Who we are
A systems architect and an operations partner.
We have proven this on the hardest complex system there is, a human, and now 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. Thirty years across elite sport, postgraduate education, and international fitness markets, now spent building the system underneath the business instead of the slide deck about it. I have built and run multi-site operations myself, three offices across two countries.
A former professional rugby player, 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.
“Soon everyone is an AI consultant. I am a systems architect who uses AI.”
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 specialises in fitness brand consultancy, driving 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 organisations bring us in
Proven on the hardest system
We built a behaviour-change operating system for executives, the hardest complex system there is, a human. A business is simpler.
On the ground in APAC
With years building, educating, and launching across Hong Kong, China, and Southeast Asia. We know the market and the trust gap.
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.