Fuel Shakes was founded in May 2012 by brothers Kurt & Jay Wilson. Working their day jobs they found it impossible to source the nutrition they needed during their lunch hour. Often they were reduced to making it themselves by buying packets of chicken and vegetables to put together. SO in order to satisfy their own need and a problem shared by many others they opened their own place.
The store, located on Renshaw Street in Liverpool City Centre, went from strength to strength. Both Kurt and Jay quickly realised that the lack of a healthy, fitness food alternative to the ubiquitous sandwich and pasty offerings was startling. They began to broaden their offer, developing various shakes, juices, protein bars, salads and wraps.
With the store on the rise, Kurt successfully applied for the 9th series of The Apprentice on BBC making it all the way to week seven with a strong performance. Unfortunately he bit the dust in a shock double firing but the experience alone was enough for him to drive his own business forward at pace.
After racking up celebrity fans such as Michelle Keegan and Alex Gerrard, Kurt and Jay began the move to the next level and developing their team. Realising they needed investment to take the business to where they wanted it to be they brought in additional team members to enhance their skill set.
The new team developed the business idea to the extent that they secured £125,000 of investment from Angels after a series of events attended by Kurt in summer 2014. The Dragon’s Den style experience only served to strengthen their resolve and they continued their drive to deliver nutritious, fitness food that was accessible by all.
“Our growth would not of happened without the brilliant support of our customers and we really can’t thank them enough. To reward that we will continue to work as hard as possible in best serving those customers and give them the nutrition they need to both work and play hard.”