When James Abbott first set up Mix & Twist in 2014, the business was a mobile bar service focused on weddings and private parties. His flair for creating memorable guest experiences led the company into larger-scale events, including weddings and corporate functions. It was a natural progression that saw the business thrive.
But in 2020, when Covid 19 hit, every single booking in the diary disappeared, all within 24 hours. For many, it would’ve marked the beginning of a long, painful pause, but James and his team chose a different path.
Rather than wait it out, James brought his team together and encouraged bold thinking. James told his team that ‘no idea was a bad idea’ and nothing was off the table. In the spirit of true innovation, they quickly pivoted and transformed areas of their warehouse in Leeds into three fully equipped green rooms.
The green rooms allowed them to host virtual cocktail masterclasses at pace and scale – sending cocktail kits to homes and offices across the world. One standout event involved shipping 360 kits to participants across 16 countries and four continents.
Remarkably for a business in the hospitality industry, 2020 turned out to be the most successful year in Mix & Twist’s history.
Creating a business that works without you
This success planted a seed for James. He began exploring what might be possible if the business could operate without him day-to-day. That opportunity came in 2023, when the founders of Wonderland Wedding Venues – a tipi manufacturing and hire business that had begun branching into events – approached James with an offer to buy their events business.
Whilst excellent at setting up venues, they were less interested in the sales, marketing and operations side of the business. Seeing the potential, James decided to move forward with the acquisition. But to do that, he needed to free up his time. Fast.
What’s usually a years-long process happened in just six months. James promoted from within, bringing Millie Gibson-Graham into the leadership team to run Mix & Twist. Her understanding of the business, along with her ability to step up, allowed James to shift his focus with confidence.
Building a new business and a new team
With his time freed up, James assembled a senior team to help grow Wonderland Wedding Venues. He brought in key expertise from across operations, sales, marketing and finance. This included strategic input from Kershaw Partners, who’d previously delivered valuable insight to Mix & Twist.
The original owners retained a 30% stake in the business, choosing to remain part of the journey after seeing James’s ambitious growth plans.
The acquisition officially took effect from 1st January 2024.
Growth mode – acquisitions, sites and structure
Since then, the business has grown at pace. New sites have already been added, including:
- A permanent 365-day-a-year barn venue in Kent
- A second site on the Whatton House estate
- Studio Motel in London, due to complete soon
The company’s vision is to grow from five to 25 venues, with five sites already under active consideration and a further longlist of over 200 potential opportunities.
The limiting factor is not ambition – it’s money. To support the expansion, James successfully raised £3 million in investment from within the business’s extended network. This is a testament to the belief in his vision and leadership.
Creating scalable operations
As part of this growth, James has implemented structure and scalability. The internal bars at each site are now operated under a new venture called Wonderland Bars, which centralises and professionalises bar operations across all wedding venues. They can be hired externally for other venues too.
The operations lead, sales management and bar functions have all been clearly delegated, with James now focused on high-level growth. James has moved from group coaching to one-to-one strategic coaching. He’s also investing in his team. Millie Gibson-Graham, Dani Drummond, who oversees Wonderland operations and manages the sales team and Venue Bars lead, Alex Kean, all benefit from leadership coaching.
A vision that inspires
James’s story is one of creative problem-solving, team empowerment and bold decision-making. By promoting from within and removing himself from the daily running of his first business, he’s unlocked the bandwidth to scale a second. And has done so at impressive speed.
He’s been recognised for his achievements, having recently been nominated for Yorkshire Insider’s 42 Under 42. This reflects both his success and the impact he’s making in the industry.
As Wonderland Wedding Venues continues to expand, James and his team are acquiring and developing new sites. But they’re also open to working with current owners who may wish to step back from the challenges of running a wedding venue. Whether through full acquisition or revenue-sharing agreements, James’s model offers a compelling solution for owners seeking change.
Conclusion
This is a story of resilience, agility and leadership under pressure. James’s ability to pivot at speed, make brave decisions and trust in his team preserved a business during a time of crisis and created the foundation for a much larger enterprise. It’s proof that when you stay open to new ideas and surround yourself with the right people, even the most difficult circumstances can lead to your biggest opportunity! If you’d like to scale your operations or create a business that works without you, book a complimentary 30-minute chat with Bill to find out how he can help.
