What really happens when you step into Dragons’ Den?

For most entrepreneurs, pitching on BBC’s Dragons’ Den is the ultimate high‑stakes moment. For Emma Burke, founder of LACEEZE, that moment became a turning point in her journey, as she stepped into the Den, faced the Dragons, and walked out with an investment deal that put her grassroots sports brand on the fast track to growth.

In this candid conversation with Paul Avins, Emma reveals the highs and lows behind the headlines – from running a multi‑million pound cleaning company, through the pain of business failure, to reinventing herself in the world of sport with an innovation solving one of football’s simplest but biggest problems.

Beyond the Den lights and the deal, the discussion dives into the inner journey of entrepreneurship: knowing when to pivot, learning how to bounce back stronger, and why sharing your authentic story is as powerful as building the business itself.

Key Highlights

• Building a successful business demands consistency, adaptability, and grit through challenges.
• Delegation is critical to free up the founder’s time for higher-value, strategic growth.
• Sharing your personal journey and engaging authentically builds a relatable brand that attracts loyal customers.
• Exposure through platforms like Dragon’s Den can enhance credibility, visibility, and open doors to new partnerships.

Listen in for a raw, behind-the-scenes perspective on what it truly takes to grow a brand from kitchen table idea to a household name in grassroots sport.

About Our Guest – Emma Burke

Emma Burke is the founder of LACEEZE, one of the UK’s fastest‑growing grassroots sports brands, dedicated to solving everyday problems for young athletes. After securing investment on BBC’s Dragon’s Den, Emma has taken LACEEZE from start‑up idea to a business on track for seven‑figure revenues—all while keeping her mission of supporting grassroots sport at the heart of the brand.

Resources & Links

• Connect with Emma Burke on LinkedIn → Emma Burke | LinkedIn
• Explore the Laceeze's brand → Laceeze | Soccer Accessories
• Follow Paul Avins for scale-up insights on LinkedIn → Paul Avins | LinkedIn
• Transform your business at the Grown Up Business Retreat → The Grown Up Business Retreat 2025

Next Steps

Action now: Write down the 3 actions from this episode you’ll apply in your business over the next 72 hours.

Think bigger: Ready to build your own “grown up” business? Explore free resources at ScaleUpCoaching.com.

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