The story

From a derelict swimming baths in Hillsborough to an exit to Zonal and then to Volaris Group.

When I was 22, I bought the Hillsborough Baths, a derelict 18,000 sq ft swimming pool, paying the 5% deposit on my credit card. My lucky break came from a lodger whose family guaranteed a mortgage for £500k. It was 1996, and in 1997, we opened The Deep End.

By 30 I was juggling 7 companies badly. I’d picked up some terrible habits and thought I was invincible, it turns out that I wasn’t…

In 2018, I moved from Commercial Director to CEO at Airship.co.uk, the business was close to bankruptcy, and with an amazing team, we launched Toggle, raised money through Mercia Asset Management via the Northern Powerhouse Investment Fund (NPIF) in late 2019 and sprinted through the pandemic. In 2022, 3 years almost to the day since our investment, we exited to Zonal.

I stayed on through my agreed time, and then agreed to see through the Zonal sale to Volaris Group which came in February 2026.

Before the baths

Wooden offcuts, a board game that failed, and a house at seventeen.

I guess I’ve been an entrepreneur since I was about fourteen. It started with wooden scraps, offcuts really, from my parents’ factory floor, which I’d make into things useful and sell at country fairs up and down the country. When I was 18, I had the bright idea of creating a board game for the launch of the Supertram in Sheffield. It failed miserably. The whole thing leaned on local retailers and businesses signing up as sponsors, and those businesses had been quietly decimated by the building of the tram route. I remember a very tense evening while pitching the local traders at a pub, I had to make a sharp exit about 5 mins into my pitch for fear of injury!

But it taught me some great lessons, and it networked me across Sheffield. More than anything, it gave me the bug. I wanted to create something for myself.

A couple of years prior, I started working for Next, selling ladieswear, and pulling shifts in pubs in the evenings, first as a glass collector, then behind the bar. I did a stint working for my parents as a bookkeeper and draughtsperson, and it taught me a great deal (double-entry bookkeeping was a blast…). They ran a great business and worked incredibly hard, but working for them just wasn’t for me.

I hadn’t gone to university (I failed all but one GCSEs). My parents had given me £3000, roughly the equivalent of what they’d given my brothers to go and study. A year earlier, at seventeen, I’d used money like it to buy a house (the condition of the gift), and I’d been renting out the rooms and living in the front room myself. That meant I could apply for a credit card, and I’d built up a decent credit limit. So when I heard that Hillsborough Baths, a derelict 18,000 sq ft swimming pool, was up for sale, I rang the pension fund that owned it and asked what the deposit was. £6000. Then I rang the credit card company and asked what my limit was, and they very kindly put it up. And I bought the building.

The through-line

  1. 1997 The Deep End opens
  2. 2001 PowerText (Airship) begins
  3. 2018 CEO · Toggle launches
  4. 2019 Mercia investment
  5. 2022 Exit to Zonal
  6. 2026 Zonal → Volaris
Follow the through-line →
Built & scaled Airship Toggle