Ian is a psychologist researching human motivation. He published his first scientific paper on human motivation in 2007 and has continued his systematic exploration into the many, and often bizarre, reasons why humans do what they do ever since. His expertise has led to him giving talks in fifteen countries, training individuals ranging from athletes to GPs, as well as regular TV, radio and festival appearances in the UK.
Knowing about motivation helps a lot. He has ran two marathons while drinking Bordeaux red every couple of miles, and cycled across France carrying his evening brogues and Vaseline (as well as a few other things).