Vidrate is a fast-growing UK-based hydration company on a mission to help people drink more water and live healthier lives. Founded by Co-Founders Rob and Nick, the brand blends a passion for wellness with strong environmental values by helping people make smarter hydration choices while reducing unnecessary plastic waste.
When Vidrate joined the Northern Max Accelerator in 2022, they were a small team of three, trading solely through their UK e-commerce website. Today, they have grown to 30 full-time employees and 10 part-time, exporting to more than 10 countries, including Germany, the Netherlands, Luxembourg and the UAE. Vidrate recently signed additional export agreements for South Korea and the Philippines, marking a significant step in its international expansion.
Despite rapid growth, Vidrate has stayed true to its Bradford roots, proving that high-impact global brands can be built in West Yorkshire.
Objective
Entering Northern Max, Vidrate faced the typical challenges of an ambitious, fast-moving consumer brand:
- They were navigating how to scale a direct-to-consumer operation
- They were still defining their market positioning
- Their small team meant wearing multiple hats while trying to grow sustainably
- They needed external perspective, strategic structure and a wider support network
Northern Max arrived at exactly the right time and offered a framework for decision-making and the confidence to build stronger foundations.
One of the biggest strategic transformations since then has been the evolution of the team. Vidrate places huge emphasis on culture-first recruitment, prioritising personality, passion and alignment with the brand’s values:
“The biggest change has been the team. We hire for experience, but culture is everything. We want people who slot in, who are dynamic, positive and genuinely care about what we’re building.”
This culture-first mindset has become a defining factor in Vidrate’s success.
Challenge
Northern Max provided Vidrate with the structure, clarity and connections needed to scale:
- Expert-led 10×10 workshops that offered not just knowledge, but practical tools
- A network of mentors, founders, advisers and investors
- Space to refine their strategy and long-term export roadmap
Founder Nick Hird described the experience as:
“An invaluable experience that equipped me with key skills to navigate the often-daunting and pressured world of business. The network we built has been a huge bonus to our success.”
When asked which relationship or connection from the programme was most valuable, Nick highlighted the compounding effect of showing up consistently:
“There have been too many to mention. Not just from the 2022 cohort, but since then, relationships have continued to grow. By putting the work in, doing it properly, staying connected – that’s where the value is. Being invited back allowed me to meet even more businesses and investors. The relationships compound over time and it’s brought even more growth opportunities for Vidrate.”
This mindset has seen Nick return as a panel member for three subsequent Northern Max cohorts, giving back to early-stage founders and continuing to build long-term commercial relationships.
Results
Growth Since the Programme
Vidrate’s growth trajectory since Northern Max has been exceptional:
- Around 40 employees now support the business
- 1,500% increase in turnover since completing the programme
- Retail listings with Holland & Barrett, Amazon and Boots
- A growing international presence across 10+ countries
- Expansion of the operations team, fulfilment capacity and leadership roles
In 2025, Vidrate was approached by five venture capital firms. Despite significant interest, they turned down investment so that they could grow on their own terms. This proved to be the right decision, as this year has shown approximately over 200% growth in the last year. This decision allowed Nick and the team to focus on what felt right, and leaning into what they knew worked.
Vidrate prides itself on being one of the only brands in its category that is fast-growing, self-sustaining and profitable.
Everything remains packed in-house, and products continue to be made locally, which is a commitment to quality and community that sets them apart.
The marketing operation is also accelerating quickly as their budget will more than double in the next 12 months.
Impact
Vidrate’s 12–18 month roadmap is bold:
- To open even more national retail opportunities
- Their first out-of-home advertising campaign across Manchester (bus shelters, billboards, city-wide media)
- A June 2026 national outdoor campaign to elevate Vidrate into a true household name
- Further leadership hires across operations and commercial roles
- Expanding fulfilment capacity to meet surging demand
As Nick shared:
“2026 is about sustainable, profitable expansion. Retail, marketing, hiring – it’s all about building confidently on the foundations we created.”
Vidrate is now a recognised leader in hydration innovation and remains the first UK company of its kind to create electrolyte hydration products, a category now widely imitated.
But through strong processes, clear culture and focused strategy, Vidrate continues to stay ahead.
The Value of Northern Max
The programme gave Vidrate the structure, mindset and network needed to scale internationally. Nick credits Northern Max as the moment the business shifted from “growing fast” to “growing strategically.”
“Northern Max wasn’t just a series of workshops. It was a launchpad. It gave us the structure and confidence to scale from a small domestic business to an international brand.”
As a now-regular panel member, Nick continues to advocate for the programme and encourage emerging founders:
“My advice? Show up. Make the most of it. Put time aside to implement what you learn.”
Client Feedback
