Brave moves, sharp minds, and a whole lot of hustle, that’s the East.
Innovation and ambition took center stage in the East of England and there’s no turning back.
The 2025 East of England StartUp Awards lit up Cambridge, drawing a vibrant crowd and sparking a wave of excitement. From innovative new ventures to bold ideas taking flight, the event showcased the energy and creativity driving the local start-up scene.
Among the many standouts, one start-up led the pack. Magic AI, a holographic, AI-powered home gym endorsed by global athletes was awarded as East of England StartUp of the Year, recognised for their world-first technology and wide-reaching impact.
Their story is just one example of the drive and talent running through the region as the East of England is alive with momentum.
And now, we’re also here to celebrate the others who are shaking things up.
Let’s meet the winners.
The Winners of East of England’s StartUp Awards
AI StartUp of the Year – Magic
MAGIC AI is the UK’s first AI-powered home gym, using a smart hologram mirror and real-time feedback to deliver hyper-personalised workouts. Backed by top athletes and major innovation awards, it’s making elite fitness accessible from your living room.
Business to Business StartUp of the Year – Experity
Experity is a People Experience Consultancy helping organisations strengthen their relationships with both customers and employees through strategy-led, human-focused solutions. By aligning business goals with meaningful experiences across attraction, onboarding, and development, they ensure every interaction leaves a lasting, values-driven impact.
Business, Consulting & Management StartUp of the Year – Aces High
Aces High delivers unforgettable team-building experiences that use the poker table as a dynamic training ground for business skills. With expert dealers and high-quality setups, their sessions help teams master communication, decision-making, and pressure.
Construction & Building Services StartUp of the Year – Immerse Safety
Immerse Safety is a health and safety consultancy and training provider helping businesses of all sizes stay compliant, competent, and confident in high-risk industries. With tailored support, hands-on expertise, and accredited training, they turn health and safety into a powerful asset.
Consumer Products StartUp of the Year – Nocrudo
Nocrudo crafts non-alcoholic cocktails infused with nootropics, delivering bold, familiar flavours without the booze. Designed for the modern drinker, they’re redefining social drinking with zero compromise on taste, quality, or vibe.
Consumer Services StartUp of the Year – Colchester Children’s Counselling
Colchester Children’s Counselling offers dedicated psychotherapy and psychological support for children, young people, and their families. Their compassionate approach helps young minds navigate challenges and build emotional resilience from an early age.
Creative StartUp of the Year – BeBeau Creative
BeBeau Creative is a neuroinclusive design and digital agency built by and for disabled, chronically ill, and neurodivergent founders.
Digital StartUp of the Year – ZooAtronic Productions CIC
ZooAtronic Productions is reimagining wildlife education through immersive digital zoos that blend cutting-edge tech with powerful storytelling. As a social enterprise, they’re creating captivating, cruelty-free experiences that inspire families and young learners to connect with nature.
Education & Training StartUp of the Year – Howe To Consultancy
Howe To Consultancy delivers impactful, tailored training and development for individuals, teams, and organisations specialising in those working with young people aged 0–25. By building trusted relationships and addressing real challenges, they help schools and youth-focused organisations navigate change and unlock performance with purpose.
Equity-Backed StartUp of the Year – Magic AI
MAGIC is the UK’s first AI-powered home gym, using an intelligent hologram mirror and advanced computer vision to deliver personalized workouts with real-time form correction and feedback.
Fashion & Beauty StartUp of the Year – Martac London
Martac London is a luxury tailoring brand specializing in bespoke and made-to-measure garments that blend timeless craftsmanship with modern innovation.
Food & Drink StartUp of the Year – Mother Cuppa
Mother Cuppa crafts herbal tea blends designed to support women’s hormone health and wellbeing throughout life’s changing cycles. Each blend is thoughtfully created to nourish, balance, and empower women on their unique wellness journeys.
Global StartUp of the Year – sAInaptic
sAInaptic is revolutionising education with AI-powered marking that delivers instant, consistent feedback on descriptive answers saving educators time and enhancing student learning.
Health & Wellbeing StartUp of the Year – RE5
RE5 is a holistic wellness brand built around five core pillars: Health, Fitness, Wellbeing, Social, and Mind designed to help individuals revive and reach their full potential.
Hospitality, Tourism & Events StartUp of the Year – Thumb Soldiers
Thumb Soldiers have developed a patented, UK-designed interchangeable system that enhances video gaming accessibility by allowing gamers to customize thumbsticks for better control, precision, and comfort.
Innovative StartUp of the Year – Stars Edge
Stars Edge is developing next-generation Very Low Earth Orbit (VLEO) satellite technology, using its proprietary AirSAT platform and air-breathing electric propulsion to extend mission lifetimes and cut costs. With plans to launch its own constellations and supply propulsion systems to the wider space sector, it’s pushing the boundaries of sustainable space operations.
Marketing, Advertising & PR StartUp of the Year – BE YELLOW
BE YELLOW is a PR and media relations agency championing sustainable and purpose-led brands through strategic storytelling. From media outreach to podcast promotions and speaking opportunities, they help impactful businesses get seen, heard, and remembered.
Professional Services StartUp of the Year – Haylo HR
Haylo HR is a modern, jargon-free HR consultancy that puts expert support just a few clicks away. From quick advice to full-scale projects, L&D, recruitment, and wellbeing, their team makes HR simple, accessible, and human (both online and and in person).
Retail & E-Commerce StartUp of the Year – Quirky Giraffe
Quirky Giraffe is an online gift shop turned creator platform that brings joy, humour, and heart to everyday gifting. Founded with just £600, it now empowers anyone to earn passive income by uploading simple, funny designs proving that one good idea (and a mug) can go a long way.
Rising Star Award – Someone Brilliant
Someone Brilliant is a new platform spotlighting freelance creatives, connecting brands and agencies with the expert teams behind standout e-commerce product launches.
Rural StartUp of the Year – Sakura Studio Gallery
Sakura Studio Gallery is a welcoming art space that supports independent artists through exhibitions, workshops, and hands-on guidance. With an affordable, flexible setup and small class sizes, it offers creatives of all levels the chance to learn, showcase, and grow in a relaxed, community-driven environment.
Social Enterprise StartUp of the Year – Positively Parenting
A pioneering coaching and education platform supporting ADHD parents and parents of ADHD children with science-backed, compassionate tools for real, lasting change. Through memberships, courses, and 1:1 coaching, they’re helping families break cycles of overwhelm and build calmer, more connected lives rooted in understanding and empowerment.
StartUp For Good Award – Jem’s Bees®
Jem’s Bees® is a sustainable, bee-inspired business based in Cambridgeshire, creating seasonal honeybee produce, educational tools, and playful puzzles that connect people to the natural world.
Young Entrepreneur of the Year – The Vampire’s Manor
The Vampire’s Manor is an independent games studio creating visually striking, narrative-rich games rooted in equality and purpose. Alongside their creative work, they run a thriving work experience programme that helps aspiring developers break into the industry and build meaningful careers.
Medtech & Healthtech StartUp of the Year & Judges Choice – Genevation
Genevation is pioneering personalized cancer treatment by combining AI and advanced biomanufacturing to develop precision vaccines tailored to patients’ unique genetic profiles.
Green StartUp of the Year & Judges Choice – Project Abundance U.K. C.I.C
Project Abundance is a community-powered initiative using permaculture and hands-on education to promote environmental regeneration, sustainable food systems, and holistic wellbeing. Through market gardens, workshops, and waste-to-resource solutions, they empower individuals, schools, and businesses to build circular, low-impact lifestyles that benefit both people and the planet.
These incredible startups represent the innovation and determination driving the East of England’s vibrant entrepreneurial community. Once again, congratulations to all the winners!
Thank you to everyone who helped bring the 2025 East of England StartUp Awards to life in Cambridge, the founders, teams, guests, and supporters who filled the room with energy and momentum.
Our huge thanks also go to the following amazing people: Dylan Jones-Evans OBE, for being the driving force behind this tour and for continuing to champion start-ups across the UK, and to Calvin Eden, who brought energy, and just the right amount of mischief.
To our partners and sponsors, Airwallex, Join Talent, and V-Rum, your backing makes a real difference to the next generation of business.
To everyone who joined us in Cambridge. Thank you for being part of something brilliant.
Until next time, keep building.