A FORMER Keynsham schoolboy has become a millionaire after the business he helped to set up was sold in an eight-figure deal.
James Courtney attended Wellsway School from 2005 to 2012, where he became a business ambassador, reflecting his early passion for entrepreneurship and leadership.
After achieving straight As at A-level, he moved on to the University of Bath. It was while he was studying there that, in 2015 at the age of 21, he helped found Lux Rewards, a dining reward app connecting customers to high-end restaurants.
Despite early backing from the Just Eat and local investors, the startup struggled in its early years. And at one point in 2019, the business was just two weeks from shutting down.
James, now aged 30, said: “I had put everything into Lux Rewards. In those early days, I was literally walking into restaurants, trying to convince them to join the platform. I even worked with The Clifton Sausage to hand out free samples on the streets of Bath just to get people to download the app.”
One particularly painful moment came when James spent £1,000 to put on an exclusive event at a wine bar, offering free wine and tapas in a bid to win over a major Bristol accounting firm.
“Only one person turned up. It was the most embarrassing day of my life,” he recalled.
Then, in 2020, the Covid pandemic struck. Restaurants closed and the business was losing over £25,000 per month.
James, with his team on furlough, moved back home, assuming the business was over.
“Being away from London and the constant pressure to raise money was the reset I didn’t know I needed,” he said.
“I felt more grounded, physically and mentally. I ran my first Couch to 5K, spent quality time with my dad – who himself has built six businesses – and for the first time in years, I saw things clearly. That space allowed me to rediscover my positivity and rethink our approach.”
Instead of focusing on direct consumer downloads, Lux Rewards switched to partnering with banks, airlines, and employee-benefit platforms accessing their huge customer bases.
This shift, combined with a successful Crowdcube fundraiser, gave the business the traction it needed.
Bath’s startup community played a crucial role in the company’s evolution. The University of Bath also provided early mentorship opportunities, with James securing multiple entrepreneurship awards.
By 2021, the shift had paid off. Lux Rewards signed a deal with Barclaycard, expanding from 1,000 users to over 400,000 overnight. British Airways and Mastercard soon followed, and Lux Rewards now reaches over 105 million cardholders worldwide.
Its success has led to the business being acquired by global software company Enigmatic Smile, with the team, which includes co-founders Tom Munday and Ash Dey, staying on to grow the business further.
James said: “The support from the local investor community, SETsquared, and the University of Bath was crucial in getting us here. This city is an incredible place to build a business, and I’m proud to say we’ve proven that a startup from Bath can take on the world.”
Former Wellsway headteacher Andrea Arlidge recalls James fondly: “Throughout his time at Wellsway, he was an amazing young man with an incredible work ethic and joie de vivre.
“He threw himself into all aspects of school life and was always a delight to talk to. He was someone who you knew was destined for great things.”
Rob Pearsall, current headteacher of Wellsway, added: “We are absolutely delighted for James and Lux Rewards on hearing of their success. It’s truly inspiring for this current generation of Wellsway students to have role models.
“Most importantly, their stories often highlight the importance of not giving up on chasing your dreams and remaining ambitious.”
Pictured, champagne celebration for (above, left to right) former Wellsway School pupil James Courtney, Tom Munday and Ash Dey
Deal makes former Wellsway pupil a millionaire
