John has a strong background and reputation in the European e-cigarette industry having held senior executive positions in some of the US and Europe’s biggest companies. As managing director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping sector. John is also Director-General and one of the founders of the UKVIA, the UK’s largest vaping Industry association and has advised the UK government All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry, the Australian and Irish Parliaments review on vaping. John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.