Growing up, Alfie began learning and performing street magic. Videos of these performances became viral on social media, leading to Alfie performing at events for celebrities like David Cameron, Warren Buffet and Dynamo, across the UK, France, Spain, Italy, Netherlands, China, Australia, New Zealand and more.

This led to Alfie appearing on TV, as a 'Britain's Got Talent' YT Finalist and the Star of his own show 'The Illusionist'. From this, Alfie became the Author of the book 'Learn 7 Easy Magic Tricks', created the iPhone App 'iMindRead' and released his own Clothing Brand for Magicians.

Building on this, Alfie began acting as a Talent Agent, helping other magicians get bookings. Later on, Alfie expanded this work into the technology market by partnering with numerous IT Talent Agencies. Currently with Hays Recruitment, Alfie acts as a Consultant, recruiting for IT Experts Worldwide.