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  4. Inside the Den: A Journey to Seven Figures with Emma Burke
What really happens when you step into Dragons’ Den? For most
entrepreneurs, pitching on BBC’s Dragons’ Den is the
ultimate high‑stakes moment. For Emma Burke, founder
of LACEEZE, that moment became a turning point in her journey,
as she stepped into the Den, faced the Dragons, and walked out with
an investment deal that put her grassroots sports brand on the fast
track to growth. In this candid conversation with Paul Avins,
Emma reveals the highs and lows behind the headlines – from running
a multi‑million pound cleaning company, through the pain of
business failure, to reinventing herself in the world of sport with
an innovation solving one of football’s simplest but biggest
problems. Beyond the Den lights and the deal, the discussion dives
into the inner journey of entrepreneurship: knowing when to
pivot, learning how to bounce back stronger, and why sharing your
authentic story is as powerful as building the business itself. Key
Highlights Building a successful business demands consistency,
adaptability, and grit through challenges. Delegation is critical
to free up the founder’s time for higher-value, strategic growth.
Sharing your personal journey and engaging authentically builds a
relatable brand that attracts loyal customers. Exposure through
platforms like Dragon’s Den can enhance credibility,
visibility, and open doors to new partnerships. Listen in for a
raw, behind-the-scenes perspective on what it truly takes to grow a
brand from kitchen table idea to a household name in grassroots
sport. About Our Guest – Emma Burke Emma Burke is the founder
of LACEEZE, one of the UK’s fastest‑growing grassroots sports
brands, dedicated to solving everyday problems for young athletes.
After securing investment on BBC’s Dragon’s Den, Emma has
taken LACEEZE from start‑up idea to a business on track for
seven‑figure revenues—all while keeping her mission of supporting
grassroots sport at the heart of the brand. Resources & Links
Connect with Emma Burke on LinkedIn — Emma Burke |
LinkedIn Explore the Laceeze's brand — Laceeze |
Soccer Accessories Follow Paul Avins for scale-up
insights on LinkedIn — Paul Avins | LinkedIn Transform your
business at the Grown Up Business Retreat — The
Grown Up Business Retreat 2025 Next Steps Action now: Write down
the 3 actions from this episode you’ll apply in your
business over the next 72 hours. Think bigger: Ready to build your
own “grown up” business? Explore free resources
at ScaleUpCoaching.com. Scale Up: Get actionable tips from
Paul in your inbox every Saturday, Subscribe to Scale Up Saturday
Newsletter Level Up: Book a Call with Paul and Get ready to level
up your business and transform your life!

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