In this episode of The Build Up — the go-to podcast for marketing professionals in the construction industry — host Dan (Creative Director at dissident creative agency) welcomes Lee Wilcox, co-founder of On The Tools, for an unfiltered, inspiring conversation.

On The Tools has grown into one of the most influential platforms in the UK trades scene, with millions of followers across social media, a dynamic media arm, and deep roots in the construction community. But its success didn’t happen overnight.

Lee shares the full story, from his early career drifting between jobs to the late-night conversation that sparked an idea for a recruitment app. What followed was a series of unexpected pivots: a viral Facebook page, a chaotic merch business run from his mum’s living room, and eventually, a full-blown media company that now helps brands authentically connect with tradespeople.

This episode dives into:

• The origin story of On The Tools
• The power of content and community in construction marketing
• The failures that paved the way for success
• How to build an audience before a product
• Why humour, honesty and relevance win in this industry

Whether you're a marketer, founder, or creative working in the built environment, this conversation is packed with insight, practical lessons, and the kind of candour that’s rare in business podcasts.