Interview
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Henry Sether is the CEO and Co-Founder at Misfits Health. Henry started his career with Aston Martin in 2013 as an electrical buyer, gaining 2 further promotions in the space of 3 years to Senior Buyer. With a passion in fitness and fitness products, Henry and his co-founder decided to explore a career in the fitness product industry and have done so for the last 6 years. Initially starting with protein-based products for gym users which was a saturated market, they shifted their focus to a healthy vegan-based product aimed at the younger generation where there appeared to be a gap in the market.
I worked in the automotive industry for 3 years as a buyer at Aston Martin. It taught me the importance of supply chain, team work and passion. How critical all these elements are to creating an amazing end product that people want! Product and people are key to everything.
In all honesty I didn’t overthink it too much. I was young, passionate about food and fitness and keen to start a business up. I saw some of the products and brands in the better for you space and thought I could do it better…much better.
I was lucky my co-founder and best friend Jacob also shared similar interests and so we kicked off our journey.
In the better for you space, a lot of the innovation actually starts or at least used to in the gym. I would see a lot of people in the gym using functional foods to help them achieve their goals. Some of these products have such potential, to not just appeal to the gym lovers but more main stream market and all demographics. So Misfits was born to make plant based snacking more accessible and indulgent than ever before!
Misfits will be the leading plant based snacking business in the western world. We will be known for creating the most indulgent, functional plant based snacks out there. A brand that is breaking boundaries and challenging the norm.
Belief and passion are must haves. Create products/services that people love and surround yourself with brilliant people. Don’t overthink every turn – especially in the early stages otherwise you will never move fast enough.
The start to where we are now and no doubt every next step ahead. Starting a business is easy. Growing a successful business is incredibly difficult. Every day you are faced with challenges that you need to overcome. It is why passion and belief are so important.
Anyone out there starting their own business has my full respect. Big or small, it takes a lot to get after it!
The importance of surrounding yourself with brilliant people. How far strong belief and perseverance can carry you. No one will ever care as much as you, the founder, so don’t expect them to – you will just be disappointed.
You can’t take things too seriously. Keep things fun and high energy even when the situation is anything but! You can’t control what you can’t control. You always have to keep moving forward.
Misfits are a Greater London Investment Fund (GLIF) portfolio company, having received support from The FSE Group in March 2022. For more information about GLIF visit: https://glif.co/