Operator · Investor · Dealmaker
Two CEO mandates. A decade of acquiring, building, and scaling digital businesses. Now doing it independently — at the moment AI is reshaping everything.
Point of view
Performance marketing and affiliate businesses are being structurally repriced. AI is disrupting the list based and SEO dependent models that underpin much of this market, creating motivated sellers and compressed multiples.
Most financial buyers cannot underwrite these assets with confidence. Most operators are not positioned to buy. Free Spirit Partners sits in that gap.
The same technology disrupting these businesses creates the operational improvement opportunity. AI process reengineering applied to content, SEO infrastructure, and commercial operations can materially improve margins within 12 months of acquisition.
Performance marketing multiples have compressed materially — quality assets are available at prices that would not have been possible 24 months ago
AI native operational improvements are available to any acquirer who knows where to apply them — most sellers do not
The consolidation thesis is 2 to 3 years from being obvious to everyone — the window to act on it is now
What I am building
Acquiring profitable digital businesses in performance marketing, affiliate, and AI adjacent tooling. Improving them with operational expertise and AI process reengineering. Realising value into a consolidating market.
Selectively available for the right deal flow and co-investment conversations.
Background
Game Lounge
Chief Executive Officer · Acquired Meneer Casino · Oversaw sale of Betting.com
Feb 2024 — Apr 2026
Webgains
Chief Executive Officer · Global affiliate network · Technology platform build
Apr 2016 — Dec 2023
Full profile on LinkedIn →
Contact
"I am selectively available for conversations around deal flow, co-investment, advisory, and the right introductions. If you have something relevant, I would like to hear from you."