Solving Real Problems for Businesses Ready to Change
We started Refracted Aspect because we were tired of being stuck inside broken systems. We’d spent years working in businesses where dysfunction was the norm and strategy never got off the ground. The real problem was always the same: missing leadership, unclear vision, and weak execution.
We wanted to help more than one business at a time. We were tired of watching good plans get killed by indecision, so we built a firm that brings clarity, alignment, and momentum to companies ready to move.
We’re teachers at heart. We love giving people the tools, knowledge, and confidence to build something better, and our vision is simple: run a successful consulting firm that helps businesses operate with intention by replacing reactivity with strategy, dysfunction with alignment, and surface fixes with lasting results.
Why Refracted Aspect Collective?
The name reflects how we think and how we work. We see things differently, and we bring that perspective to every business we support.
We help businesses solve complex problems by combining fresh perspective, grounded experience, and strategic creativity. We examine challenges from angles others overlook, finding clarity where most see only noise.
To our clients, it means working with a partner who sees what they can’t, challenges assumptions, and helps them move forward with confidence.
Our Values
Be authentic. No spin, no smoke. You get straight advice, grounded leadership, and the real us every time.
Act with integrity. We follow through on what we say. Accountability, transparency, and zero excuses.
Keep growing. We’re relentless about improvement for your business and ours. Learning fuels better outcomes.
Create impact. We’re here to move the needle, not check boxes. Every engagement drives meaningful change.
Raise the bar. We set high standards, then exceed them. Average results don’t cut it.
Who We Are
We see the world through different lenses, and that’s our strength. Our varied experiences and perspectives push us to consider challenges from every angle. We question, test, and refine ideas together, always arriving at stronger solutions than either of us could alone.
Ewan is the CEO and co-founder of Refracted Aspect Collective. With deep experience in strategic sales, marketing, leadership, and operations — and a background that spans special forces, business coaching, and consulting — he thrives on solving complex problems and guiding teams to clarity and action.
He helps businesses trade chaos for control through a fractional C-suite that ends guesswork and grind. With data-driven strategy and straight-up leadership, he brings clarity, momentum, and practical execution to the parts of the business that matter most.
Ewan has built and sold businesses, advised high-growth companies, and partnered with clients across a wide range of industries — Whether navigating complexity or leading turnarounds, he’s been inside businesses just like yours — aligning leadership, fixing operations, and building companies that actually work.
He brings real-world execution backed by academic rigour, holding an MBA, a Bachelor of Science in Psychology, and a Master’s in Criminology & Criminal Justice. Ewan has run point on special operations teams, closed multi-million dollar deals, and helped businesses grow by over 600% year-on-year.
What he does best:
• Fractional leadership (CMO / CRO / COO) with strategic oversight and hands-on execution
• Growth strategy that aligns marketing, sales, and operations around clear priorities
• Business consulting that diagnoses fast, fixes what matters, and builds lasting systems
• Coaching that builds confident leaders through clarity, accountability, and emotional intelligence
• SEO, content, and web strategy that drive visibility, leads, and long-term growth
Melissa is the COO and co-founder of Refracted Aspect Collective. She is a calm, analytical, and results-driven consultant with a background in engineering, finance, and operations. She brings structure to complexity, clarity to chaos, and balance to teams under pressure. With a natural eye for detail and a pragmatic mindset, she thrives in environments where financial and operational alignment is critical.
She has led major projects across North America and Australia in industries including IT, banking and finance, real estate, mining, transport, and manufacturing. Known for her ability to stabilise and streamline, she’s often brought in to underperforming projects, distressed businesses, or misaligned teams — particularly where internal friction is impacting delivery and client outcomes.
She once helped steer a business away from collapse by restoring operational and financial control in just six weeks.
Melissa has studied Mechanical Engineering and holds a Diploma in Business Management, along with a Certified Project Officer (CPO) credential. She also brings formal education in accounting, data analytics, and sustainability.
What she does best:
• Financial and operational strategy that delivers clarity, structure, and control
• Hands-on troubleshooting of workflows, systems, and team structures to resolve root-cause issues
• Project management that turns complex plans into achievable actions
• Systems implementation that reduces friction and supports sustainable growth
Our Approach
We start with strategy, not tactics.
Every engagement begins by understanding where the business is today and where it needs to go. Through our Strategy First and Smart Start models, we diagnose what’s broken, cut through the noise, and build the plan to fix it.
From there, we guide implementation in a way that’s flexible, collaborative, and grounded in results. We embed with your team, working alongside you to align leadership, support decision-making, and create the conditions for meaningful change.
We believe in authentic leadership and extreme ownership. We’re honest about what’s working, what needs to change, and we hold ourselves accountable for the impact we create.
You get a strategic partner who sees your business clearly, challenges you when needed, and helps you build something that works now and into the future.
Our Approach
We start with strategy, not tactics.
Every engagement begins by understanding where the business is today and where it needs to go. Through our Strategy First and Smart Start models, we diagnose what’s broken, cut through the noise, and build the plan to fix it.
From there, we guide implementation in a way that’s flexible, collaborative, and grounded in results. We embed with your team, working alongside you to align leadership, support decision-making, and create the conditions for meaningful change.
We believe in authentic leadership and extreme ownership. We’re honest about what’s working, what needs to change, and we hold ourselves accountable for the impact we create.
You get a strategic partner who sees your business clearly, challenges you when needed, and helps you build something that works now and into the future.
Who We Work Best With
We do our best work with businesses ready to strategize, align, and lead with intention. If you’re looking to gain clarity, strengthen your leadership, and move forward with confidence, we’re your people.
We work across industries: shooting, hunting and outdoors trade, defence, professional services, IT, manufacturing, retail, CPG/FMCG, media, pharmaceuticals, banking and finance, real estate, mining, and transport. The industry matters less than your mindset. You value strategy, welcome collaboration, and want real progress.
We bring clarity and leadership. You bring the drive. Together, we solve the right problems and build a business that moves forward with intention.
Testimonials
Working with Ewan was a standout experience. He kept everything on track, asked smart questions, and made the process of launching internationally much smoother than expected. He’s one of those rare people who can manage ten things at once without dropping the ball.
Relentless is the word I’d use. Ewan doesn’t stop until the result is there. He knows the shooting, hunting and outdoors market inside and out, and he knows how to turn that into commercial wins.
Ewan was my go-to. Quick to respond, flexible when needed, and always on top of things. Even with complex requirements, he made everything easier, and that’s not something I say lightly.
Ewan brings the perfect blend of drive and discipline. He’s strategic by nature but always follows through with action. When he commits to something, you can count on it getting done properly, no corners cut.
What’s Next?
We built Refracted Aspect because capable business owners were drowning in noise, complexity, and advice that breaks when it matters. We bring grounded strategy, embedded leadership, and real accountability.
If that’s what you’re looking for, let’s talk. Book a 45-minute Discovery Call. No pitch, just a straight conversation about what’s working, what’s broken, and how to fix it.
