Ready, Squat, Go. Bringing equality to women at events.
It all started with a wait in line for a pee.
Amber Probyn and Hazel McShane, co-founders of Peequal, a Bristol-based company, were frustrated at the queues for toilets at events. They decided to take action. Together they are revolutionising the way women experience large events with the UK's first "squat and go" women's urinal. They first introduced their prototype at Glastonbury in 2021, and provided facilities at the 2025 London Marathon serving tens of thousands of women runners.
Identifying a Real-World Problem
Amber and her co-founder, Hazel, identified a significant gap in the market during their master's year at Bristol University. They realised that women often face long queues at events, leading to missed experiences and unsafe alternatives. This revelation led to the creation of Peequal.
"We get women out of the queues and back to the event. We consider women's time as equal to men's time. That's why we're really passionate about what we do," Amber explained.
Overcoming Challenges and Securing Investment
One of the major hurdles for Peequal was the lack of investment in women's sanitation. Amber highlighted the societal taboos and the male-dominated investment landscape as significant barriers. Despite these challenges, they managed to secure a grant from the University of Bristol, allowing them to focus full-time on Peequal.
"We raised 250k in COVID for an event-based business. We had some incredible investors that still back us today," Amber noted.
Prototyping and Real-World Testing
Amber and Hazel's approach to product development involved extensive prototyping and real-world testing. They created large-scale prototypes and took them to COVID-safe events to gather feedback from women.
"We took our large-scale prototypes to get real feedback from women at these events. It was fantastic," Amber shared.
Marketing and Media Relations
Peequal's breakthrough came when they featured on the front page of the BBC with their prototype. This exposure led to international interest and demonstrated the demand for their product.
"We had customers internationally reaching out to us saying, 'How do we get you to the US? I want you in Malaysia.' It was incredible," Amber recalled.
Building Relationships and Securing Key Clients
Amber emphasised the importance of building relationships with key clients. For instance, they approached Glastonbury not as vendors but as collaborators, seeking their input during the development process.
"We reached out to them as research. We were like, 'Can we get your advice? Can we get your opinion on this design?' Involving them in the development process enlisted them on the journey," Amber explained.
Navigating Manufacturing Challenges
Transitioning from prototypes to commercial products posed significant challenges. Amber recounted an instance where their manufacturer failed to deliver crucial components, forcing them to improvise and build the walls themselves.
"We got loads of our friends together, ordered some scaff poles, and built the walls ourselves. It was a big team effort," Amber said.
Cash Flow Management
Effective cash flow management was crucial for Peequal's success. They structured their payment terms to ensure a steady inflow of cash, which helped them navigate financial challenges.
"We ask our customers for 50% upfront, 30% 30 days before the event, and 20% seven days after. This means we have that cash flow coming in significantly throughout the year," Amber explained.
The Importance of a Strong Co-Founder Relationship
Amber highlighted the unique and supportive relationship she shares with Hazel, which has been instrumental in Peequal's success.
"We challenge each other, care for each other, and really grind and see that strain with each other. It's a very rare relationship," Amber noted.
The Accelerator Support System
Amber and Hazel benefited significantly from being part of the NatWest Accelerator which provided them with a support system and valuable connections.
"Sharing those struggles is quite a vulnerable thing to do. If someone can help you in that position, you feel so grateful, so supported," Amber shared.
Future Plans and International Expansion
Looking ahead, Peequal aims to go international, with plans to expand into the US, Australia, and the EU. They are also working towards making women's urinals a standard facility at all events.
"We want to see policy change. Women's urinals need to be everywhere toilets are, everywhere male urinals are," Amber stated.
Importance of Purpose
Amber Probin's journey with Peequal underscores the importance of identifying real-world problems, building strong relationships, and leveraging media exposure. Their story is a great example of the combination of passion, grit, and strategic marketing in getting a business noticed.
"If you have purpose at the centre of your business, it is that thing that keeps the engine going," Amber concluded.
Key Take Aways
Identifying Gaps: Recognising and addressing real-world problems can lead to innovative business ideas.
Prototyping Feedback: Real-world testing and gathering feedback are crucial for refining products.
Media Exposure: Leveraging media coverage can significantly boost brand visibility and attract international interest.
Relationship Building: Collaborating with key clients during the development process can secure long-term partnerships.
Cash Flow Management: Structuring payment terms effectively ensures steady cash flow and financial stability.
Co-Founder Support: A strong, supportive relationship with a co-founder can be instrumental in overcoming challenges.
Accelerator Benefits: Being part of an accelerator programme provides valuable support and networking opportunities.
International Expansion: Planning for international growth can open up new markets and opportunities.
IP Protection: The pair have patented their innovations to ensure long term growth.
*Disclaimer: Please note that the views and information have not been endorsed, issued or approved by NatWest. Any views expressed in this podcast are not those of NatWest.
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