John Dicey

John has dedicated his career to transforming the landscape of addiction cessation, firstly as a ‘Top Gun’ Allen Carr’s Easyway quit smoking therapist treating more than 30,000 nicotine addicts face to face, then as Global CEO of Allen Carr’s Easyway and latterly as founder and CEO of his new social purpose company, The Freedom Faculty.

Over a period of nearly 30 years with Easyway, John drove the strategic vision that expanded the organisation’s global reach to over 50 countries. His extensive experience in national and international operations, sales, marketing and high-level inspirational leadership, coupled with his expertise in product development, media relations, public affairs and high stakes negotiation, was pivotal in managing the Allen Carr brand, securing industry recognition and establishing Allen Carr’s Easyway as a trusted name in addiction recovery and behaviour change.

John co-authored dozens of Allen Carr’s Easyway books, eventually (and reluctantly) accepting the title of co-author, but always attributing the tremendous success and popularity of the method and the books to Allen himself. He also gave huge credit to the colleagues that assisted him in his work.

When Allen Carr passed away in 2006, John took up the challenge to continue writing and publishing books in his name, whilst updating and further developing the method so that it could be applied to many more addictions and behavioural issues. These books have sold millions of copies worldwide, with many remaining international bestsellers to this day.

John left Allen Carr's Easyway in 2025 and lives in Ewell, Surrey, England, with his wife Jackie and their two children, Emily and Harry.