I was born in Exeter, England on April 18th 1979. In the early stages of my life I was fun, smiling, giggling and goofy. I loved to play.

Running around the playground at five years old pretending to be a cop and playing kiss chase, I was the typically little boy that had fun.

But when I moved to secondary school, life started to change.

Still muddy after a rugby game, I took off my clothes, grabbed a towel and walked into the locker room shower to clean the mud off my body.

I innocently walked past one of the popular guys at school who decided he wanted to make my life hell…

“Get your backs to the walls, Lovell just touched me”, he shouted.

The rest of the boys stood with their backs to the walls, shouting…


From the age of thirteen I was heavily bullied. I spent most days in fear of what would happen at school.

Simon The Entrepreneur 

One of my hobbies was playing video games, so I spent much more time isolating myself producing my fanzine called Megabyte selling it for one pound to local newsagents.

Eventually I went on to work for national games magazines and start my own publishing company with a friend which eventually collapsed.

In my early twenties, I found myself at a crossroads in life. 

Within the space of a few months my girlfriend asked me to leave, I lost my home and found myself living with my parents riddled with debt.

A Mother’s Question, A Mother’s Advice

Sitting on the sofa, my mum asked me a really important question and made a powerful suggestion.

“What do you want to do with your life now son?”, she asked.

“You love to go to the gym, so what about becoming a personal trainer and helping people?”

I loved the idea. But I had no money.  Fortunately my parents really wanted to help.

So off to Cyprus I went to certify as a personal trainer and came back a new man, feeling confident with a spring in my step. 

Simon The Addict

At the same as being addicted to fitness, I was also addicted to partying, binge drinking, smoking and gambling.

Then after one night at another personal trainer’s house, I took cocaine and started years of destroying myself.

I became depressed, stressed, socially awkward and needed more and more drugs to soothe my pain.

Now I was back in debt with nothing to show for it, 7 credit cards almost maxed out.

Eventually I hit rock bottom and during Christmas 2010 had a wake up call, a little voice that said…

“What the hell are you doing with your life? Something has to change”.

I moved away from Exeter and decided to start a new life.

I took personal development trainings, hired coaches, worked on my mind and instead of wasting money, began investing in myself.

I found a mentor that helped me find the confidence within and started to rebuild myself financially.

My Millionaire Money Focus 

I worked hard and eventually made my first million dollars, with plenty of ups and downs along the way.

I moved from England to California and started a new life, getting the keys to a $4 million dollar mansion and to a Ferrari which I had put on a vision board in 2013.

On the outside, everything looked great, but behind closed doors Simon was still unhappy and had more work to do on himself. 

I was in co-dependent relationships that drained my energy. There was always a massive part of me that knew I needed to leave, but a bigger part of me that wanted to stay because of my neediness. 

I started to meditate more consistently, went into the Amazon jungle for plant ceremonies and hired healers.

I upgraded my Ferrari. 

I moved into a bigger mansion, complete with a basketball court.

Still, something didn’t feel right. I was frustrated and tired.

I kept on asking the question “is this were I’m leading people to?”

After spending over $250,000 on personal development I still didn’t feel complete or connected at my core.

But I refused to stop investing in myself.

I found another mentor.

One who suggested that instead of adding, I should start to let go.

So I did.

I made the decision to move out of the big house, let go of the fancy cars and see what would happen. 

I decided to stop running the business that felt out of alignment.

I immediately stopped my lavish spending.

I gave away expensive watches.

I started to release the shame from the events in my past and fully own my story. I started to admit the truth which brought up so many emotions.

It was these critical decisions that made all the difference.

At this point in my life, I have finally let go of every addiction and cleansed myself. No more drugs, drinking, smoking or alcohol. It’s not part of me anymore. There’s no more trying to ‘give up’ anything.
I’m not angry at people like I used to be, nor do I live in fear. 

Little by little I bettered myself as a man.

The Spiritual Snap 

In April 2018, after a series of events I spiritually aligned and awakened. It is called a Kundalini awakening.

I felt a rush of energy through my body and went live on Facebook titling the video…

“I have no fucking idea what is happening to me right now”

This is the moment where everything changed, the moment where I met the true Simon again after years of suffering.

True freedom, happiness and joy. True Transformation.

I found home within myself. Tears rolling down my face, I felt an inner peace and joy that I had never experienced before. 

Love found me again when I wasn’t looking for it. Free from co-dependency. 

I was being present with the now and stopped seeking validation and worrying what others would think. All of this without effort.

The searching finally stopped.

My mission changed and I decided I must share my story and pivot my business.

So I wrote a book called The Black Ball: Does Anybody Else Have A Secretopening up about the shame I had carried for 30 years.

Then I had an idea…

To put together a group of people who I would teach what worked for me so they didn’t need to spend $250,000 to reach inner peace and joy because I knew that for some, they would never have enough time to discover the happiness that lies within.

To make it more affordable and accessible.

The results and healing were incredible in a very short period of time and so I am now continuing that work.

My mission is to raise conscious awareness. To serve humanity through helping others who feel stuck and out of alignment. 

To bring together likeminded humans who want to grow but need direction to access and act upon their own little voice inside. To allow raw, honest conversations from those who want to be seen and heard. 

To share this story, because True Transformation starts with the truth and a decision… 

You can watch the moment I spiritually snapped and find out more by clicking the link below…

Thank you for reading this far.




Founder, True Transformation

10 Things You Might Not Know About Me

01 – Little Si

Cars, Masters Of The Universe & Fun

Wow, look at those missing teeth. But with little care in the world, my younger years were spent messing around on the carpet with Dukes Of Hazzard cars and robots. My Grandad would always spend time with me playing with random objects and Grandma taught me the soda stream and making cup cakes and ginger bread snaps. Oh that clotted cream. 

02 – 3 Secs

I could wrap a Whopper in 3 seconds.

My second job (after a paper round which I got my dad to do when it was too cold), was in Burger King. I got so fat on that job, but I made it fun and went on a mission to see how quickly I could wrap a burger. This was not a highlight of my career, but it was a key part in my liking for a Royale with Cheese and Bacon (which I will buy once per year).

03 – The PT

I Lost Everything, This Was My Restart

As I talk about in the first episode of The Show, I had lost everything. My girlfriend, my home and my business. I found myself back home with my parents when they asked me the quesiton “What do you want to do with your life?”.  My mum suggested I look into becoming a personal trainer becuase I loved the gym. So I went to Cyprus for three months and came back with a new spring in my step and signed up 7 clients in my first week. I was loving life, but it took a downward turn…

04 – $160k

3 page word doc to a book deal.

In 2007 I came up with a concept called the Lunch Box Diet after my clients were asking me about healthy wasys to eat. So I gave them what I used. My three page document, turned into 13 pages (sold for $4.95) and I got a phone call from Elle Magazine saying they wanted to review my diet. That turned into a book deal with Harper Collins in 2009 after signing a deal for $160,000.

05 – The DJ

This was the darkest place in my life.

At the same time as working as a personal trainer, I was also a DJ, and after this picture was taken I would have been taking cocaine, ecstasy and making a fool out of myself. I was deeply sad inside and didn’t know how to get out of the situation I was in. It was one key moment that changed everything (shared in episode one of the show), and I got on a new path in life, and put that life behind me. I was fed up of being a fraud in my business.

06 – Mentors

They've changed my life.

I truly believe that when you find others who have been where you want to be you can learn from them. It’s not just what they teach you, it’s the energetic exchange between you that helps catapult your success. Spending time with mentors like Tony has shaped me into a new person. I will always continue to invest in myself at the highest level so I can help others to grow.

07 – Silence

Meditation has been a game changer

Since I found meditation and developed the skill of what I do within my meditation (and guiding others), I believe it’s one super power that many people should adopt. It’s in that place of silence that you can really start to become more self aware, and that opens up the door to a life with less stress and overewhelm. 

08 – Buddha

He chews rocks and humps toys

I never thought I would want to get a dog, but when Tony Robbins suggested it on a trip, I finally caved in a couple of years ago. He’s such an amazing addition to my life and brings me so much unconditional love and joy. 

Buddha is certainly a character. Everyone thinks he’s a girl, but he doesn’t care, he just wags his tail and wants food and sleeps when he’s not hanging out in the park sniffing butts.

09 – Branson

One of my dreams came true

When I was at school one of my teachers wrote “one day Simon will be like Richard Branson”. It was always my dream to meet Richard, and I finally did, where I hung out with him on his private island (Necker) in a hot tub. We also had a fun conversation while running along the beach and talked about business and life. 

He’s done so much for the World, thank you Richard!

10 – Cali Life

I finally left the UK for a new life

In 2016, I packed my bags and left the UK for America. I had always had the dream of moving to America,  and finally it happened. I now live with Buddha in San Diego and we’re having a great time spending time on the beach and connecting with friends. If you ever have a dream to move home or country, just commit to it and you can make it happen. It’s really changed my life for the good. The sunsets alone are worth moving for.


“Never Quit, Never Give Up On Growing Yourself To Help Others”

Ready For The Magic To Start?

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