We’ve always believed in the transformative power of entrepreneurship. From our humble beginnings 20 years ago with Jet2 as our first and only client, to becoming industry leaders with a global presence through our L’Attitude network, our journey has been shaped by an entrepreneurial mindset. 

Today, I’m thrilled to share the story behind our latest initiative, the GOLD79 MINE Programme, and why entrepreneurship is so close to my heart.  


The Birth of MINE 

The concept of MINE has been brewing for a long time.  

As a company, we’ve always focused on driving business growth for our clients. Our newly launched PURE methodology helps brands cut through the overwhelming content clutter to make their voices heard. But beyond our focus on commercials, we believe our lasting impact lies in giving back by nurturing the next generation of entrepreneurs. 

Our partnership with Leeds Beckett University is the cornerstone of this vision. Together, we’re setting out to support talented and entrepreneurial individuals, offering them the resources, mentorship, and financial backing they need to bring their ideas to reality.  

The MINE Programme is designed to provide academic consultancy, expert business support services, and access to networks and business infrastructure. Importantly, we’re committing a minimum of 10% of our profits annually to a collective investment fund for MINE members, supplemented by grants, private equity, and venture capital. 



Why Entrepreneurship Matters 

Why Entrepreneurship Matters 

Entrepreneurship is about more than building commercially successful companies. It’s the art of making something meaningful from nothing. The relentless pursuit of one’s passions. The ability to see beyond the challenges and take advantage of opportunities as they arise.  Personally, it gives me the freedom to flex. Every day is what I make it  – that can be both challenging and rewarding.   

At GOLD79, we’ve carried this spirit into everything we do. We’ve seen how empowering individuals to take control of their destinies can lead to incredible outcomes. Through MINE, we’re now extending this opportunity to as many people as possible, especially those who might not get the chance otherwise. 



The First Step: G79 SPORT 

We’re kicking off the MINE Programme with G79 SPORT, an initiative led by Connor Vinehill-Dunn, a former senior journalist and international skier. G79 SPORT will help brands navigate the competitive world of sports marketing, leveraging data, search behaviour, media content, and cultural trends. Connor is currently developing a unique formula to identify the pivotal moments when audiences shift from passive watching to active engagement. 

G79 SPORT is a perfect embodiment of what MINE is all about—innovative, dynamic, and driven by passionate individuals. As a sports enthusiast myself, I couldn’t be more excited about this launch. But G79 SPORT is just the beginning. We envision MINE as a hub for diverse entrepreneurial ventures, each with the potential to make a significant impact in its field. 


Looking Ahead 

The launch of the MINE Programme represents a new chapter for GOLD79, a ripple effect that extends far beyond our immediate reach. Our partnership with Leeds Beckett University underscores our commitment to education, innovation, and community engagement. 

Entrepreneurship has the power to transform lives, economies, and societies. It’s a path filled with challenges, but also immense rewards for those who innovate to overcome them. Through MINE, we’re excited to support the next generation of entrepreneurs, help them navigate their journeys and achieve their dreams. 

Thank you for reading about the MINE story so far. Here’s to the future and the countless innovations and successes that lie ahead.