Our Origin Story

WeRise Collective: Our Origin Story

From the boardroom to the battleground, and everywhere in between, WeRise Collective is born from a convergence of two distinct yet deeply intertwined journeys—Justin and Ash. Together, they embody a powerful blend of corporate strategy, military precision, and an unyielding commitment to resilience, leadership, and empowerment.

Justin’s Journey: Strategic Leadership from Wales to the World

Justin hails from the rugged landscapes of Wales, where he first learned the value of perseverance and grit. His journey has been marked by personal and professional challenges that have shaped him into a resilient leader. The loss of his mother and the near loss of his father in a devastating car crash taught him the importance of emotional resilience and the strength to keep moving forward. His career took him across continents, requiring him to emigrate twice to the other side of the world, where he adapted to new cultures and environments, proving his ability to thrive under pressure. Amidst these changes, Justin also experienced the highs and lows of personal relationships, navigating the complexities of marriage and divorce, and even living in temporary accommodation in North London while maintaining a senior management role in a large multinational organization.

Throughout these experiences, Justin honed his skills in strategic thinking, leadership, and emotional intelligence. He learned that success isn't just about achieving goals but about overcoming adversity, setting a clear vision, and executing with precision. His story is a testament to the power of resilience, the importance of a positive mindset, and the ability to transform struggle into strength. Justin’s journey is a powerful reminder that with determination and the right strategy, we can rise above any challenge and achieve greatness.

Ash’s Journey: Military Excellence Forged in Fire

Ash Semmens’ life is a compelling story of courage, resilience, and relentless pursuit of excellence. Growing up in a working-class household in Adelaide, South Australia, Ash developed a love for the water early on, excelling in surf life-saving competitions and later in competitive swimming. This passion for pushing physical and mental limits naturally led him to the Royal Australian Navy, where he trained to become a Navy Clearance Diver—a role demanding peak physical fitness, mental fortitude, and an unyielding commitment to mission success. Ash’s military career was marked by extraordinary bravery and dedication, including a deployment to Afghanistan where he narrowly escaped death when his vehicle was hit by a Taliban roadside bomb. The experience left him battling severe PTSD, a silent struggle that he faced alone for over a decade, often turning to alcohol to cope.

However, Ash’s story is not just one of survival but of transformation. Determined to find a new way to channel his suffering, Ash embarked on a mission to speak out about mental health and help others who are still suffering in silence. Today, he is preparing for an extraordinary feat: finning across the English Channel to raise awareness and funds for the Navy Clearance Diving Trust. This challenge is not just a physical test but a personal quest for redemption, growth, and the empowerment of others facing similar battles. Ash’s journey from the intense demands of military service to becoming a beacon of hope and resilience is a powerful narrative of finding strength in vulnerability, transforming pain into purpose, and using his experience to inspire and uplift others. His story embodies the very essence of resilience, proving that no matter how deep the struggle, there is always a way to rise.

The Convergence: Formidable Strength in Unity

When Justin and Ash came together, they realized the extraordinary potential of their combined experiences. One, a corporate strategist with a vision for success; the other, a military leader with a relentless drive for excellence. Together, they formed WeRise Collective—a movement designed to empower individuals, teams, and organizations to reach their full potential.

At WeRise, we believe in the power of resilience, the importance of strategic clarity, and the necessity of emotional intelligence. We understand that true leadership is about more than just achieving goals; it’s about inspiring others to rise to their greatest potential. Whether in the boardroom, on the battlefield, or in the everyday struggles of life, we are here to guide, support, and empower those who are ready to embark on their journey to greatness.

Empowering the Future

WeRise Collective is more than just a brand; it’s a call to action. We are dedicated to helping others achieve empowerment and clarity, to building resilient teams, and to fostering a culture of excellence and adaptability. Through our coaching, consulting, and content, we are on a mission to create lasting change in the lives of individuals and the success of organizations. We rise together, stronger, and more determined than ever before.

Join us on this journey. Together, we can conquer anything.