From Reggae Sauce to Resilience: What Levi Roots Taught Me About Building a Business

When Levi Roots stood in front of the Dragons’ Den panel in 2007 with his guitar and a bottle of Reggae Reggae Sauce, few people expected the quiet storm that would follow. But Levi didn’t just pitch a condiment he sold a story.

A story of culture, passion, and belief. And in many ways, it reminded me of my own journey with Initial IT.

The Underdog Spirit

Levi Roots wasn’t a household name. He was a musician, a cook, and a man with a vision.

But behind his easy smile was a history of struggle, migration, and hustle. His sauce wasn’t just spicy it was a reflection of his heritage, served up with confidence.

That spirit of starting with very little, believing in your vision, and daring to be seen well, it hit home for me. In 2006, I founded Initial IT with similar raw ambition.

I didn’t have a Dragon’s Den moment, but I had a deep desire to do IT differently, more honest, more human, more helpful.

Setbacks & Comebacks

Levi’s journey wasn’t smooth sailing. He faced rejections, prejudice, and near-bankruptcy before his breakthrough.

That resonates deeply. In 2007, just a year into running my business, I was hit with a life-altering diagnosis: kidney failure.

It forced me onto dialysis for three gruelling years. But like Levi, I had something stronger than hardship I had resilience. And support. My wife later gave me the gift of life with a kidney transplant. That experience reshaped how I see risk, health, time, and what it really means to build something meaningful.

Making Business Personal

Levi didn’t separate who he was from what he sold. His culture, story, and personality were front and centre. I try to take that same approach. At Initial IT, we don’t hide behind jargon or faceless systems.

We’re a team of people who genuinely care about protecting small businesses and giving clarity in a world full of tech noise.

My blog, IT’s Not Rocket Science, aims to demystify IT, no guitar needed. Just straightforward support with a side of humour, honesty, and hard-won lessons.

Final Thoughts

Levi Roots turned a kitchen recipe into a £30 million empire. I may not be bottling hot sauce, but I’m building something just as bold: an IT company rooted in integrity, resilience, and human connection.

So here’s to the Levi Roots of the world, reminders that our stories are our strength. And that even through setbacks, we can cook up something remarkable.