Businessman slammed for selfies with David Koch and Samantha Armytage hits back

A recruitment firm boss who used selfies with celebrities to spruik his business has hit back at claims of self promotion after he was exposed as a failed businessman with a trail of debts across Australia.

Whitefox Recruitment managing director Luke Hemmings relocated his company to the Gold Coast in August in the search of new growth opportunities, four years after he and his mother established the business in Canberra.

He has since been outed on the front page of a local newspaper as a failed music promoter, real estate agent and businessman whose last unsuccessful recruitment venture went into liquidation two years ago. The publication also referenced historic claims he was once accused of faking his own death.

It comes as former Sunrise host David Koch and public relations queen Roxy Jacenko claimed that they don't even know him after Mr Hemmings used selfies with them to spruik his business in a sponsored media article earlier this year.

Mr Hemmings told Daily Mail Australia that the article accurately portrayed his interactions with public figures and insisted the recent 'increased media attention' hasn't had a negative effect on his company.

Just two months before moving to Queensland, Mr Hemmings hailed himself as a business leader in an article for Canberra City News where he outlined his bold ambitions to become the nation capital's most successful recruitment agency director. 

Mr Hemmings revealed he had overcome numerous setbacks, including a life-changing event that 'nearly shattered my dreams' and cast a dark shadow over his future. 

It also features selfies of Mr Hemmings with former Sunrise hosts Samantha Armytage and Koch along with Ms Jacenko as he boasted about his connections.

'Over the years, I've had the chance to rub shoulders and connect with some of the finest operators in the country, including Samantha Armytage, David Koch and Roxy Jacenko,' the article states.

Koch claimed he had 'no idea who the bloke is' when approached about his connections with Mr Hemmings.

'We would have done thousands of these photos over the years just like this,' the business expert told the Gold Coast Bulletin.

'It really is annoying that someone would use an image with me in this situation to infer a closer relationship, association or endorsement.'

Koch believes the photo of him with Mr Hemmings was taken at an autograph signing session with fans at Seven's studios in Sydney.

Ms Jacenko also claimed that she didn't know Mr Hemmings but conceded she'd met him previously at her business seminars.

'He's always been very lovely and friendly,' she said. 

Mr Hemmings told Daily Mail Australia on Friday that the Canberra article accurately portrayed his interactions with public figures, adding that he'd drawn inspiration from Koch, Armytage and Jacenko.

'This was neither to imply personal friendships nor to self-promote unduly,' he said.

He added that it was important to note that the selection of photos used was made by Canberra City News.

Mr Hemmings acknowledged that he may not have a personal friendship with Ms Jacenko but confirmed their paths had crossed professionally.

'Her acknowledgment of our meetings during her business seminars, where she described me as 'very lovely and friendly,' confirms our professional acquaintance,' he added.

Mr Hemmings admitted that while the reports about his chequered past 'dredged up matters dating back to 2012' he insists the effect on his business has been nothing but positive.

'Interestingly, this increased media attention, despite its questionable intent, has positively impacted my business,' he told Daily Mail Australia.

'It has significantly boosted our website traffic, social media engagement, and overall brand visibility.

'I remain committed to conducting my business ethically and transparently, and I am open to addressing any legitimate concerns or queries regarding my professional conduct.'