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Matt C Freeman came from a 20+ year corporate brand strategy career spanning sectors, continents & cultures. Returning to the UK to support his father battling advanced Parkinson’s disease, he observed the challenges of the ageing population and those around them. Inspired by his father’s psychological resilience & strength, he strives to discover the ingredients of a healthy and happy older age. His mission: to empower those touched by Ageing - carers of the ageing & ailing, partners & families, nations & organisations. All ‘apprentice’ older adults should be intrigued by the potential of an optimally functioning, flourishing, older population.