Former Army Medic, Founder of My TrueNORTH, Business Transformation Expert, Author & Award-Winning Keynote Speaker

Jay Allen is a former British Army Medic turned business transformation expert, author, and award-winning keynote speaker. As the Founder of My TrueNORTH, he helps business leaders escape the trap of their own success by applying lessons from military systems, psychology, and strategic growth models. With a career spanning over three decades across the military, healthcare, and business sectors, Jay has delivered his message to more than 400,000 entrepreneurs worldwide. His blend of authenticity, lived experience, and research-backed insight inspires audiences to rethink what sustainable success looks like.

Credentials and Impact

Jay Allen joined the British Army in 1992, specialising as an Advanced Trauma Medic, Nuclear Biological and Chemical Warfare Medic, and Pre-Deployment Training Officer. Over 12 years of military service instilled in him an unshakeable commitment to excellence and adaptability under pressure. After leaving the army, Jay transitioned into corporate and leadership development roles, including Regional Staff Development Manager at St John Ambulance and Senior Business Growth Expert at The Entrepreneurs Circle.

In 2011, he founded My TrueNORTH, a business coaching and transformation company dedicated to helping leaders develop clarity, structure, and purpose. Through his work, Jay has guided over 500 clients to create profitable and ethical enterprises. He has also held leadership positions such as Chief People Officer at Positive Transition and Head of Business Development at The Leaders Club. A respected thought leader, Jay sits on several boards, including The Anthony Seddon Fund, and has previously chaired Woodwork to Wellness.

Recognised for his impact, Jay has been named among the UK Power 100 list of Britain’s Top 100 Recognisable Business Influences. He is a two-time winner of the Global Entrepreneur ‘Big Impact to Business’ Award and received the National Publishers ‘Innovation Award’ for his book ‘Battlefield2Boardroom’. His other works, including the acclaimed ‘#ADDZERO Trilogy’, were ranked in the Top 10 Business Books for their clarity and practical insight. Jay’s enduring commitment to service continues through his support for Combat Stress, donating 20% of all investments received to the charity.

Publications and Media

Jay Allen is the author of the ‘#ADDZERO Trilogy’, a collection of business strategy books offering clear frameworks for ethical growth and scalable success. His earlier work, ‘Battlefield2Boardroom’, earned him the National Publishers Innovation Award and established his reputation as a leading voice in business transformation. Jay’s TEDx talk, ‘How Do You Train for a Career That Doesn’t Yet Exist’, has resonated globally, inspiring professionals to embrace adaptability in fast-changing industries. He regularly contributes to business podcasts, leadership panels, and entrepreneurship events, and his media appearances continue to promote sustainable, people-centred business practices.

Why Book Jay Allen

Booking Jay Allen means bringing an award-winning business strategist and authentic leader to your stage. His captivating talks combine humour, experience, and practical insight to help audiences break through limiting beliefs, redefine success, and lead with purpose. Drawing on lessons from military medicine to modern business, Jay equips leaders with tools to build resilient teams and high-impact cultures that thrive under pressure.

To book Jay Allen to speak at your event, call SpeakOut on +44 (0) 20 8914 8966. Alternatively, complete our contact form to begin your enquiry.