A champion for simulation and complex data visualization with a background as an Industrial Designer. Born and educated in the UK and moved to Ålesund, Norway 12 years ago. Passionate about using elegant technology and human centred design to reduce cost, find better solutions, increase safety and improve quality of life. He transformed OSC using simulation technology for the offshore oil industry as a key tool for virtual prototyping and has been focusing heavily on proving the value in simulation.  He started a daughter company; Augment City using the simulation and visualizing technology developed for the offshore industry and in tight cooperation with the United Nations smart cities program as a game changing tool for Smart cities.

Joel also hold the role as Vice Chairman on the UN ITU focus group for Environmental Efficiency for Artificial Intelligence and other Emerging Technologies (FG-AI4EE). As well as being a guest lecturer and exam Moderator at Norwegian University of Science and technology (NTNU) as well as board member of a number of other companies.