Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.
Brand Growth Heroes
Claim This Podcastby Fiona Fitz | Brand Growth Heroes Mini MBA |
5.0(50 reviews)
134 episodes
Updated Weekly
Accepts GuestsHas SponsorsLocation 🇬🇧
89
Podcast Authority
BetaExcellentBased on show quality, social media presence, reviews, charts, and more
Quality94
Social94
YouTube76
Engagement90
Podcast Overview
Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.
Language
🇺🇲
Publishing Since
5/2/2019
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89
Podcast Authority
BetaExcellentBased on show quality, social media presence, reviews, charts, and more
Quality94
Social94
YouTube76
Engagement90
9
Excellent Areas
2
Good Performance
8
Growth Opportunities
excellent
Episode Length
33 minutes
Performing excellently!
good
Podcast 2.0 Features
5 fields
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needs improvement
Publishing Consistency
Every 21 days
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Recent Episodes
July 21, 2026
Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson
<p>How should co-founders divide equity - and what happens to those shares if one person leaves?</p><p>In Part 1 of my conversation with Phil Hails-Smith, Managing Partner at <a href="https://joelsonlaw.com/">Joelson</a>, we unpack the ownership decisions that founders building consumer and CPG brands need to make long before an investment round or exit. (This conversation was soo jam-packed with value that we had to split it in to two!)</p><p>Joelson B Corp is the leading commercial law firm specialising in helping founders of scaling consumer brands. The're the law firm that advised the innocent founders on their landmark sale to Coca-Cola (and still work with them at JamJar Investments today, which tells you something...). They also work with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and are always present at every industry event, chatting to everyone, with smiling faces and ready to help. </p><p>In this episode, Phil shares <strong>practical benchmarks r</strong>ather than vague principles: why a 50:50 co-founder split is relatively unusual, when 60:40 or 70:30 may be more appropriate, how vesting can prevent dead equity, and why both founders may need to be subject to the same provisions.<br> <br>We also explore all the questions you might have around<strong> advisor equity, employee option pools, EMI options and the hidden dilution founders can absorb when investors negotiate on a fully diluted basis.</strong></p><p><strong>What You’ll Learn</strong></p><ul><li>How to decide between a 50:50, 60:40 or 70:30 co-founder split.</li><li>Why founder shares may need to vest over three or four years.</li><li>What “dead equity” means and why future investors dislike it.</li><li>How much equity an advisor or instrumental early employee might receive.</li><li>How employee option pools can dilute the founding team during a fundraise.</li></ul><p><strong>Key Topics Discussed</strong></p><ul><li>Assessing each founder’s original idea, commitment and financial risk</li><li>Why equal equity is not always the fairest structure</li><li>Planning for illness, parental leave or a founder leaving the company</li><li>Good-leaver and bad-leaver provisions</li><li>Founder vesting schedules</li><li>Preventing dead equity</li><li>Why vesting should generally be balanced between co-founders</li><li>Using AI to create co-founder agreements</li><li>Why AI cannot identify questions founders do not know to ask</li><li>The risk of US legal assumptions appearing in UK agreements</li><li>Typical advisor equity of approximately 1% to 2.5%</li><li>Why 5% or 7.5% may be excessive for an advisor</li><li>Founder control at 75%, 50% and 30% ownership</li><li>Creating a 15% to 20% employee option pool</li><li>Understanding fully diluted valuations</li><li>Who absorbs option-pool dilution during an investment round</li><li>EMI options and tax-efficient employee incentives</li><li>Giving meaningful equity to instrumental early employees</li></ul><p><strong>Useful links</strong><br><a href="https://joelsonlaw.com/">https://joelsonlaw.com/</a><br><a href="https://www.linkedin.com/company/joelson-law/">https://www.linkedin.com/company/joelson-law/</a></p><p><strong>Like this episode?</strong><br>PLEASE share the love by sharing it with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.<br>Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.<br>Join our community<br>Instagram (<a href="https://www.instagram.com/brandgrowthheroes)">https://www.instagram.com/brandgrowthheroes)</a><br>LinkedIn (<a href="https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)">https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)</a><br>Youtube <a href="https://www.youtube.com/channel/UCkZzsoJx3-OtZ_zRViEG3CA">(https://www.youtube.com/brandgrowthheroes)</a><br>Find out more about the programmes and courses Fiona runs here <a href="https://www.brandgrowthheroes.com/september-sprint">(https://www.brandgrowthheroes.com/mini-mba-2026</a>)</p><p>Join the <a href="https://mailchi.mp/fionafitzconsulting.com/building-ai-native-challenger-cpg-brands">NextGen CPG WhatsApp group </a>for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.</p><p><br>*** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***</p><p>Scaling CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property - that's why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.<br>Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:<a href="mailto:hello@joelsonlaw.com">hello@joelsonlaw.com</a>) - we highly recommend you take them up on it!<br>Credits<br>Thanks to our Sound Engineer Gyp Buggane at <a href="http://Ballagroove.com">Ballagroove.com</a> and the entire BGH team</p>
July 7, 2026
Here We Flo | Building a £10M Period Care Challenger Brand
Tara Chandra and Susan Allen, co-founders of Here We Flo, share how they built a £10M sustainable period care brand by challenging category norms and leveraging innovative packaging.
June 23, 2026
Why TrueStart Coffee Chooses Profitable Growth Over Scale | Founder Helena Hills
Host [Host Name] interviews Helena Hills, co-founder of TrueStart Coffee, about building a profitable challenger brand through patience and strategic focus.
134 total episodes available with 52 transcripts
Recent guests on Brand Growth Heroes
Guests from recent episodes — sign up to see every guest that has ever appeared on this show.
Tara Chandra
Guest
Susan Allen
Guest
Helena Hills
Guest
Lisa King
Guest
Bethan Higson
Guest
Alice Gallsworthy
Guest
Sara Wilson
Guest
Sarah Vachon
Guest
Michael Vachon
Guest
Emma Woods
Guest
Henry Firth
Guest
Ian Theasby
Guest
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Deep-dive analytics for Brand Growth Heroes
Frequently asked questions
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- What is Brand Growth Heroes?
- How often does this podcast release new episodes?
This podcast updates weekly.
- Where can I listen to this podcast?
This podcast is available on 10 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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