From idea to

Norwich's city-centre startup incubator. We co-build alongside you from early idea through to MVP and revenue, surrounded by a community of other founders who get it.

Founders, you've found us

Building a startup is hard enough without doing it alone.

Since 2021 we've been at the heart of Norwich's startup scene, connecting founders and helping them build teams, build products and build sales. We don't come on board to advise, we come on board to roll up our sleeves and deliver with you.

Think of us as the place where it all comes together: city-centre workspace, expertise on hand, and a community of founders around you who are building businesses like you. You'll move faster, and have more fun, if you do it with us.

How it works

One roof. One community. Real momentum.

01

Come on in

Whether you're exploring an idea, growing an early-stage company, or looking for a community who understand the journey, there's a place for you at our offices in Fuel Studios. Drop in, grab a desk, and meet the founders already here.

02

Build together

Tap into a community of founders, mentors, and investors who share what they know and help each other move faster. From building product and finding customers to hiring and fundraising, you're never figuring it out alone.

03

Launch

Get to MVP, land your first customers, and start generating revenue. Whatever success looks like for you, we're here to help you get there.

Portfolio

Companies we've built alongside.

The numbers so far.

0+

Companies supported

0m+

Funding raised

C-J Green, Founder of CleverGoose

“There is a shortage of those who genuinely feel like they are part of your team, who step in with you and provide a rare balance of wisdom, solid challenge and reflection that gives you the courage you need in those tough start-up moments. That's what we have found in Akcela.”

The team

Started by founders. Built for founders.

We're not consultants. We're people who've started, scaled, and sold companies. We know what it takes because we've done it.

James Adams

James Adams

Founder & Managing Partner

Leads the incubator; drove Akcela from launch through to national recognition. Works directly with portfolio founders on strategy, fundraising, and go-to-market.

Peter Ballard

Peter Ballard

Founder & Partner

Co-founded product design studio Foolproof in Norwich, grew it to 150+ people internationally, sold in 2016. Various advisory and non-Exec roles. Angel investor in the Norwich startup ecosystem.

Tom Wood

Tom Wood

Founder & Partner

Co-founder at Foolproof. Producer at Nodge Films. Community organiser in the startup, tech and creative ecosystems in Norwich.

The hub for Norfolk's boldest founders.

We welcome people from all backgrounds into the community to share ideas, meet other founders, and build something that matters. Get in touch to pay us a visit at Fuel Studios in Norwich.