fyn.
Something harder to perfect is learning from mistakes without dwelling on them. It’s a crucial skill when growing a business but can be hard to grasp initially. Swimming taught me that the path to a goal is never linear; setbacks are emotionally tough but deeply motivating. I’m emotionally invested in Fyn as this is my passion and purpose right now.
Most importantly, honesty, integrity, and professionalism are non-negotiables. I celebrate our wins, practise positive self-talk, and make time for exercise and reflection.
One of the most valuable lessons I’ve learned is the importance of truly understanding your product-market fit. It’s easy to feel excited about your idea and believe it will make a big impact, but taking the time to thoroughly research your market, identify genuine needs, and understand the competitive landscape is essential.
Investing in this groundwork early on not only sets you up for sustainable growth but also helps ensure that your resources are used efficiently. By validating your concept from the start, you’re far more likely to achieve meaningful traction, optimise your marketing spend, and have productive conversations with investors. Ultimately, a thoughtful, research-driven approach paves the way for long-term success and smoother growth.
I’m incredibly lucky to have a founding team and a group of people who believe in Fyn’s vision alongside me. Operational additions like Vicky, and more recently Emily, and Fleur, have given us fresh firepower in community and client development, and they challenge us to keep improving. I don’t have a single co-founder in the trenches with me 100% of the time - instead, I have six exceptional fractional members who each play a vital role. The way I operate my business is the way I am advising people to operate theirs!
We’re sector-agnostic but laser-focused on fractional CFO services in the UK and US. The future could see us expand into fractional CxO roles, interim and permanent placements, and new markets but for now, it’s about building brick by brick: solid foundations, exceptional client service, and a people proposition that’s second to none.
Reach out! The best part of the last few years has been meeting new people including founders, operators, and growth-minded individuals. If you want to learn more about Fyn, or my own journey, I’d love to connect.
Building something meaningful is never easy, but with the right team, values, and relentless consistency, it’s absolutely possible.
Interested in learning more or connecting with Rich? Reach out and join the conversation—because the best stories are still being written.
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