01 / Founding · Product · Go-to-Market
What it means to be the one building it.
Co-Founder · Commercial & Product Lead
Result
From an idea to a defined commercial model, product direction and a platform in testing.
I co-founded Turnout, a sports and wellness community platform connecting clubs and members. From the initial concept through company formation and product testing, I’ve led commercial strategy, product and UX direction, monetisation and go-to-market.
- Context
- Turnout, a sports and wellness community platform
- Discipline
- Founding · Product · Go-to-Market
- Timeframe
- 2026 to present
01The challenge
Starting a business means working without an established playbook. Every product decision has a commercial consequence, every priority competes for limited resources, and progress depends on knowing what to build now versus what can wait.
We needed to develop a product that solved genuine problems for clubs and members while creating a commercially viable business.
02My contribution
- 01Co-founded the business and helped take it from concept and formation into product testing.
- 02Developed the commercial framework, target market, monetisation approach and go-to-market strategy.
- 03Led product and UX direction, translating user and business requirements into product priorities.
- 04Worked closely with our fractional CTO on technical feasibility, feature prioritisation and development trade-offs.
- 05Conceived Poppy, our AI agent for supporting coordination across the platform, and worked with our CTO, who built the technical implementation.
- 06Shaped partnerships, brand and launch planning.
03The impact
Team outcome
From idea to platform in testing
Progressed Turnout from an idea into a business with a defined commercial model, product direction and a platform in testing.
The technical development is a team achievement. My ownership has been across commercial strategy, product and UX direction, monetisation and founder-level decisions.
04What it taught me
“Founding has changed the way I think about execution. When it’s your business, there is no separating strategy from delivery. You make decisions with incomplete information, prioritise what matters and take responsibility for moving things forward.”