Otherwise known as Serebii or Serebii Joe, he is best recognized as the webmaster of Serebii.net, an incredibly popular and long-running Pokemon fan site. He is also a published writer, his work appearing in gaming outlets like the Nintendo Official Magazine.
Serebii was first born as SPP in October of 1999 when he and his friends decided to create a series of websites during their lunch break at school.
He earned two computing degrees from Bournemouth University and has often freelanced in computing between his work on Serebii.
He was born and raised in Bournemouth, England.
He is distantly indirectly related to the Elephant Man Joseph Carey Merrick and appeared on a BBC documentary about his ancestor.