A passion project

About the book

A magician you’ve maybe never heard of… but once experienced, you won’t stop thinking about.

He is award-winning, often elusive, and entirely unforgettable. Just Alan has been one of magic’s best-kept secrets—until now.

This book is his long-awaited reveal: a backstage pass into a life lived seeking excellence and quality in the theatrical performance of magic.

Part memoir and part masterclass, JUST ALAN—Not Just Magic is a must-have for magicians who crave more than just tricks—they’re seeking magic that matters.

Just Alan is a treasure...

‘Just Alan is a treasure… the perfect balance between tireless worker and artistic dreamer. I love his magic and I love him.’—Eugene Burger.

Just...
Who?

You might not know the name Just Alan.

For decades he quietly amazed audiences, won awards and then vanished from the magic scene. Now, after 20 years in the shadows, he is finally sharing his story—and his secrets.

This book is more than a peek behind the curtain. JUST ALAN—Not Just Magic is an access-all-areas to the philosophy, presentations and secrets of one of magic’s most treasured hidden gems. 

Just Alan is a master of storytelling and theatrical wonder. His name is whispered in certain circles of our art, but he is rarely seen. JUST ALAN—Not Just Magic is a revelatory journey through the mind and magic of one of the art’s best-kept secrets—equal parts memoir and masterclass.

This book follows Alan’s lifelong pursuit as a seeker of excellence and quality in the art of magic. More importantly, Alan reveals how you, too, can elevate your performance to achieve the same high standards.

If you’ve never heard of Just Alan, prepare to be amazed. If you have, you already know: JUST ALAN—Not Just Magic is a must-read.

Jeff McBride

‘In the world of magic, there are practitioners who merely perform tricks, and then there are visionaries like Just Alan, who transform illusions into profound experiences that enchant the eyes and touch our soul. This book is more than a collection of tricks; it’s a journey into the heart of a magician who sees the world through a lens of wonder and spirituality.’ –  Excerpt from the Foreword by Jeff McBride

Contents

An overview of the chapters that await you

Before the sleights and the scripts there is the too-often unaddressed question of why. In this never-before-released lecture from an early Mystery School, Just Alan lays bare his philosophy of magic: emotive, radical and shaped by his passion of Zen, travel, and a lifetime of reflection. With added insights from Mystery School faculty Bryce Kuhlman, this chapter isn’t just the start of your journey, it’s the key to understanding everything that follows. As you will read, Just Alan believes that to perform real magic, you must first transcend the tricks.

A letter from childhood and a moment of real magic. In this moving performance piece based on Bill Pryor’s Impossible Dream, Just Alan shares the full story behind one of his most personal routines. You’ll get his original script, the emotional angle that gives it heart, and two brand new handlings to make it your own. More than just method, this is magic with meaning—crafted over many years to be memorable and connecting to the audience through love.

Step inside a full Just Alan performance! Written in three fascinating parts, detailing the scripting and the sculpting of a one-man show. From entering the stage to crafting atmosphere and building flow, Alan opens up every detail of how he creates truly authentic magic. With full show transcript, deep analysis, and personal reflections, this chapter is a blueprint for performing theatrical magic with impact.

“The depth of this performance is one of the most inspiring things I have ever witnessed.” —Matthew Field, Monday Night Magic

The classic rope trick but like never seen before. One of Just Alan’s most beloved and meaningful routines—and a spiritual turning point in his life—this is his stunning take on the Professor’s Nightmare transformed into a poetic and profound meditation on unity, impermanence, and meaning, rooted in his time spent in a Zen monastery. Originally published in Genii Magazine by close student Brad Henderson, this expanded version includes updated reflections and is beautifully reimagined with new ink illustrations. A timeless piece of magic, with an unforgettable presentation.

Possibly the most complete exploration of this iconic effect ever published. Just Alan’s moving presentation is rooted in his travels through Africa and inspired by a bush doctor’s mysterious rituals. Theatrical and deeply authentic, this routine transports the audience into Alan’s life story. First detailed in Genii by Brad Henderson, this expanded version includes Alan’s full script, updated method, and fresh reflections two decades on. Plus, a full breakdown of the trick that sparked it all: Bruce Spangler’s original You-Do-Voodoo™ routine. With brand new illustrations throughout, this is the definitive resource on the Needle Through Arm.

In this deeply personal routine, built on Toshio Akanuma’s Psychic Escape effect, Alan weaves a story about his father, Houdini’s legacy, and the power of belief. There’s no method taught here because that’s not what matters. Instead, Alan offers a rare, emotional look into how he shapes magic that is not just performed, but lived. A masterclass in making the impossible personal.

This alone is worth the price of the book. Just Alan reveals his complete approach to theatrical tarot readings—not cold readings, but experiences rich in drama, meaning, and unforgettable magic. With full details on setting, scripting, and a powerful keepsake ending, this is a full act magicians can add to their repertoire. Includes Alan’s prompt card system, a sample reading, reflections from both authors, and a heartfelt memory from Dr. Larry Hass, Dean of McBride’s Magic & Mystery School:
“I will never forget how meaningful Alan’s three-card layout was, as was the utter sincerity of his reading… a beautiful memory that inspires me still today.”
A profound piece of intimate theater and a potential new revenue stream for the magician who dreams to go deeper with their magic.

The routine that inspired the book! This immersive story-telling routine made Just Alan unforgettable to co-author Jay Fortune. In this award-winning mystical performance of The Sands of the Desert, Alan combines incense, narration, projections, costume, and a breathtaking levitation to create an immersive theatrical experience that has captivated audiences worldwide. Here, for the first time, he shares the full story: the origins, the evolution, and every step of the method. From preparation to props, staging to spirit, nothing is left out. Inspired by his travels in India and fuelled by a deep belief in wonder, this is perhaps the most detailed exploration of the Sands effect ever published—and a shining example of magic as true theatre.

‘You did yourself proud… best Sands presentation going.’—Gene Anderson

This is the show that never happened due to the pandemic—yet still has everything to teach. The Last Word was to be Just Alan’s final theatrical performance, a full evening of magic woven from a lifetime of wonder. Highlights include Alan’s unique presentations of The Gypsy Thread, The Haunted Key, The Torn and Restored Newspaper, and even the humble sponge ball vanish that first inspired Alan as a boy. Fully scripted and beautifully illustrated, this chapter brings together all of Alan’s philosophy, performance wisdom, and emotional insight. This is more than a show—it’s a legacy in print.

What makes Just Alan’s magic so unforgettable? In this closing chapter, co-author Jay reflects on the subtle yet powerful ingredients that emerged while writing this book—the unspoken secrets behind Alan’s most personal, emotive, and theatrical work. This final chapter invites the reader to uncover their own “secret sauce”—the qualities that will make their magic truly matter.

But wait...
there's more

Exclusive Online Resource Hub Included!


Every copy of JUST ALAN — Not Just Magic comes with access to a private online collection featuring Alan’s original audio narrations, rare archival video footage from his personal vault, downloadable resources, and much more.

This is a treasure trove of material to deepen your experience and bring the book to life. 

Jay writes...

The Art of Magic meets the magic of art!

Six years ago, I began working on this book. My ambition was to create a lasting legacy to one of the artforms most dedicated practitioners. Like his magic, I wanted this book to be memorable and inspiring.

This is a project of passion, not profit.

My desire was to honour Alan’s commitment to the art by producing a book that echoes his dedication and attention to detail. The vision was simple; for this to become a beautiful ‘work of art’ in itself, as an archival hardback Collector’s Edition presented in a slipcase.

I have hand-drawn every illustration and designed the book from beginning to end. This isn’t just a book of tricks—I believe it’s a journey into the heart of magic as theatre, storytelling, and deeply personal expression. My goal was to uncover the secrets Alan uses when devising his magic and how he makes it truly authentic.

Hopefully not sounding too worthy (!), I felt it was important to spend the time and energy to capture Alan’s repertoire for future generations of magicians to study and learn. I believe this is an essential book detailing the workings, mindset and discipline of a lifelong student of magic; someone I feel has achieved mastery on many levels.

Now available

Yours to own today

JUST ALAN — Not Just Magic is a beautiful, limited archival Collector’s Edition—500 copies only. Hardback, slipcased, with over 100 original illustrations, and signed bookplates by both authors.

This is your chance to own a rare and heartfelt work of magic history. Complimentary worldwide shipping. Only available exclusively through my online store.

With a foreword by Jeff McBride—one of the most celebrated magicians of our time—and expert editing by Dr. Larry Hass, Ph.D., award-winning author and publisher of some of magic’s most acclaimed books, this is a magic book not to be missed. 

Acquire today

‘I am delighted to have played a supporting role in Jay Fortune’s years of work to write and illustrate the forthcoming book, JUST ALAN–Not Just Magic. As one of the editors, I have seen this book go through four layers of development–and I also contributed some strong magical memories that Just Alan created for me. This book is going to be an exceptional celebration of a most wonderful magician. I can’t wait to hold it in my hands!’ – Larry Hass, the Dean of McBride’s Magic & Mystery School

Please click the button below to acquire your archival edition today.