Founder Files

He turned a £500 order into a world-class supplement brand that’s stocked across the UK high street and the official partner of Matchroom Boxing. Today’s guest is Luke O’Reilly, founder of Ten Percent Club, the Informed Sport certified supplement brand used by global stars like Patrick Bamford, Joe Hart and Brendan Rodgers. Today we learn: 🔥 How his personal story, and seeing supplements work for his family, led him to formulate products from scratch. 🔥 How almost all of his ambassadors started as paying customers, including Eddie Hearn, who sent over his Whoop data and asked for a partnership. 🔥 Why he proved the brand online first before taking it to retail giants like Tesco, Holland & Barrett and Boots. 🔥 How a chat in a Dubai gym led to an investment partnership, and how he’s scaling towards a Series A. If you want to build a product-first brand that athletes and influencers swear by, and scale it into retail, this episode is for you. Chapters: 0:00 Intro 4:25 How Ten Percent Club Started 11:00 Moving to Dubai 14:41 Electrolytes & Expanding Into the UAE 19:37 Footballers, Influencers & Ambassadors 26:42 Matchroom Partnership 30:06 Getting Into Retail 36:10 Future Markets & Channels 40:44 Raising Capital 45:01 What's Next, Purpose & Tips for Founders

Buying boring businesses is all the rage in 2026, but today’s guest has been doing it for years. Meet Dee Ludlow. He owns a portfolio of businesses, runs an M&A advisory firm that works with funds and investors, and teaches people how to buy companies. His team has worked on deals worth billions of dollars in value. Today we learn: 🔥 How he got started in M&A, going from property investor and barbershop owner to buying companies, and the book that kicked it off. 🔥 How he partners with operators through option contracts that give him the right to take a majority stake once they’ve proven themselves, so he can scale his portfolio across multiple industries. 🔥 Why he finds deals through cold outreach instead of brokers, and why he typically doesn’t pay more than 3x profit. 🔥 The real story behind his journey, including the losses, like buying a company for £1 and putting it back into administration a year later. If you want to grow your business through acquisitions, or get out of the nine to five through ownership, this episode is for you. Chapters: 0:00 Intro 1:41 Background 12:28 Structuring Deals 22:23 Finding Deals 38:36 Why M&A? 41:20 Personal Life 49:38 Using AI 55:39 Advice for Agency Owners 1:00:02 Buying vs Building 1:03:10 The Deal Process 1:08:06 Inside the HoldCo Team 1:11:24 When Deals Go Wrong 1:14:44 Teaching & Education 1:22:56 Personal Life Part 2

After Conor Benn's recent mega fight in Vegas, we sit down with the coach who ran his camp to talk through how he gets high performers operating at their peak, and what they can do to bounce back from setbacks. Today's guest is Dan Lawrence, founder of Perform365, the high performance coach to over 30 champion athletes. He now works with CEOs like the founder of Joe & The Juice and the CEO of Frasers Group. In this episode, we unpack: 🔥 Why resilience is the trait that separates the best from everyone else. 🔥 His data capture process for founders that helps them treat their health like a P&L. 🔥 The traffic light system he uses to manage training, stress and burnout. 🔥 The simple daily non-negotiables that work for founders, and why the basics beat the biohacks, and much, much more. If you want to put another zero on the end of your business and crush it as a business exec, this episode is for you. Chapters: 0:00 Intro 1:54 Conor Benn vs Ryan Garcia 5:15 Dan's Background 16:25 Inside His Testing & Optimisation Process 21:35 Alcohol, Balance & the 80/20 29:33 Burnout & Managing Stress 40:30 When Is Enough? Business, Health & Family 44:04 The 80/20 for Business Owners 52:05 What Separates Elite Performers 55:58 Training as You Age 1:01:08 Hyperbaric, Saunas & Ice Baths 1:07:05 Supplements 1:12:18 Peptides & Smart Drugs 1:20:26 Fixing a Fried Nervous System 1:24:12 Mastering Your Mindset & Identity 1:29:08 Social Media & Screen Time 1:35:33 Rapid Fire Questions

He's on track to turn his marketing agency into a $1 million-a-month business, and he's spending six figures a month on ads to get there. Today's guest is Liam Evans, founder of Unorthodox, a marketing agency that turns ad spend into signed clients for high-ticket service businesses. In this episode, we unpack: 🔥 Why cost-per-lead is a vanity metric, and the only number that actually matters: CAC. 🔥 The low-ticket front-end offer that liquidates 70% of his ad spend. 🔥 The exact funnel economics and product suite he's using to scale to a million a month. 🔥 His creative testing process to constantly find new winning ads. If you want to build an eight-figure business from cold traffic without wrecking your margins, and with a sales process that closes 70% of your lead flow, this episode is for you. Chapters: 0:00 Intro 3:07 Making Ads Work for High-Ticket Offers 13:34 What Makes a Good Market 16:01 Launching Ads & Reading the Data 18:12 Fixing Your Sales Process 23:52 Filtering Leads & Pre-Framing Calls 29:12 Optimising For CAC & LTV 34:41 Low Ticket Front End Offers 40:59 Spending $150K/Month on Ads 48:00 The Road to $1M/Month

Today's guest is an eight-figure entrepreneur who's built and exited multiple eCommerce brands. And yet for him, money was never the goal. In this episode with Jamal Muse, we unpack: 🔥 How he's turned what he admits is a compulsive need to always be productive into a genuine business advantage, and where he's had to draw the line. 🔥 The daily non-negotiables — prayer, routine, and a strict first hour of the day — that keep him grounded while running a fast-growing business. 🔥 Why he turns down deals when the money doesn't sit right with his values. 🔥 Why he was back at work the day after his last exit, and how he's chasing a legacy that goes far beyond being known as "the eCommerce guy." If you want to see how a high-output founder builds real wealth without losing sight of what actually matters, this episode is for you. Chapters: 0:00 Intro 1:23 Ambition vs. Being Present for Family 5:03 Daily Routine 7:49 The "Productivity Addiction" 11:10 Living a Well-Rounded Life 17:15 How Faith Shapes Every Decision 33:35 Finding Fulfilment 37:41 Life After the Exit 46:46 Why Keep Going?

Most eCom brands aren’t maximizing email. Not because it doesn’t work — but because it’s underbuilt, underutilized, and treated as an afterthought. BN Healthy was doing around $50K/month from email — just ~12% of their revenue. After rebuilding the system, that jumped to over $270K/month, contributing nearly 45% of total online sales. In this video, we break down: 🔥 What their Klaviyo setup looked like before — and the key gaps holding back revenue 🔥 The exact flow structure we implemented to boost site conversion rates 🔥 How we used list growth, segmentation, and “micro-ask” popups to drive 10–15% opt-in rates 🔥 The campaign strategy behind consistent revenue — from educational content to high-converting promos 🔥 And how email + SMS became a major growth engine — adding an extra ~$200K/month If you’re running an eCommerce brand and email isn’t driving at least 30–40% of your revenue — this episode is for you.