What is The Expedition?

The Expedition is a 6-week AI coaching programme for consumer brand founders (food, drink, CPG). It provides one-to-one coaching built entirely around your real work tasks.

Who coaches on The Expedition?

Laura Rosenberger (former COO of a £100M+ D2C business, founded Laylo) and Craig Jones (four-time founder, scaled Cheesies across the UK). They're operators who've gone deep on AI, not AI specialists trying to understand your business.

What guarantee does The Expedition offer?

5+ hours saved a week by Week 4, or they keep coaching until you get there. You need to show up, bring real tasks, and use what's built.

Who is The Expedition for?

Consumer brand founders — food, drink, CPG, DTC, FMCG — who know AI matters but haven't had time to figure it out. Applications are reviewed personally to ensure a good fit.

The Expedition

The Expedition 01 / 10

AI Coaching for Consumer Brand Founders

Your business won't
go AI-first
until you do.

Six weeks of coaching from people who know your world. You get up to speed fast - and become the one who leads the change for your whole business.

Register Your Interest →

The Expedition 02 / 10

The Problem

Your business needs
a leader on AI.
You haven't had time
to become one.

For AI to change how your business operates, someone needs to set the direction. Know what's possible. Inspire the team to change how they work.

That someone is you. But right now you're running at capacity - and you can't lead somewhere you've never been.

Creating board deck

4 hrs → 30 min

Getting AI working on your own desk is how you build the conviction to lead it everywhere else.

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The Insight

The companies who figure
this out first will be
impossible to catch.

You have three options:

1 Keep putting AI off. Maybe next quarter. Maybe when things calm down. They won't.
2 Delegate and hope. Let the team run a few experiments. Without a leader driving it from the top, it'll stay small - a few tools, no real shift.
3 Go first. Build conviction on your own work. Then become the founder with the clarity, authority, and plan to take your whole company with you.

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What It Is

One-to-one AI coaching,
focused entirely on
your real work.

6

Weeks of one-to-one
coaching

60

Minutes per
week

1:1

Every session on
your actual tasks

Not a course. Not a webinar. One-to-one coaching from operators who've gone deep on AI.

Each session is just you and your coach, working on your actual tasks. Between sessions, a private WhatsApp group with other founders in the programme provides accountability and inspiration.

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How It Works

Here's the map.

01

The Briefing

You record a walkthrough of your working week. Your coach arrives already knowing your world.

02

Base Camp

90-minute kickoff. We shadow your work, set up tools, and find your first "wow" moment.

03

The Route

Weekly 1:1 sessions with your coach. Shared learning and accountability from other founders on the programme.

04

The Return

You've done it yourself. Now drive AI across the business - with a team presentation and 90-day cascade plan.

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The Bigger Picture

The real return isn't
the hours saved.
It's what you see next.

Yes - you'll get hours back every week. That's real, and it matters.

But once you've seen what AI can do on your own work, something else happens. You start to see the opportunity everywhere - in how your team operates, how you approach decisions, where you're leaving time and money on the table.

You become the person who knows what's possible.

We'll help you build the 90-day plan to set the direction for everyone else - not just yourself.

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What you get.

Six weeks of one-to-one coaching, highly tailored to your particular work.
Leadership presentation + 90-day cascade plan. Leave equipped to take your team where they need to go.
Custom AI workflows built around your recurring tasks. Repeatable systems, built to your standards.
A private founder peer WhatsApp group. Eight founders sharing inspiration and supporting each other.
60 minutes per week focused on your real work, not theory.
Team recording. A session to cascade what you've learned beyond just you.

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Your Coaches

We've been where
you are.

Laura Rosenberger

Former COO of a £100M+ D2C business. Founded and scaled Laylo. Spent a year working with AI engineers. Now helps consumer brands operationalise AI.

Craig Jones

Four-time founder. Scaled Cheesies to millions of packs sold across the UK. Now trains the next generation of FMCG commercial talent.

We're not AI specialists trying to understand your business. We're operators who've gone deep on AI.

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The Guarantee

5+ hours saved a week.
A plan to lead AI.

Or we keep coaching you until you have both.

Your Move

The Expedition 10 / 10

Next Cohort: 7th May 2026

AI won't wait for you
to have a quiet week.

The decision to start is the hard bit. Once you're in, we do the heavy lifting - we know your world and we'll get you up to speed fast.

Start with a 3-minute assessment to register your interest and see if you're a good fit.

Take the Assessment →

Applications reviewed personally.

Your business won'tgo AI-firstuntil you do.

Your business needsa leader on AI.You haven't had timeto become one.

The companies who figurethis out first will beimpossible to catch.

One-to-one AI coaching,focused entirely onyour real work.