Meet Rob: Designing the Future of Spatial Intelligence

Some people see data. Rob sees space, time, and meaning.

Before co-founding TwinLabs, Rob spent over a decade helping redefine how the Tour de France was experienced. He was part of the team that built the world’s first real-time rider tracking platform, delivering it in just three months for the 2015 Tour.

What started as a high-pressure sprint grew into a platform capable of telling rich, real-time stories using live data — across not just one race, but every race the organisers hosted.

The Spark of an Idea

That journey sparked a deeper insight.

“Through the work we did at the Tour, I really came to understand how powerful it is to see data in context — in spatial context,” Rob says.
“Understanding that this happened here, and that it happened next to there, changes the way people understand what’s going on. That was traditionally incredibly hard to do - and incredibly expensive.”

That friction is what Rob set out to solve.

“Traditional Digital twins are amazing. But they’re also horrendously expensive. Only companies with huge budgets could justify them,” he says.
“So the opportunity we saw was to make that power — that clarity — accessible. To help people answer their own questions, in their own contexts, without needing a team of consultants or engineers.”

That vision became TwinLabs.

A Platform That Surprises

For Rob, the pivotal moment came early, working with one of their first customers.

“They were using the twin in ways we hadn’t anticipated — not just for what we’d built, but to solve problems we hadn’t thought of,” he says.
“That’s when I realised we weren’t just building a tool. We were building a platform.”

That platform is technically non-trivial. It’s a mix of real-time data pipelines, 3D spatial environments, IoT integrations, and analytics — all rendered in a browser, not a high-end game engine.

But for Rob, the power lies in what the user doesn’t have to see.

“We made a deliberate decision early on to invest in the clarity of the experience,” he says.
“One of the most powerful things about our product is that it just makes sense. You don’t need a manual. You just look at it, and you get it.”

The Mind Behind the Clarity

That emphasis on intuitive design reflects Rob’s unusual background. He holds qualifications in Design, Engineering, and Accounting — a combination that gives him both aesthetic and analytical fluency.

“I’ve spent the last 20 years as a data guy, but I really care how things look,” he says.
“It’s not enough for data to be accurate. It needs to be understood.”

Now, as TwinLabs grows, Rob is leading with that same clarity — not just in product, but in culture.

“We’re absolutely a remote-first company,” he says.
“But more than that, we treat people like adults. Autonomy here means owning things. Solving problems. Shipping work that matters.”

Built on AI, Designed for Speed

That ethos is powered by modern tools — including AI.

“Honestly, we couldn’t do what we do without AI. It’s central to how we work — from writing code to reviewing contracts to editing blog posts like this one.”

In the months ahead, Rob sees rapid expansion — especially as the team begins to engage with other new verticals.

“We’re growing fast. Sales are picking up. It’s exciting — and maybe a little terrifying — but it’s a great place to be.”

What Grounds the Vision

When asked what keeps him grounded, Rob doesn’t hesitate.

“My family. And running. I’m not great at running - I plod! - but it’s like meditation for me. It really helps me clear my mind and think.”

And if he could go back and tell himself one thing before starting TwinLabs?

“Talk to customers. Right away. Even sooner than that. They’ll show you the value faster than you can imagine.”

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