In the congested world of online meal prep one name is making more headlines than most – FuelHub.
Endorsed by a string of athletes, the startup has grown turnover to £4m, staff numbers to 34, attracted high-profile investors and won some of the biggest names in sport as clients – all in just six years.
CEO Michelle Laithwaite runs the fast-growing premium meal delivery services provider with her husband James, a former professional rugby league player.
Next week she’ll be sharing her story at BusinessCloud’s FUEL Liverpool event.
Register to attend breakfast panel & networking (9-10.15am)
Speaking ahead of the May 16th event, Michelle spoke how the idea came about.
Coming from a career in fashion, Michelle was a regular traveller and found it difficult to find healthy, convenient meals to fit around her lifestyle.
Meanwhile James, who played professional rugby league for several clubs including Warrington Wolves, Bradford Bulls and Toronto Wolfpack, recognised the link between nutrition and his on-field performance.
Realising that thousands of other busy people were experiencing the same problem they launched FuelHub in 2019, the same year that James retired from rugby at the age of 27 after a career that saw him break his leg four times.
Michelle recalled: “The first time I watched James play he broke his neck in front of me!”
The couple quickly focused all their efforts on the business –settling on the name FuelHub.
“We love the name ‘Fuel’ and I liked the idea of a ‘Hub’ because it was the place where you could come for everything so we called it FuelHub,” she said.
“There are quite a few competitors in our space. Our USP is we’re athlete-approved. We value our brand and feel we shouldn’t discount. We’re offering a premium proposition.”
FuelHub has been powering over 168,000 athletes across 25 elite sports in the UK – including Chelsea FC, Fulham FC, Manchester United FC, Team GB, England Rugby Union.
Last month the Warrington-based company announced an official partnership with Matchroom, the global sports promoter founded by Eddie Hearn.
The agreement sees FuelHub supply Matchroom’s staff with weekly premium meal prep to its HQ in Essex.
Despite being endorsed by athletes, Michelle stressed that their high protein meals are for everybody.
“You don’t need to be a footballer or a boxer,” she said. “We have a wide range of customers.”
Meals cost £8 and are all made in-house with the emphasis on the word premium.
The eCommerce company employs its own nutritionist and produces a range of 35 main meals, with the menu being updated monthly.
FuelHub started winning orders from professional clubs, including Warrington Wolves, and word soon spread.
One of the biggest challenges has been the rise in the cost of raw materials, including a doubling in chicken prices.
In 2022 AJ Bell founder Andy Bell co-led a £1.2m investment in the meal delivery startup alongside Fergus Lyons, a former director of AJ Bell.
They’re currently working on a Series A fundraise to support their future growth plans.
“We’re moving to our new headquarters which will triple our capacity,” she said.
Supported by Growth Platform and Liverpool Business School at Liverpool John Moores University, FUEL Liverpool takes place on 16th May.
Other speakers include Stephen Smullen, managing director, PB Group; Colin Greene, partner, Praetura Ventures; Scott Robertson, co-founder, Haulage Hub; Nicola Docking, MD, Poke Marketing; Adam Shore, director, Liverpool Business School at LJMU; and Rob Sims, CEO, Sum Vivas.
The two-part event is part of the official LCR Innovation Investment Fortnight (IIF) programme, held from 12th-23rd May. The IIF is an annual showcase of the distinctive approaches, world-leading assets and £2bn investment opportunities that put the Liverpool City Region at the UK forefront of place-based innovation. #LCRinnovation.