About us

We work closely with well over a thousand entrepreneurs, founders and investors from around the world every year. We have also interviewed numerous successful entrepreneurs and professional sports people. As a result, over the past 5 years of working in the startup sector, we have recognised patterns of behaviour that separate the successful from the unsuccessful.

Those patterns of behaviour include daily and weekly routines, habits, tips and tools, which we have adopted into our own lives, and distilled into programs that other founders can adapt and adopt.

We exist to help founders to consciously engineer their lives for success. It is about taking control of your life – at work, home and play – to ensure you can operate at your peak. We provide founders with the routines, habits, tools and skills to better manage and understand their mindset and emotional states.

We up-skill founders so that they are better prepared to avoid and minimise issues such as anxiety and stress, and to reduce the impact of the entrepreneurial journey on their home life and relationships.

What we do

We deliver online and immersive off-site programs and other digital content with actionable activities for founders to complete and adapt into their lives. Our online programs combine regular emails, videos, and online communities. Our off-site programs take participants away to remote locations with an immersive experience to not only develop the individual, but to build a bonded cohort of peers.

We learn from the best

The content we share in our programs is taken from some of the most successful entrepreneurs, founders, and professional sports people in the world. The routines, habits, tips and tools they use to engineer their lives for success are digested into structured programs that you can adopt into your own life.

We focus on tangible, actionable outcomes. There is plenty of motivational material already out there. And lots of content on the habits of successful people. But we have distilled all of that content into a regime of behaviour that you can adopt into your daily life.

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Our Co-Founders

Peta Ellis
Peta Ellisco-founder
Medium

Peta is an ecosystem, builder, startup community leader, innovation strategist, public speaker and facilitator, and diversity evangelist.

As an entrepreneur, Peta founded 4 companies before 30, and has a 20 year background in communications, PR, marketing and media relations.

As a startup community leader and CEO of River City Labs, Peta grew the organisation over 550%, leading it through an acquisition by the Australian Computer Society in 2018. Post acquisition she led the expansion of RCL into 3 hubs across 3 states making it the largest innovation hub network supporting high growth technology companies in Australia. She is a member of the Queensland Startup Working Group and has led the Startup Catalyst Female Founders Mission to London. She was awarded the 2017 Startup Community Leader of the Year by Techboard.

As an innovation strategist, Peta has worked with hundreds of high-growth technology companies and has worked with corporates such as Bank of Queensland, CUA, and Suncorp.

As a facilitator Peta has delivered 20+ hackathons around Australia, and has delivered hundreds of keynotes, workshops, and panel events to several thousand participants at events around Australia.

Aaron Birkby
Aaron Birkbyco-founder
Medium

Aaron is a startup founder, startup community leader, innovation strategist, public speaker and facilitator.

As an entrepreneur, Aaron has founded and exited several technology businesses, for which he was named the Australian Entrepreneur Of The Year by the Pearcey Foundation in 2016.

As a startup community leader, Aaron has founded a startup hub on the Gold Coast, served as an Entrepreneur In Residence and designed multiple accelerator programs, as well as organising and leading 17 international missions to Silicon Valley, Boulder, Seattle, London, Berlin and Israel. He’s a member of the Queensland Startup Working Group and previously a board member of StartupAUS.

As an innovation strategist, Aaron has worked with hundreds of high-growth technology companies, and consults to multinational giants like Google, YouTube & Novartis on innovation, culture and performance.

As a facilitator Aaron has delivered 60+ hackathons around Australia, and has delivered hundreds of keynotes, workshops, and panel events to several thousand participants at events around the world.