Creative Recovery: Writing, AI, and Reclaiming Work

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We took Simon Says on the road and met founders who are making something from nothing — right in front of a live audience.

• Torie Fletcher — BootSkins
A football mum who got tired of muddy boots and made a fix. From soggy socks to a product in market, Torie shows how a small idea becomes a brand when you share the journey and sell the first pair fast.
Website: https://bootskins.co.uk. BOOTSKINS BOOTSKINS
IG: @bootskinsuk. BOOTSKINS Instagram

• Lyndsay Summerhill — Sexy Pickles
Award-winning jars with a wink. We talk recipes, retail, and turning repeat buyers into superfans with story-first content and sampling.
Website: https://sexypickles.co.uk. Sexy Pickles Sexy Pickles
IG: @sexypicklesuk. Sexy Pickles Instagram

• Mish Choudhury — Be Iconic (AI fitness)
An AI-powered coaching platform with a human heartbeat. We strip the pitch back to one promise: clear outcomes, real testimonials, one landing page that converts.
Website: https://www.beiconic.app/about. Be Iconic beiconic.app

• Andrew & Jo — The Wellness Lodge (back-garden clinic)
A couple turning a garden room into a sanctuary for breathwork, cold plunge, and recovery. We map their first paid pilot and a neighbours-first launch.
Website: https://www.kubowellness.com

IG: @kubowellness

• Ellie — ADHD-inspired apparel & customs
A young designer channelling neurodivergent pride into wearable art. We sketch a collab-first plan (creator partners, limited drops) and the first 10 designs to ship.
Website: TBA (studio set-up in progress).

• Yoann Maurice — Ondes Wellbeing
Boutique, education-driven coaching built for busy professionals.
Website: https://www.ondeswellbeing.co.uk. Ondes Wellbeing Ondeswellbeing
IG: @ondeswellbeing. Ondes Wellbeing Instagram

• Toby — for Oak Be
Early-stage concept; we map a name/handle check, problem–promise–proof script, and first 10 customer interviews.

• James Williamson — “Pureblood Pariah” (artist)
We pivot from “drop a track” to a release machine: weekly lyric hooks, fan stitch prompts, and a Bandcamp-first offer.
Bandcamp: https://purebloodpariah.bandcamp.com. Pureblood Pariah Pureblood Pariah
YouTube: https://www.youtube.com/channel/UCbeodpXpIsFfUUgGonqiMLQ. Pureblood Pariah YouTube

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Episode 10 — Live, unfiltered, and building in public