Hi I'm Theo. Here's a bit about me:


Head of Growth turned Growth Advisor to Seed-> Series B startups. 10+ years experience working with B2C and PLG SaaS startups. Growth EIR at Kings College. Great Guy :)

January 2012
Co-founder Dan finishes the economics degree he promised his mum he’d complete, only to never use it and start his own clothing business (love you mum).
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June 2016
Adam catches wind of Dan’s early success and slides into his DM offering help. Dan politely accepts.
August 2017
After collectively failing a number of business ventures, Dan and Adam finally have their first break. Together they build Lumio with a team of 7 other legends.

Lumio, previously called Foenix, was a social media analytics company that helped brands like Audi, David Jones and Red Balloon source legitimate influencers for social media campaigns.

“We were essentially the Instagram police and called out fake influencers left, right and centre. It was fun and all, but there is only so many bikini chicks you can look at on Instagram before you start losing your mind.”

Dan, Co-founder and CEO of Lumio

April 2018
Lumio gets acquired by German company, Influencer DB. Yeww! 🎉

“After this, we both took up golf on during the week and started eating fancy dinners at the local Country Club... Ha. This is not what happened at all. We suck at golf and love eating Guzman Y Gomez.”

Adam, Co-founder of Lumio

June 2018
Dan is shipped off to work with ze Germans as Head of Product at Influencer DB.

Adam decides to stay in Sydney and cut his teeth as a Product Designer with one of Sydney's leading design studios.

Whilst in Germany, Dan worked with with brands such as Daniel Wellington and BMW - Ja!

Adam worked with clients like Vodafone, TAFE NSW, Adobe and also won the 'Good Design Australia' award for his work on the Seatfrog website.

November 2019
After spending time apart, Dan and Adam begin to plan their next moves and rekindle their business partnership.

The name "Relume" is born.



To relight or rekindle (a light, flame, etc.)

January 2020
Dan moves back to Sydney to join a Global startup incubator called Antler. He convinces Adam to join him.
April 2020
🚀 relume launches
For various reasons, Dan and Adam decide to turn down a $100,000 investment from Antler and start their own business venture, without taking outside investment.

To do this they would have to build a company that would be profitable in its first year. Not the next Uber of *insert clever idea*.

June 2020
After building 11 websites on Webflow in under 6 weeks as a way to test a number of business ideas, Dan and Adam decide to stick to what they know best and launch Relume - a company that designs and builds beautiful Webflow websites.

“Relume was an opportunity for us to build a profitable business, not a startup that bleeds cash, whilst doing what we love to do. It also allows us to learn about all types of businesses and the problems they deal with. These are all opportunities that we could potentially solve for in the future. For now, our goal is simple, we want to build a kickass business which means we really want our customers and the Webflow community to succeed too.”

Dan, Co-founder of Relume

Today Relume is a team run by two guys with the same mission in life - To wake up every day with a choice to do what we love to do, build meaningful relationships and do great work.

You've heard our story, it's now time for the world to hear yours.

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Testimonials SECTION

Kind words Founders and Marketers have said about me

Theo has a great understanding of growth on both a strategic and operational level.

Theo helped set up processes, built useful playbooks and trained team members during a period of rapid growth at Republic.

Analytical, reliable and easy to work with, Theo helped improve some of our key marketing KPIs and set up a strong foundation for us to build on.

Nick Marshansky
Chief Marketing Officer - Republic

Theo helped us revisit and map our customer journey, devise experiments, and empower members of the team to have more clarity around ownership and specific metrics.

We now have greater alignment across the org and found ways to get our customers to our core value faster. Removing blockers is one of Theo's superpowers! We have learned a lot from working with him, and we are a stronger team because of it.

Pedro Moura
CEO - Flourish Fi

Theo helped us to define our growth strategy and the acquisition channels to focus on. Theo worked closely with our growth team and implemented a strong experiment framework, which we are now working from.

Theo’s structured approach and great energy really helped to push our team in the right direction.

Mattis Curth
Co- Founder - Artland

We all really enjoyed our internal growth workshop with Theo and it's really helped us focus on what needs to be done in the here and now - with clear actions.

Louise Weiss
Co- Founder - Dotte

Theo is a vital member of our team of Experts in Residence at King’s. Through his growth mentorship and workshops, we have seen our ventures take significant strides forward in areas ranging from customer development, to user acquisition and growth strategy.

Ed Halliday
Ex Head of Accelerator, Kings College London. Now COO, Fire Tech.

We were testing on a number of different channels without clear direction. We had started to experiment with messaging but hadn’t figured it out.

After working together with Theo, we had a better picture of what to focus on, what messaging would work for our audience and what next steps to take.

Alex Chumbley
Co Founder, Fable -
YC W21

Theo is the rare type of marketer who blends the theory with the strategy with the execution. I learnt more in an hour with Theo than I had in the past 6 months of learning on my own. Theo has the ability to come into your business, identify a problem and put solutions in place immediately. I have absolutely no hesitation recommending Theo. Work with him as fast as you can!

Kirien Sangha
Product - Meta

Theo was a pivotal part of building and expanding our marketing efforts at Regal Gentleman, introducing us to real-world ways to analysis our data, know what tests we need to make and get a better grip of how to fundamentally increase our sales. For the one year we worked together, I can safely say we have come out as a better business, but also better marketers who better understand how to maximise our audience and conversions

Josh Blackburn
Co-Founder, Regal Gentleman

Theo delivered a fantastic workshop for over 80 entrepreneurs currently taking part in the Santander X Entrepreneurship Awards. All of our startups loved the session and came away with tips and strategies they could apply to their businesses straight away.

Louise Fairleigh
Strategic Programme Manager

Theo identified some great growth opportunities for us. We are now experimenting more effectively and talking to our customers more. Theo provided lots of value for Shoobs.

Louise Broni-Mensah
Founder of Shoobs - YC, W15

Theo delivered an absolutely fantastic training session and we received such great feedback from our ventures about it

Natasha Triay
Head of Accelerator, London Met University

We had just revamped our onboarding flow and got Theo to take a look at it. He gave a very detailed review and my team were amazed by the level of depth in the insights.

Luca Micheli
Founder - Customerly

I approached Theo as I wanted to understand why users were dropping off during onboarding. He provided a detailed outline of the things we had to change to reduce friction points and with his very structured auditing process even found a bug

Alex Franch
Co- Founder - Privasee

As a marketer, I know the importance of an effective onboarding flow. It’s the one step that can make or break the relationship with your customers. Really enjoy Theo’s content on the subject, he has a proven ability to understand customer behavior and design flows that convert.

Samantha Leal
Ex VP of Marketing, Synthesis

I've been enjoying Theo's ideas about user onboarding and retention a lot. Especially the breakdowns of well-known companies and the templates he shares are a goldmine. Highly recommend working with Theo when you're struggling to get fresh users engaged and keep them as happy customers for years!

Jasper Polak
Founder, Project Leaders

Theo is one of my favorite follows when it comes to startup growth. From user onboarding to google analytics, he's done it all and has the content to back it up.

Joe Portsmouth
Head of Retention, Beardclub

Theo's templates are incredible - they give you the blueprint to understanding how to onboard your new customers.

There is nobody better to help you understand the growth strategy for your product - every one of Theo's templates are so valuable for helping me build my business

Harris Fanaroff
CEO, Activate Onboarding

Theo has helped create a really strong growth and learning culture at acasa. He worked to drive more relevant traffic for us, improve our conversion funnels and reduce our CPA

Nick Katz
CEO, acasa

I’ve learned a ton from Theo’s case studies on effective onboarding. His product insights are invaluable for marketers and builders alike.

Brian Bourque
SVP of Marketing at SmartAsset

I've always been impressed by Theo's understanding of startup growth strategy. He's exceptionally thoughtful and his content on product-led growth is impressive

Brian O'Connor
Founder, Strategy That Scales

Theo knows what it takes to scale. We have worked together on multiple startups over the years, I trust and recommend him when it comes to growth. He can think high-level but also get into the details.

Leo Galley
Director of UX, Coinlist

We have been exploring different avenues to increase the effectiveness of our onboarding in order to ensure that users reach their first AHA moment and continue to be excited about using our platform.

Theo did a fantastic job auditing our onboarding flow and made actionable recommendations to improve it. Always an absolute joy to work with him and I can not recommend enough the value he adds.

Lenny Leemann
Co-founder & CEO, Greenspark

We had just revamped our onboarding flow and got Theo to take a look at it. He gave a very detailed review and my team were amazed by the level of depth in the insights.

Luca Micheli
Founder - Customerly

Theo's workshop was the best session on growth I've done so far.

Alex Birtles
CEO - In Good Company

Let's start driving profitable growth for you

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