Meet James Wren and Jack Dyer, co-founders of Freetrain
James Wren and Jack Dyer met in 2011 whilst both playing professional football. The friendship and strong foundation was built on car pools into training and they always knew they’d want to work together. After a few questionable ideas, they came up with the V1 Running Vest. After a successful pilot lunch of 500 units, which were initially made in the midlands, they realised that they had something big.
In March 2019, having no business or product experience they ventured out to China with an itinerary forged the night before the flight in pursuit of a manufacturer who could make this product for us. They decided to quit their jobs on 01/01/2020 and pursue Freetrain full time. Since then they have moved from their bedroom offices to a small office that could barely fit two desks, into the current Freetrain HQ where we have been able to grow into a team of 9 ambitious individuals.
How important is Freetrain’s company culture and what is your top tip to get it right?
Our culture is the foundation of everything we do. Ranging from our office ethos, through to the products we create and the things our brand stands for. Our top tip is to stick to your beliefs. If you don’t, it won’t last forever. We hope that by staying true to who we are in terms of work rate, positivity, inclusivity and ambition that will ultimately be infectious to those who interact with us.
What plans do you have for Freetrain over the next two years?
Growth, growth, growth. Whilst the last two years have been fantastic with the launch and success of the V1, we have been desperate to diversify the range and create products that really define the brand and allow us to be expressive. The next two years are going to be very interesting in terms of bringing out new products and growing a loyal customer base who buy into what we represent.
Working with a co-founder can be tricky, so understanding and compromise is important. How have you both found the process of building a business together? What makes it work?
We actually believe that the fact there is two of us is our strength. Two is often better than one and even though we have different personalities and traits, the fact that there is a friendship built on the same morals makes for a solid basis of trust. We bring different qualities to the table which are a good combination. The other positive is that, even when there are debates or different points of view, it will always be talked out and we believe that 90% of the time we will get to the right answer through discourse.
With all the success around entrepreneurship and how innovative people have to be to take the leap. How do you think you’ve innovated your sector and why?
We’ve never really viewed it as “entrepreneurship,“ but more problem solving. The V1 was a result of us identifying a problem and coming up with a solution for it that no one else had thought of before. We simplified thinking and actually, now you’re starting to see other products follow suit.
Why do you think your business had had such a positive impact across your industry?
Because the product has solved a problem that 80% of runners and gymgoers have suffered with. To add to that, everything we try to create, whether that’s a product or content, we do it to inspire and motivate.
How do you set yourself apart from other businesses in your industry?
Our substance. Nothing is made or put out for short term gain. It’s a pact within the company to make sure that everything we do, is thought out and done with the best intentions.
What are your top three tips to hire and develop talent?
We’re no experts yet, but the three we believe in are:
1. Qualifications don’t mean everything, it’s the hunger and their thought process that is most important.
2. Let them express their thoughts and opinions.
3. React positively to mistakes. They’re always going to happen, but it should always be seen as an opportunity to learn. If the team become too risk averse, that can ultimately slow down growth of the business
What would be your top marketing tip to grow a business that is niche?
Your product is your currency. It’s all about getting it in to people’s hands and getting them to believe in it and eventually shout about it. That is the biggest and most authentic advertising you can have. Testimonials are what allow people to see your vision.
What are your top tips for other entrepreneurs wanting to get their business out there?
Get out there and go for it. Get into good habits & trust your instinct.
Any new product launches we should know about?
We have just launched our second clothing drop - The FlowState Collection, which shortly follows our recent entry into the apparel space earlier this year with The Emergence Collection. We’re so excited to finally branch out from our niche of running phone holders to going across the full apparel range. Both collections have a full complement of high quality, sustainable activewear for both men and women, made with the same attention to detail and innovation of the vest - including seamless leggings, shorts, sports bras, gilets, windbreakers and more.
If you could be in a room with 4 entrepreneurs, who would they be and why?
Elon Musk for his relentlessness and hard headed nature.
Gary V for his foresight and how he analyses current events and hypothesises the future.
Steve Jobs for his out of the box thinking.
Phil Knight for his experience in dealing with the highs and lows making Nike what they are today.
