Dragons’ Den millionaires slammed our brand as ‘fat shaming’ and refused to invest – now it’s worth £5 MILLION
A COUPLE who failed to secure an investment on Dragons’ Den have peddled their way to success with their plus-size cyclewear brand. Richard and Lynn Bye were laughed out of the Den in 2014 when the millionaires labelled their products “fat-shaming” – but eight years later they’re the ones enjoying the last laugh. Fat Lad […]
A COUPLE who failed to secure an investment on Dragons’ Den have peddled their way to success with their plus-size cyclewear brand.
Richard and Lynn Bye were laughed out of the Den in 2014 when the millionaires labelled their products “fat-shaming” – but eight years later they’re the ones enjoying the last laugh.
Fat Lad at the Back (FLAB) caters to the larger-framed cyclist with sizes up to a 60inch waist and a 58inch chest.
Despite its inclusivity, Dragon Kelly Hoppen described it as “flawed and morally wrong” and Duncan Bannatyne stated he would never wear the range.
However, after pushing on with what they knew would be a hit, Richard, 49, and Lynn, 54, are now the proud directors of a £5million business.
Lynn said: “Of course the Dragons are highly respected and successful entrepreneurs but they don’t know everything, so we weren’t put off just because they didn’t love our idea.”
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The Yorkshire couple entered the Den wanting £80,000 for 10 per cent of the company.
But just seconds into their pitch, they were pulled up on their attention-grabbing and deliberately self-mocking name – which refers to anyone at the back of an exercise group, no matter their size.
Deborah Meaden insisted she did “get it” but was still filled with worry, while the others were even more critical.
Peter Jones, estimated to be worth £1.16billion by The Sunday Times Rich List in 2021, said he knew he would “definitely be the fat lad at the back” but didn’t want to be when he walked into the pub.
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“I don’t see it as a mainstream opportunity or a mainstream brand,” he said.
Duncan, the brains behind the self-named Bannatyne’s health club chain, said: “The initial concept of this is great, I just think that the actual ‘fat lad at the back’ descriptive title or brand is wrong.”
Businessman Piers Linnery agreed, adding: “I don’t think you’re going to create enough traction, I don’t think enough people out there are going to buy this stuff.”
And interiors expert Kelly went in really hard, saying: “Your presentation to me is so flawed.
“Most people don’t want to think they’re becoming middle-aged or that they’re overweight, they don’t want that pointed out to them.
“I don’t get the positive out of it. Morally, I don’t like it because I know people struggle with their weight.
“It would be like a hat company calling themselves ‘bald headed old men’.”
Despite the onslaught of criticism, Richard and Lynn, from Ilkley, walked away with their heads held high, determined to prove the Dragons wrong.
Richard said: “At the end of the day, people either ‘get it’ or they don’t and we’d rather that than be just another vanilla brand.
“Both Peter and Deborah were very complimentary about the success the business had already enjoyed in what was a very short period of time, but they had no knowledge of the cycling industry or the opportunity Fat Lad posed.
“Kelly couldn’t see past the name, Piers couldn’t embrace a ‘social cycling’ concept and thought ‘commuting’ and ‘racing’ were the only types of cycling that really mattered.
“And Duncan, seeing out his last series, wasn’t investing in anything really, so it wasn’t a complete disaster.”
And while disappointed, Richard and Lynn pumped their efforts into getting the brand out there to the masses.
Lynn said: “We realised that when someone has issue with the name it says more about their attitude to fat than it does to the business and what we are trying to achieve.
“We now have customers in 89 countries, 60,000 people in our communities, and we’ve empowered tens of thousands of people to get on bikes and helped them look good while they do it – in many cases when they never thought they’d be able to.
“That was our objective, and the Dragons can take whatever message they like from that.”
At the end of the day, people either ‘get it’ or they don’t and we’d rather that than be just another vanilla brand.
Richard Bye
The idea for FLAB formed after Richard spent years riding in ill-fitting bike gear looking like “a shrink-wrapped chicken”.
With no kit to fit the larger frame, he went in search of something more suitable but found there was nothing for the “fat lad at the back”.
He realised the potential and phoned his wife: “I’ve got good and bad news. We’re starting a new cyclewear company, and you’re running it.”
After extensive manufacturer research, Lynn located a family-run factory in Italy which was prepared to make larger garments to suit bigger bodies.
And once made, the first round of kit sold out in less than a fortnight.
Then, later that year to satisfy demand from women, Fat Lass at the Back was born, before a non-branded range for those not wanting to wear the name.
Lynn said: “FLAB is an altruistic brand. It was never just about selling jerseys for us, it was about building a community and giving fat people ‘permission to ride bikes’ and somewhere to belong.
“I think we were ahead of or time in creating a socially responsible business that wasn’t just about making money, but that also had strong community focus and achieved good.
“I am immensely proud of what we have accomplished – supporting, inspiring and motivated thousands of people to lead happier, healthier lives.
