George is the founder and CEO of The Sole Supplier - a business that started as a passion project in a bedroom which has grown to become Western Europe's largest dedicated footwear and lifestyle discovery brand driving over £50m for partners each year. George has been at the helm of the business throughout its growth, with The Sole Supplier now a major strategic partner to some of the world's largest fashion brands including Nike, JD Sports and some of Europes other major retailers.