About David
The Guy Who Sold the
Melbourne Cricket Ground
Three businesses built and exited. Two bestselling books.
One mission: free every business owner from the daily grind.
Three businesses built and exited. Two bestselling books.
One mission: free every business owner from the daily grind.
David's entrepreneurial journey started in his early twenties — when he convinced someone to buy Australia's most beloved sporting venue, the Melbourne Cricket Ground. (Yes, really. It's a long story. Ask him about it.)
The day David sold the Melbourne Cricket Ground.
That early hustle set the tone for everything that followed. A stock market education business designing trading systems. A rock 'n' roll clothing store called Planet 13. A digital agency, Melbourne SEO Services, that grew into one of Australia's most trusted.
Every business taught the same lesson: the founder is always the bottleneck.
It didn't matter how good the product was or how talented the team. If the business couldn't run without David in the room, it wasn't really a business. It was a job with a fancy title.
It was 7 am in Melbourne when an email arrived from someone called Luz Delia Gerber.
The name wasn't familiar. But a certain Michael E. Gerber — author of the E-Myth series, the man who coined "work ON your business, not IN it" — very much was.
Gerber, at eighty years old, was preparing to launch his twenty-ninth book. His first self-published title. And after watching David's videos, Luz Delia had decided: David was the person to lead the project.
David with Michael E. Gerber — the man who taught the world to work ON the business.
There was one catch. It would take sixty-plus hours a week. For three months. David would have to walk away from his own business entirely.
Two years earlier, he would have had to say no. He was too enmeshed in the daily operations. Without him, there was no business.
But this time was different. David had spent those two years building systems — documenting processes, training his team, removing himself from every bottleneck. His business didn't just survive his three-month absence. It barely noticed.
Gerber's book became his first Amazon bestseller within twenty-four hours of launch. David was invited to Carlsbad, California to celebrate, and then asked to facilitate a mastermind group dedicated to Gerber's legacy.
The irony wasn't lost on anyone: the man who taught the world to work ON the business — had been helped by someone who'd actually done it.
That experience crystallised everything. David had found a repeatable framework for freeing business owners from their own operations — and he couldn't keep it to himself.
SYSTEMology was born. Not as theory, but as a battle-tested methodology built from real exits, real businesses, and real results.
Since then, David has:
The thread through all of it: ordinary people, plus well-designed systems, produce extraordinary results.
Above everything else, David's a dad, a husband, and someone who tries to be a good human. That's the whole point of building systems — to have the freedom to be present for the things that actually matter.
When he's not helping business owners escape the daily grind, you'll find him on the Brazilian Jiu-Jitsu mats, tearing down mountain bike trails, travelling with his family, or chasing whatever gets the adrenaline pumping. A bit of an adrenaline junkie, if he's honest.
Whether you're looking for a keynote speaker, a podcast guest, or just want to connect — David would love to hear from you.