Riding Unicorns: Venture Capital | Entrepreneurship | Technology
Riding Unicorns is the go-to podcast for anyone interested in venture capital and high-growth startups. Hosted by VCs James Pringle and Hector Mason, the show explores what it takes to build and back successful tech unicorns.
Each episode features candid conversations with top founders, operators, and investors—unpacking the strategies, challenges, and insights behind scaling category-defining companies. From fundraising and product-market fit to hiring, growth, and beyond, no topic is off-limits. Whether you're a founder, VC, angel investor, or just curious about the world of startups, you’ll find valuable takeaways in every episode.
Riding Unicorns: Venture Capital | Entrepreneurship | Technology
Adam Norris, Founder & CEO @ Pure Electric
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This week on Riding Unicorns, we’re joined by Adam Norris, Founder & CEO of Pure Electric, one of the leading premium electric scooter brands. Adam is also well known for playing a key role in managing the career of his son, Lando Norris, McLaren F1 driver.
From building the UK’s largest pension business at Hargreaves Lansdown to investing in 30+ startups through Horatio Investments, Adam has a fascinating entrepreneurial journey that has spanned multiple industries. Now, he’s on a mission to revolutionise urban mobility with Pure Electric, creating world-class electric scooters designed for global markets.
In this episode, we discuss:
🔹 Early struggles & drive – How Adam overcame dyslexia, academic setbacks & early career challenges
🔹 Building Hargreaves Lansdown’s pensions empire – Spotting trends early & scaling a market-defining business
🔹 Angel investing & lessons learned – Why he backed 30+ startups & how it shaped his entrepreneurial approach
🔹 Scaling Pure Electric – The global opportunity in micro-mobility & how he’s competing with industry giants
🔹 Lando Norris’s journey to F1 – The untold story of the dedication, investment & sacrifices behind his success
🔹 Big ambitions – Why Adam believes Pure Electric could become the “Apple of scooters”
Adam also shares his unique approach to work ethic, his zero-distraction mindset, and how he thinks about long-term, category-defining businesses.
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