Wingman

What is the idea behind Wingman?
Wingman is a range of male deodorising wipes for men to use on the go and away from home. They're perfect for post gym sessions, commuting on busy trains, before a night out or after catching the last wave surfing.

Do you think attitudes to male grooming are changing?
Attitudes to male grooming are definitely changing. Guys are more confident in buying products traditionally associated with females. I think the boundaries are merging and men are becoming more confident in spending more time on their appearance.

When did you first get your business idea?
Eighteen months ago on a surfing holiday in France. There were no working showers and we were using pink packets of baby wipes, which we felt smelt ‘girly’. That’s when the penny dropped, and I thought “Let’s do something that men would find appealing, masculine scents and larger and more durable than your average baby wipe.”

You have appeared on the BBC2 series Britain’s Next Big Thing with Theo Paphitis, could you tell me a bit about your experience?
The experience was incredible, a real rollercoaster. I have learnt a lot from my original pitch at Boots and Theo was on hand to offer great advice along the way. I was filmed for several months and it was a chance of a lifetime to get my brand and product heard.

How did the program help you develop the business?
I believe the product was good enough to find its way to mass market, the program just fast-tracked me to new contacts and open doors very quickly.

What makes Wingman stand out in the market?
As a brand, I believe Wingman is cool, youthful and relevant. Not all brands offer this level of engagement. Many guys are using the term Wingman on a daily basis. Wingman is also the only male deodorising wipe in Boots nationwide. Sprays are good but not when you have been at work all day. With Wingman, you can remove sweat and dirt rather than masking it with a spray.

How did you obtain funding to get started?
I started with a £25,000 investment from friends and family, and then obtained further funding through various pitching events. It is a long journey and I found that lots of doors shut before you land an investor.

You started your own business early in life, what made you choose to get involved in a start-up rather than enter the job market?
I wanted to do something different, but I know everyone says that! But really, I wanted to create a job that I could enjoy and could pour every bit of passion into.

With Wingman, I get to wake up every morning and work on something that I thoroughly enjoy. That was my main motivation.

Who are your greatest business inspirations?
Richard Branson, who started with nothing and now has everything, and Will King, my business mentor, who is a legend in the male grooming arena.

What do you think are the most important considerations to take into account before starting a business?
How much time do you have to dedicate? Are you motivated enough? Are you passionate and persistent? In business you can’t take no for an answer, you have to keep on going in the face of adversity.

What tips would you give others thinking of starting their own business?
Don’t talk about your idea for too long or else you will scare yourself out of it. Just go for it! Ask friends, family, people who are experienced in that particular field whether it is a sound idea.

Think differently to your competitors, pour passion and enthusiasm into it and just go for it! Life is too short to wonder at 80, “should I or shouldn't I have started that really good business idea?”

Is there anything that you would do differently in retrospect?
I would have bought a decent office chair. Hours of sitting starts to grind your back in!

What has been your greatest business moment to date?
Launching into 300 Boots stores nationwide and talking at the Business Start Up Exhibition at The ExCel In London.

What are your plans for the future?
Wingman is a challenger brand developing a cool new range of toiletries. Now that the BBC programme has finished, the hard work starts now. Watch this space!