1. What does Vistella do, and what motivated you to start the business?
Vistella designs and produces innovative reflective cycling gear, with two flagship products: our Firefly glove and our 3 In 1 Reflective Backpack Pannier.
The idea originally came from a university project at Kingston University. We were tasked with starting a business from scratch, but rather than creating a product simply to complete the module, I wanted to tackle a genuine problem.
At the time, we were constantly seeing stories in the news about cyclist accidents and casualties. I wanted to do something about it. The original concept was a glove with reflective indicators that could help cyclists communicate their intentions to other road users. That university project became the foundation for what Vistella is today.
2. What was most valuable about your experience at the Wray Forward Pitch & Rum Punch Night?
For me, the most valuable part was the networking. I met so many other founders and business people, and some of those connections are still with me today.
It was also great meeting Izzy for the first time. When I later saw her at the AXA Startup Angels competition, I already knew her through the Foundervine community, which was a really nice full circle moment.
Meeting the judges and receiving their feedback was also valuable, as was simply having another opportunity to practise my pitch. Every time you pitch, you learn something and get better.
3. What did you take away from the experience that has stayed with you as a founder?
The biggest takeaway was simple: overprepare, because you never know who is going to be in the room.
I took the event seriously. I prepared my pitch, I made sure I presented myself well and I thought carefully about how I wanted to communicate Vistella. You never know who you might meet, who might be judging you or who might be listening.
Since then, I’ve carried that mindset into every opportunity. Treat every room as though it could contain the person who changes the trajectory of your business.
4. How did being part of the event and connecting with the Foundervine community influence your confidence or approach as a founder?
Every time I pitch, I become a better presenter and a more confident founder.
There’s an idea from Atomic Habits that every action you take is essentially a vote for the person you want to become. I think pitching works in the same way. Every time I step onto a stage and communicate Vistella confidently, I’m reinforcing the identity of being a strong presenter and a confident founder.
Winning at Wray Forward was another vote in that direction. It gave me confidence in my ability to perform under pressure and gave me more confidence for the journey ahead.
5. What has changed for Vistella since the event, whether through customers, partnerships, funding, growth or other milestones?
It hasn’t been a huge amount of time since Wray Forward, so I wouldn’t say the business has transformed overnight. But the connections and exposure have already been valuable.
Winning gave Vistella access to a wider community and increased our visibility. I’ve made some great connections through the Foundervine community, including fellow founders and other people I’m still in contact with today.
Even reconnecting with people from that event at later opportunities has shown me the value of being part of these communities. Sometimes the immediate opportunity isn’t the biggest outcome; it’s the relationships you build along the way.
6. What was your experience of the AXA Startup Angels competition, and what did winning £25,000 mean for Vistella?
The whole experience was incredible. It was almost surreal.
I went into the competition with a neutral mindset. I knew the standard was high and there were some incredibly strong businesses involved, so I wasn’t going in expecting to win. My mindset was simply: if I win, amazing; if I don’t, I’ll still take away the experience, the feedback and the networking.
So when Vistella was announced as the winner, it was genuinely a huge moment for me.
The £25,000 will significantly support the next stage of the business. A major focus will be marketing and advertising to increase awareness and drive sales, alongside product development as we test and develop future products.
We’re also investing in point of sale and marketing materials to support our growing network of retail stores. Alongside the funding, the competition has already created significant exposure for Vistella, including coverage in The Standard and upcoming broadcast and radio opportunities.
It’s not just the £25,000; the exposure, credibility, connections and opportunities that have come from the competition are incredibly valuable too.
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7. What is next for Vistella? Are there any big goals, launches, partnerships or milestones you are working towards?
Absolutely. We have some exciting partnerships in the pipeline.
I made an amazing connection through the AXA Startup Angels event, even before I knew I had won, and we’re exploring how we can incorporate that relationship into our products. That could be a real game changer for Vistella.
We’re also working on partnerships with cycling charities and exploring co-branding opportunities.
Alongside that, we have a new product line that we’re looking to roll out. So there’s a lot happening behind the scenes, and our focus now is turning these opportunities into tangible growth for Vistella.
8. What advice would you give to founders looking to make the most of opportunities such as pitch competitions, founder events and accelerator programmes?
You never know who you’re going to meet. Networking is everything, and one introduction can genuinely change the trajectory of your business.
Networking is a skill, and like any skill, you develop it by exercising it. The more you do it, the better you become.
The same applies to pitching. You can only get meaningful feedback when you put your idea or product in front of people and talk about it. The questions you receive from judges force you to think about your business in ways you may not have considered before. They expose blind spots and help you prepare for conversations with investors, partners and customers.
I’d also encourage founders to look beyond giving away equity when raising money. There are grants, competitions and other funding opportunities where you can raise capital without giving up a percentage of your business.
So apply. Enter the competitions. Go to the events. Put yourself and your business out there.
You never know which opportunity, conversation or introduction could change what happens next.
Thank you so much David, and congratulations again on your AXA Startup Angels achievement. We are excited to celebrate the Vistella journey with the Foundervine community!
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