In this gripping episode, Brad sits down with Jacob Lockwood, an energetic, patriotic, and fiercely determined former Coldstream Guard who transitioned out of the military just seven days prior after 16 years of service. Jacob shares the remarkable story behind his rapidly growing British clothing brand, Lockwood, detailing how his military training became his ultimate business education.
KEY TAKEAWAYS
Military Skills as a Business Foundation: Jacob credits his 16 years in the infantry with giving him the psychological resilience, problem-solving skills, and adaptability required to survive the daily "shock of capture" that defines running a business.
The Power of Authenticity and Content: The absolute best advice for any new or scaling business owner is to document the journey relentlessly. Authentic, unpolished content is what genuinely wins people’s hearts in an era dominated by hyper-polished AI media.
Fierce Commitment to Local Economy: Despite knowing he could increase his net profit by 35% or more by outsourcing production overseas, Jacob is unyielding in his mission to support British factories, local jobs, and tax contributions.
Trusting Your Gut Against Predators: In business, predatory investors look for struggling companies to exploit. Jacob highlights the importance of listening to your instincts and turning down bad money, even when you are facing heavy debt.
The Extreme Swings of Entrepreneurship: Within a matter of eight weeks, Jacob went from being four days away from losing his home to signing a life-changing, multi-million-pound funding deal with excellent repayment terms.
BEST MOMENTS
"I saw the Army as my career. Little did I know, actually, it was just my basic training for running this company."
"Your North Star should be like emptying the sea with a soup spoon... It’s so big that it’s almost impossible, but it keeps you driving towards it."
"The biggest brain cells you've got in your body are in your stomach. If something just feels off, then listen to it."
"Running this business is a little bit like the shock of capture... but it doesn't wear off after two days. It just constantly changes."
"Don't try to pretend to be something you're not, and don't try and use our flag in vain. If you're going to manufacture overseas, fine... but don't try and use our flag."
VALUABLE RESOURCES
LinkedIn - https://uk.linkedin.com/in/penny-ford
HOST BIO
Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.
He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.
Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.
Working On It is where he brings it all together - growth, grit, and getting better every week.
