Welcome back to our Founder Series. This time, we’re featuring five founders who bring unique approaches to wellness, lifestyle, and niche markets. From sports nutrition tailored for endurance athletes to handcrafted coastal-inspired products, these entrepreneurs are dedicated to enriching lives through innovative, purpose-driven businesses.
In an increasingly fast-paced world, wellness and lifestyle brands are finding ways to slow down and focus on what truly matters. These five founders have each developed businesses that prioritize quality, connection, and purpose over mass production and rapid growth. Whether it’s by supporting the physical goals of endurance athletes, creating artisanal products that celebrate craftsmanship, or offering art that resonates on a personal level, these entrepreneurs are reshaping the way we think about lifestyle and wellness. Here’s how they’re enriching lives, building communities, and making a meaningful impact through their innovative approaches.
In an industry where convenience and speed often overshadow sustainability, these five founders are showing that online retail can have a conscience. Each of them has built a brand that prioritizes responsible sourcing, environmental impact, and lasting quality over fast profits. Whether it’s transforming waste into fashion or creating energy-efficient lighting solutions, these entrepreneurs are using e-commerce as a platform to drive positive change. Here’s how they’re combining business with purpose, turning ethical craftsmanship into a competitive advantage, and inspiring a new wave of consumer responsibility.
In a space where large-scale corporations and rapid algorithms dictate the pace, e-commerce may seem like an unlikely field for deeply personal, purpose-driven brands. But these five women are proving that e-commerce can be more than just a storefront; it can be a meaningful connection between brands and consumers. They’re showing that digital platforms can support ethical businesses that are as diverse as their founders, from cultural products and eco-friendly goods to personal wellness services. Each founder’s story is a testament to resilience and creativity in a rapidly evolving market.
In a world where consumer priorities are shifting toward sustainability, innovation, and meaningful connections, this week’s Founder Series showcases five UK entrepreneurs who are perfectly aligned with these changing expectations. From tackling climate change with carbon-negative products to offering creative ways for people to reconnect in a post-pandemic world, these founders are meeting the demands of a market that values purpose-driven businesses. Each has found a way to balance profitability with values, staying resilient through the challenges of modern entrepreneurship. And this is why we’re zooming in on these founders this week—to explore how their visions are not only contributing to their industries but also responding to the evolving needs of today’s consumers.
The UK e-commerce sector offers both exciting opportunities and significant challenges, as seen through the experiences of this week’s featured founders. From Jordan Sheppard’s innovative affiliate program at Voltsco to Aidan Farrell’s success in the electric bike market with Go Off-Road Barnsley & Wakefield, each entrepreneur has found a unique way to thrive. Lauretta and Sharon Gavin have made wellness accessible through their brand, Gavin Sisters, while Abigail Ahern continues to redefine home décor with Abigail Ahern Interiors. Meanwhile, Guy Bolton’s Greasy Kulture proves that print media still has a place in niche markets like custom motorcycles. These founders share their stories of overcoming cash flow issues, building loyal customer bases, and creating innovative solutions in their respective industries.
Though called an industry generally, and by us on the UNREAL Rockstars editorial team, e-commerce isn’t exactly an industry—rather, it functions as a point of sale for many industries. This dynamic makes the e-commerce landscape broad and explorative, spanning everything from colorful diamonds and shiny objects to the blended worlds of music and café life. And exactly this is what we have in store for this feature, starting with the lucrative diamond industry.
If you are a founder or C-level executive at a Swedish agency, we’d love to hear from you. We’re always looking to connect with leaders who are willing to share their experiences, challenges, and insights. By reaching out, you’ll have the opportunity to collaborate with us as we explore your unique story and showcase what it's like to navigate the agency world in Sweden. Don’t hesitate to contact us—we’re excited to learn more about your journey.
If you are a founder or C-level executive at a Danish agency, we’d love to hear from you. We’re always looking to connect with leaders who are willing to share their experiences, challenges, and insights. By reaching out, you’ll have the opportunity to collaborate with us as we explore your unique story and showcase what it's like to navigate the agency world in Denmark. Don’t hesitate to contact us—we’re excited to learn more about your journey.
We will be taking a closer look at a handful inspiring journeys of five ecommerce founders from the Netherlands, navigating trials and triumphs to build businesses around hands-on solutions to practical problems. In the rapidly evolving Dutch ecommerce landscape, determined entrepreneurs are stepping up to create value, break new ground, and provide innovative solutions. This article features five founders from the Netherlands who have successfully addressed industry-specific challenges to carve out a niche in the country's competitive ecommerce scene. From optimizing supply chains for small online retailers to enhancing customer experiences with cutting-edge platforms, these forward-thinking Dutch entrepreneurs are leveraging their unique strengths and passion to redefine ecommerce in the Netherlands. Each founder's journey offers valuable insights into adopting innovative yet pragmatic business strategies, overcoming operational hurdles, and setting clear, achievable goals in the Dutch market.
We will take a closer look at handful inspiring journeys of five ecommerce founders from Germany, navigating trials and triumphs to build businesses around hands-on solutions to practical problems. In the fast-paced German ecommerce landscape, determined entrepreneurs are stepping up to create value, break new ground, and provide innovative solutions. This article features five founders from Germany who have successfully addressed industry-specific challenges to carve out a niche in the country's competitive ecommerce scene. From optimizing supply chains for small online retailers to enhancing customer experiences with innovative platforms, these forward-thinking German entrepreneurs are leveraging their unique strengths and passion to redefine ecommerce in Germany. Each founder's journey offers valuable insights into adopting innovative yet pragmatic business strategies, overcoming operational hurdles, and setting clear, achievable goals in the German market.
Anthony Clark, founder of XMiles, turned his personal journey into a business dedicated to sports nutrition for endurance athletes. Anthony began running in 2007 to improve his health and went on to compete in marathons and ultra-distance races worldwide. Inspired by his experiences and armed with a diploma in nutrition, he decided to launch XMiles to share his knowledge and support athletes’ needs. “I understood the need for a nutrition system that enabled me to perform, but I struggled to find the best products and a way to test and fine-tune a nutrition strategy,” he explains.
Anthony Clark’s journey to launching XMiles began in 2007 when he took up running to improve his health. Starting with a 10K and moving on to marathons and ultra-distance races, he discovered the importance of nutrition in endurance sports. Inspired by his own transformation and with diplomas in Nutrition and Weight Management, he decided to share his expertise with other athletes. “I understood the need for a nutrition system that enabled me to perform, but I struggled to find the best products,” Anthony recalls.
XMiles offers a range of nutritional products, apparel, and accessories, focusing on endurance athletes. The company stocks exclusive brands like Squirrel Nut Butter and Huma Gel, and it offers a unique quantity discount system that allows customers to mix and match products across brands and flavors. “Our monthly subscription boxes are curated by our in-house specialists and provide a selection of products to help athletes discover new nutrition options,” Anthony says.
Scaling up presented significant challenges for XMiles. “Our biggest challenge was managing the rapid growth of our business, which led us to relocate from our initial shop in Wimborne to a much larger headquarters in Ferndown,” Anthony shares. The move allowed XMiles to improve logistics and better serve its expanding customer base.
Since launching XMiles, Anthony takes pride in building a strong community of athletes and outdoor enthusiasts. “What started as a small, local shop has now grown into a leading online destination for sports nutrition and endurance products,” he says. The positive feedback from customers who achieve their fitness goals with XMiles’ products underscores the brand’s impact in the endurance sports community.
Will Harris and James Horrocks founded Balance Brewing & Blending out of a shared passion for barrel-aged, mixed-fermentation beers. The duo met at Chorlton Brewing Co. and connected over their love for experimental brewing. “We saw a gap in the market that we thought we could fill with the styles of beer we’re passionate about,” Will shares. In 2021, they decided to pursue their dream, launching Balance while still working their day jobs.
Will Harris and James Horrocks first connected over their love for brewing while working at Chorlton Brewing Co. in Manchester. Will, with a biochemistry background, and James, who worked his way up from brewing assistant, shared a passion for sour and mixed fermentation beers. They eventually left their roles to start Balance Brewing & Blending in 2021, brewing part-time until they could go full-time with their venture.
Balance focuses on mixed fermentation, barrel-aged beers made with high-quality UK ingredients, aged for months in ex-red wine barrels. “Our products take a long time to produce—over a year in most cases—which means we’ve had to be strategic with our product planning and investment,” explains James. Their taproom, open Thursday to Sunday, allows them to share their beers directly with customers.
Managing the long production cycle required careful planning. “We now have enough beer in barrels to ensure a reliable cycle of products out and fresh beer in,” Will says. To help balance cash flow, they also introduced a shorter turnaround beer that takes four months to produce.
Opening their taproom has been a milestone for the founders. “We’re able to serve customers face to face, share our story, and hold events, tastings, and tours,” Will shares. The taproom has helped Balance build a loyal community and expand their brand presence in the UK beer market.
Matthew Pugh founded BERTIES OF BAY to honor his Yorkshire heritage with handcrafted, coastal-inspired clothing and accessories. The business was born out of Matthew’s desire to keep the tradition of “Ganseys”—traditional wool fisherman’s jumpers—alive. “There’s a different pattern for each fishing port, used to identify where sailors should be returned if washed ashore,” he explains. After struggling to find an affordable, quality Gansey, he decided to produce them himself, ensuring this piece of history wouldn’t be lost.
Originally from near Wakefield, Matthew Pugh’s connection to Yorkshire’s coast inspired him to launch BERTIES OF BAY, a brand dedicated to preserving the tradition of Ganseys—wool fisherman’s jumpers with unique patterns for each port. “When I couldn’t find an affordable, authentic Gansey, I realized it was up to me to preserve this heritage,” Matthew says, driven to make this piece of history accessible.
BERTIES OF BAY produces British-made garments that capture coastal traditions. “We have found a modern way of reviving old fishermen’s jumpers, knitting them in the same patterns as they were many moons ago, but making them accessible,” Matthew says. His customers love the heritage and craftsmanship in each piece, with many sharing photos in their garments as part of a growing community.
Matthew’s biggest challenge has been finding British manufacturers to meet BERTIES OF BAY’s production needs. “Even after eight years, we still have products we know our customers would love, but because we cannot find anyone in the UK to manufacture them, we won’t go overseas,” he says, explaining his commitment to British heritage.
A memorable moment for Matthew was meeting renowned fashion designer Nigel Cabourn, who visited his shop after hearing about the brand. “When I got home, I felt emotional, realizing that someone I’d admired for years had come looking for me,” he recalls. This encounter affirmed the impact of BERTIES OF BAY in keeping Yorkshire’s coastal heritage alive.
Josh Kennard’s passion for woodwork led him to establish Forge Creative / forgecreative.uk, an artisan furniture business that celebrates natural materials. “I wanted to design items that would become part of everyday moments,” he shares. From sculptural pieces to functional furniture, Josh’s work combines beauty and practicality, adding warmth to people’s spaces.
Growing up in West Sussex, Josh Kennard initially dreamed of becoming a marine biologist but found his true calling in woodworking, inspired by his grandfather. In 2013, he launched Forge Creative, a business that celebrates natural materials through handcrafted furniture and art.
Forge Creative specializes in handcrafted wooden furniture and art pieces that emphasize unique designs and high-quality craftsmanship. “We focus on unique designs that capture the beauty of natural materials,” Josh says. Each piece is carefully crafted to evoke a sense of joy and appreciation for the artistry involved.
Marketing and social media were initially challenging for Josh, whose strengths lie in the workshop. “I’ve had to step out of my comfort zone to handle the promotional side of the business,” he admits. He’s since sought guidance and collaborated with experts to help him promote Forge Creative effectively while staying focused on his craft.
Josh’s work has reached a wider audience through projects like the Glencoe Visitor Centre table for the National Trust and his appearances on the BBC program Money for Nothing. “Seeing my work become a centerpiece at the visitor center and sharing my passion for woodworking with viewers has been incredibly fulfilling,” he shares.
Known for his emotive street art, "My Dog Sighs" combines gallery, mural, and street work to create art that resonates. “There was never a plan. I make art because I have to. It’s the same as asking someone why they breathe,” he explains. His art business focuses on balancing creativity with sustainability, reaching audiences through both legal and illegal street art.
My Dog Sighs started his journey as a street artist driven by a deep need for self-expression. “There was never a plan. I make art because I have to—it’s as essential as breathing,” he explains. Over the past decade, Paul has transformed his passion into a career, building a business that blends street art, murals, and gallery work, all while staying true to his raw, emotive style.
My Dog Sighs’ art ranges from street murals to gallery exhibitions, capturing raw emotions in urban settings. His unique style and focus on emotional connection have earned him a dedicated following. “The opportunity to paint all day, every day is the dream. To be paid to do the thing I love is beyond the dream,” he shares.
Expanding his business has been a challenge, as he finds it difficult to bring like-minded people on board. “As a creative, it’s hard to bring in people who share the same vision. I’m a control freak and can always be the only one creating the work,” he admits. Hiring specialists for specific roles has helped him manage growth.
In recognition of his contributions to the creative community, My Dog Sighs was invited to meet King Charles and received an honorary doctorate from the University of Portsmouth. These acknowledgments highlight the impact of his art, both on a national level and within his community.
These founders highlight diverse approaches to lifestyle and wellness. Anthony Clark’s XMiles supports endurance athletes with specialized nutrition, while Will Harris and James Horrocks at Balance Brewing bring creativity to mixed fermentation beers. Matthew Pugh of BERTIES OF BAY keeps Yorkshire’s coastal heritage alive, Josh Kennard at Forge Creative crafts wooden pieces that add warmth and beauty, and My Dog Sighs uses street art to bring raw emotion directly to his audience. Together, they demonstrate how dedication to a craft and commitment to a mission can shape meaningful brands in the lifestyle and wellness space.
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