Amsport

My first venture. The one that taught me most about the distance between a strong idea and a working business.

Amsport saw an underserved market: millions of amateur sports participants with no meaningful insurance provision. So, we built a product range at Lloyd’s of London to serve them.

Barclays, Adidas and The Sports Council came on as sponsors from the start.

Gary Lineker and Bryan Robson fronted the hugely successful press launch. Ian Botham, Bill Beaumont and Daley Thompson followed.

Getting figures and organisations to back start-up required more than a good pitch. It needed a concept they believed in. A business that felt serious.