North of Ordinary

MKM Building Supplies has grown from one branch in Hull to one of the UK's largest independent builders' merchants, with around 147 branches and roughly £1.2 billion in annual turnover. In this episode of North of Ordinary, Tina Swann sits down with Andy and Craig from MKM to talk about how the business has scaled so quickly while keeping its local, entrepreneurial culture intact.They discuss the branch autonomy model that sets MKM apart from national competitors, the digital transformation of the business, including a full e-commerce relaunch and new app, and how the company supports the next generation of tradespeople through trade credit and apprenticeships. The conversation also touches on MKM's sponsorship of Hull City's MKM Stadium and the customer reward scheme that sees branches take loyal customers on holiday.The episode wraps with a quickfire round covering the best business advice they've ever received, an app they couldn't live without, and the most memorable lesson learned from a product that didn't work out.North of Ordinary is a podcast celebrating the businesses and people driving Hull, East Yorkshire and the Humber forward, recorded at the Digit-Ull Podcast Studio at C4DI.#NorthOfOrdinary #MKMBuildingSupplies #HullBusiness #C4DI #BuildersMerchant

Oxen Sports was born in a Hull meeting room out of adversity, and seven years on, you'll find the brand in kit bags, dressing rooms and locker rooms across the country and around the world. In this episode of North of Ordinary, host Tina Swann sits down with Lee Jenkinson, CEO of Oxen Sports and Elite Pro Sports, to unpack how a brand created beneath C4DI's feet became Hull City's Premier League kit partner.Lee talks openly about the pivot that started it all, why the kit that divides opinion always sells best, and the storytelling behind the Tigers' new 26/27 home shirt. He also reveals the thinking behind the newly launched Oxen running brand with rugby league legend Kevin Sinfield, the long road to building genuine club relationships, and why "sometimes a no is as powerful as a yes."This is a conversation about Hull pride, the long game, and what it really takes to build a sports brand on your own terms.North of Ordinary wants to hear from you. Tell us about your business journey, ask us a question, or share your stories of living and working in Hull and East Yorkshire. Send all enquiries to: hello@c4di.netThe Centre for Digital Innovation (C4DI) is a thriving community of tech innovators, entrepreneurs and forward-thinking businesses. For more information, visit: https://www.c4di.co.uk/Produced by Audite Podcast Production.https://www.audite.uk/Chapter Markers.00:00 Born out of adversity: where Oxen began03:40 Athlete-led product and the new boot for 202806:00 Launching Oxen running with Kevin Sinfield09:00 What Hull means to the brand11:30 Becoming Hull City's first Premier League kit partner16:30 The kit that divided opinion19:30 Why "a no is as powerful as a yes"25:00 Listening to fans and the women's range26:00 What's next: Australia, the NRL and the long game30:00 Quickfire round#NorthOfOrdinary #OxenSports #HullCity #HullBusiness #EastYorkshire #KevinSinfield #KitDesign #BusinessPodcast #Hull #TheTigers

Ian Ashbee captained Hull City through one of the most remarkable journeys in English football: three consecutive promotions from the third tier to the Premier League. It's a feat that may never be matched. But in this episode of North of Ordinary, we're less interested in the trophies and more interested in what came after.Ian opens up about the reality of retiring from professional football; the loss of routine, identity, structure and purpose that almost nobody prepares you for. He talks honestly about the years it took to find his feet, the businesses he's built since, and why giving back to Hull and its young people has become the driving force of his second chapter.From the pressures of captaincy to the challenge of learning spreadsheets, from life on the estate in Birmingham to becoming an honorary Yorkshireman, this is a conversation about reinvention, resilience, and what success actually looks like when the roar of the crowd has faded.Hull and East Yorkshire are anything but ordinary. Neither is Ian Ashbee.North of Ordinary is a podcast celebrating the lives and work of the people and businesses in Hull and East Yorkshire. It's produced by Audite Podcast Production and powered by C4DI, Hull's Centre for Digital Innovation. Subscribe wherever you get your podcasts.#NorthOfOrdinary #BusinessPodcast #FootballToBusinessLife #HullCity #LifeAfterFootball

What really goes into Humber Business Week?In this episode of North of Ordinary, we sit down with Pat Coyle, Chair of Humber Business Week, to explore how one of the region’s biggest business events is brought to life. From its early beginnings with just a handful of events to a now packed calendar of nearly 50, this is a story of collaboration, community and momentum.We go behind the scenes of the planning, the people and the purpose. This isn’t just a week of events. It’s a platform for businesses across Hull and the Humber to connect, showcase what they do and put the region on the map.Pat shares how the week is built by the business community itself, why it continues to grow each year and what makes it so valuable whether you’re attending, hosting or getting involved for the first time.If you’re a business owner, leader or professional in the Humber region, this episode gives you a clear insight into why Humber Business Week matters and how you can be part of it.Find out more and explore events: https://humberbusinessweek.co.uk/Subscribe for more conversations with people shaping business, innovation and communities across Hull and the Humber.#HumberBusinessWeek #HullBusiness #HumberRegion #BusinessEventsUK #NetworkingUK #BusinessGrowth #EntrepreneurshipUK #NorthOfOrdinary #Collaboration #Innovation

He left school with almost no qualifications and no clear idea what his future would look like. Today, Ray Chapman is a specialist paramedic with more than 25 years of experience on the frontline of emergency medicine.In this episode of North of Ordinary, Ray shares the remarkable journey that took him from a working-class upbringing in Hull to a career saving lives across the region. His path was anything but straightforward. Ray talks openly about leaving school without direction, joining the Army at just 17, serving during the Troubles in Northern Ireland, struggling to find his place after leaving the military and hitting rock bottom after being failed at university on the final hurdle.What followed was years of rebuilding. Working multiple jobs, returning to education later in life and slowly finding his way into the ambulance service, first through patient transport and eventually qualifying as a paramedic. More than two decades later, he is still working on the frontline and mentoring the next generation of emergency responders.Ray has also written a book called “Becoming a Specialist Paramedic”, an honest reflection on his life, his journey into the ambulance service and the realities of working on the frontline of emergency care. The book shares the experiences, challenges and lessons that shaped him both as a paramedic and as a person.You can find the book here:https://amzn.eu/d/03mowxfGThis conversation is a powerful reminder that your starting point does not define your future. Ray’s story shows that success rarely follows a straight line and that sometimes the moments that feel like failure are the very things that push you towards the right path.If you’ve ever wondered whether it’s too late to retrain, change direction or start again, this episode is proof that it isn’t.Subscribe to North of Ordinary for more stories about ordinary people doing extraordinary things across Hull and the Humber region.#paramedic #ambulanceservice #emergencyservices #hull #lifelessons #careerchange #resilience #podcast #northofordinary

In this episode of North of Ordinary, we go behind the scenes with the team from Tigers Trust, the official charity associated with Hull City Football Club, to uncover the full scale of the life-changing work they deliver across Hull and East Yorkshire.While football is part of the story, it’s only a small piece. The Tigers Trust team works across education, health, employment, wellbeing and community outreach to build confidence, connection and opportunity for thousands of people every year.We explore how they support young people, adults and families, how businesses can partner with their work, and why sport is just the spark for something much bigger.#HullBusiness #TigersTrust #EastYorkshire #CommunityImpact #CSR #NorthOfOrdinary #HullCity #CharityWork #SocialImpact #EducationAndWellbeing #Hull #TheTigers #Football #SportImpact

This week, we sit down with Jade Wildbore, who reflects on her journey from freelance creative to Marketing Director at Mattix Design in Hull, and how the ability to connect with people, both online and offline, helped shape her path.Jade shares honest, practical advice for people who find networking daunting, and reveals what it really takes to build a personal brand that’s true to who you are. From avoiding common LinkedIn mistakes to knowing how to walk into a room full of strangers with confidence, this episode is packed with useful insights for freelancers, creatives, and early-stage business professionals.In the next 20 minutes, we cover:Learning to network as a freelancerThe link between confidence and connectionBuilding an authentic personal brand on LinkedInNavigating business events as a beginnerWhat not to do when trying to grow your visibilityWhy being yourself is the most powerful strategyNetworking and building new connections can feel daunting, but it's a necessity for people building a business. Creatives, entrepreneurs, business leaders, this episode is for you.

In this episode of North of Ordinary, Tina Swann talks to Ben McLintock, data-focused project manager and founder of Data Compass, about how businesses can better manage and use their data.They explore how many companies jump into collecting data without a clear goal, how to align data with real business problems, and how even small businesses and start-ups can use data to drive smarter decisions.Ben shares stories from his experience with global organisations and explains how data governance, trust, and communication are just as important as charts and dashboards. He also offers tips on project management, the human side of working with tech teams, and how to avoid common data traps.From SMEs to global corporates, this is an honest look at how data really works in business — and how to make it work for you.