James Reed: All About Business – Episode 20 with Alex Partridge

Release Date: March 24, 2025
Guest: Alex Partridge, Founder of Unilad and LADbible
Host: James Reed CBE, Chairman and CEO of Reed Group

1. Introduction to Alex Partridge

In Episode 20 of "James Reed: All About Business," host James Reed sits down with Alex Partridge, the innovative mind behind prominent media companies Unilad and LADbible. Alex shares his remarkable journey from a young entrepreneur to a multimillionaire by age 25, detailing the highs and lows that have shaped his career and personal life.

2. Early Entrepreneurial Ventures

Alex's entrepreneurial spirit manifested early, starting at the age of six with his first venture—a board game company. Despite his initial rejection from a board game manufacturer due to his young age and messy handwriting, Alex's determination never waned.

Notable Quote:

"Always lean into this entrepreneurial spirit."
— Alex Partridge [02:28]

Throughout his university years, Alex launched numerous businesses, including a car washing service and Quick Presents, a website designed to help users find the perfect gift based on interests. His ventures were characterized by intense initial enthusiasm followed by swift declines in motivation, a pattern he later attributed to his ADHD.

Notable Quote:

"All the ideas had in common was there was a tremendous excitement in the early days... but fast forward two weeks, the motivation and enthusiasm... had evaporated."
— Alex Partridge [03:21]

3. Founding of Unilad and LADbible

While at university, Alex founded Unilad in 2010, capitalizing on the burgeoning landscape of social media, particularly Facebook. Driven by a desire to maintain a connection after a personal breakup, he created content targeting male students, which rapidly gained traction.

Notable Quote:

"Unilad was very much my baby. I was very much more emotionally invested in that one."
— Alex Partridge [15:50]

Building on Unilad's success, Alex launched LADbible, which skyrocketed to over a million followers in its first month. The strategic use of Facebook's algorithm and viral marketing techniques played a pivotal role in this explosive growth.

Notable Quote:

"The algorithm... created a curiosity gap... which really snowballed LADbible incredibly fast."
— Alex Partridge [11:58]

Recognizing the potential of his ventures, Alex made the significant decision to drop out of university to focus entirely on his burgeoning media empire.

4. Partnership Issues and Legal Battle

At the age of 21, Alex sought partners to help manage Unilad's growth. Trusting his entrepreneurial instincts, he signed a partnership agreement without legal counsel, a decision that would lead to a devastating loss of control over his Facebook pages.

Notable Quote:

"Don't sign anything unless you get a legal pair of eyes to look."
— Alex Partridge [17:58]

Shortly after forming the partnership, Alex was removed from the administrative control of Unilad, sparking a protracted legal battle. This conflict not only threatened his business but also took a severe toll on his mental health.

Notable Quote:

"The judgment said later that was unnecessary and the strategy was to try and traduce me in the eyes of the court."
— Alex Partridge [23:38]

After a five-year legal struggle, Alex was victorious, reclaiming his stake in Unilad. However, the ordeal left him emotionally and mentally drained, ultimately leading to the sale of Unilad to LADbible Group as he sought an exit from the fraught partnership.

5. Mental Health Struggles and ADHD Diagnosis

The intense legal battle exacerbated Alex's underlying mental health issues, culminating in a severe anxiety attack that resulted in hospitalization. It was during this period of crisis that Alex was diagnosed with ADHD, a revelation that provided clarity to his lifelong struggles with impulsivity and motivation.

Notable Quote:

"I went into problem solving mode and I thought, well, I'll just create memory bracelets... There's a product there which is in the pipeline."
— Alex Partridge [42:03]

Understanding his ADHD allowed Alex to shift his perspective, embracing his creative strengths while addressing the challenges it posed. This self-awareness became a cornerstone of his subsequent ventures and personal growth.

Notable Quote:

"ADHD is also creativity and pattern recognition and being great in a crisis... These are tremendous assets to society."
— Alex Partridge [29:30]

6. Current Projects and Insights

Post-Unilad, Alex took a hiatus to recover, during which he launched the "ADHD Chatter" podcast. This platform serves as a medium for discussing ADHD, offering support, and sharing personal experiences. Additionally, he is developing memory bracelets designed to aid individuals with ADHD in managing daily tasks through gamification.

Notable Quote:

"Breaking it up into manageable chunks to avoid the overwhelm... is the reason why so many ADHD entrepreneurs end up abandoning the business."
— Alex Partridge [38:55]

Alex emphasizes the importance of consistent self-awareness and strategic planning in maintaining entrepreneurial momentum, especially for those with ADHD.

7. Advice for Aspiring Entrepreneurs

Alex offers invaluable advice for budding entrepreneurs, particularly those grappling with ADHD:

• Develop Self-Awareness: Regularly assess your strengths and weaknesses to align your ventures with your intrinsic motivations.

  Quote:

  "Ask yourself... 'What did I do today that made me happy?'"
  — Alex Partridge [35:15]

• Test and Adapt: Continuously experiment with different strategies and adapt based on what yields results, especially in the dynamic realm of social media.

  Quote:

  "Social media is a relentlessly ever-changing landscape... Have a culture of testing."
  — Alex Partridge [13:53]

• Manage Impulsivity: Implement a "breaker" system where ideas are given a cooling-off period before action is taken to ensure they are well-considered.

  Quote:

  "Put it on this metaphorical idea shelf, let it brew and if you're still excited about it in two weeks' time, then that's probably a good indicator."
  — Alex Partridge [39:20]

Alex's journey underscores the delicate balance between leveraging ADHD-induced creativity and managing its challenges through structured self-awareness and strategic execution.

8. Closing Thoughts

The episode concludes with Alex sharing his "why"—a mission to support and empower individuals with ADHD, particularly women and girls who have historically been overlooked in this conversation. His dedication to transforming stigma into strength serves as an inspiration to listeners navigating similar paths.

Notable Quote:

"It's about continuing that mission... keep reminding people that they're just different and they've always been enough."
— Alex Partridge [42:22]

James Reed wraps up the conversation by highlighting Alex's resilience and the valuable insights he provides to entrepreneurs facing both business and personal challenges.

For more insights and actionable advice from Alex Partridge, listen to the full episode of "All About Business" with James Reed.