From a tennis court to building AI live.
2012
I started coaching tennis at sixteen.
You don't explain the shot from the side of the court. You stand next to someone while they hit it.
I built My Tennis Events into the UK's largest tennis tournament provider. Asked how leading that team would feel now:
"It terrified me."
Coached tennis for six years, then built the UK's largest tennis tournament provider.
"My pet peeve is when you listen to someone and they tell you they don't show you."
2018
In 2018 I was on BBC One's The Apprentice.
I was project manager three times. Asked to describe myself:
"I am a mix of Willy Wonka drinking an espresso martini…"
BBC One's The Apprentice. Willy Wonka, with an espresso martini.
People stopped me in the street for years afterwards. It's still the most accurate thing I've said on television. Two years later, none of that would pay the rent.
2020
In 2020 lockdown stopped every event, and I lost almost everything.
With Jason, a software engineer, I built Shopping Slot, a supermarket slot finder. I had no tech background. Forbes featured it. It crashed at 3am:
"Jason. WTF is an r389efh error."
Lockdown took everything. Built Shopping Slot with no tech background, and crashed it at 3am.
I went from red carpets to not being able to pay my rent.
The Sunday Post, 17 April 2020: Apprentice star Sabrina Stocker launches online home shopping delivery finder. Co-founded with Jason Moore.
2020
In August 2020 I was in Egypt with a laptop.
I started messaging about 50 founders a day.
That became Two Comma PR: personal branding and PR, the thing I actually knew.
Started Two Comma PR from Egypt, with about 50 DMs a day.
I ran it from a laptop, living around the world, for six years. Then something came for it. It still runs today, very differently. Chapter five is how.
2023
In 2023 I tested my own team.
I sent clients two unlabelled versions, my team's and the AI's. Most chose the AI.
That's when I really found out the magic.
My clients chose the AI over my own team. I rebuilt on 27 AI agents.
For three months I had quietly trained an AI on our agency's work. I rebuilt the agency around it, one agent per job. Today it runs on a small team and 27 AI agents. It hasn't been tidy: "I've lost data. I've lost skills. I've lost agents."
2026
In May 2026 I sat on an AI panel at the House of Lords.
The front door into AI is built for big companies. I show everyone else the side door.
"Not every opportunity arrives through the front door. Sometimes you slip it in through a side door."
The House of Lords. Said no to politics three times. Found the side door.
Most small businesses are never handed a key. I asked the room to google themselves. I've been headhunted to become an MP three times, and said no each time.
2026
These days I build businesses live, with Claude on the big screen.
When something breaks, you watch it get fixed. It's the tennis court again: I stand next to you.
Now I build it live, in the room. Make sense?
At the 1 Billion Summit in Dubai, speaking with Mindvalley, there was a queue outside and salsa dancing on stage. Most of the time it's a training room in Peterborough. Next: getting 100,000 UK businesses AI ready.
A note from Sabrina
I'm a coach at heart who became a founder.
I lost almost all of it in lockdown, and started again from about 50 DMs a day.
Now I show small business owners how to put AI to work, live.
Make sense?
Now Updated October 2026
