Following his military career, Martin transitioned into the health and fitness industry, working across high-performance sport and now operating full-time as a mental performance coach. He is the creator of the Built to Lead programme – a framework grounded in three pillars: Mental Resilience, Physical Performance, and Personal Standards. This programme is designed to help leaders, business owners, and high performers consistently show up as their best – mentally, physically, and emotionally.
Martin has hosted numerous sold-out live events at premier venues, and has spoken at high-profile events including the Talent Summit, Men’s International Health Day (alongside Rory’s Stories), and major industry conferences such as the Motor Trade Industry Summit and events with The HR Suite.
Together with his partner Rosanne, Martin runs a full-time mental performance consultancy and podcast, through which he has delivered over 350 live webinars and recorded more than 120 podcast episodes. His debut book, Change Your Jacket, draws from his military experience and coaching career to share actionable methods for shifting mindset and embracing personal mastery.
Martin’s keynotes explore topics such as leadership, mental performance, confidence, identity, and emotional resilience, with his most popular talk being The 3 Mental Shifts of High Performers. His story — from military sniper to mindset coach — is captured in his powerful analogy: “Change your jacket,” a mindset shift that redefined his path and now transforms others.
“In a sit down interview Martin showed he is an absolute natural discussing The Mindset of real High Performance: We discovered what it truly takes to perform at the highest level, consistently and under pressure, mixed with great humour. Martin had us eating from the palm of his hand.”
-Sigmar Recruitment – Talent summit 2025
“Martin delivered an exceptional masterclass on managing your state and it’s safe to say everyone took so much from it. Everyone was engaged from start to finish. As COO and having worked closely with Martin I expected nothing less than a super job.”
-Ciarán, The HR Suite.
“Martin presented a Masterclass on using your mind to resolve conflict to our HRM students which was absolutely exceptional. It was such a deep insight into how to control your inner state to get what you want in situations of conflict. The feedback from the entire course was a highlight of the residential weekend, So much so my phone didn’t stop with enquiries from students looking to bring Martin to their companies and workplace.”
-Caroline – HRM Team, ATU
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