What It’s Like to Grow a Consumer Brand in 2025

It’s 6 a.m. in December. Coffee in hand. I’m only half awake, yet sleep still seems like distant memory. The only thing on my mind? Hundreds of pre-ordered Cancha bags stuck in production.

The orders for this new bag are from all over: the US, Japan, South Korea, Germany, the UK, Dubai. It’s a cool feeling on paper—a global brand in action—but a logistical nightmare in practice.

The call with our materials suppliers looms like a dreaded dentist appointment. I’m praying for the all-clear but bracing for the worst—a root canal. Weeks ago, they swore materials would be ready. Today, they barely have enough to piece together a handful of shoulder straps. Meanwhile, the weight of customer emails is piling up in my inbox, each one a reminder of promises I’m not sure I can keep.

I’ve got 15 minutes before the call. I’m stuck in this limbo, pacing around the kitchen and trying to decide whether to be angry with them, empathetic, or just hold my nerve until tonight, when I can take it all out on the tennis court (my version of therapy). My tennis partner doesn’t know it yet, but he’s really going to get it today.

My thoughts turn to strategy, running what feel like complex equations in my head. I’m muttering to myself: ‘If we transfer half the bags to a warehouse in Hong Kong instead of sea freighting them to the US, we could cut shipping time in half—plus get our pre-orders in Asia delivered even faster… but this is likely to double the costs. Can we even set up a warehouse in a week? Am I being too ambitious?’

The truth is, I’ve never been great at math, forecasting or even finance for that matter. But these back-and-forth debates have become second nature—a constant juggling act of trying to make something out of nothing.

Whether it’s trying to find money out of thin air to fund payroll or the next development project, or finding hidden ways around delays, missing items, surprising bills - I feel that this is what entrepreneurship is all about - complex decision-making in the face of adversity.

Quite honestly, most of the problems I come across don’t have a right or wrong answer. Truth is, for most dilemma’s you could often make a strong argument for either option. However, one thing that’s stood out is that decision-making under pressure doesn’t have to be perfect; it just has to move you forward. My process boils down to three steps:

1. Analyse: Look at the possible outcomes and weigh the options.

2. Gut-check: What feels right deep down? (Your instincts are often sharper than you think.)

3. Move on: Don’t dwell on what didn’t work. Focus on the next step instead.

The last one is the most important. If you spend too much time harping over decisions that didn’t work out, you aren’t able to appreciate the progress you’ve made. While learning from mistakes is crucial, you can’t hold on to the emotions for too long.

These days, starting a business feels less like forging a path and more like walking through a no man’s land. The way forward might look clear, but you’re constantly aware that traps—both seen and unseen—are waiting at every turn, usually by other entities that are looking to squeeze your margins razor thing at every opportunity. It’s not a question of if you’ll hit one, but when. And yet, the only way to survive is to keep pressing on, one careful step at a time.

Despite the chaos, there’s always a moment of clarity that keeps me going. I was walking through London the other day and came across someone wearing our bags. I couldn’t help but go up and chat to them. They told me they’d ordered their bag two years ago and had been using it daily for tennis. Hearing their excitement to meet the founder of something they rely on every day—our creation—was both humbling and energizing.

It reminded me of something I often forget in the whirlwind of running an e-commerce brand: beyond the digital borders we operate in, there are real people having real experiences with the things we create. Each bag isn’t just a product; it’s a part of someone’s routine, their travels, their passion.

This is something I try to take into every interaction we have as a business, but also from my personal life. As an example of the former, I try to reply to as many customer emails myself as possible. Not just because I want to be close to the business and act quickly upon feedback we receive, but also because I enjoy getting to know customers and hearing their stories. Honestly, it’s one of the things that makes the whole journey so fun.

As for the latter, I truly believe that showing empathy and building strong relationships with people based on mutual respect and trust can have the biggest impact on your life and happiness.

I was told by an early investor of Cancha, “I’m not investing in the business, I’m investing in you”. At the time, I didn’t take this very well. Internally, I thought that this meant that they didn’t truly believe in Cancha’s prospects, and I was making up for it. However, as time has gone by, I have realized that this was actually a strong compliment; because businesses are people. Believing in the founder means you do believe in the business.

Last but not least, another important lesson I’ve learned from running Cancha is the power of positive iteration. It’s easy to focus on the mountain still ahead, and sometimes the failures can feel like massive, capsizing blows. With all the headwinds you’re facing, it’s tempting to overlook how far you’ve already climbed. If you’re not careful, it can feel like you’re stuck, making no progress at all.

But I’ve found that recognizing even the smallest moments of progress—whether it’s solving a tricky problem, receiving a kind email from a customer, or spotting someone using a Cancha bag in the wild—can reignite your motivation and remind you why you started.

Small wins are the fuel that keeps the fire going, especially when the journey feels long and uncertain. And having people around you with an outsider’s perspective can be invaluable. They can help you see the progress you’ve made—the things that are hard to spot when you’re buried in the day-to-day grind of the business.

But it’s not just about progress. Yes, a business needs to grow or die—there’s really no such thing as a middle ground. However, that doesn’t mean the sole purpose of what you do is to see numbers climb on a spreadsheet. It’s about the journey: growing and learning as a person, building meaningful connections, and making a lasting impact in your community.

If this resonates with you, here are a few principles that have helped me stay grounded and keep moving forward, no matter the challenges:

• Zoom Out Regularly. When you’re stuck in the weeds, take a step back. Think about the bigger picture—not just what’s stressing you out today, but why you’re doing it in the first place. Who are you serving? What impact are you creating?

• Listen to your gut when making decisions, and don’t hold yourself to them. Make changes, act, then go again. Every decision won’t be perfect. But once you’ve done your best, move on. Progress beats perfection every time.

• Prioritize Relationships. Whether it’s your team, your customers, or your family, make time for meaningful interactions. Business (and life) is ultimately about people, so nurture those connections.

• Keep Iterating and reflecting. WHat seem like minor acheivements stack up over time. Keep reflecting on the progress you make each day, even if the goalposts change overtime.

I’ll leave you with a question I’ve begun asking myself each day:

What’s one small win you can celebrate today?

Chances are it will help unlock another clarity and keep building the next growth curve for you. Let me know your thoughts.

Cheers,
Jack