Explore the journeys of today’s most inspiring tech founders on The Engine – Founders Stories, hosted by Donna Owen, founder and fractional GTM leader at The Engine. Discover how visionary entrepreneurs overcame the “founder-led sales” trap to build predictable, scalable revenue engines - and learn how you can do the same for your business.Join Donna as she sits down with C-suite executives, startup pioneers and growth architects behind groundbreaking SaaS and fintech ventures. Each episode unpacks real-world challenges - from recruiting your first sales team to implementing cost-effective tech stacks - and shares the proven tactics that turned early-stage startups into market leaders.Whether you’re a founder ready to scale, a sales leader seeking fresh playbooks, or a startup advisor looking for actionable case studies, The Engine – Founders Stories delivers the insightful conversations and tangible outcomes you need. Subscribe now on your favorite podcast platform to join the revenue revolution of the future, today.
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The AI Reality Check: Why Human Connection Still Closes the Deal With Andy Hallett
Season 1 · Episode 4
Monday, April 13, 2026 • Duration 52:05
Is AI the "silver bullet" for your business, or is it just creating more noise?
In this episode of Founder Stories, Donna Owen sits down with her close friend and serial entrepreneur Andy Hallett. With a career spanning recruitment, technology, and executive coaching, Andy cuts through the current tech hype to discuss the immutable fundamentals of building a successful business.
Andy shares why he believes the best performers will always rise to the top and why "human-in-the-loop" remains the most critical factor in high-stakes sales and recruitment. They also dive into the psychological transition from "proper jobs" to prolific foundership and the importance of hitting targets before spending your capital.
In this episode, you’ll learn:
The AI Reality Check: Why technology is a tool for enhancement, not a replacement for basic business fundamentals.
Rising Above the Noise: How the top 1% of recruiters and founders thrive when the market is flooded with automated content.
The Human Closer: Why agents and bots can't replace the trust required to close a major deal.
Proving the Model: The importance of hitting your internal targets before investing heavily in expansion.
Serial Foundership: Andy’s journey through multiple ventures and what it really takes to be a "prolific" guest on the founder couch.
🕒 Timestamps:
00:00 – Will AI be a "silver bullet" for your business?
00:44 – Introducing the "Prolific Founder": Andy Hallett
01:04 – Why Donna saved the "Proper Guests" for later in the series
25:30 – The transition from a corporate career to entrepreneurship
42:15 – Why the best recruiters will always rise above the AI noise
51:19 – Target setting and knowing when to spend your money
The Prophecy of the Story: Why 90% of Businesses Fail at Demand With George Terry
Season 1 · Episode 4
Friday, April 10, 2026 • Duration 46:54
Is the story you’re telling yourself about your business actually a prophecy for its failure?
In this episode of Founder Stories, Donna Owen sits down with George Terry, Co-Founder & Creative Director at Winbox. George pulls back the curtain on the psychological "mental game" of being a founder, exploring how our internal narratives can either lead us to "weird places" or act as a roadmap for massive success.
Together, they dive into the harsh reality of demand generation, explaining why the majority of business struggles are actually just pipeline problems in disguise. If you’ve ever felt like your business is a series of "ups and downs" without a clear direction, George provides the framework to tune back into the story that matters.
In this episode, you’ll learn:
The Prophecy of the Story: Why the narrative you embrace during the hard times determines where your company ends up.
The 90% Pipeline Rule: Why most founders are misdiagnosing their business problems when they actually just have a demand issue.
Guiding the Internal Voice: How to manage the "version of yourself" in your head to avoid negative tangents and stay conscious.
The Reality of Hard Work: Why everything worth doing is difficult and how to lean into the struggle rather than running from it.
Avoiding "Weird Places": The importance of self-awareness and listening to your guiding voice to keep your business on track.
🕒 Timestamps:
00:00 – Why the story you tell yourself is a prophecy.
00:24 – The 90% Rule: Why you probably have a demand problem.
05:45 – Everything worth doing is hard: Navigating the ups and downs.
15:30 – The Internal Voice: Managing the version of yourself in your head.
28:12 – Consciousness and awareness in leadership.
42:05 – Guiding your business away from "negative tangents."
46:20 – How to stay tuned in when the journey gets tough.
Why SaaS Copy Fails for B2B Founders to Unlock Growth using Strategic Messaging with Chris Silvestri
Episode 16
Monday, November 17, 2025 • Duration 42:40
Welcome to The Engine Founders' Stories Podcast. Host Donna Owen sits down with Chris Silvestri, a Conversion Copywriter and Founder of Conversion Alchemy, a company helping B2B SaaS businesses grow through customer-focused messaging. Chris shares how he moved from industrial automation in Italy to building a lean and profitable business in the UK. With a background in software engineering and a passion for psychology, design, and user research, Chris explains how he blends these skills to craft copy that converts. He also talks about life outside work, from music and fitness to staying disciplined without losing creativity.
In this episode, Chris shares his journey from working in industrial automation in Italy to founding Conversion Alchemy, a company helping B2B SaaS brands improve their messaging and copy. He talks about how his background in software engineering, user experience, and psychology led him to develop a method that turns customer research into powerful copy. Chris also explains why most companies overlook key messaging problems and how he helps them fix those issues from the ground up. He shares insights on routine, mindset, and building a business that stays lean while creating real value.
Key Takeaways:
How Chris shifted from industrial automation to building a copywriting business for B2B SaaS.
Strong messaging starts with research, positioning, and customer insight.
How Conversion Alchemy helps clients connect better with their target audience.
The role of habits, mindset, and personal branding in building a sustainable business.
Why using AI the right way can support but not replace expert strategy and copy.
Additional Insights:
How Chris’s engineering background shaped his systems thinking and client approach.
Why setting clear boundaries helps balance work, health, and creativity.
How personal stories and values attract the right clients and build trust.
The impact of being consistent with habits, routines, and content creation.
How to Turn a Domain into a Global Pilates Brand for Studio Owners with Nathan Bethell
Episode 15
Friday, November 7, 2025 • Duration 51:06
Welcome to The Engine Founders' Stories Podcast. Host Donna Owen sits down with Nathan Bethell, Founder of REFORMERPILATES.COM, a platform uniting studios, instructors, and fans of REFORMERPILATES. Nathan is also a B2B Marketing Consultant at B2B CMO, with over 20 years of experience in marketing across publishing, tech, and IT services. In this episode, Nathan shares how he went from running nightclubs as a teenager to building a fast-growing fitness community. Starting in a working-class household, his story is one of hustle, smart risks, and turning passion into impact.
In this episode, Nathan shares his journey from a working-class background to launching REFORMERPILATES.COM, a hub for studios, content, and community. He talks about how two decades in marketing shaped his business approach and why he believes there is a business inside everyone. Nathan also explains how REFORMERPILATES is growing fast and how his platform supports new studio owners with tools, guidance, and a strong network.
Key Takeaways:
How Nathan went from a 20-year marketing career to founding REFORMERPILATES.COM.
Why REFORMERPILATES is more than a workout and how it builds lasting community.
The power of domain ownership in creating a trusted brand in a growing industry.
How Nathan supports studio owners with tools, content, and commercial advice.
The value of taking risks, trusting your skills, and finding green space in any market.
Additional Insights:
How Nathan’s early hustle shaped his mindset as a founder and marketer.
The role of community in both fitness and business success.
Why is there still untapped space for digital platforms in niche markets?
The importance of helping first-time studio owners grow with the right tools and support.
How personal connections and real value build long-term business trust.
How Startup Founders Can Fix Hiring by Replacing Recruiters with Sales Operators - Luke Barry
Episode 14
Thursday, October 23, 2025 • Duration 50:31
Welcome to The Engine - Founders Stories Podcast. Host Donna Owen chats with Luke B. (Luke Barry), Co-Founder and Head of Growth & GTM of How Ya Doing, a talent-as-a-service firm that combines deep sales expertise with executive search proficiency. Before launching his own business, Luke spent 15 years in enterprise sales and payments with Lloyds Bank and Citibank. His journey into the corporate world began in an unexpected place: hairdressing. However, after a life-changing accident, Luke made a career pivot to banking, where he discovered the true value of relationships.
In this episode, Luke shares his unique path from hairdressing to corporate banking and how his experiences in sales and payments shaped his approach to recruitment. He also discusses how How Ya Doing is tackling the gaps in traditional recruitment by offering a more personalized, relationship-driven model.
Key Takeaways:
How Luke transitioned from banking to founding How Ya Doing.
The unique talent-as-a-service business model that mixes sales expertise with recruitment.
Building strong relationships has been the foundation of Luke's career.
Lessons learned from the challenges of recruitment, especially in specialized fields like FinTech.
The journey from a corporate job to a startup founder, including moments of doubt and self-discovery.
Additional Insights:
How Luke’s background in sales and payments informs his approach to recruitment.
The importance of having the right support systems in life and business.
The value of networking and maintaining strong relationships throughout one’s career.
Why the future of recruitment might be about more than just finding candidates, but about understanding and fitting into the business culture.
Here are a few quotes from the episode:
“Just get out there and do it.” - Luke Barry
The Hybrid Workspace Strategy for Startup Founders to Solve Office Challenges with Jules Robertson
Episode 13
Thursday, October 16, 2025 • Duration 46:32
Welcome to The Engine - Founders Stories Podcast. Host Donna Owen chats with Jules Robertson, Co-founder of Tally Workspace, a platform helping startups and scale-ups find flexible office spaces. Jules shares how COVID sparked the idea, how she and her co-founder bootstrapped early on, and why speaking to thousands of businesses shaped their growth. She also talks about balancing work with motherhood, building a strong team, and how modern offices are progressing to attract talent.
Jules isn’t just a founder; she’s someone who listens, adapts, and solves real problems. From spotting gaps during COVID to helping startups find better office spaces, her journey shows smart thinking and care. By mixing tech, data, and human touch, she’s making workspaces work better for growing teams. She spent years in startups, learning fast and thinking ahead. After starting Tally Workspace, she used her skills to fix how teams find office space. Tally makes it easy to book desks, meeting rooms, or full offices. By mixing tech with real help, Jules built a service that grows with every business.
Key Takeaways:
Jules’ path from startup idea to Co-Founder of Tally Workspace.
How COVID sparked a new way to think about office space.
Why team needs’ shape how and where we work?
The role of tech and people in finding the right workspace.
Building a business while balancing new motherhood.
Additional Insights:
How Tally helps teams find spaces that truly fit.
Jules’ journey from banking to startup founder.
Why speaking to customers shaped early success.
The value of good spaces, real help, and moving fast.
Here are a few quotes from the episode:
“Just get out there and do it.” - Jules Robertson
“Your office should feel better than home.” - Jules Robertson
The Recruitment Tech Hacks for Sales Leaders to Drive Warm Leads with Zero Budget with Darren Westall
Episode 12
Thursday, October 9, 2025 • Duration 42:56
Welcome to The Engine - Founders Stories Podcast. Host Donna Owen talks with Darren Westall, Co-Founder and CEO of Paiger, a business development tool for recruiters. Darren shares how his tech background and early sales hustle helped him build Paiger from the ground up. He opens up about learning by doing, bootstrapping the company, and growing it while balancing family life. Darren also reflects on building a strong team, staying hands-on as a leader, and how personal drive and real connections shaped Paiger’s success.
Darren isn’t just a founder; he’s someone who builds by learning and doing. From failing college to building websites and now leading Paiger, his path shows real grit. By mixing tech skills, smart sales thinking, and personal drive, he’s helping recruiters grow with better tools and strong human connections.
Darren spent years in tech, learning by doing and growing through hands-on work. After building Paiger, he used those skills to help recruiters do better business. Paiger makes it easy to find leads, build personal brands, and grow sales. By staying focused and human, Darren built a tool that truly helps teams succeed.
Key Takeaways:
Darren’s journey from techie to CEO of Paiger.
How LinkedIn posts helped build the brand.
Why real human connection beats full automation.
Lessons from bootstrapping and early sales hustle.
Staying hands-on while leading a growing team.
Additional Insights:
How Paiger helps recruiters grow with smart tools.
Darren’s story from coder to business leader.
Why focus and honesty matter in early growth.
The power of showing up, not just selling.
Here are a few quotes from the episode:
“If you’re not embarrassed by your first product, you launched too late.” - Darren Westall
The Bootstrapped Playbook for Founders to Build a Global Logistics Business using AI - Leroy Lawrence
Episode 11
Friday, September 26, 2025 • Duration 58:18
Welcome to The Engine - Founders Stories Podcast. Host Donna Owen talks with Leroy Lawrence, the Founder of Pigee Inc, CEO of Quadron Capital Ltd, Angel Investor and Director at Lawrence Investment Holdings Ltd, and Chairman of Wellbeing of My Baby. Leroy shares how his travel struggles inspired Pigee, an AI-powered shipping tool that helps tourists and local shops send items home easily. He explains how he shifted from selling to travelers to working with global merchants, and how tech and data have guided the growth. Leroy also opens up about his journey, lessons from past businesses, and how he’s helping others succeed worldwide.
Leroy isn’t just a founder; he’s driven to fix real problems. His journey from frustrated shopper to building Pigee shows his mission to help local sellers and global buyers connect with ease. By using tech, AI, and smart sales methods, he’s turning shipping struggles into a simple, helpful solution.
Leroy spent years traveling and facing shipping problems before building Pigee to help others. His platform uses AI to make it easier for shoppers and shops to send goods worldwide. By focusing on real needs, Pigee helps local sellers grow, improves shipping, and creates new chances for people everywhere.
Key Takeaways:
Leroy’s path from traveler to founder of Pigee.
How AI helps make global shipping easier.
Why listening to feedback shaped the product.
The role of data and automation in smart growth.
Helping shops and sellers earn more with Pigee.
Additional Insights:
How Pigee’s AI helps shops send items with ease.
How Venti Raised £800K & Built AI to Fix BD for Agencies Starting from Sheets with Cameron & Itamar
Episode 9
Monday, September 15, 2025 • Duration 01:02:56
Welcome to The Engine - Founders Stories Podcast. Host Donna Owen is joined by Cameron Briggs, the CEO and Co-Founder, and Itamar Yeshua, the COO and Co-Founder of Vente AI. They share how their experience in recruitment led them to create Venti, an AI-driven platform designed to help recruiters find leads and connect with hiring managers quickly. Cameron talks about his passion for sales, while Itamar discusses how their teamwork and complementary skills have fueled the company’s success. Together, they explain the challenges, the role of AI in their product, and how they’re helping recruitment agencies boost their business development efforts.
Cameron and Itamar aren’t just founders; they’re passionate about helping recruiters thrive. Their journey from recruitment to Venti reflects their drive to improve business development for agencies. By sharing tools and insights from their own experiences, they show how AI and teamwork can transform recruitment challenges into real success.
Cameron and Itamar spent years in recruitment before creating Venti to help agencies succeed. Their platform uses AI to streamline lead generation and connect recruiters with hiring managers faster. With a focus on simplifying complex tasks, they help recruiters be more efficient, build stronger relationships, and grow their businesses.
Key Takeaways:
Cameron and Itamar’s journey from recruitment to founding Venti.
How AI simplifies lead generation for recruiters.
The power of teamwork in business growth.
The importance of building confidence through tools and tech.
Helping recruiters be more efficient and successful with Venti.
Additional Insights:
How Venti’s AI helps recruiters find leads faster.
Lessons from the founders’ experience in recruitment and tech.
The importance of teamwork in driving business success.
The Leadership Training That Turns Technical Experts into Effective Leaders with Marina Robertson
Episode 8
Friday, August 22, 2025 • Duration 55:10
Welcome to The Engine - Founders Stories Podcast. Host Donna Owen is joined by Marina Robertson, who is the Owner and Founder of BERKANO Consulting. Marina shares how her love for learning, her journey from Greece, and years in construction shaped her business. She talks about leadership, building confidence, and helping others grow with the right tools.
Marina isn’t just a founder; she’s focused on helping future leaders grow. Her journey from Greece to Group MD shaped her mission with Berkano. By sharing tools from real-world experience, she proves that learning, purpose, and courage can turn career changes into a powerful way to guide and support others.
She spent over 20 years in the built environment before starting Berkano to help leaders grow their impact. Her tools share real lessons on strategy, people, and change. With a passion for learning and purpose, she turns deep experience into clear support that helps others lead better, feel confident, and build strong careers.
Key Takeaways:
Marina’s journey from public sector leader to founder.
Simple tools that help leaders make better decisions.
How lifelong learning shaped her growth.
Facing fears and building confidence in public speaking.
Leading with purpose to help others grow.
Additional Insights:
How Marina’s tools support leaders with real-world challenges.
Lessons from shifting careers after decades in leadership.
The role of strategy models like the Balanced Scorecard.
Why structure and purpose matter in leadership.
Embracing change to build something meaningful.
Here are a few quotes from the episode:
“Life is to be lived - and whatever that looks like for you.” - Marina Robertson
Collapse
Why mindset and message alignment are key for lasting business success.
Here are a few quotes from the episode:
“Start with what people are already thinking when they land on your site.” - Chris Silvestri
“Good copy starts with strong research, not just clever words.” - Chris Silvestri
“Set your routines first, then build your work around them.” - Chris Silvestri
Join Chris as he shares how his background in software engineering, psychology, and user experience led to Conversion Alchemy, a business helping B2B SaaS companies turn customer research into clear, effective messaging that drives results.
Episode Highlights
[00:00] - Teaser
[00:59] - Meet the "Conversion Alchemist"
[02:04] - What is Conversion Alchemy?
[04:45] - The #1 Mistake in Marketing Copy
[07:45] - Building a Brand with a Podcast and Newsletter
[10:03] - From Industrial Robotics to Marketing
[14:28] - Scheduling Life, Not Just Work
[17:18] - The Influence of a Creative Family
[21:20] - The Built-in Business Partner: A Twin Brother
[23:43] - The Moment That Sparked the Entrepreneurial Leap
[26:03] - Is Everyone Meant to Be a Founder?
[30:28] - The Vision: A Small, Craft-Focused Agency
[31:42] - Using AI as a Tool, Not a Crutch
[34:32] - Going Teetotal for Clarity and...
Here are a few quotes from the episode:
“There is a business in everyone.” - Nathan Bethell
“You won’t run out of things to learn with REFORMERPILATES.” - Nathan Bethell
“Don’t be scared about the things you don’t have. Just get started.” - Nathan Bethell
Join Nathan as he shares how his background in marketing and love for fitness led to REFORMERPILATES.COM, a platform built to support studio owners and grow a strong Pilates community through content, tools, and real connections.
Episode Highlights
[00:00] - Teaser
[01:20] - Intro to Nathan Bethell and REFORMERPILATES.COM
[04:41] - REFORMERPILATES for Everyone
[09:02] - From Marketing to Pilates
[12:04] - Building the REFORMERPILATES.COM Hub
[14:56] - Empowering Studios to Grow
[19:58] - From Hustle to Entrepreneurship
[24:35] - Lessons from Football and Family
[26:53] - Working-Class Roots and Simpler Times
[28:37] - From Football to Film to Marketing
[32:25] - Marketers, AI, and Entrepreneurship
[35:48] - Staying Human in the AI Era
[38:46] - Celebrating Studio Success
[41:20] - Creating a Marketplace for Studios
[45:50] - Growth, Retention, and Risk
[49:16] - Why You Should Try Reformer Pilates
FOLLOW THE GUEST & HIS COMPANY:
Nathan Bethell:
“You have to pay into your emotional bank account to take out later.” - Luke Barry
“If you’re standing still, you’re falling behind.” - Luke Barry
Join Luke as he shares how his career in sales and recruitment led to the founding of How Ya Doing, a company that focuses on relationships and delivering tailored talent solutions to startups and growing companies.
Episode Highlights
[00:00] - Teaser
[01:15] - Redefining Recruitment with a Two-Partner Model
[04:04] - From Failure to Growth-Focused Success
[09:02] - How Relationships and Fintech Shaped Luke
[13:31] - From Hairdressing to Banking
[16:19] - Kindness and Relationships in Career Growth
[18:18] - Resilience and Reflection in Founding
[22:19] - Turning Frustration into Opportunity
[29:32] - Startup Life, Family, and Late Nights
[37:19] - Avoiding Startup Hiring Mistakes
[43:34] - Keeping the Human Touch in Hiring
[45:36] - The Future Vision for “How Ya Doing”
[49:11] - Taking the Leap and Building Relationships
Join Jules as she shares how Tally Workspace blends tech, data, and human help to make finding the right office easier, smarter, and better for growing teams.
Episode Highlights
[00:00] - Teaser
[00:55] - Introduction to Jules Robertson & What Tally Workspace Does
[02:49] - Office Pain Points & Flexibility
[05:12] - Tech, Data & Human Touch Combo
[06:58] - How COVID Sparked the Idea
[08:37] - Talking to Startups & Early Wins
[10:54] - Workspace Trends & Quality Shift
[13:25] - Dogs, Gyms & What Teams Want
[14:50] - Office Design for Productivity
[19:26] - Jules’ Career Path & MBA Impact
[28:31] - Founding Journey & Balancing Jobs
[33:18] - Sales, AI & Human Connection at Tally Workspace
“People buy from people. Just show up and be real.” - Darren Westall
“I’ll stop when I stop having fun.” - Darren Westall
Join Darren as he shares how Paiger’s smart tools, real-world hustle, and people-first thinking are helping recruiters sell better, grow faster, and build lasting success.
Episode Highlights
[00;00] - Teaser
[01:02] - Intro & Darren’s Early Days in Recruitment Tech
Lessons from Leroy’s journey through wins and losses.
The value of testing, feedback, and real-world learning.
How simple tools can solve big shipping problems.
Building a global business that helps sellers grow.
Here are a few quotes from the episode:
“Start small, test it, then put it on steroids.” - Leroy
“Quitting never crosses my mind, just pivot until it works.” - Leroy
“I don’t need validation. The data tells me if I’m right.” - Leroy
Join Leroy as he shares how Pigee’s smart tech, global mindset, and hands-on approach are helping sellers ship easier, grow faster, and turn simple ideas into a big business.
Episode Highlights
[00;00] - Teaser
[01:16] - Introduction to Leroy Lawrence
[01:51] - The Problem Leroy Was Trying to Solve
[09:17] - How Pidgey Works
[12:14] - AI and Automation in Shipping
[15:56] - Leroy’s Early Entrepreneurial Journey
[24:18] - Leroy’s University Experience and Early Ventures
[27:44] - Career in Financial Markets
[34:41] - Dynamic Pricing, Obsession with Excel, and Balancing Work and Life
How Venti simplifies complex tasks for better efficiency.
Building a business that empowers recruiters to succeed.
Here are a few quotes from the episode:
“Sales isn’t about scripts; it’s about building real connections.” - Cameron
“AI doesn’t replace the human side, it just amplifies it.” - Itamar
“Teamwork and clear roles can take a business from good to great.” - Cameron
Join Cameron and Itamar as they share how Venti’s AI, teamwork, and real-world experience are helping recruiters streamline their work, build confidence, and drive business growth.
Episode Highlights
[00:00] - Teaser
[01:41] - Introduction to Founder Stories
[02:21] - Early Experiences and Sales Approaches
[03:43] - Embracing Imperfections in Sales
[04:11] - What is Venti?
[05:42] - Roles at Venti and its Co-Founder Dynamic.
[08:17] - Venti’s Value Proposition, Customer Insights, and Product Development.
[10:56] - How Venti’s AI Works and Scaling Opportunities for Recruiters.
[13:04] - Niche Recruiting Focus and Early ROI Success.
[14:59] - The Journey from MVP to Scaling
[17:57] - Product Focus: Job Data and CRM Integration
[19:46] - Fundraising and Building a Strong Support Network.
[23:08] - Managing Friendships and Business Partnerships
[32:36] - The Role of Education and Risk
[33:34] - Entrepreneurial Mindset and Risk
[36:06] - Reflection on Life Choices and Delayed Gratification
[42:46] - The Founder’s Drive: Conviction and Delayed...
“Everything you learn, unless you apply it, doesn’t become part of you.” - Marina Robertson
“You create neural pathways by doing - not just by thinking.” - Marina Robertson
Join Marina Robertson as she shares how leadership tools, lifelong learning, and purpose-driven work are helping future leaders grow their impact, gain confidence, and lead with clarity.
Episode Highlights
[00:00] - Teaser
[02:01] - Intro & Guest Welcome
[02:50] - Why Marina Started Berkano
[07:02] - Her Passion for the Built Environment
[12:45] - Greek Roots and the Search for Freedom
[17:40] - Are Founders Wired Differently? Psychology and Risk
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