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Lyndon Stickley has built and exited 6 companies, scaled through chaos, and sold for 9 figures - there’s no substitute for the graft and experience he brings to iplicit.

He’s CEO of a SaaS platform which is one of the UK’s fastest growing, not because of what it does, but because of how it operates.

What can’t be replicated is iplicit’s culture, the DNA running deep in a team growing unfathomably quickly… that’s at the heart of today’s utterly unmissable episode of Extrology.

Lee and Lyndon discuss:

• Strategic scaling in an untapped market segment
• The restraint and vision behind Lyndon’s decision to focus on the UK market
• Culture as iplicit’s competitive edge, and how you scale it to a huge, ever-expanding team
• Talent acquisition in a market where geography is irrelevant
• Long-term perspective vs instant gratification
• Lessons on trust, clarity and culture

Lyndon Stickley:

https://www.linkedin.com/in/lyndon-stickley-bab38b78/

iplicit: https://www.linkedin.com/company/iplicit/

Get in touch: lee@extrology.com

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Lee Cooper:

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Chris Brisson made a public decision to kill the company he’d built, live in front of 34,000 customers. 

Why did Call Loop have to fall for Salesmsg to rise in its wake? That’s the million dollar question for a Co-Founder who builds in silence what others try to shout into existence.

This episode of Extrology is a record of the success that’s found by overcoming your old ways, and building systems that scale under pressure.

Lee and Chris discuss:

• Chris' bold, deliberate choice to "kill" his previous business to rebuild anew with Salesmsg
• How bringing in the right co-founders and team members can unlock potential 
• Embracing a mindset of constant refinement, treating every business department as a "product" that can be optimised
• Texting as a sacred channel to reach your customers
• The continuous unlearning of old management styles that drives Chris’ growth as a leader

Chris Brisson: 

https://www.linkedin.com/in/chrisbrisson/

Salesmsg:

https://www.linkedin.com/company/salesmsg/

https://www.salesmessage.com/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Extrology launched with little representing commercial plans, or a big question to answer - yet 5 years on, it’s taught us so much about others, and about ourselves.

What we’ve uncovered about the extraordinary amounts to a free MBA every week, and so this week I’m sharing five of the most powerful lessons that have changed the way I lead my life.

This episode covers:

• The ability to listen not in order to respond, but to understand
• Why consistency reigns supreme
• How to find your voice
• The real differentiator that sets high achievers apart
• Pressure’s role in revealing what’s rehearsed and what’s real

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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This week’s Extrology is not a productivity pep talk, it’s an exposé of all the habits you’ve been telling yourself you’ll change, but never have…

Rebecca Shaddix is a Founder, Forbes contributor, and a formidable voice on the real cost of success in high performance environments.

She’s built a philosophy from first-hand burnout, which places her perfectly to deconstruct the dangerous myths driving pseudo-productivity today.

Drop the hero complex and reclaim your time, as Rebecca joins us on an unmissable hour of the Extrology podcast.

Lee and Rebecca discuss:

• Redefining productivity by focusing on intentional micro-moments, strategic output, and personal well-being 
• The concept of being a "Time Billionaire" purposefully investing your time rather than simply spending it
• Strategies to identify and interrupt unproductive habits
• Embracing acceptable mistakes, and learning to pick your priority

Rebecca Shaddix: 

https://www.linkedin.com/in/rebeccashaddix/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Flexible leadership isn't about style or softness. It's about letting go of ego, and prioritising what's truly needed with precision.

Kevin Eikenberry is one of the most recognised voices in leadership development over the past three decades, building a 30 year business around one idea, that great leaders don't cling to rigid playbooks. 

This isn't a conversation about frameworks. It's about identity. Kevin himself had to unlearn the habits that made him successful, shifting with modern leadership. Discover how you can do the same - join us for an unmissable episode of Extrology…

Lee and Kevin discuss:

• Flexible leadership as a mindset, adapting to changing circumstances
• The critical role of self-reflection 
• Influencing outcomes and people, not controlling them
• The need to balance discomfort with a compelling vision that inspires action

Kevin Eikenberry: 

https://kevineikenberry.com/flexible/

https://www.linkedin.com/in/kevineikenberry/

Get in touch: lee@extrology.com

Extrology:

https://www.extrology.com/

https://www.instagram.com/extrologypodcast/

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Lee Cooper:

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Irrational obsession is the most rational investment strategy that exists.

For those with a passion, and who believe the world is theirs to earn, you’ve a like-minded soul in Carmen Alfonso Rico, an angel investor actively seeking Founders with more than a mere passion.

Discover what sets Founders apart, the mindset systems behind how Carmen operates, and how to rewrite the playbook on early stage investing… 

Lee and Carmen discuss:

• Obsession as a Founder's superpower
• Irrational, passionate commitment being more valuable than rational decision-making
• Recognising the patterns in startups
• Cultural differences in risk-taking between territories
• Founders’ need for deep self-awareness, responsibility for mistakes, and a relentless commitment to personal and professional growth
• The novels that have helped to develop empathy, a crucial skill for understanding founders

Carmen Alfonso Rico: 

https://www.linkedin.com/in/calfonsorico/

Cocoa:

https://www.cocoa.vc/

https://www.linkedin.com/in/calfonsorico/

Articles mentioned: 

https://paulgraham.com/greatwork.html

https://www.nytimes.com/2025/03/27/opinion/persistence-work-difficulty.html?smid=nytcore-ios-share&referringSource=articleShare

Get in touch: lee@extrology.com

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Lee Cooper:

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The UK’s first silent disco was a way to bring joy to parties. A decade later, and it’s a full-blown entertainment empire.

The Silent Disco Company isn’t just about events, but evolution. It represents the impossible task of growing a brand in which energy is everything.

That’s what makes this conversation with Founder Toby Burns so profound - it’s your blueprint to reinventing identity, and turning play into purpose without losing your edge.

Lee and Toby discuss:

• The inception of the iconic silent disco movement in the UK
• Toby’s core philosophy, and how it drives the lasting memories he makes
• How to instil the Founder’s energy throughout a growing team
• Why entrepreneurs undertake the toughest journeys in business
• The value of surrounding yourself with successful people and being open to learning
• Redefining success beyond financial metrics, and building a legacy

Toby Burns: https://www.linkedin.com/in/toby-burns/

Get in touch: lee@extrology.com

Extrology:

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Success is not achieved by seeking a financial triumph. Instead, it’s the side effect of pursuing greatness.

Michael Tecku was happily retired, until only the pull of purpose and a medical emergency drew him to his latest endeavour - Founding Momentum Shake.

Behind the story of the man creating the Rolls Royce of supplements, lies the mosaic of a man for whom modesty, ambition, ownership and selflessness are non-negotiable.

Lee and Michael discuss:

• The true purpose of entrepreneurship beyond financial success
• How to build businesses aligned with personal growth
• The importance of generating value over chasing profits
• Strategies for continuous personal and professional development

Michael Tecku: 

https://www.linkedin.com/in/michael-tecku-55162415b/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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What happens when all that you’ve built - career, purpose, status - starts to crumble… not through failure, but simply because your body says ‘No more’?

Dr Jeanne Retief started life on the front lines of international human rights law, but after a diagnosis of panic disorder, she saw the kind of invisible collapse that so many high performers experience.

Rebuilt and reimagined, she’s forged a new identity and launched Figgi Beauty, and the story of how it came to be might just help you reclaim your power, whatever you’re facing…

CONTENT WARNING: This episode discusses sensitive topics around sexual abuse, attempted suicide, and alcoholism - listener discretion advised.

Lee and Jeanne discuss:

• How high-achieving professionals can turn mental health challenges into business strengths
• The transformative power of vulnerability in leadership
• Strategies for managing anxiety and building a purpose-driven business
• Why sensitivity isn't a weakness, but potentially your greatest asset
• How community and authenticity can heal you

Dr Jeanne Retief: 

https://www.linkedin.com/in/dr-jeanne-retief/

Figgi Beauty:

https://www.figgibeautyuk.com/

Get in touch: lee@extrology.com

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Lee Cooper:

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The world is at war, and while we’re sat at home comfortably wishing it better, Emery Brusset is making a genuine difference.

Since 1991, Emery has been pivotal to bringing life-saving aid to Iraq, Rwanda, Ukraine and Libya, and he’s perfectly placed to explore the human reality of conflict.

Courage and clarity are at the heart of this episode of Extrology - explore what we gain when we stop reducing people to spreadsheets, and build a better picture of our world…

Lee and Emery discuss:

• How traditional humanitarian aid often misses the mark
• The limitations of bureaucratic reporting and the power of visual storytelling
• Why soft power in international aid is more complex than governments claim
• Emery’s ‘Letter C’ initiative, aiming to transform how we understand and deliver humanitarian support

Emery Brusset: 

https://www.linkedin.com/in/emery-brusset-3526781/

Letter C

https://www.linkedin.com/company/letter-c-cordee/

https://www.letter-c.com/

Get in touch: lee@extrology.com

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Have you ever felt limited by the belief that you’re simply not a creative person?

On this week’s episode of Extrology, Lee Cooper interviews Pia Mailhot-Leichter, author of “Welcome to the Creative Club”, Founder of Kollektiv Studio and a truly bold creative voice. 

Pia challenges the conventional definition of creativity, arguing it’s not just for artists but an inherent part of being human - a birthright we often forget.

They delve into Pia's unconventional journey - from working as a journalist in Sri Lanka, to producing an economic documentary in Bahrain, then building award winning creative campaigns for global brands. Now Pia helps visionaries and founders bring wild ideas to life. 

Discover how to dismantle the limiting beliefs holding you back, embrace creativity as an identity, navigate creative blocks, and make your life your biggest, most fulfilling art project. 

In this episode of extrology you will:

• Learn how fear and self-doubt limit your creative expression
• Discover why curiosity is the secret ingredient to unlocking creativity.
• Understand creativity as a way of being
• Explore how to design your life as a creative act of self-expression.

Pia Mailhot-Leichter:

https://www.linkedin.com/in/pialeichter/

BOOK: Welcome to the Creative Club:

https://www.amazon.com/Welcome-Creative-Club-Biggest-Project-ebook/dp/B0DPJ644PZ/ref=sr_1_1

Kollektic Studio:

https://kollektiv.studio/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Looking to scale a tech company from zero to multi-millions? Our latest guest achieved just that in only 4 years!

In episode 128 of Extrology, Tim Barnett, CEO of Credas breaks down how he built a team that can outperform competitors from Silicon Valley, with just 40 people in Cardiff. 

Whether you’re an entrepreneur, leader, or someone looking to understand what truly drives high-performing teams, this episode offers valuable insights. 

Lee and Tim discuss:

• How clear values, trust, purpose, and removing fear of failure breeds high performance teams
• The importance of defining a clear “North Star” goal.
• Demonstrating vulnerability as a leader, admitting mistakes, and creating a culture of accountability
• The future of digital verification technologies and the challenges Credas faces in a complex market
• Integrating community engagement and purpose beyond pure business metrics

Tim Barnett: https://www.linkedin.com/in/timothymbarnett/

Credas: https://credas.com/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Creativity is dead and 5 year plans are now quarterly sprints, but in today’s commoditised world Rupert Bedell dares to lead differently.

Rupert has reinvented himself many times over the years, from AmEx & HSBC’s marketing master to now leading Fasthosts in an MD role he was never destined to take on.

If you’re serious about building a lasting legacy, leading with integrity, or reigniting your creativity, join us on Extrology for an insight into Rupert’s remarkable journey.

Lee and Rupert discuss:

• Rupert’s career reinvention, the importance of being adaptable, and viewing challenges as opportunities for growth
• Creating meaningful workplace cultures that prioritise purpose over performance
• Leadership through transparency as a way to build trust within an organisation
• The death of creativity in marketing, trading in stories for statistics
• The significance of remaining a student throughout the span of your career

Rupert Bedell: 

https://www.linkedin.com/in/rupert-bedell-7006aa13/

Get in touch: lee@extrology.com

Extrology:

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For over 20 years Les Flitcroft was an aerospace engineer. A double arm break and series of life-altering events later, he has embarked on a journey of discovery, leading him to tutoring countless people in the art of Pranic Healing.

From overcoming initial skepticism of alternative therapies to embracing the unique way in which Pranic Healing combines Eastern and Western medical philosophies, the immense challenges that Les has overcome have demonstrated admirable resilience and resolve. 

Find out more about how he’s been touching so many lives and sharing his passion for helping others, on this episode of Extrology.

Lee and Les discuss:

• The life-altering accident that left Les with two broken arms
• Discovering and embracing pranic healing
• Overcoming an initial sense of cynicism
• Emotionally processing the journey of recovery
• The difficulty in accepting intangible concepts

Les Flitcroft: https://www.linkedin.com/in/les-flitcroft/

Get in touch: lee@extrology.com

Extrology:

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What happens when a healthcare innovator decides to transform the entire rail transportation industry?

Catherine Pihan-Le Bars is a visionary Deputy-CEO leading French rail operator Le Train on a fast-track to disruptive innovation. No industry norm will remain unchallenged…

Her own journey is a masterclass in leadership, innovation and resilience, so join us to discover how you can shape your future, and the world around you.

Lee and Catherine discuss:

• Innovation and Disruption: How Le Train is challenging industry norms, breaking through long-standing monopolies and reimagining mobility
• The Sustainable future of Transportation: Creating greener travel options that meet the expectations of younger generations
• Regional Connectivity: The critical importance of connecting regional cities to drive growth, enhance social mobility, and create new opportunities 
• A Customer Experience Revolution: The processes behind a seamless, user-friendly experience that prioritises ease of travel and passenger satisfaction
• Entrepreneurial Resilience: The power of vision, persistence, and courage in reshaping the transportation industry

Catherine Pihan-Le Bars: 

https://www.linkedin.com/in/catherine-pihan-le-bars-694980b0/

Get in touch: lee@extrology.com

Extrology:

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Want to know how top performers think? How Olympic athletes and special forces soldiers train their brains? How to break free from societal expectations and design success on your terms? 

Learn the game-changing blueprint for transforming your life in the latest episode of the Extrology podcast. 

Adrian Kelly - lawyer, entrepreneur and sports coach - provides insider secrets on conquering pressure, developing a bulletproof mindset and creating success that actually MEANS something. 

In this episode of Extrology you’ll learn:

• Resilience and Adaptability: From growing up in Northern Ireland during a militarised period.
• Performance Under Pressure: Drawing insights from legal, business and sports about managing anxiety and maintaining effectiveness.  
• Personal Success and Meaning: Aligning with one’s core beliefs
• Holistic Well-being: The importance of balance, recovery and mindfulness
• Learning & Growth: Maintaining a growth mindset. 

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Are you confused by conflicting nutrition advice, tired of diet fads, or simply curious about the fascinating world of food science?

James Collier, Co-Founder of Huel, and author of “Well Fed” brings his 30 years of nutrition expertise to this week’s episode of the Extrology podcast.

Lee & James demolish myths, expose misinformation and reveal the shocking complexity behind what we eat. In this episode you’ll learn: 

• Why there’s NO such thing as an “optimal diet”.
• How social media influencers manipulate nutrition information.
• Why black-and-white thinking about nutrition is harmful.
• About emerging food technologies from cultured meat to GMOs.
• The importance of contemplative eating. 

This episode is more than just another nutrition podcast - it’s a journey into understanding how what we eat impacts not just our bodies but our entire planet. 

James Collier: 

https://www.instagram.com/jamescollierrnutr

https://www.linkedin.com/in/james-collier-a717604/

https://jamescollier.substack.com/

Well Fed

https://lnk.to/WellFed

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Nature will carry on with, or without us; on our current trajectory, will the human race do the same?

Eoin Murray isn’t so sure, which is why he’s come to be a visionary in sustainable investing, nature finance and biodiversity strategies, all while creating opportunities for others to carry the torch.

He balances profit with purpose, capitalism with conservation, and we’ve much to learn from his experiences, lessons, and bold visions for the future - so join us on this future-focused, extremely human episode of Extrology.

Lee and Eoin discuss:

• Eoin’s purpose-led journey into sustainable investing and nature finance
• The importance of continuous learning, reflection and mindfulness in investment and business decisions
• Challenges and opportunities in nature investing
• The role of serendipity, mentors, and being at the right place at the right time in shaping a successful career
• Eoin's commitment to creating opportunities for those able to make more impact than himself
• The fundamental economic shift we need in order to properly value nature

Eoin Murray: 

https://www.linkedin.com/in/eoin-murray-2164787/

Rebalance Earth

https://rebalance.earth/

https://www.linkedin.com/company/rebalance-earth/

Get in touch: lee@extrology.com

Extrology:

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RE-RELEASE: WATCH FULL VIDEO ON YOUTUBE:
https://www.youtube.com/watch?v=jOZEGITVY6I

Tommy Entwistle’s passion for mountaineering, and the brands who support pioneers of adventure, is driven by his ability to ‘endeavour through adversity’.

That motto is synonymous with both himself and ThruDark, for whom he was Brand Director when we spoke to him in 2023.

It’s an impactful, heartfelt exploration of a man whose perception of success relies less on quantifiable ambition, but on community, connection, and collective strength.

Join us on Extrology to catch this thrilling conversation for the first time in full video on YouTube!

Lee and Tommy discuss:

• Mountaineering’s parallels with Tommy’s other early passion, Rugby League
• Early entry into the mountaineering world and appreciating nature
• Learning that nothing works without great people
• Finding your ‘2am Club’
• Building brand around your story, rather than attaching a story to your brand
• Community being a core pillar of branding
• Success being defined less by numbers and outcomes

Tommy Entwistle: https://www.linkedin.com/in/tom-entwistle-a929b847/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

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Gary Arndt’s life, experience, and acclaimed podcast serve as a masterclass in exploration, resilience and storytelling.

As host of the Everything Everywhere Daily podcast, with 1.6m monthly listeners, Gary has inspired millions with his unmatched ability to weave history, culture and human connection into captivating narratives.

His story of curiosity and courage will inspire you to learn and grow, as he shares his journey on episode 120 of Extrology!

Lee and Gary discuss:

• How curiosity drives each new adventure
• Lessons of resilience and perseverance from Gary’s travels
• Learning to become a profound storyteller
• The value of preservation
• Living in the middle of an age akin to the industrial revolution

Gary Arndt: https://www.linkedin.com/in/garyarndt/

https://everything-everywhere.com/

Get in touch: lee@extrology.com

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From a childhood marked by upheaval as a refugee, to becoming a pop star influencing a presidential election, Christian Ray Flores’ life reads like a movie script.

That’s just the beginning though - he’s an entrepreneur, coach and philanthropist, and his experiences now serve to empower others. 

We’ve much to learn from Christian, and as he joins us on Extrology, we explore what drives him, the values that guide his mission, and what he sees as the secret to thriving in a world full of possibilities. 

Lee and Christian Ray discuss:

• The blessing and curse of choosing cause over commerce
• How uncertainty creates the opportunity to be a great entrepreneur
• Christian’s remarkable musical career, and how it tied into a presidential election
• The process of recalibrating your career
• Choosing between lowering your goals, or elevating your habits

Christian Ray Flores: https://www.linkedin.com/in/christianrayflores/
Xponential Life: https://www.linkedin.com/company/xponential-life/

Get in touch: lee@extrology.com

Extrology:

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RE-RELEASE: WATCH FULL VIDEO EPISODE NOW ON YOUTUBE > https://www.youtube.com/watch?v=4bF9QnseU0U

Of all our guests on Extrology, few possess a relentless passion for their mission on quite the same level as Rich Stockdale, Oxygen Conservation’s fantastic Founder.

His company’s mission will always remain relevant, and his environmental sentiments on episode 53 are pertinent now more than ever; that’s why we’re revisiting another of our most popular episodes of Extrology, now available on YouTube for the first time!

Join us to discover how his work is leaving a legacy for the next generation to shine, how Oxygen Conservation has marvellously outdone their expectations, and how they’re taking on the small task of saving the world…

Lee and Rich discuss:

• Aspirations to become the world’s first conservation-focused unicorn company
• A love for sport feeding into a deeply instilled work ethic
• Sowing the seeds of the business idea at the Environment Agency
• Modern approaches to the indisputable need to take action around the environment
• Oxygen Conservation’s initial goals being blown out of the water
• Hiring people fundamentally better than you in business
• Parallels between business and sport, the environment and much more

Rich Stockdale: https://www.linkedin.com/in/richstockdale/
https://www.instagram.com/richstockdale_/
Oxygen Conservation: https://www.oxygenconservation.com/
https://www.instagram.com/oxyconservation/

Get in touch: lee@extrology.com

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Michael McLean is not your typical entrepreneur - he’s turned a bankrupt ice hockey club into a championship team, tripled the profits of his family business, and inspired thousands to embrace bold action.

With a no-nonsense, take-no-prisoners approach, Michael’s motivational sentiment will push you to rethink success and purpose. Join us to explore the power of ‘Vitamin N’, the secret to winning every day, and the three most important words you should live up to.

Lee and Michael discuss:

• Being the ‘Merchant of Truth’ and the personal philosophy that fuels Michael’s success
• Balancing being ruthlessly effective in business with making a meaningful impact on the community
• The parallels between building a championship sports team and running a profitable business
• The one ‘no-BS’ mindset shift every leader needs to adopt immediately

Michael McLean:
https://www.linkedin.com/in/michael-mclean-12b9671a5/

Get in touch: lee@extrology.com

Extrology:

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Lee Cooper:

https://www.linkedin.com/in/leecooperrecruiter/

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RE-RELEASE: WATCH FULL VIDEO EPISODE NOW ON YOUTUBE > https://youtu.be/DOkJP8s3_3o

Mark Reeves’ story is one of our most popular on Extrology for a great many reasons - his infectious positivity, remarkable mental resilience, and fulfilling, purpose-led life.

After witnessing the attempted murder of his father at a young age, Mark faced a lifetime of challenges. But through Shaka Surf, he’s found healing, helping others rediscover themselves through the ocean.

Enjoy this episode from the back catalogue of Extrology’s greatest guests, now available to watch in full on YouTube for the first time - discover what makes Mark’s story, and the worldview it created, so uplifting.

Lee and Mark discuss:

• The origins of Mark’s surf discovery and how he embraced the lifestyle
• Positivity seeping through every part of Mark’s leadership at Shaka Surf
• Making choices to be rich in life
• The traumatic event which, at just 8 years old, changed Mark’s life trajectory
• Creating and growing the huge phenomenon of the UK Dog Surfing Championship

Mark Reeves: https://www.linkedin.com/in/mark-reeves-722ba724/
https://www.instagram.com/markyreevesie
Shaka Surf: https://www.shakasurf.co.uk/
https://www.instagram.com/shakasurfbranksome/?hl=en

Get in touch: lee@extrology.com

Extrology:

https://www.extrology.com/

https://www.instagram.com/extrologypodcast/

https://www.tiktok.com/@extrology

https://substack.com/@extrology

https://www.youtube.com/@extrology

Lee Cooper:

https://www.linkedin.com/in/leecooperrecruiter/

Send us a text

After years in the C-suite, Dave Callan’s transition into personal performance coaching has seen him conquer a 250km ultra-marathon in Namibia.

That commitment to peak performance is both a physical feat, and a marvel of mindset - we’ve so much to learn from a man whose story spans far beyond the boardroom.

Whether you’re navigating a career pivot, leading a team, or simply looking for inspiration to take on life’s challenges, you won’t want to miss this episode of Extrology.

Lee and Dave discuss:

• Leveraging corporate leadership experience to thrive under extreme pressure
• How to transform your mindset to embrace challenges and grow through discomfort
• Making bold career transitions to align work with values and purpose
• How to overcome self doubt and make mental breakthroughs
• Achieving your peak performance
• Dave’s journey to discovering his potential through an alcohol-free lifestyle

Dave Callan: https://www.linkedin.com/in/dave-callan-3bb94413/
ONTO: https://www.linkedin.com/company/onto-consultancy/
https://onto-coaching.com/

Get in touch: lee@extrology.com

Extrology:

https://www.extrology.com/

https://www.instagram.com/extrologypodcast/

https://www.tiktok.com/@extrology

https://substack.com/@extrology

https://www.youtube.com/@extrology

Lee Cooper:

https://www.linkedin.com/in/leecooperrecruiter/