Your Digital Plumber
The Origin Story
I'm not a developer. I'm not a marketing person. I'm a digital plumber.
I spent 28 years in healthcare, ran a mobile massage practice in Johannesburg, bought into a franchise that flopped, and worked nights in adult social care while teaching myself coding, automation and CRM systems at dawn.
Not because I planned to end up in tech — but because I had a business to build and no one was going to build the backend for me.
So I learned. By doing. By breaking things. By fixing them at dawn and figuring out how to make them work properly.
What I Do Now
Now I do it for other people.
I run two things:
setforyou.ai
Done-for-you appointment systems. Missed calls answered, leads followed up, bookings handled automatically. Built for service businesses that are too good at what they do to waste time chasing admin.
Lead IT Lab
The full backend. CRM setup, automation, AI agents, and workflow builds for wellness practitioners, therapists, coaches, and service-based businesses who want the whole machine built properly.
The Weekly Newsletter
I also write a weekly newsletter where I share what I'm seeing inside client accounts — platform updates that actually matter, automation patterns that work, and the boring-but-beautiful systems that keep businesses running without drama.
The Rule
Everything I build follows the same rule: set it up properly once, and it should run without needing you to babysit it.