Brad Redding

Founder @ Elevar | Server-Side Tracking for D2C & Omni Brands

Serial entrepreneur. Most recently bootstrapped Elevar to over $10m ARR and exited in January 2024. I love being a lighthouse for people to achieve their best and delivering 6 star experiences to customers.

My expertise is in eCommerce, SaaS, and health/fitness.

Founder & CEO

Elevar powers conversion tracking for direct-to-consumer brands on Shopify & Shopify Plus. Our server-side tracking transforms shopping behavior into structured, trackable events with attribution, resulting in near 100% conversion accuracy. With real-time event monitoring and integrations with Facebook Conversion API, Google Ads, GA4, TikTok, Klaviyo, Pinterest, Bing and 40+ more digital marketing channels, we ensure brands never miss tracking a conversion.


#714 on the 2022 Inc 5000 list

James Johnson

Founder & VC coach | Advisor | Podcast Host

We help Seed and Series A founders build “No Excuses” companies and scale successfully to £10m+.

It’s harder than ever for Series A companies to reach Series B; not because the product isn’t working, but because execution starts to break down. The jump to this stage requires a real shift in how you operate. 

Scaling done wrong stacks up costs, people and stress that take your business (and life!) off track.

At Peer Effect, we work with Seed and Series A companies to transition from founder-led execution to high-performing management teams through our No Excuses methodology.

We’re proven to build results-oriented, No Excuses businesses that scale with:

👉 High accountability and reliable execution
👉 Faster, more effective decision-making
👉 Stronger culture and leaner, more profitable teams

We focus on 3 critical transitions:

1. Supporting founders evolve to CEOs
2. Creating cohesive management teams that execute not block
3. Switching to a high performance culture

Here’s what some of our founder clients say:

👉 “I was a headless chicken… now I’m leading with clarity and drive.”
👉 “Peer Effect solves the problems you actually have, not the ones you think you have.”
👉 "We move faster because we are now able to be specific about expectations, actions, and consequences"

See in recommendations below for more or check out our podcast where your peers share their scaling secrets.

Founder Coach

I'm a founder and VC coach. I work with ambitious leaders where the difference between success and failure is £m's

Life is intense, work can be lonely but get it right and there is no better feeling. I'm here to go on that journey with you. Support when necessary, challenge when necessary and always to be completely on your side.

My podcast is also out every wednesday on all major platforms

You're at 80 people, and you’re planning to reach 200 within the next two years.

Most founders assume that’s simply a hiring challenge - a question of attracting enough talent quickly enough to fuel growth.

Dr. Christian S. sees it very differently.

As Co-founder and CEO of HyImpulse (a rocket company that has raised over €74M and successfully launched in May 2024), he’s currently leading the company through that exact transition - scaling from 80 toward 200 people while simultaneously building and launching orbital rockets.

But he isn’t spending most of his time thinking about recruitment.
He’s thinking about design.

Because the decisions you make at 80 people around structure, ownership, culture, and process will determine whether you arrive at 200 people fast and focused… or bloated, siloed, and painfully slow.

In the episode, Christian explains what you are really building at this stage and why it’s not just a bigger team, but the foundation of the organisation you will become.

He also shares why staying at roughly 60 people for nearly three years, despite strong pressure to grow, turned out to be the critical period that prepared them to scale properly.

If you're building through that 50–150 person inflection point, this conversation will likely change how you think about growth.

🎧 Listen here: 
YouTube - https://lnkd.in/eRMeMviy

Spotify - https://lnkd.in/eCQ2QVwC

Apple Podcasts - https://lnkd.in/e2c2rmHu

I help Seed & Series A founders unlock their £10M+ business | Exited CEO | Host of The Peer Effect Podcast

Entrepreneurs and investors… more alike than you think.

That’s the question Mandy asked today: how are they the same, and how are they different?

It seems simple, but when you dig in, it’s anything but.

I’ve coached both founders and VCs, and seeing the overlaps, and the surprising gaps can really change how you see the people around the table.

Freddie Birley and I unpacked it in this episode - some of the insights might surprise you.

Listen to the full conversation here 👇
https://lnkd.in/eHHzX_Dw

Three shifts happened at once that made fractional work inevitable.

Roei Samuel breaks down why this isn't just a trend - it's a fundamental change in how work gets done.

COVID killed geographic barriers. Zoom made collaboration seamless. And an entire generation of experienced operators decided they couldn't do another 20 years in corporate.

Those three things colliding at the same time created the conditions for fractional to explode. And for founders trying to scale without burning cash on full-time hires, the timing couldn't be better.

Listen to the full episode here:
YouTube - https://lnkd.in/d7DbN6Hq

Most founders I work with are brilliant at closing deals.

They can raise money, land customers, and hit revenue targets.

But some have got a £10M+ business running on the wrong people - and they know it.

Rachel Townend put it simply in our latest conversation: people first. Not people eventually. Not people when things slow down. First.

The problem isn't that founders disagree with that. They don't.

The problem is there's always something more urgent. The deal that needs closing today. The customer escalation. The board deck.

People work gets pushed, and pushed, until it becomes a crisis instead of a priority.

The founders who get ahead of this aren't spending more time on it. They're just putting structure around it earlier. Clear expectations. Real accountability. 
The right people in the right seats before the cracks appear.

That's when it pays back, every time.

Rachel goes deep on this in the latest episode - what good people infrastructure actually looks like.

Links to the full episode👇
https://lnkd.in/eHHzX_Dw

"Fundraising is distracting and draining. How do I cope?"

The word "distracting" is the problem.

If you're responsible for raising, fundraising isn't a distraction from your job. It IS your job.

The moment you frame it as a distraction, you'll perform like someone who's distracted.

The founders who struggle with fundraising and the ones who thrive aren't that different. The gap usually comes down to one thing - and it's not charisma, deck quality, or even timing.

Freddie Birley and I tackled this question in the latest Peer Effect Post Bag episode.

If fundraising is on your horizon, worth a listen.

🎧 Listen here: https://lnkd.in/eHHzX_Dw

February update is live! 🎉

8 podcast episodes. Founder peer sessions. A few conversations that shifted how we think about scaling.

The big theme: the way founders see the problem is often the real problem.

Full breakdown in the newsletter 👇

February felt like a shift. Season 6 of the podcast is live, and the conversations surprised us in the best way. We went in expecting tactics - PR, fi

Open article: 🗞️ Peer Effect February Recap by James Johnson • 5 min read

People first. Deals second.

Sounds obvious… until you remember deals are literally the business.

That’s what stood out to me talking to Rachel Townend at Illuminate Financial.

What they’ve built didn’t happen by accident. It’s deliberate. Structured. And played over years, not quarters.

Most firms say culture matters.
Very few design it properly from day one.

And here’s the thing… the earlier you build it, the easier everything else becomes.
Leave it too late, and you’re trying to rewire a moving machine.

Really interesting conversation on what that actually looks like in practice.

Listen here 👇
https://lnkd.in/eHHzX_Dw

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Brad Redding

James Johnson

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taplio

The Battle

Brad Redding

James Johnson

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}James Johnson's LinkedIn Performance

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Performance ScoreJames Johnson's LinkedIn Performance