Ashley ‘JP’ Lockwood
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Ashley started Deskmate in 2017. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Deskmate?
We were working from a coworking space and wanted standing desks. We asked the community managers if they’d considered them. Answers ranged from, ‘too expensive’, ‘space doesn’t allow them’, ‘why do you need one?’, I guess that was the lightbulb moment.
> I’d recommend anyone launching a business in an area they don’t understand to research but not to overthink it. Learn on the job.
The idea behind Deskmate was quite simple really, there was no affordable standing solution in the UK. We did the typical google search, amazon check and there was nothing there. We saw the gap and went for it.
With regards to the standing desk and office furniture market, we had no idea. I’d recommend anyone launching a business in an area they don’t understand to research but not to overthink it. Learn on the job.
I was personally from an e-commerce background, having launched an online shirt retailer at University. I then went into Fintech and left as Sales Director of a venture-backed startup. I’ve been working for myself for about a year and a half.