
Hello, I’m Ian.
Before anything else, I try my best to be a good father, husband, son, family member, and friend.
I wanted to begin my bio with that so I don’t forget the most important lesson I learned from the second darkest phase of my life: that if they really are as important to me as I say they are, my thoughts and actions better damn well align with that.
One thing that I’m still working on is how to put myself first sometimes. I see clear as day now that if I want to be of service to the people around me, the only way I can do it without eroding my own health and sanity is to take care of myself. It’s the only way to make it sustainable in the long-term. Also, easier said than done.
Putting forth an idea like ‘self-care’ on a website targeted at men is risky. But it’s also a big reason why I’m doing this work.
I think that much of the self-help, mental health, and even wellness content out there isn’t all that appealing to most men. The language is too soft, the colours are too pastel-y, and let’s be honest, it sometimes feels like content for women, written by women. And, by the way, that’s probably in part because about three quarters of mental health practitioners are female.
In terms of my background, I got my first degree in psychology in 2007 from Santa Clara University, and then got my master’s degree in strength & conditioning from St Mary’s University, Twickenham, which is pretty much a postgrad degree in peak performance and coaching.
In my last adventure, I spent 11.5 years growing my old company, Ritual, around the world. Over 900,000 exercise sessions were conducted under my leadership, where we served thousands of clients across 7 countries and 4 languages. I’ve had the pleasure and honour of certifying hundreds of trainers in the system I developed.
Unfortunately, the business crashed pretty dramatically due to covid complications.
In those 11.5 years, I learned how to manage, coach, mentor and lead high performance teams, across multiple cultures and timezones, through beautiful phases of growth, and horrible phases of loss. When it comes to dealing with seemingly insurmountable work stress, coupled with pressures to do better at home, I know these struggles well.
I’ve given talks and workshops to companies like Nike, UOB, National Cancer Centre, StashAway, BT Group and LinkedIn, on topics ranging from burnout and resilience, to peak performance and healthspan.
More than anything, I want to help people discover and live the lives they truly want to live.
For more about my story, and for content on men’s wellbeing, please check out my YouTube page. Fresh uploads twice a week!
My brother is 2.5 years older than I am, and before I was born, he had an imaginary friend named Bu. And the story goes, when he saw me for the first time, he pointed at me, and said to my mother, “there he is, there’s Bu”.
I named this project TheBrotherBu to personify the coach, mentor, or friend that I wish I had during the darkest phase of my life. In some ways, TheBrotherBu is a standard I’m aiming for on my best days.