The Brand Slam with FEBE & ITV Ignite: Our Key Takeaways

Earlier this year, LITELOK was recognised in the FEBE Growth 100, an annual ranking celebrating the UK's most ambitious and fastest-growing privately owned, founder-led businesses.

Ranking #89 marks an important milestone in LITELOK's growth journey and reflects our continued commitment to innovation, product development and protecting riders through industry-leading security solutions.

The Brand Slam

Our CEO & Founder, Prof Neil Barron, recently attended The Brand Slam at ITV Studios in London on the 9th of July, hosted by FEBE and ITV Ignite. Bringing together founders, entrepreneurs and industry leaders behind some of the UK's most recognisable challenger brands, the evening explored what it really takes to build businesses that stand the test of time.

The discussions covered everything from building category-defining brands and creating loyal communities to scaling without losing your identity. While every founder's story was different, one thing quickly became clear: there isn't a single formula for success.

Throughout the evening, one message kept coming up: the strongest brands are built by solving real problems for real people. Every founder had a different story, but they all shared a commitment to understanding their customers, staying true to their purpose and never standing still.

Founder to Founder

Neil had the opportunity to meet Julian Hearn, founder of Huel, following his interview, and hearing the honest story behind one of the UK's biggest challenger brands reinforced just how much persistence and innovation go into building products people genuinely trust.

Another standout talk came from Professor of Marketing Helen Edwards, who spoke about how founders often spot changing behaviours before they become mainstream. For us, that's a reminder to keep listening to the people who use our products every day.

The evening also featured insights from the founders behind Free Soul, Pip & Nut and Mother Root, alongside Kate Waters from ITV. Although each business operates in a completely different market, they all shared a common theme: the strongest brands start with a clear purpose, understand the people they serve and stay true to that mission as they grow.

Providing Peace of Mind for Riders

Whether you ride a bicycle, motorcycle or scooter, your needs are constantly evolving, and so are the methods thieves use. That's why we don't believe standing still is an option.

Every new lock we develop is driven by the same question: how can we make it even harder for thieves and give riders greater confidence when they leave their bike, motorcycle or scooter behind?

It's why we invest in research, engineering and testing. It's why we continue to develop new materials and technologies. And it's why we spend so much time listening to feedback from riders around the world.

The conversations at The Brand Slam weren't just about building successful businesses, they were about staying focused on the people you serve.

For us, that's always been the rider.

Whether you're commuting to work, heading out for a weekend ride or simply popping into a café, you deserve to know you've secured your bike, motorcycle or scooter with a lock that's been designed with one purpose in mind: helping to protect what matters to you.

We're grateful to FEBE and ITV Ignite for bringing together such an inspiring group of founders. Events like these challenge us to keep learning, keep innovating and, most importantly, keep delivering products that help riders protect their pride and joy.

Because at LITELOK, our mission has never changed, to stay one step ahead of thieves, so you can focus on enjoying the ride.