How I Got Here

The path to this work wasn't linear. It never is for the people I work with either, which is part of why I understand what they're navigating.

I started in IT in 1999, built my first website that same year, and spent the next two decades building a career across digital marketing, content creation, graphic design, web development, and business strategy. I co-owned and operated a retail business. I managed large-scale commercial projects. I worked inside Telstra for nearly six years. I ran my own digital marketing consultancy (Existential Image) for over 15 years, serving business owners across industries with strategy, branding, systems integration, and marketing execution.

During that time, I also studied psychology at the University of South Australia. Not because I wanted to become a psychologist, but because I was always more interested in why people make the decisions they make than in the mechanics of selling to them. The realities of working full-time and parenting solo meant the degree didn't get completed (particularly since you had to commit to unpaid 'work experience' for months to get qualified, which wasn't an option for me). The foundation it built never stopped informing my work. Understanding human behaviour at a university level, particularly that perception is reality and how subconscious processes drive conscious decisions, became the lens through which I viewed everything that followed.

In 2018, I began postgraduate business studies at Griffith University, completing a Graduate Certificate in Business Administration while simultaneously working in mental health triage and reception at the Brisbane Counselling Centre. That combination, studying business strategy at postgraduate level while sitting inside a clinical mental health environment every week for three and a half years, changed how I saw everything. I watched highly capable people struggle not because they lacked resources or intelligence, but because subconscious patterns and traumatic experiences were running their decisions in ways they couldn't see. The therapeutic world had tools for this. The business world didn't. The gap between the two became the foundation of ALT workspace.

In 2019, I trained in Strategic Intervention coaching through the Robbins-Madanes programme, grounding my coaching methodology in the six human needs framework and the behavioural science behind why people do what they do, especially when it contradicts what they say they want.

In 2020, I qualified as a Rapid Transformation Therapy (RTT) practitioner, became a member of the International Institute for Complementary Therapists (IICT), and began practising professionally. RTT gave me a precision tool for accessing the subconscious directly: identifying the root belief behind a pattern and rewiring it in a single focused session, rather than spending months circling the same ground.

For four years (2022 to 2025), I also worked as a LinkedIn Coach with Prominence Global, helping professionals and business owners build authentic personal brands and develop lead generation strategies on the platform. That experience reinforced something I already knew: visibility isn't a marketing challenge for most business owners. It's an identity challenge. The strategy is straightforward. The willingness to be seen is where people get stuck. And that willingness lives in the subconscious.

ALT workspace launched in late 2025 as the integration of everything: the marketing and business strategy expertise, the therapeutic and coaching training, the proprietary Transformation Archetype Diagnostic, and 20+ years of observing where capable people get in their own way and what actually shifts the pattern when they're ready.