About Suma

Built by a founder. For founders.

I've sat on both sides of the table. I started my career as a recruiter, finding and assessing candidates, and then became a founder. I've raised over £8 million in equity funding, grown a team to more than 30 people, and built a consumer subscription business from scratch into a product in thousands of homes across the UK.

Simon Cook

I'm a London-based consumer brand founder and operator. I co-founded Apex Rides in 2018 because connected fitness needed a more accessible, design-led option. We launched the smart bike and connected app at the start of the pandemic and grew quickly, delivering home fitness content across the UK.

While leading Apex we raised over £8 million across venture and angel rounds, with backing from F1's Eddie Jordan and Capita founder Sir Rod Aldridge. I built the team to more than 30 people at its peak, and we took thousands of pre-orders and reached a multi-million-pound turnover in our first year of sales. Then came the post-pandemic shake-out in connected fitness, and I steered the hardware and app business through a market that changed shape every few months.

Before Apex I started at Michael Page International in London, finding and placing senior finance professionals into consumer businesses, then moved into early-stage venture capital and business development at a high-growth fintech.

Today I run Suma alongside Apex, and advise or invest in early-stage ventures.