From a Kingston University project to startup success: Building Vistella Cycling from scratch

In this interview, David reflects on how Vistella Cycling began, the lessons he learned along the way, and why execution – not just ideas – is what truly matters.

Was Vistella Cycling something you started as part of a university module? When did it become a real business?

Yes, it started as part of a Kingston University start-up module where we had to create a business from scratch. We entered the Bright Ideas competition, won that, and then went on to win at the Young Enterprise UK National level. That’s when it started to feel more real.

After graduating, though, the original team split. Some members moved back home, and it ended up being just two of us who decided to continue. That’s when we began looking for manufacturers – and that’s where things got difficult.

What were some of the biggest challenges in those early stages?

Finding the right manufacturer was a huge challenge. We went through several who dropped out during production because we kept pushing for better quality. It’s actually a funny story – we were having a meeting in McDonald’s, and a security guard overheard us talking about our product. He ended up connecting us to a manufacturer through his cousin. I was really striving for excellence with the quality here, I kept asking for more change. He said our product needed too much, and he ended up pulling out. Eventually, we found a great manufacturer through an expo who helped us improve the product significantly.

What kept you going when others stepped away from the business?

At one point, my co-founder decided to step away and get a job because the process was taking too long. But for me, the idea wouldn’t leave my mind. I kept thinking, what if this idea took off and I’ve just left it there?

You also went into a corporate job – how did that fit into your journey?

I’ve always believed there are seasons for everything. Sometimes you have to take certain steps to get to where you want to be. I worked in business development in the corporate world, and that’s actually where I learned how to sell and build relationships – skills that have been critical to my business. Even while working, I kept developing Vistella in the background.

What was the turning point for the business?

One day, I just decided to take action. Let me call a cycling shop and just see what they think of the idea. I randomly called a cycling shop and pitched the idea. They liked it and invited me in. That gave me confidence to start approaching more stores and eventually launch a Kickstarter. Before launching, I secured commitments from around eight shops to pre-order – and they followed through. That gave me enough capital to produce the first batch.

How did you grow from a few stores to scaling your business?

After the first product – the Firefly glove – I developed a second product: a reflective cycling bag called the Lantern. Because I already had relationships with stores, it was easier to expand. Those initial eight stores grew to 30. Then someone suggested working with a distributor. I reached out, pitched the product, and they took it on. They supply over 400 stores in the UK. From there, we quickly grew to around 70 stores, and we’re still expanding.

Your business seems to be evolving constantly – what does that look like now?

You figure things out as you go. A year or two ago, I didn’t know I’d be making bags. A few months ago, I didn’t know I’d be working on AI. Now, we’re developing what could be the world’s first AI cycling safety coach. It will give real-time prompts to help cyclists stay safe – especially in high-risk situations like roundabouts or junctions. It’s something that doesn’t really exist right now. We’re also building a broader ecosystem – where users can earn rewards, unlock discounts, and improve their safety skills over time.

What key lessons from Kingston University have stayed with you?

Honestly, before university I didn’t even think I was academic. I was studying music production before coming to Kingston. But Kingston taught me discipline – how to work, how to structure ideas, how to collaborate, and how to pitch. Those foundational skills have been huge for me.

You recently joined the Launch Lab as a mentor. How does it feel to now mentor students, rather than be one yourself?

It feels amazing. Sometimes I forget how much I’ve learned because I’m always just moving forward. But working with students reminds me that what I’ve experienced – those practical lessons – aren’t things everyone has gone through yet. It’s really rewarding to share that knowledge and help others. 

You’ve spoken before about the quote by Mike Tyson “Everybody has a plan until they get hit for the first time.” Do you still live by that?

Absolutely. It’s why validating your idea is so important. Things might look great in your head, but when you actually execute, you discover the real challenges. That’s why I always say there are three key things:

• Vision
• Planning
• Execution

A lot of people stop before execution – or give up at the first obstacle.

What advice would you give to aspiring entrepreneurs?

Be like an ant. If you watch ants, when something blocks their path, they don’t stop – they find another way around it. That’s how entrepreneurship works. You’re going to face obstacles. But you have to keep moving. Also, you don’t truly know what you’re capable of until you try. I didn’t know I had entrepreneurial ability until I actually did it.

Entrepreneurship isn’t about having everything figured out from the start. It’s about starting, learning, adapting – and continuing to move forward, even when things don’t go to plan. 

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