Behind closed doors in a meeting room at the Transport for London head office — just across from Southwark tube station — I was setting up a trial run for our product, which we called Cycling Economy back then. It was August 2018. Peter Parle, then Transport Manager of FM Conway, and Dave Conway, their Quality and Environmental Manager, had invited Jason Ross and Andy McCarroll from TfL to hear our pitch.

The product wasn't ready at all. But thanks to Dave and Peter, that day became our first real opportunity to explain how human-centred design, technology, and a few key ingredients in our "secret sauce" could make learning more engaging, more experience-based—and yes, in the business world: cheaper, faster, and more convenient. I still remember the look on Andy and Jason's faces—curious, cautious, and full of anticipation. That was the beginning. What followed was five months of intense collaboration. We designed the first version of the product and ran our very first workshop at FM Conway's HQ in Sevenoaks in January 2019.

How we got TfL's initial approval, and why we weren't allowed to use it under FORS (Fleet Operator Recognition Scheme)—that's another story. But I'm proud to say we were there first. We started a quiet revolution in driver training — Safe Urban Driving — and it all began with a problem no one else had tried to solve this way. Of course, since then, a few companies have tried to copy us — or even go against us. What they missed is that if they had been a little more open-minded, they could have offered our product to their clients straight away instead of trying to compete. The plan was always to make our technology available to training providers — so they could do what they're best at, just with better tools.

That meeting room at TfL feels like a lifetime ago now. Back then, we were just a handful of people with an idea and a lot of hope. What we couldn't have predicted was how that single pitch would set us on a path that would define the next five years of our lives.

I think it's not just me—most of us, when we're younger, dream of building something that's truly ours. But when you actually start doing it, you find yourself running up against regulations, deadlines, and the weight of paying for loans or a mortgage. And in the middle of the stress, the uncertainty, and sometimes financial pressure, it's easy to lose sight of those big ideas you had at the beginning.

It's not easy.

Now, five years into this journey, I can say this: we're still here, and we're still moving forward — because our clients and the people around us continue to show us that what we're building is needed. But it's not just our clients. Sometimes, it's the quiet believers. The ones who notice what you're doing — even when you're not shouting about it. They support you, challenge you, and remind you that what you're building does matter. That kind of recognition pushes you in a different way.

That's why it meant so much when we were contacted by Linda Ligios from Springwise. We hadn't applied. We hadn't asked. But someone, somewhere, saw value in what we were doing. For those unfamiliar, Springwise is a respected innovation platform that highlights promising and impactful ideas from around the world. Their focus is on sustainability, purpose-driven innovation, and companies working at the intersection of creativity and real-world change.

At first, they featured us in their innovation database — a surprise and an honour in itself.

But then came the real shock: a few months later, we were informed that

we had been shortlisted as one of the Top 50 Createch Companies in the UK.

Let that sink in. In 2006, I was washing dishes in a London kitchen. By 2019, our first product and our company were being recognised among the UK’s most innovative. The CreaTech "Ones to Watch" lists are curated each year by the Creative Industries Council (CIC). They spotlight innovative UK companies working at the intersection of creativity and technology — from music and media to design and immersive tech. Companies on the list are chosen for their originality, potential for growth, and contribution to shaping the future of the creative industries.

For those unfamiliar, CreaTech itself refers to the space where creativity meets technology—where tools and platforms are used not just to entertain or inform, but to solve real problems, improve lives, and drive meaningful innovation. These lists matter because they don't just hand out awards—they help identify and support emerging talent, create opportunities for collaboration, and contribute to the UK's global reputation in innovation and creativity.

We were proud to be included. And we still are.What's changed since then? Almost everything — and nothing at all.

We've grown. We've rebranded. We've expanded internationally. Our platform evolved from just one product to an ecosystem. We've serve clients like Mercedes-Benz, Harrods, Asda, and Wiener Linien. We've bootstrapped, stayed independent, and made difficult decisions with one goal: to keep building something that works and lasts.

But the mission — the why — hasn't changed. We're still helping people see more clearly, learn faster, and make better decisions in real-world environments. Whether that's a professional driver navigating city traffic, or an operator learning how to safely run complex machinery, our work has always been about bringing human insight and visual clarity to critical moments.

So where are we going?

We're doubling down on the idea that tools alone aren't enough — it's about the people using them. Take our recent work with Harrods, where we've put 120 drivers through immersive training that gets them talking about vulnerable road users in ways a traditional classroom never could. As Geoff Hooton, their Transport Manager, told us: "The 360° videos got them talking, and the content felt relevant and varied. It made a difference."

Or consider what we accomplished with MÁV Group — Hungary's national railway — where we helped prepare 1,500+ frontline staff for a major policy change in under 4 weeks. When train delays became a matter of national debate, we weren't just delivering training; we were helping cashiers handle real, high-friction moments like passengers demanding refunds or asking "Will this delay count?" in ways that reduced tension rather than escalated it.

We're also investing in ways to make our products more scalable, more integrated, and more focused on performance data, visual learning, and user experience. Not for the sake of complexity—but to keep things simple, meaningful, and human. Looking back, the Createch recognition was never the goal. It was a signpost—a moment of encouragement at the beginning of the journey. Five years later, the path is still winding, but we're still on it.

To everyone who's believed in us — thank you. And to anyone building in the quiet, in the hard times, in the space between doubt and clarity — you're not alone.

We're still here. Still building. And we're still focusing on making the next step right.