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  3. The Grown UP Business Podcast Podcast
  4. Building a Category King: Strategies for Scaling Your Business
What does it take to turn one product into an 8‑figure global brand
and become a category king? In this episode of the Grown Up
Business Podcast, Paul Avins talks to Paul Sherratt, founder of
gloveglu, about how he scaled from a kitchen‑table side business to
a dominant global brand now selling in 55 countries. At 50 years
old, Paul made the decision to go all in, remortgaging his house to
chase a vision. Today, gloveglu is the category leader in a niche
most people ignored. Paul Sherratt is the founder of gloveglu, a
global soccer brand that started with a single glove grip spray for
goalkeepers. He has built the business past 8 figures in revenue,
developed a global distribution network, and grown a community of
over 1.3 million social followers. He has also created the FIND IT
Framework to help founders identify, claim and dominate their
categories, and is building a goalkeeper education and training
business alongside his brand. Key Takeaways The FIND IT Framework:
Frame, Identify, Niche, Differentiate, Innovate, Test. Why
narrowing focus creates faster growth than chasing broad markets.
The mindset shift at age 50 that changed everything. Critical hires
and systems that took gloveglu from £500k to multi‑millions. How
TikTok and YouTube became powerful scale engines. Leadership
lessons from handling the sudden loss of a team member. The
difference between running a business and building a grown up
business with systems and scalability. About Paul Sherratt Paul
Sherratt is a sports entrepreneur and the founder of gloveglu, an
8‑figure global brand in the goalkeeper market. Starting with one
product, Paul has built a category‑dominating business sold in more
than 55 countries, backed by a large online following. He is also
developing a worldwide goalkeeper education platform and launching
the Find the Gap Podcast to help other founders leverage category
creation. Resources & Links Connect with Paul Sherratt on
LinkedIn — linkedin.com Learn more
about gloveglyu — gloveglue 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:
Thinking about scaling your business — get your free resources
at Paul Avins 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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