Snack creator who helps exercise and recovery

TIM Davies is the founder of DuelFuel, a sports nutrition brand for “people leading active lives”. The business is based in Henley where Tim has lived for nearly 15 years. He can often be seen either on his launch on the river or running down the towpath.

Describe your business

DuelFuel is a sports nutrition brand I set up to create snacks that fuel performance and recovery. Each twin-pack pairs a flapjack — high in carbs for training and endurance — with a brownie that’s high in protein to support recovery. They taste great.

How many people does it employ?

DuelFuel is a new business so we don’t yet have full-time employees, but we work directly with
11 freelancers across areas like design, compliance, accountancy, website development and Amazon expertise. Indirectly, through our packaging, printing and product manufacturing partners, we help support about 100 full-time jobs.

What did you do before you started this business?

I spent more than 20 years in senior commercial and business development roles across international markets. That included leading growth for a FTSE100 consumer goods company in Europe and the Middle East, and senior leadership positions in global security and transport organisations.

When did you start your business?

In 2023.

What was your objective?

As an active adult, I saw many people don’t fuel before and after exercise, which lowers performance, increases injury risk and slows recovery. Often it’s because it isn’t convenient, or the conflicting advice on what to eat makes it unclear. DuelFuel was created to fix that.

Who or what influenced you?

The influence came from a mix of personal and professional experience. Personally, I knew the gap in how people fuel around exercise, having lived it myself.

Do you have a mentor or role model?

I’ve been fortunate to build a very supportive network in the food and drinks industry. Early on, I received invaluable input from the head of nutrition for one of the country’s representative sports teams. I also have a mentor — a well-known lifestyle and wellness specialist — whose guidance has helped shape the brand. I’ve also benefited from the generosity of many who have shared time and advice.

What would you do differently if starting again?

I’d bring in specialist expertise earlier, instead of trying to wear too many hats myself.

How is your business doing?

We weren’t on the market last year, so 2025 has been about launching DuelFuel and getting it into people’s hands.

Do you compare on a regular basis? We measure performance daily and weekly across both financial and non-financial key performance indicators. At present we only sell on Amazon but, as we build our own fulfilment capability, we’ll be able to track repeat purchase rates directly.

How do you market your business?

We market mainly through digital channels, with Amazon as our launch platform and social media as the key way we build awareness. We focus on telling our story — why DuelFuel exists.

What’s the best thing about running your own business?

Building a remarkable team, choosing who I work with and seeing the tangible results when we get it right. There’s a pride and energy in watching ideas turn into real growth.

What’s the most challenging aspect?

The breadth of responsibility — strategy, operations, finance — all decisions stop with me. DuelFuel has also taken me into areas where I had no prior experience, like food manufacturing, labelling, social media, content creation and compliance. It can be relentless.

Where is your business headed?

In the short term we’re focused on growing awareness and momentum on Amazon. Looking ahead, we’ll expand beyond Amazon with our own fulfilment capability, opening up direct-to-consumer and retail opportunities. We’re also exploring export opportunities, beginning with the Middle East. Alongside that, we have two new DuelFuel variants in development.

How important are online sales?

Online sales are absolutely central.

Are you using generative AI to shape your business?

Yes — I use generative AI as a creative and productivity tool. It helps me brainstorm ideas, draft content and speed up research.

Do you have a five-year plan?

Yes. In the near term we’re focused on building sales and awareness, while developing our own fulfilment capability. Over five years, the plan is to expand into retail and grow our product range.

Do you have a work-life balance?

Work-life balance is tough in a start-up, so I focus on what keeps me grounded — family, friends and being active. In many ways DuelFuel is part of my lifestyle, so the lines blur. Henley gives me the perfect place to step back and recharge.

Do you set goals at the start of a financial year?

We’ve only just started trading but we have a comprehensive one, three- and five-year plan. It gives us structure to focus on immediate priorities while keeping sight of the bigger picture.

What’s the most valuable thing you’ve learned?

Resilience and adaptability. Things rarely go exactly to plan, so I’ve had to adjust quickly. I’ve also learned the value of working with the best people I can afford.

What advice would you offer to anybody starting a business?

Be crystal clear on the problem you’re solving and why it matters — that belief will carry you through the tough days. Expect setbacks and be ready to adapt because resilience is as important as the idea itself.

What’s the biggest mistake you’ve made?

Trying to do too much myself in the early stages. I thought I could cover everything but it slowed progress and sometimes meant things weren’t done to the standard I wanted.

How organised are you?

Organised where it matters most. Building DuelFuel means juggling many moving parts, so I rely on clear plans, key performance indicators and structure to keep things on track.

What are you looking forward to in 2026?

I’m excited to build on the foundations laid this year.

How are you planning for retirement?

This is my retirement. I stepped away from my corporate career because I wanted to launch and scale my own business. This gives me far more purpose than a traditional retirement ever could.

What’s the secret of your success?

I wouldn’t say DuelFuel is a success…yet. What’s got us here is the expertise of the people I work with and my role has been integrating their strengths into one team effort. That collaboration is what makes progress possible.

What three qualities are most important for a profitable business?

First, a detailed understanding of the problem your product or service solves. Second, a real desire to solve it — because knowledge alone isn’t enough. Third, a genuine love of working with people.

What can’t you be without every day?

Exercise — even a short walk clears my head and keeps me grounded.

Do you continue to study?

Absolutely. The success of DuelFuel depends on my ability to keep reskilling.

What do you read?

Outside of work-related reading, my last three books were The Laws of Human Nature by Robert Greene, Barbarians at the Gate: The Takeover of RJR Nabisco by Bryan Burrough, and I Am Ozzy by Ozzy Osbourne.

What change would you most like to see in 2026?

A culture of responsibility — especially in the public sector. confidence in leadership again.

Interview by Will Hamilton,
intermediary and global

marketing consultant, Hamilton Associates