Who we are
A systems architect and an operations partner.
Alex proved this on the hardest complex system there is, a human. Now we build it for businesses.
Alex Poole, MSc
Co-Founder & Systems Architect
I architect the operating systems businesses run on, and I use AI to make them fast. Since the late 1990s across elite sport, postgraduate education, and international fitness markets, now building the system underneath the business instead of the slide deck about it.
I have run the operation myself. After my professional rugby career, the first business I built was Kinetic Fitness in Bristol, in the early 2000s. Personal training, physiotherapy and Pilates under one roof, one of the first private clinics of its kind in the UK. Then Hong Kong, in the mid-2010s. Chief Operations Officer of a wellness company across Hong Kong and China. Three offices. Joint-venture partners. Distribution, sales and operations, with the P&L and the operating model on my desk.
I moved from elite performance coaching into the science and the commercial reality of the fitness industry. I have held senior faculty roles for global certifying bodies and led APAC market entry for some of the world’s leading equipment manufacturers. The thread through all of it: take something complex and make it run as a system other people can use.
I proved it on the hardest complex system there is, a human. DC5 is a behaviour-change operating system that makes lasting change tractable: a simple daily surface over a governed engine that absorbs the complexity for the user. Your business is a complex system too, people, sites, regions, distributors. I give it a clear surface and a governed engine underneath, with AI as the leverage.
Everything I build is built to one method. Read Rules Run. It is written down, versioned and frozen. You can read how it works
Training delivered for
- NASM
- Therabody
- Trigger Point
- SAQ International
- Cybex
- YBell
- TraTac
- Jordan Fitness
Co-founder
Hong Yu Jin Rosa
Co-Founder & Director
As Co-Founder and Director, Hong Yu Jin Rosa drives the strategic vision and operational discipline for the company.
With a background leading wholesale operations at a major global lifestyle brand and cross-regional experience in Hong Kong markets, she drives end-to-end execution from process design to performance outcomes.
Her operational playbook prioritises lean systems, data-driven decision-making, and cross-functional alignment, ensuring programmes launch on time, under budget, and with measurable impact.
Rosa holds a degree from California State University, Northridge and excels at transforming strategic vision into operational reality while fostering teams that execute with clarity and accountability.
Why owner-led businesses bring us in
Proven on the hardest system
Alex built a behaviour-change operating system for executives, the hardest complex system there is, a human. A business is simpler.
Architecture, not slideware
We do not hand you a strategy deck and leave. We design the system, build it, embed it, and govern it so it holds when you are not in the room.