About us

Thrive is set up by Funding London, a venture capital company bridging the finance gap for early stage businesses based in London. With over a decade’s experience in supporting the startups of London through a variety of funding vehicles, Funding London sensed a need to illuminate the ever-evolving scenario of London’s early stage businesses.

Thrive features interviews with and opinion from budding entrepreneurs, investors and industry experts. A mix of contributors from all areas of the industry is desired in order to spark genuine discussion about ongoing critical issues. While it showcases the effectiveness of successful ventures, it also encourages sharing lessons learned from missteps and unsuccessful projects.

Visit Site


Funding London


020 7043 0739

Fourth Floor

5 Chancery Lane
London, WC2A 1LG


Anyone out there starting their own business has my full respect


Henry Sether is the CEO and Co-Founder at Misfits Health. Henry started his career with Aston Martin in 2013 as an electrical buyer, gaining 2 further promotions in the space of 3 years to Senior Buyer. With a passion in fitness and fitness products, Henry and his co-founder decided to explore a career in the fitness product industry and have done so for the last 6 years. Initially starting with protein-based products for gym users which was a saturated market, they shifted their focus to a healthy vegan-based product aimed at the younger generation where there appeared to be a gap in the market.


Misfits Health



1 June 2022

Tell us about your career before becoming a “vegan fitness” entrepreneur. What are the key learnings from your past experiences?

I worked in the automotive industry for 3 years as a buyer at Aston Martin. It taught me the importance of supply chain, team work and passion. How critical all these elements are to creating an amazing end product that people want! Product and people are key to everything.

What inspired you to start Misfits Health?

In all honesty I didn’t overthink it too much. I was young, passionate about food and fitness and keen to start a business up. I saw some of the products and brands in the better for you space and thought I could do it better…much better.

I was lucky my co-founder and best friend Jacob also shared similar interests and so we kicked off our journey.

How did you get your idea/concept for your business?

In the better for you space, a lot of the innovation actually starts or at least used to in the gym. I would see a lot of people in the gym using functional foods to help them achieve their goals. Some of these products have such potential, to not just appeal to the gym lovers but more main stream market and all demographics. So Misfits was born to make plant based snacking more accessible and indulgent than ever before!

Where would you like MisFits to be in five years?

Misfits will be the leading plant based snacking business in the western world. We will be known for creating the most indulgent, functional plant based snacks out there. A brand that is breaking boundaries and challenging the norm.

What is your advice for first‐time founders?

Belief and passion are must haves. Create products/services that people love and surround yourself with brilliant people. Don’t overthink every turn – especially in the early stages otherwise you will never move fast enough.

What has been the most challenging thing so far in your role as an entrepreneur?

The start to where we are now and no doubt every next step ahead. Starting a business is easy. Growing a successful business is incredibly difficult. Every day you are faced with challenges that you need to overcome. It is why passion and belief are so important.

Are there any other entrepreneurs you respect, and if so, why?

Anyone out there starting their own business has my full respect. Big or small, it takes a lot to get after it!

What are some of the biggest lessons you have learned which have impacted the way you work.

The importance of surrounding yourself with brilliant people. How far strong belief and perseverance can carry you. No one will ever care as much as you, the founder, so don’t expect them to – you will just be disappointed.

How do you keep your team motivated, especially under current circumstances?

You can’t take things too seriously. Keep things fun and high energy even when the situation is anything but! You can’t control what you can’t control. You always have to keep moving forward.

Misfits are a Greater London Investment Fund (GLIF) portfolio company, having received     support from The FSE Group in March 2022. For more information about GLIF visit: https://glif.co/