Leicester business bolsters board and management team to accelerate growth

Added by Love Business East Midlands | 12 August 2022

UPDATED: 12 August 2022

Founders Sophie Hainsworth and Jason Nesbitt with new Managing Director Henry Jinman, promoting LoyalFree’s dinosaur trails taking place in 15 towns and cities across the country.

LoyalFree Ltd, the leading UK place-promotion business is pleased to announce the appointment of a new Managing Director and two new members of the board, following a buy-in from Equable Partners 5 years after it was founded.

LoyalFree was founded in Leicestershire in 2016 and has been one of the most inspiring success stories of the City. LoyalFree is a multiple award-winning innovative mobile phone app promoting high street businesses through deals, loyalty schemes, competitions, event listings, tourism information and interactive tours and trails. A market leader within place promotion, LoyalFree works with 65+ towns and cities in the UK and aims to improve the overall digital presence of the struggling high streets. Two of the first partnerships of the business were with Love Loughborough and BID Leicester (Business Improvement District) retrospectively, with Loughborough being the first town in the UK to work with the business.

Founded by Sophie Hainsworth and Jason Nesbitt, the business has won a host of awards for not only its impressive financial performance but also the contribution to the community through employment opportunities, volunteering and charitable schemes. In 2019 Sophie Hainworth also raised mental health awareness with her TEDx talk at the Y Theatre.

The business operates from LCB Depot in the City Centre and works with many businesses in the area, including in partnership with BID Leicester. Jason, who graduated from De Montfort University and Sophie, having studied in Loughborough in her younger years are both delighted to have grown the business in their home city.

Henry Jinman will assume the role of Managing Director to steer the business through its next phase of growth. “LoyalFree is an important business in the present moment with the cost of living and mental health crises in our nation”, said Henry. “By offering affordable experiences for people in their local communities with trails, and discounts for spending locally, LoyalFree’s app is a vital tool for our nation’s businesses.”

Equable Partners’ Simon Hook and Matt Duckhouse will join the LoyalFree board as non-executive Directors. Equable brings extensive experience in building enterprise-grade software platforms and growing software businesses.

Co-founders Sophie Hainsworth and Jason Nesbitt will assume the roles of Commercial Director and Technical Director respectively.

“We are delighted to welcome Henry, Simon and Matt to the LoyalFree team and board”

said Sophie,

“Their wealth of experience will be vital in improving and growing the business. Coupled with the amazing work and commitment of the team I have no doubt there will be very exciting times ahead!”

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