True North x Change Makers: Northern Star — Michelle Laithwaite

In an ideal world, mealtimes would be simple. The reality for busy families and professionals is that they very rarely are. When you’re already time-poor, ready meals can feel like the only option — yet they’re often full of ultra-processed ingredients and chemicals that you can’t pronounce. 

Michelle Laithwaite, CEO and Co‑Founder of Warrington-based meal prep company FuelHub, saw the gap in the market and built a business that fuels high performance for everyone, not just athletes.

Michelle is one of the inspiring business leaders from True North featured in a special series produced in partnership with the Change Makers podcast. The conversations spotlight Northern Stars who are driving impact in their communities, nurturing future skills and backing bold ideas that make a difference.

She joined the podcast to share the story of FuelHub, including how it grew from a kitchen table idea into a nationwide business and what it takes to sustain a high-performance culture.

Partners & performance

James, my husband and Co-Founder, was a professional rugby player for Warrington Wolves. FuelHub started with James’s experience in this space. He understood the importance of nutrition — not just for training but for recovery — and from day one we knew that we wanted to be a trusted brand. We were lucky to start with a contract at Warrington Wolves that we still have today.

James and I are really lucky to do this together because we have a fantastic relationship. He’s our COO and focuses on the operational side, while I’m CEO and look after the business overall. We’re very different and people joke that we’re good cop, bad cop — but it works (he’s definitely the good cop). 

The business never stops. We work seven days a week, starting at four in the morning and finishing around ten at night. It’s intense and all-consuming, so having someone who completely understands what you’re going through makes all the difference.

Solving our own problem

At the time, I was working in fashion and travelling internationally a lot. We were training, working and raising a family and we just wanted healthy, convenient food. We tried meal kits and while they’re great and have their place, you still have to cook and clean. We were time-poor and just wanted something convenient.

So we decided to build a product that not only solves our problem but our friends’ and their friends’ problems too. That was 2019, pre-COVID. People were focused on health and high protein but not in the way that they are now. We were early in spotting that shift.

We rented a small unit in Warrington — about 900 square feet. We invested around £20,000 in equipment and about £1,000 in the website. The weekend that we launched, I went into labour. Four days later, my son Stanley was in the kitchen with me. 

Early traction & momentum

When we launched, we were just an e-commerce site where you came and placed an order. As we entered 2020, we decided to turn it into a subscription service. We’d got a bit of traction and the contract with Warrington Wolves resulted in other teams coming on board, so the B2B side of the business was strong.

Growing with purpose

We stay very close to our subscribers. We speak to them, ask what they want and respond. We don’t just serve athletes and fitness enthusiasts — we serve what we call ‘everyday high performers’: teachers, parents and busy professionals who want to feel their best and perform well throughout the day.

We’re about 40 people strong now and most of the team have grown with us. Innovation is constant and we’re developing new ranges, including meals for children, because supporting families matters to us. Sustainability is important too — reducing waste and improving packaging as we grow.

Being a female CEO comes with its challenges. I’ve often found it tough — even in a very progressive household — as women still tend to carry the brunt of everything. I’ve tried to find other women CEOs that I can connect with, share experiences and encourage one another but it’s hard to establish that network. It’s something that I feel is really important, both for me and for the future of women entrepreneurs in the North.

Community & impact

We do a lot in the community. We’ve just signed a deal with Manchester City to provide food for all of their Soccer Schools in the community. We’re trying to become more of a family business as well which is amazing. Overall, we want to be the UK's most trusted meal prep brand.

A Northern perspective

We’re really proud of our northern roots. James is Warrington born and bred and I’m from Tyldesley. Warrington is a great place and being here gives us an amazing position. Most of our competitors are based in the South so we’re the only business of this kind in the North.

There’s resilience in northern businesses because we’re built on grit and a strong work ethic. I was brought up to work hard, whatever you do.

Reflections for purpose-driven leaders

• Build with purpose — solve real problems for real people and stay close to your customers.
• Nurture your team — invest in people who grow with you and keep innovating together.
• Make space for support — having someone who understands the intensity of the business is invaluable.
• Stay true to your roots — let your values guide decisions as you scale.

Shape what’s next for the North

Michelle is just one of the members of True North who want to build something better — together. 

If you’re committed to supporting the future of the North, join our growing collaborative network of purpose‑driven leaders.