When Surplush joined Akcela's Future Tech Programme, the business was already trading. Founders Guy Gillingwater and Jake Starling were working through technical challenges while figuring out marketing, logistics and how to scale.
They needed experienced people alongside them to help tackle those questions and turn their plans into a stronger business.
Space to grow, support to move forward
Access to Akcela's office at Fuel Studios took some financial pressure off the founders at an important stage. It gave them somewhere to work and grow without immediately taking on the cost of their own premises.
Alongside the workspace, the team provided practical guidance on marketing, an area where the founders had little experience. Support with logistical challenges also helped make day-to-day operations more manageable.
Helping launch Brandemic
One example of that hands-on support was the launch of Brandemic, Surplush's sister business specialising in branded packaging.
Guy and Jake were already developing the business before joining the programme. During the launch, Tom, James and the Akcela team helped them work through the agreements, paperwork and structures behind it.
As Guy explains:
"Those are things we probably wouldn’t have put in place in the same way without their guidance, and it gave us a much stronger foundation."
A community that stays alongside you
The programme also connected Guy and Jake with other founders. Networking events and everyday conversations gave them opportunities to share experiences with people facing similar challenges, making the process of building their businesses feel less isolating.
That relationship has continued beyond the programme. They still meet with the Akcela team, ask questions and work through decisions together.
"That support hasn’t stopped because the programme has finished. We still meet with the team, and knowing they’ve got our backs means a lot."
Two profitable businesses, with more ahead
By October 2026, Guy and Jake had moved into their own shipping container office, grown their team and built two profitable businesses.
Surplush supplies catering essentials, cleaning products, consumables and packaging to customers across the UK, including Scotland, Wales and the Isle of Man.
Brandemic helps food and drink businesses stand out through branded packaging. Its customers include Strangers, Jarrolds, Zaks and Cafe 33, with a growing customer base in London and nationally.
The founders are also beginning conversations with potential customers in Europe. Their focus for the next 12 months is to build on that progress and expand the reach of both businesses.
Guy's advice to another founder
"You don’t need to have everything figured out before joining Akcela; having experienced people alongside you can help you tackle the things that are holding your business back."
— Guy Gillingwater, Co-founder, Surplush
If you're working through similar questions in your own business, explore Akcela's startup support or get in touch.
