James Watt ups security at Brewdog HQ after "psychopath entrepreneur" breaks in

Psychopath Entrepreneur ‘Breaks in’ to BrewDog HQ to Secure £2M Investment

In a move as audacious as it is strategic, Lewis Raymond Taylor, co-founder of The Coaching Masters and the protagonist of the documentary The Psychopath Life Coach on Netflix, has pulled off a guerrilla stunt that even BrewDog’s notoriously unconventional founder, James Watt, would struggle to ignore.

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When Watt, the multi-millionaire entrepreneur behind BrewDog, announced on social media that he was looking to invest in the next game-changing business, Taylor and his co-founder, Liam James Collins, saw an opportunity to make an unforgettable pitch—one that would align with Watt’s own penchant for controversial and headline-grabbing marketing tactics.

Instead of sending a simple email or DM like other hopefuls, Taylor and Collins worked together to devise an all-out guerrilla campaign designed to infiltrate Watt’s world—both professionally and personally.

The Stunt: How They Got Inside BrewDog HQ

Collins personally flew from London to Scotland, where he executed a meticulously planned operation at BrewDog’s Aberdeenshire headquarters. Disguised in BrewDog merchandise, he managed to gain access to the building, leaving behind a full arsenal of materials designed to get Watt’s attention. Among the highlights:

A life-sized cardboard cutout of Taylor, Collins, and Watt wearing merchandise from The Coaching Masters alongside the words “Did I just invest in this unicorn?”, strategically placed inside Watt’s office.
Copies of a custom-produced magazine, Unicorn Weekly, featuring the duo on the cover and their pitch deck inside, scattered across the office.
An impossible-to-miss unicorn-themed banner, featuring Watt, Taylor, and Collins riding a unicorn with the phrase “You’ve changed the pint, now let’s change the world,” photographed both outside Watt’s HQ and inside his personal office.
BrewDog-inspired beer mats, placed in various locations, rebranded to read “The Coaching Masters IPO”, teasing their ambition to take their company public.
Targeted memes sent directly to Watt’s employees, containing a link to a dedicated pitch page featuring Collins delivering his proposal from inside a BrewDog pub.
Life-sized cardboard cutouts sent to Watt’s home and his fiancée, ensuring the message reached him from all angles.

The mission didn’t end there. A covert inside source from the BrewDog pub next to the HQ tipped off Collins about Watt’s movements, allowing the team to personally place their pitch materials directly into his hands. Watt reportedly looked through Unicorn Weekly and showed clear interest in the project.

Social Media Frenzy: James Watt Reacts

On Friday, March 14th, Taylor and Collins unveiled their audacious stunt on social media, sharing it across The Coaching Masters’ official channels, reaching their 380,000 followers. The post quickly gained traction, but the ultimate validation came when James Watt himself re-shared the video on Instagram, captioning it:

“Next level pitching 🔥🔥”

His endorsement sent waves through the entrepreneurial community, amplifying the stunt’s impact. Adding to the buzz, Watt’s wife, Georgia Toffolo—winner of I’m a Celebrity… Get Me Out of Here! and Made in Chelsea star—jumped into the comments, writing:

“Omg this is extraordinary WOW (even I struggle to get in 🤣🤣🤣🤣🤣) LOVE TO SEE IT bravo!”

But that wasn’t the end of the story.

Watt Doubles Down—And Ups Security Measures

The stunt has now racked up over 42,000 views on Instagram alone, with Watt further amplifying it to his 400,000 LinkedIn followers and 150,000 Instagram followers, calling it:

“The craziest pitch I’ve ever seen… 😳”

In his post, Watt acknowledged the sheer audacity of the move, saying:

“When I ask people to pitch, I’m not just looking for good ideas. I’m looking for:

Bold attitude

Creative thinking

Unapologetic hustle

The guys at The Coaching Masters obviously have it in spades.”

While confirming that the stunt secured Collins and Taylor a meeting, Watt also jokingly warned other hopeful entrepreneurs:

“Anyone else thinking about pulling a stunt like this — we’ve upped our security measures. 😅”

Why BrewDog’s James Watt?

Taylor and Collins are not just seeking any investor—they want Watt specifically. They see him as a kindred spirit: an entrepreneur unafraid to break the mold and challenge conventional business norms.

“James Watt is the perfect fit for us. He’s bold, unconventional, and disruptive—just like us. The Coaching Masters is evolving into an innovative alternative education platform, and James is the kind of visionary who can help take us to the next level,” Taylor explained.

From Coaching to a Billion-Dollar Education Disruptor

The Coaching Masters is in the midst of a radical transformation into AlternLearn, a revolutionary AI-powered education platform that aims to disrupt traditional learning models. They are on the verge of becoming an accredited institution, offering university-level degrees and reshaping the outdated education system with modern, real-world learning solutions.

With BrewDog’s billion-dollar success story as inspiration, Taylor and Collins believe AlternLearn could be the next unicorn company, and they want Watt to be a part of it.

A Bold Strategy for a Billion-Dollar Future

While some might call their approach extreme, the results speak for themselves. Watt is now actively considering their pitch, a fact that Taylor believes will drive further investor interest.

“I’m confident James will want us to be involved in something bigger because we’re building the next generation of education, and this has the potential to be the next billion-dollar disruptor.”

As they await Watt’s official response, Taylor and Collins are already preparing for the next phase of their expansion. Their investment round remains open, with the buzz around Watt’s involvement serving as a powerful draw for other high-net-worth investors looking to get in before it’s too late.

About The Coaching Masters

Currently valued at $25 million, The Coaching Masters is a multiple seven-figure online training platform and community that empowers individuals to become certified life coaches and build their own online coaching businesses. Founded in 2017, the platform offers a variety of courses and resources designed to make coaching accessible and affordable, enabling members to create freedom-based lifestyles while making a positive impact on others.

About the Founders

Lewis Raymond Taylor

A former convict turned self-made entrepreneur, Lewis Raymond Taylor’s story was documented in The Psychopath Life Coach on Netflix. He has transformed his life from overcoming significant personal challenges to becoming a leading voice in alternative education, now working on a new Bali-based documentary with Katie Price.

Liam James Collins

Initially pursuing a career in acting, Liam faced setbacks that led him to discover life coaching. His passion for helping others, combined with his personal experiences, fuels his commitment to making coaching as mainstream as having a personal trainer.

Together, they co-founded The Coaching Masters, which now boasts 13,000+ students across 87 countries and has been described as having a cult-like following.