With 100 years leading transformation, brands and experiences at some of the world’s top companies, we’re on a mission to become the rehumanising platform for a healthier marketplace, by helping 1 million people achieve lasting change.
Our Practitioners
Oliver Spalding
FOUNDER & CHIEF STRATEGY OFFICER
My enthusiasm is for integration and activation built from working brand-side, in creative, customer experience and media roles for over 25 years. I believe in change through challenge and being in at the deep-end.
I equate business systems to human systems - not consultancy speak - that’s why HITMXE® is applicable to a person as much as a small business or a big one. It’s truly human-centric.
Oliver Spalding is an award-winning strategist. With 18 years agency-side and 8 years brand-side experience, he most recently led strategy for Publicis Groupe Singapore, Digitas APAC and LBi UK. He has lived in London, Shanghai, and Singapore. Oliver has built regional CRM practices, scaled digital experience agencies and spearheaded Power Of One integration across six Publicis agencies.
His leadership helped secure a 300% fee growth on the Singapore Tourism Board account and contributed to Publicis winning Best Culture Southeast Asia. At Digitas, he authored the brand’s best-ever Campaign Asia Agency Report Card score and led award-winning work recognized by Campaign Asia, Marketing Interactive, Spikes and The Webby Awards.
Known for blending technology, design, and data into resilient living systems, Oliver’s work challenges legacy agency and consulting norms and empowers organizations to become future-fit.
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Singapore Tourism Board: Destination marketing, global strategy lead | Samsung: APAC CRM & DTC smartphone campaigns | Sentosa Development Corporation: CX and ecommerce transformation | HSBC Singapore: national level brand architecture redesign | Prudential Singapore: customer lifecycle and technology transformation | Pernod Ricard: APAC CRM & Loyalty strategy | Cathay Pacific Global: Integrated Customer Experience programme | Disney Studios: Southeast Asia social strategy and content studio | Virgin Atlantic: Customer Experience & Merchandising transformation
Corey Cruz
SPECIAL ADVISOR & CREATIVE PARTNER
I am passionate about creating things that connect with people, inspires action, and makes a positive impact.
I have a unique combination of a science degree and an arts degree, which gives me an edge in understanding and influencing consumer behavior, as well as applying analytical, divergent and design thinking to solve complex problems.
Corey Cruz is a nomadic creative director with over 25 years of experience in design and advertising, having led integrated, digital, UX/UI, social, and CRM teams in APAC and worldwide.
She has received awards and honours at major international advertising festivals, including Cannes, One Show, Spikes, and AdFest, and has served as a creative jury member at international award shows, most recently at AdStars and Clios Digital.
Corey has science and visual communication degrees and in a past life was a scientist in a molecular biology and biotech lab. Art and science are her twin loves - the subjects of her TEDx talk and continuing personal projects.
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Google: Award-winning integrated UX design initiatives. | Samsung: Digital CRM, performance and global brand campaigns. | PepsiCo / Pepsi: Large-scale integrated campaigns. | Pernod Ricard: Premium brand and loyalty activation | Nestlé & Fonterra: Multi-market nutrition and dairy brand. | Disney Studios: Spearheaded SEA creative social studio. | Shangri-La Hotels Group: Luxury hospitality and experiences. | Philippines Tourism Board: Landmark, award-winning campaigns.
Lizzie You
EXPERIENTIAL & WELLNESS DESIGN
Memory is the perfume of the soul. People think scent is just about fragrance, but it’s really about feeling — the moments you slow down and notice the story your body is already telling. Learning the craft of perfumery taught me that experience design is about the nervous system. When people feel seen, present, and grounded, more becomes possible.
Lizzie You is an experiential designer whose work blends sensory craft, emotional regulation, and present‑moment awareness. Best known for co‑founding Sifr Aromatics, Singapore’s cult independent perfumery, she spent more than a decade creating intimate, sensory‑led experiences that helped people reconnect with their inner states through scent, ritual, and mindful attention.
Originally from South Korea, Lizzie began her career in commercial planning and go‑to‑market expansion for major food and beverage franchise groups. Her independent path emerged through travel, craft apprenticeship, and cross‑cultural immersion. A chance encounter in Singapore led her to Grasse, France, where she trained in fragrance composition — not as a commercial perfumer, but as a designer of experiences: how scent shapes memory, mood, and meaning.
Today, Lizzie’s practice extends into wellness consulting, drawing on sensory design, embodied awareness, ritual design, and experiential environments. She has led workshops for hospitality, luxury, and consumer‑goods companies seeking deeper mastery of experiential design.
Irving Henson
CONSULTANT - ATHLETE & BUSINESS OWNER
My philosophy is this – I believe in positive change. Because it is human nature to want to be better. To evolve. We all have to change. We just have to take calculated steps to make sure that we change for the better.
I do what I do because helping people unleash an inner being is liberating.
Irving helped in the early stages of Humans Of The Machine to guide development of the HITMXE® method, in reference to best practices in whole-body fitness, strength training and performance mindset.
Irving set up the PIT to provide a space for people who want to train seriously, in the belief that training requires discipline, and disciplined people need a place to call home. Sustained growth is an outcome of PIT’s positive environment, with proper instruction and honest programmes.
Irving has more than two decades of qualifications across NASM, ISSA, and multiple international fitness bodies, including advanced specializations in corrective exercise, functional training, and sports massage. A decorated powerlifter, he set a world record bench press in the Global Powerlifting Alliance Submasters category in 2015, has clinched multiple golds in Singapore’s national competitions and a public voice for weightlifting with numerous interviews and PR features championing the benefits of the sport.
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Certified Advanced Sports Nutrition Coach by American Sports and Fitness Association (USA) | Certified Senior Fitness Instructor by American Sports and Fitness Association (USA) | Certified Master Health and Wellness Coach by American Sports and Fitness Association (UAS) | Certificate in Basic Sports Massage, Fhysio (ISSA accredited) | Certificate in Advanced Sports Massage, Fhysio (ISSA accredited) | Certified Corrective Exercise Specialist (Advanced Specialization) by National Academy of Sports Medicine (USA).