92. When should you hire, raise or expand? The lessons from Forest Bikes | Caroline Seton

2026-08-17 · 52 min · 9 entities

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92. When should you hire, raise or expand? The lessons from Forest Bikes | Caroline Seton

Episode description as stored

When do you hire, when do you raise, and when is expansion actually the right move? In this episode of All About Business, James sits down with Forest co-founder Caroline Seton to pull back the curtain on how a London startup scaled to over two million rides a month. From using smart pricing to make customers do the heavy lifting in logistics, to navigating 33 separate sets of local regulations, Caroline breaks down the raw operational tactics and tough strategic trade-offs required to build, survive, and scale an asset-heavy business. Caroline gives a clear blueprint for turning operational headaches into profit drivers as they explore protecting margins through relentless asset care, knowing exactly when to double down, or kill an idea that isn't working. Timestamps 01:38 Why Forest Started 10:32 Expanding Across London 15:09 Maintenance at Scale 21:38 Proof It Was Working 31:33 ULEZ and Space Reallocation 38:26 Making London Cycle Capital 44:50 Founder Advice and Tailwinds Links Follow James Reed on LinkedIn Follow Caroline Seton on LinkedIn Find out more about Forest Bikes and their services HERE Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE All About Business is brought to you by Reed Global. Learn more HERE This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk