After 11 years in business, you learn a thing or two about resilience and what it really takes to build something that lasts.
At Surge, we’ve just hit our 11 year milestone, and rather than simply raising a glass, we wanted to take a moment to reflect on our journey over the past 12 months.
The highs, the challenges, the lessons, and the people who’ve made it possible.
We sat down for a chat with our Managing Director David Porter where he discussed what 2024/25 has taught him, what’s changed at Surge, and where the business is heading next.
For David, just being here, eleven years in, is something worth celebrating.
“That’s quite a big achievement in itself,” he says. “It's actually quite a small percentage of businesses that hit the ten year mark, so we are, in the select few that are still here that are thriving. So we’re proud of that.”
But it’s not just about ticking off another year. This one, in particular, felt like a turning point.
“We’ve been on a real journey this year,” David explains. “The start of the year was tough, like it probably was for a lot of businesses. But we put a lot of effort into getting the business where it needed to be, and now, for the first time in a while, we’re looking ahead. Not focusing on what needs to be fixed, but on what’s next.”
That mindset shift has made a noticeable difference, both for the leadership team and for the people who make Surge what it is.
If the past year taught David anything, it’s that good things take time.
“You can have all the ideas in the world and start implementing them, but you won’t see the benefit for three, six, sometimes twelve months,” he says. “And we’re now seeing the benefits of the decisions we made a year ago.”
One of those decisions was to be more transparent with the team, the good, the bad, and the ugly. Performance updates, financial figures, the reasons behind tough calls. It’s all out in the open now, and the response has been positive.
“It’s helped people understand why we make the decisions we do,” David says. “And it’s helped us build a stronger, more connected team because of it.”
Speaking of the team David doesn’t hesitate when asked what he’s most grateful for this year.
“The buy-in from the team,” he says. “It’s probably the strongest team we’ve ever had in eleven years. And that’s come off the back of the recruitment decisions we’ve made and the culture we’ve built.”
Creating a space where people feel safe to speak up and genuinely enjoy coming to work has been a big focus. And it’s paying off.
“You spend more time at work than you do with your family and friends,” David points out. “You need to build a culture where people feel happy, where they feel valued, and where they can be themselves.”
One of the things David’s most excited about is the type of projects coming through the door. A decision made three years ago to bring in a Chief Technical Officer, a bit of a gamble at the time, but it opened the door to bigger, more complex software projects.
“We’ve taken it up a level,” he says. “We’re now delivering projects we set our sights on two or three years ago. Things like custom booking systems, CRM platforms, and software to improve business efficiency for our clients. And not just winning them, we’re delivering great results.”
A standout moment this year was when a client trusted Surge to build a bespoke booking system for their business, one of the agency’s biggest projects to date.
“That was a big moment for us,” David says. “They trusted us to handle something that important, and that’s down to the relationship we’ve built whilst helping to improve their online marketing.”
So What’s Next For Surge?
The business has some ambitious plans in the pipeline, including developing a product of their own, something David’s clearly excited about.
“It’s the next step for us,” he says. “We’ve got the right people, the right mindset, and the right momentum. Now it’s about seeing what we can build.”
And alongside that, the focus will be on continuing to strengthen client partnerships, and bringing new people into the business.
“We’ve got two new hires joining soon,” David adds. “Both bring skills we don’t currently have, which means more capability, bigger clients, and new problems to solve.”
Running a business for over a decade comes with moments of doubt. David admits there have been times this year when imposter syndrome crept in.
“You think, would it be easier to just get a job? But that’s not me and it’ll never be me. You’ve just got to stick with it and trust yourself and the team around you.”
Staying inspired, he says, is about focusing on what’s going right rather than what’s going wrong. And remembering how far you’ve come.
“Two years ago, we were constantly putting out fires. Now we’re looking ahead, thinking about what’s next. And that’s a massive mental shift.”
When it comes to leadership, David believes authenticity is key. Sharing the wins, the losses, and creating a culture where people feel safe to be honest.
“It’s all about open communication, and that goes both ways,” he says. “It starts small. You listen, you act on those small things, and it builds trust. That’s when people start bringing the bigger ideas, and that’s when the magic happens.”
His advice to other leaders building a people-first culture?
“It’s common sense. Treat people how you’d want to be treated. It’s not difficult but you’d be surprised how rare it is.”
As we wrap up this reflection on the past year, one thing’s clear, Surge finds itself in a more exciting position than ever. Operating profitably, forecasting ahead of schedule, and backed by what David describes as “the best team I’ve ever had.”
And while the business has come a long way, the focus remains the same: delivering brilliant work, building partnerships, and creating a company people are proud to be part of.
“We’re in a good place,” David says. “And it’s exciting.”
