James Reed: all about business

Are you exhausting resources trying to build every system from scratch? You could achieve faster, safer, scale by taking a proven playbook. And executing it better than anyone else.
In this episode of All About Business, James speaks with Jake Wilmot-Sitwell, co-founder and COO of Sandbox VR UK. Jake shares how he transitioned from venture capital to entrepreneurship, taking on £10M in capital to scale full-body, immersive VR experiences across the UK and Ireland.
Jake breaks down the core mechanics of their expansion strategy, explaining how a master franchise model eliminated the initial tech-development risk. He details their shift from capital-intensive flagship locations to lean, plug-and-play concession hubs, while sharing actionable frameworks for optimizing yield per square foot, leveraging media partnerships like Netflix, and scaling a frontline workforce.
Timestamps
01:56 Why VR and Entrepreneurship
09:57 Who Comes and Why It Works
22:40 High-End Tech Meets Hospitality
32:42 Hiring Young Teams
41:26 Fixes VAT Wages Rates
51:58 Future IP Partnerships
Links
Follow James Reed on LinkedIn
Follow Jake Wilmot-Sitwell on LinkedIn
Find out more about Sandbox VR and their experiences here
Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE
All About Business is brought to you by Reed Global. Learn more HERE
This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk

When your business hits an existential wall, are you willing to rethink your entire financial structure to protect your vision, or will you compromise the mission just to survive?
Most founders believe scaling requires bowing to traditional venture capital and prioritizing short-term margins. COOK proved there is another way by surviving near-bankruptcy, funding its own expansion through an unexpected subsidiary, and scaling past £100 million while keeping absolute control over its mission.
In this episode of All About Business, James Perry, co-founder of COOK and co-founder of B Corp UK joins as guest, and he pulls back the curtain on the messy, high-stakes reality of building a national consumer brand from scratch without burning out or selling out.
They unpack the reality of operational risk, the hard lessons of founder resilience, and how building an inclusive hiring model through the RAW initiative turned a perceived workplace risk into one of their strongest operational assets.
James shares the gritty mechanics behind COOK’s early years: how a loss-making enterprise was kept afloat by a cash-generating bakery, why he turned away standard venture capital, and how leveraging national media attention led to finding the patient, long-term private capital that saved the business. He breaks down how the 2008 financial crash tested their model and why a relentless focus on product integrity built a moat that traditional competitors couldn't cross.
Timestamps
02:08 Cadbury Lessons
10:00 Family Bakery Origins
12:56 Founding Cook
28:48 B Corp Beginnings
37:10 Certifying and Building UK
41:05 RAW Talent Hiring Program
49:19 Systemic Capitalism Glitch
Links
Follow James Reed on LinkedIn
Follow James Perry on LinkedIn
Find out more COOK and their products here
Find out more about B Lab UK and their work here
Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE
All About Business is brought to you by Reed Global. Learn more HERE
This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk

Most consumer goods brands ask you to buy more - SURI does the opposite. They designed a sustainable, electric toothbrush made from plant-based materials that is fully recyclable. As a result they scaled to over £50 million worth of sales in just four years.
In this episode of All About Business, James speaks with Mark Rushmore, co-founder and Chief Commercial Officer of Sustainable Rituals, SURI. The fast-growing personal care brand that’s disrupting a defended, multi-billion-pound market by proving that daily wellness routines don't have to come at the cost of the planet.
Mark shares his journey from the corporate training ground of Procter & Gamble to navigating extreme burnout after his first agency exit. He explains the business mechanics behind SURI’s rapid scale, and why focusing on a "minimum lovable product" unlocked a viral wave of word-of-mouth growth.
James and Mark explore the strategies behind scaling a highly productive 50-person team, using AI as an operational accelerant rather than a replacement, and the practical frameworks for making tough business decisions. They examine how to establish a values-led culture, why investing in founder relationships with business psychologists is critical to preventing scale-up failure, and what the next generation of consumer brands must do to win.
This leaves us with a compelling question: when building a product for the long term, are you treating your business decisions like a temporary hat, a reversible haircut, or a permanent tattoo?
Timestamps
04:19 Burnout and Life Reset
16:36 Origin Story of SURI
25:08 Pricing Strategy and Lovable Product
31:42 Competing with Giants and Expert Team
37:51 Hiring Values Framework
46:13 Brand Expansion Vision
51:55 Decision Making Lessons
Links
Follow James Reed on LinkedIn
Follow Mark Rushmore on LinkedIn
Find out more SURI and their products here
Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE
All About Business is brought to you by Reed Global. Learn more HERE
This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk

Most charities are told to secure funding before they spend. Bloomsbury Football did the opposite — investing in fundraising before the money existed, and growing from four children to 7,000 a week as a result.
In this episode of All About Business, James speaks with Charlie Hyman, founder and CEO of Bloomsbury Football. His fast-growing social enterprise harnesses the universal power of grassroots football to tackle major societal challenges for young people, providing thousands of disadvantaged youth with vital role models, mental health support, and a true sense of belonging.
Charlie shares the 7 steps in starting, building and scaling a charity. He explains the business mechanics behind this scale: how diversifying income with brands like Mastercard and Adobe, and treating a charity like a high-growth private company unlocks true scale.
James and Charlie explore the strategy behind taking Bloomsbury national and how Charlie built a proprietary AI tool to scrape Charity Commission data for fundraising intelligence. They examine how to close high-value deals, attract top-tier corporate talent with pure purpose, and what commercial businesses can learn from high-ambition social enterprise models.
This leaves us with a compelling question: when building a company designed for impact, do your growth strategies reflect the actual size of the problem you are trying to solve?
Timestamps
03:05 Origin story volunteering
11:47 Income streams and bids
15:53 Charities vs businesses
21:23 Scaling leadership and coaches
32:12 Opportunistic Expansion Plans
38:12 AI Boosting Charity Impact
44:59 Fundraising Skills for Youth
Links
Follow James Reed on LinkedIn
Follow Charlie Hyman on LinkedIn
Find out more Bloomsbury Football here
Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE
All About Business is brought to you by Reed Global. Learn more HERE
This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk

Most people underestimated lab-grown diamonds. Conventional wisdom says that luxury is about heritage, exclusivity and the power of a brand. So why are consumers embracing them so quickly?
And what does that tell us about the future of luxury businesses and the shift in consumer values?
In this episode of All About Business, James speaks with Nathalie Morrison, founder and CEO of Astrea London. Her high-end jewellery brand focuses on ethical luxury, using the top 1% tier of lab-grown diamonds and 100% recycled gold to offer flawless purity that gives consumers more carats and less weight on their conscience.
Within just one year of launching, Astrea hit $1 million in sales, prompting Nathalie to leverage her banking network to raise £4 million at a £14 million valuation. The company has since attracted celebrity backing from Sarah Jessica Parker, who became both an investor and creative director after meeting Nathalie in New York.
Together, James and Nathalie explore the rapid shifts in consumer behaviour and the strategy required to position a disruptive brand at the highest end of a competitive market. They discuss the unique marketing channel she created by opening luxury boutiques inside world-renowned hotels such as the Mandarin Oriental, and the realities of challenging a century-old industry monopoly.
They also examine the changing values of the next generation of consumers, why diamonds are built for emotional enjoyment rather than financial investment, and the power of cold outreach—even when it leads to one of the world's most influential style icons becoming a business partner.
Timestamps
02:07 Nathalie Finance Background
06:45 How Lab Diamonds Are Made
14:43 Diamond Pricing Myths
22:27 Celebrity Investor Partner
29:10 Supply Chain And Quality
36:25 Scaling Challenges And Hiring
Links:
Follow James Reed on LinkedIn
Follow Nathalie Morrison on LinkedIn
Find out more Astrea London and their products here
Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE
All About Business is brought to you by Reed Global. Learn more HERE
This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk