About us
Our mission is inspired by decades of experience in helping people achieve their full potential. Together, Jodi and Mark have created i-thrive as a beacon for those seeking to enhance their health, well-being and performance.
ABOUT i-thrive
Our Vision
Empowering people to thrive in every aspect of their life.
Our Mission
Our mission is to integrate evidence-based diagnostics with professional coaching to deliver a customised route to achieving your health, longevity and performance goals.
Our Core Values
- Deliver with compassion
- Uphold integrity through evidence
- Inspire a growth mindset
By combining Jodi’s expertise in holistic health with Mark’s comprehensive coaching strategies across business and sports, i-thrive offers a unique and powerful approach to health, longevity and performance.
ABOUT THE FOUNDERS
JODI CRAWFORD, BSc (Hons), MChiro
CLINICAL DIRECTOR
MY PASSION & APPROACH
I have always taken an interest in health and how to be healthy without the sole use of western medicine. Chiropractic has a conservative, more natural way of treating Musculo-skeletal complaints without interventions such as surgeries and medication and I feel that this approach to health in general is much better for us. Why get to the point of requiring medications and surgeries if they can be avoided?
Every day in my clinic, I observe how modern lifestyles are leading to chronic conditions classified as metabolic diseases. People are taking more medication, becoming less active, and consuming more ultra-processed and less nutritious food. These conditions are unnecessarily burdening the UK’s hospital system.
Scientists are beginning to make significant progress in discussing longevity and ways to live healthier, stronger lives. Although this topic is still in its early stages, it is gaining traction. As the NHS continues to struggle, more people are seeking alternative methods to improve their health.
I believe that using equipment to provide people with concrete health data makes it more difficult to dismiss than theory and subjective opinions. Therefore, giving people this data plus educating and guiding them to change their health for the better is going to be invaluable.
MY EXPERIENCE
For the last 27 years I have spent time studying and focussing my career on human biology. As a chiropractor, I am dedicated to a holistic approach, focusing on the root causes of health issues rather than merely addressing symptoms. With over 15 years of experience in treating musculoskeletal complaints, I have witnessed the remarkable capacity of the human body to heal itself when provided with the right environment and care.
I am particularly concerned about how modern lifestyles contribute to chronic conditions and metabolic diseases. Every day in my practice, I see the consequences of sedentary behaviour, poor nutrition, and high stress levels. These factors not only compromise individual health but also strain healthcare systems like the NHS.
As an entrepreneur, I have successfully established and grown my own practice, implementing innovative health strategies and creating a supportive, patient-centered environment. This venture has allowed me to explore and advocate for broader health topics, such as longevity and sustainable health practices.
In addition to my work with the general population, I have extensive experience with endurance athletes, helping them enhance performance, recover from injuries, and maintain peak condition. This includes supporting athletes in multi-day races in unusual locations, deepening my understanding of the body’s capabilities and the importance of comprehensive health approaches.
MY QUALIFICATIONS
- BSc. (hons) Sports Science
- Master of Chiropractic
- Registered Chiropractor with General Chiropractic Council
MARK ZIRBSER, MBA, MSC, ACC
COACHING DIRECTOR
MY PASSION & APPROACH
I am deeply passionate about helping others unlock their potential, break through limitations, and achieve what once felt out of reach. At the heart of my coaching is a deep understanding of how the brain and mindset shape behaviour, and how we can use that knowledge to create lasting change. I leverage evidence-based practices from neuroscience and positive psychology to help clients understand their motivational drivers, identify key shifts in mindset and behaviour, and feel empowered to take control of their health and performance.
This perspective isn’t just theoretical for me—it’s deeply personal. I have seen firsthand the consequences of waiting too long to recognise the need for change. I’ve watched colleagues
struggle with the transition to post-retirement life, having built successful careers but neglected their long-term well-being. I’ve seen people become frail and lose mobility as they age, compromising their quality of life in ways that could have been prevented.
At the same time, I’ve been inspired by friends in their 70s and 80s who haven’t skipped a beat—still climbing mountains, competing in triathlons, walking, and gardening every day. They are living proof that investing in health over a lifetime pays off in ways that go far beyond performance.
Even in my own experience, despite being a regular ultra-endurance athlete with a strong aerobic “diesel engine” and a commitment to a healthy lifestyle, I’ve discovered that my
metabolic blood health, HRV, and other biomarkers are not where they should be. Simply being fit isn’t enough—I need to ensure I’m thriving at every stage of life, not just performing in the short term.
Over the years, my philosophy has evolved. I no longer see myself as a coach in high performance environments—I see myself as a high-performing coach dedicated to helping people at all levels align their lives with their ambitions, whether that’s excelling in their
profession, crossing the finish line of a race, or sustaining their health and longevity
MY EXPERIENCE
With over 25 years of experience, I have dedicated my career to coaching individuals and teams in the UK and Canada through transformative change and performance improvement, both in the corporate boardroom and in the competitive world of endurance and ultra-endurance sports.
I began my career as a management consultant, guiding entrepreneurs and leaders of owner-operated businesses in developing and executing growth strategies. For 16 years, I served as an internal consultant in larger organizations, focusing on Operational Excellence and Strategic Transformation. My role involved leading diverse sets of groups through initiatives that enhanced efficiency, productivity, and long-term success. Most recently, I have moved away from the role of consultant to focus predominantly on coaching individuals and teams.
This shift has allowed me to concentrate on personalised coaching, helping my clients develop and implement strategies to achieve new outcomes in their professional and personal lives. My holistic approach, rooted in the interconnectedness of evidence-based psychology, health & well-being and neuroscience, ensures that they achieve their highest potential in all areas of their lives, whether they are navigating corporate challenges, striving for athletic excellence or simply looking to thrive and improve their longevity.
In parallel with my corporate work, I have spent over 20 years coaching triathletes and endurance athletes at both club and individual levels. This dual focus allowed me to draw fascinating parallels between the disciplines of coaching business leaders and endurance athletes.
MY QUALIFICATIONS
- MSc Coaching & Behaviour Change
- Hintsa Performance Coach
- British Triathlon-Level 3 High Performing Coach
- International Coaching Federation (ICF) – Associate Certified Coach
- European Mentoring & Coaching Council-Master Practitioner