Episode 42 · 2 Nov 2026 · 59m
The Man Behind Boost: From a £30K Loan to a £75M Business - Ep 42 Simon Gray
Show notes
In this episode
Ben sits down with Simon Gray, the Leeds-born founder of Boost Drinks. Simon launched Boost in 2001 while still running a food wholesale business, built it into a £75M brand with no outside investors, and sold it to AG Barr in 2022. They cover how Boost grew through independent wholesalers instead of supermarkets, why Covid pushed Simon to think seriously about an exit, and the emotional side of selling that founders rarely talk about, from a 7am announcement to his team to breaking down in tears the morning he signed.
The conversation starts with Simon's route from a marketing degree into food wholesale. It ends with his new venture It's Giving, the lessons he's carrying over from Boost, his advice for founders thinking about selling, and his golden rule for business.
What You'll Hear
How frustration with expensive energy drinks as a student became the idea for Boost
Why Boost was almost called Blast, and who changed it 24 hours before launch
Why Simon never tried to take on Red Bull head-on
How independent wholesalers, not supermarkets, built Boost's distribution
How Northern Ireland became one of Boost's strongest markets
Why watching profitable businesses disappear during Covid changed Simon's thinking on timing
How the AG Barr deal came together, and what AG Barr saw in Boost
How the Liz Truss turmoil in 2022 stretched a six-month deal to nearly nine
Why earn-outs can drive the wrong behaviour on both sides
The 7am announcement, the silent office, and the tears on the kitchen floor
How Simon helped redundant staff find new roles through LinkedIn
Why he came back with It's Giving, a gut-friendly soda at around half the price of the market leader
What he's doing differently this time: distribution before marketing, and leadership that isn't a popularity contest
Simon's golden rule: trust your gut
This Episode Is For You If You've Ever Asked
How do you find a gap in a market dominated by big brands?
Can you build a national brand without investors?
How do you know when it's the right time to sell your business?
What does an acquirer look for when buying a brand?
How long does due diligence take, and what do buyers ask for?
Should you tell your team you're selling the business?
Are earn-outs good or bad for founders?
What does selling a business actually feel like?
What happens to your team after an acquisition?
What would a founder do differently the second time around?
00:00 Intro and Welcome
00:55 Simon's Background
02:27 Boost Was Almost Blast
02:51 Spotting the Gap
05:07 Taking On Red Bull
06:52 The Wholesale Route
09:45 Going National
13:46 Covid and the Exit
17:42 The AG Barr Deal
23:17 Due Diligence Delays
26:55 Telling the Team
32:07 Earn-Outs
34:52 The Day After Signing
37:51 Having a Boss
39:23 Integration and Redundancies
45:00 Life After the Exit
46:36 Launching It's Giving
50:25 Doing It Differently
54:11 Advice on Selling
55:33 Simon's Golden Rule
56:20 Rapid Fire
THIS EPISODE IS SPONSORED BY STAYZEE
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Connect with Simon Gray:
LinkedIn: https://www.linkedin.com/in/simon-gray-9b36802b
website: https://www.itsgivingdrinks.com
Instagram: https://www.instagram.com/itsgivingdrinks
TikTok: https://www.tiktok.com/@itsgivingdrinks
Fizz With Purpose website: https://fizzwithpurpose.com
Connect with Ben Payne:
Newsletter: https://mailchi.mp/939700f41026/new-sign-up-page
Ben Payne’s LinkedIn: https://www.linkedin.com/in/ben-payne-55936416/
Contact page: https://thebusinesstakeawaypodcast.com/contact
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