North of Ordinary

C4DI Hull
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  • Entrepreneurship
  • Updated Biweekly

North of Ordinary is the podcast from Hull’s Centre for Digital Innovation (C4DI), celebrating the businesses and people driving the Humber and East Yorkshire forward. Hosted by Tina Swann, the show explores every aspect of business life, from start-ups and scale-ups to established companies navigating change. Each episode uncovers the wins, the failures, and the lessons that define what it takes to run a business today. We speak with founders, entrepreneurs, investors, and leaders about finance, funding, marketing, product design, technology, sales, and strategy. But we also shine a light on the resilience, collaboration, and culture that keep this region moving. Hull and East Yorkshire are anything but ordinary. This is where businesses grow, adapt, and shape the future. We are North of Ordinary. Hosted on Acast. See acast.com/privacy for more information.

Episodes

  1. 3h ago

    The MKM Model: How Local Autonomy Built a £1.2 Billion Business

    MKM Building Supplies has grown from one branch in Hull to one of the UK's largest independent builders' merchants, with around 147 branches and roughly £1.2 billion in annual turnover. In this episode of North of Ordinary, Tina Swann sits down with Andy and Craig from MKM to talk about how the business has scaled so quickly while keeping its local, entrepreneurial culture intact. They discuss the branch autonomy model that sets MKM apart from national competitors, the digital transformation of the business, including a full e-commerce relaunch and new app, and how the company supports the next generation of tradespeople through trade credit and apprenticeships. The conversation also touches on MKM's sponsorship of Hull City's MKM Stadium and the customer reward scheme that sees branches take loyal customers on holiday. The episode wraps with a quickfire round covering the best business advice they've ever received, an app they couldn't live without, and the most memorable lesson learned from a product that didn't work out. North of Ordinary is a podcast celebrating the businesses and people driving Hull, East Yorkshire and the Humber forward, recorded at the Digit-Ull Podcast Studio at C4DI. #NorthOfOrdinary #MKMBuildingSupplies #HullBusiness #C4DI #BuildersMerchant North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    The MKM Model: How Local Autonomy Built a £1.2 Billion Business

  2. Jun 22

    From Hull to the Premier League: with Oxen Sports CEO, Lee Jenkinson.

    Oxen Sports was born in a Hull meeting room out of adversity, and seven years on, you'll find the brand in kit bags, dressing rooms and locker rooms across the country and around the world. In this episode of North of Ordinary, host Tina Swann sits down with Lee Jenkinson, CEO of Oxen Sports and Elite Pro Sports, to unpack how a brand created beneath C4DI's feet became Hull City's Premier League kit partner. Lee talks openly about the pivot that started it all, why the kit that divides opinion always sells best, and the storytelling behind the Tigers' new 26/27 home shirt. He also reveals the thinking behind the newly launched Oxen running brand with rugby league legend Kevin Sinfield, the long road to building genuine club relationships, and why "sometimes a no is as powerful as a yes." This is a conversation about Hull pride, the long game, and what it really takes to build a sports brand on your own terms. North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ Produced by Audite Podcast Production. https://www.audite.uk/ Chapter Markers. 00:00 Born out of adversity: where Oxen began 03:40 Athlete-led product and the new boot for 2028 06:00 Launching Oxen running with Kevin Sinfield 09:00 What Hull means to the brand 11:30 Becoming Hull City's first Premier League kit partner 16:30 The kit that divided opinion 19:30 Why "a no is as powerful as a yes" 25:00 Listening to fans and the women's range 26:00 What's next: Australia, the NRL and the long game 30:00 Quickfire round #NorthOfOrdinary #OxenSports #HullCity #HullBusiness #EastYorkshire #KevinSinfield #KitDesign #BusinessPodcast #Hull #TheTigers North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    From Hull to the Premier League: with Oxen Sports CEO, Lee Jenkinson.

  3. Jun 1

    Life After the Final Whistle | A Conversation with Former Hull City Captain, Ian Ashbee.

    Ian Ashbee captained Hull City through one of the most remarkable journeys in English football: three consecutive promotions from the third tier to the Premier League. It's a feat that may never be matched. But in this episode of North of Ordinary, we're less interested in the trophies and more interested in what came after. Ian opens up about the reality of retiring from professional football; the loss of routine, identity, structure and purpose that almost nobody prepares you for. He talks honestly about the years it took to find his feet, the businesses he's built since, and why giving back to Hull and its young people has become the driving force of his second chapter. From the pressures of captaincy to the challenge of learning spreadsheets, from life on the estate in Birmingham to becoming an honorary Yorkshireman, this is a conversation about reinvention, resilience, and what success actually looks like when the roar of the crowd has faded. Hull and East Yorkshire are anything but ordinary. Neither is Ian Ashbee. North of Ordinary is a podcast celebrating the lives and work of the people and businesses in Hull and East Yorkshire. It's produced by Audite Podcast Production and powered by C4DI, Hull's Centre for Digital Innovation. Subscribe wherever you get your podcasts. #NorthOfOrdinary #BusinessPodcast #FootballToBusinessLife #HullCity #LifeAfterFootball North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Life After the Final Whistle | A Conversation with Former Hull City Captain, Ian Ashbee.

  4. Apr 22

    What It Really Takes to Run a Hospitality Business

    What is it really like to run a hospitality business in the UK today? In this episode of North of Ordinary, Anna Lamb, founder of Nibble, Next Door, and The Makery, shares an honest, unfiltered look at the realities of operating in the hospitality industry. From launching a café with limited resources to building a recognised food brand, this conversation explores the true highs and lows of owning a hospitality business. Anna breaks down the real challenges facing the UK hospitality sector, including rising food costs, energy bills, staffing pressures and the long-term impact of COVID on customer behaviour. She explains why being busy doesn’t always mean being profitable, and why many hospitality businesses are under more pressure than ever before. This episode goes beyond the surface to explore leadership in hospitality, team culture, customer experience and what it takes to build loyalty in a competitive food and drink market. It also highlights the resilience required to survive in an industry where margins are tight and expectations are constantly evolving. Whether you run a restaurant, café or food business, or you are thinking about entering the hospitality industry, this episode offers real insight into what it takes to succeed and sustain a business in today’s climate. #HospitalityBusiness #UKHospitality #RestaurantIndustry #CafeOwner #FoodBusinessUK North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    What It Really Takes to Run a Hospitality Business

  5. Apr 6

    Behind Humber Business Week

    What really goes into Humber Business Week? In this episode of North of Ordinary, we sit down with Pat Coyle, Chair of Humber Business Week, to explore how one of the region’s biggest business events is brought to life. From its early beginnings with just a handful of events to a now packed calendar of nearly 50, this is a story of collaboration, community and momentum. We go behind the scenes of the planning, the people and the purpose. This isn’t just a week of events. It’s a platform for businesses across Hull and the Humber to connect, showcase what they do and put the region on the map. Pat shares how the week is built by the business community itself, why it continues to grow each year and what makes it so valuable whether you’re attending, hosting or getting involved for the first time. If you’re a business owner, leader or professional in the Humber region, this episode gives you a clear insight into why Humber Business Week matters and how you can be part of it. Find out more and explore events: https://humberbusinessweek.co.uk/ Subscribe for more conversations with people shaping business, innovation and communities across Hull and the Humber. #HumberBusinessWeek #HullBusiness #HumberRegion #BusinessEventsUK #NetworkingUK #BusinessGrowth #EntrepreneurshipUK #NorthOfOrdinary #Collaboration #Innovation North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Behind Humber Business Week

  6. Mar 12

    The Making of a Paramedic with Ray Chapman

    He left school with almost no qualifications and no clear idea what his future would look like. Today, Ray Chapman is a specialist paramedic with more than 25 years of experience on the frontline of emergency medicine. In this episode of North of Ordinary, Ray shares the remarkable journey that took him from a working-class upbringing in Hull to a career saving lives across the region. His path was anything but straightforward. Ray talks openly about leaving school without direction, joining the Army at just 17, serving during the Troubles in Northern Ireland, struggling to find his place after leaving the military and hitting rock bottom after being failed at university on the final hurdle. What followed was years of rebuilding. Working multiple jobs, returning to education later in life and slowly finding his way into the ambulance service, first through patient transport and eventually qualifying as a paramedic. More than two decades later, he is still working on the frontline and mentoring the next generation of emergency responders. Ray has also written a book called “Becoming a Specialist Paramedic”, an honest reflection on his life, his journey into the ambulance service and the realities of working on the frontline of emergency care. The book shares the experiences, challenges and lessons that shaped him both as a paramedic and as a person. You can find the book here: https://amzn.eu/d/03mowxfG This conversation is a powerful reminder that your starting point does not define your future. Ray’s story shows that success rarely follows a straight line and that sometimes the moments that feel like failure are the very things that push you towards the right path. If you’ve ever wondered whether it’s too late to retrain, change direction or start again, this episode is proof that it isn’t. Subscribe to North of Ordinary for more stories about ordinary people doing extraordinary things across Hull and the Humber region. #paramedic #ambulanceservice #emergencyservices #hull #lifelessons #careerchange #resilience #podcast #northofordinary North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    The Making of a Paramedic with Ray Chapman

  7. Jan 8

    Beyond the Pitch: The Real Impact of Tigers Trust

    In this episode of North of Ordinary, we go behind the scenes with the team from Tigers Trust, the official charity associated with Hull City Football Club, to uncover the full scale of the life-changing work they deliver across Hull and East Yorkshire. While football is part of the story, it’s only a small piece. The Tigers Trust team works across education, health, employment, wellbeing and community outreach to build confidence, connection and opportunity for thousands of people every year. We explore how they support young people, adults and families, how businesses can partner with their work, and why sport is just the spark for something much bigger. #HullBusiness #TigersTrust #EastYorkshire #CommunityImpact #CSR #NorthOfOrdinary #HullCity #CharityWork #SocialImpact #EducationAndWellbeing #Hull #TheTigers #Football #SportImpact North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Beyond the Pitch: The Real Impact of Tigers Trust

  8. 11/04/2025

    Business Networking as a Beginner.

    This week, we sit down with Jade Wildbore, who reflects on her journey from freelance creative to Marketing Director at Mattix Design in Hull, and how the ability to connect with people, both online and offline, helped shape her path. Jade shares honest, practical advice for people who find networking daunting, and reveals what it really takes to build a personal brand that’s true to who you are. From avoiding common LinkedIn mistakes to knowing how to walk into a room full of strangers with confidence, this episode is packed with useful insights for freelancers, creatives, and early-stage business professionals. In the next 20 minutes, we cover: Learning to network as a freelancerThe link between confidence and connectionBuilding an authentic personal brand on LinkedInNavigating business events as a beginnerWhat not to do when trying to grow your visibilityWhy being yourself is the most powerful strategy Networking and building new connections can feel daunting, but it's a necessity for people building a business. Creatives, entrepreneurs, business leaders, this episode is for you. North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Business Networking as a Beginner.

  9. 10/22/2025

    Drowning in Data? How to Make Data Work for Your Business.

    In this episode of North of Ordinary, Tina Swann talks to Ben McLintock, data-focused project manager and founder of Data Compass, about how businesses can better manage and use their data. They explore how many companies jump into collecting data without a clear goal, how to align data with real business problems, and how even small businesses and start-ups can use data to drive smarter decisions. Ben shares stories from his experience with global organisations and explains how data governance, trust, and communication are just as important as charts and dashboards. He also offers tips on project management, the human side of working with tech teams, and how to avoid common data traps. From SMEs to global corporates, this is an honest look at how data really works in business — and how to make it work for you. North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Drowning in Data? How to Make Data Work for Your Business.

  10. 10/08/2025

    Add Life to Years: Taking Care of Your Musculoskeletal Health.

    In this first episode of North of Ordinary, host Tina Swann sits down with Rob Lewis, R&D specialist, long-time member of C4DI, and CEO and founder of FLX Health. The conversation explores the importance of musculoskeletal health and what it really means to add life to your years, not just years to your life. Rob discusses how business leaders, employees and entrepreneurs can protect their health while navigating modern work, from long hours at a desk to physically demanding jobs. Topics include: Why musculoskeletal health is the number one cause of workplace absenceHow simple physical activity can transform long-term healthThe risks of sedentary work and working from homeWhat start-ups, scale-ups and established businesses can do to support healthier working livesThe role of innovation, technology and preventive health in shaping the future of work Based in Hull, East Yorkshire and the Humber, this series shares the real stories of founders, entrepreneurs and business leaders powering growth, driving innovation and sustaining business life across the region. Subscribe now for more conversations that prove we are North of Ordinary. North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Add Life to Years: Taking Care of Your Musculoskeletal Health.

  11. 09/29/2025

    Introducing North of Ordinary. The new business podcast from Hull and East Yorkshire.

    North of Ordinary is here. This brand-new podcast from Hull’s Centre for Digital Innovation (C4DI) dives into the real stories of business across Hull, East Yorkshire and the Humber. Hosted by Tina Swann, the show will explore what it truly takes to run and grow a business, from the bold start-ups and ambitious scale-ups to the established companies powering through change. We’ll talk about the wins, the failures, and the realities of business life: navigating finance, sales, funding, product design, marketing, leadership, innovation and everything in between. This region is full of doers, risk-takers and creators who are shaping the future. Through candid conversations with founders, entrepreneurs, investors and business leaders, North of Ordinary celebrates the people and companies that make Hull and East Yorkshire anything but ordinary. Subscribe now and join us as we share the stories of resilience, growth, and innovation that are putting our region on the map. North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries about the podcast to: hello@c4di.net The Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs, and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/ This podcast was produced by Audite Podcast Production: https://www.audite.uk/ Hosted on Acast. See acast.com/privacy for more information.

    Introducing North of Ordinary. The new business podcast from Hull and East Yorkshire.
  • 11 Episodes

About

North of Ordinary is the podcast from Hull’s Centre for Digital Innovation (C4DI), celebrating the businesses and people driving the Humber and East Yorkshire forward. Hosted by Tina Swann, the show explores every aspect of business life, from start-ups and scale-ups to established companies navigating change. Each episode uncovers the wins, the failures, and the lessons that define what it takes to run a business today. We speak with founders, entrepreneurs, investors, and leaders about finance, funding, marketing, product design, technology, sales, and strategy. But we also shine a light on the resilience, collaboration, and culture that keep this region moving. Hull and East Yorkshire are anything but ordinary. This is where businesses grow, adapt, and shape the future. We are North of Ordinary. Hosted on Acast. See acast.com/privacy for more information.

Information

  • Creator
    C4DI Hull
  • Years Active
    2025 - 2026
  • Episodes
    11
  • Rating
    Clean
  • Copyright
    © wayne willis
  • Show Website
    North of Ordinary