We had originally got together because I thought it would be a great idea for us to collaborate and come up with a business concept. But, as these conversations often do, it completely went off track. We ended up having a general conversation about relationships, forgetful partners and, eventually, debating which gender was the most forgetful.

I said men.

Somewhere in that conversation, I described men as being “secretly lazy.”

And almost immediately I stopped myself and thought: Wait… I actually really like that.

Secretly Lazy.

That one phrase stayed with me, and that was really where the idea began.

Initially, my vision was incredibly broad. I wanted Secretly Lazy to help time-poor men from all walks of life  taxi drivers, lorry drivers, train drivers, men working long shifts, busy fathers, professionals  essentially any man who cared about his partner but didn’t always have the time, headspace or ideas to plan something memorable.

As I developed the concept, I realised it needed a clearer identity. I began focusing more on busy professional and corporate men, men with demanding careers, families and responsibilities who often have the means and intention to do something special, but very little time to organise it properly.

From the very beginning, I actually started documenting the journey. Like any early-stage idea, there were moments of uncertainty, refinement, and rethinking direction  but each one helped sharpen what Secretly Lazy was becoming.

Over time, Secretly Lazy naturally evolved further into the more premium, high-end romantic concierge service it is becoming today.

But one thing has never changed: I don’t believe thoughtfulness should only be accessible to wealthy men.

At its heart, Secretly Lazy was created for the man who wants his partner to feel considered, appreciated and surprised  but sometimes needs someone behind the scenes to help him make that happen.

So although the brand has developed into a luxury service, the original idea remains very simple:

You don’t have to have endless amounts of time to create an unforgettable moment for someone you love.

And, strangely enough, the whole thing started with an off-the-cuff comment between friends:

“Men are secretly lazy.”