On 24 March 2026, Seatsy went live. Lewis Allsopp and I built it as equal partners, with one simple idea at the centre of it: the best seats in sport and music should be easy to book, and the whole experience around them should feel looked after.
Within six months we had hit our sales target for the whole of 2026. I am proud of that, and I am prouder of the team that made it happen in Dubai and at our UK base in Bath.
Trust is the product
Ticketing lives or dies on trust. When someone books a weekend around a fixture, they are not really buying a ticket. They are buying the certainty that the day will go the way they imagined it.
That is why being approved as an Official Ticket Seller by Dubai's Department of Economy and Tourism mattered so much to us. It is not a badge for the website. It is a promise to every customer that we do this properly.
Build around the moment, not the seat
Thirteen years in sport, at Lord's with MCC, at Chelsea and at Bath Rugby, taught me that people remember the whole day: the arrival, the hospitality, the company, the journey home. So we build around the moment.
You can see it in the Seatsy experiences we have put together for 2027, from a full Dublin weekend for Ireland v England to a Ryder Cup stay at Adare Manor, a short walk from the first tee.
What being a founder actually feels like
The calendar never stops. Some weeks I am in Dubai, some weeks I am in Bath, and most weeks there is a big event somewhere that needs looking after. I would not swap it.
I am a dad of three, and my family keeps everything in perspective. My son Jenson has Phelan McDermid Syndrome, and running nine marathons in nine days for CureSHANK in 2025 taught me more about pace, patience and people than any business book. Now I am training for a full Ironman. Building a company feels very similar. You do not win it in a day. You keep turning up.
What comes next
More of the events people genuinely care about, done properly. If you want to see what is live, start with football, Formula 1 or concerts, or read more about who we are.
Thank you to everyone who has booked with us, backed us and pushed us in these first six months. We are only getting started.
