Leadership is about people, those you work with, and those you serve. In this episode of Sales Leader Secrets, Amanda Downs interviews Lee Personius, founder and CEO of Tugo, about building a business from scratch, leading with purpose, and staying grounded through growth.
From Graduate Trainee to Business Founder
After completing a graduate programme with Tesco, Lee joined a French food company specialising in pizza. When they exited the UK market, he spotted an opportunity and acted quickly. He pitched his idea to two trusted manufacturers, and after a handshake in John Lewis, Tugo was born.
The First Day: £600 and Four People
Tugo’s early days were humble, just four team members and £600 in sales. Fast forward to today, and they’re turning over £22 million with a team of 41. The business has grown steadily, but Lee has worked hard to preserve the energy and closeness of those first few years.
Built on Trust and Clear Vision
From day one, Lee’s approach was open and honest. He had a clear view of the market. Customers wanted fresher, more tailored food-to-go options and he used that understanding to gain the trust of suppliers and customers alike. His belief in the opportunity was contagious.
Growing Teams, Growing People
A constant theme in our conversation was Lee’s pride in his team, not just for their professional growth, but their personal journeys too. He spoke warmly about seeing colleagues become parents, take on new challenges, and achieve milestones beyond the office. For him, that matters just as much as hitting targets.
Performance Without Losing the Human Touch
As Tugo continues to scale, Lee’s focused on balancing structure with culture. Building processes and KPIs is necessary, especially as they approach the 50-person mark, but not at the cost of warmth, compassion, or loyalty. He’s committed to keeping that family feel of his business intact.
Leading with Accountability and Care
Lee’s values are clear: do what you say you’ll do, treat others with respect, and make room for what matters outside of work. Becoming a parent shaped his leadership style. He’s more mindful now of the importance of mental health, time with family, and leading with empathy.
Support That Makes a Difference
Lee credits much of his success to early supporters Tom Fitzgibbon and John Mullen. Their backing through tough moments taught him the importance of having people in your corner. He admits asking for help doesn’t come naturally, but it’s something he’s learning to embrace.
Advice to Founders: Take Care of Yourself Too
In the early years, founders often put themselves last. But as Lee says, you need to secure your own future to lead well. He also highlights the value of building a management team that brings operational strength to support your vision.
The Sales Leadership Essential? Be Clear
Lee’s biggest advice: be crystal clear about what your business does, and why that matters to your customers. That clarity, about your value and your purpose, is what sets you apart.