Adam Norris, Founder & CEO @ Pure Electric

Subscribe to our newsletter here. Follow us on LinkedIn here. Subscribe to our YouTube channel here. 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. Don’t forget to like, subscribe, and follow The Riding Unicorns podcast on your favourite platform and stay connected with us on social media for more inspiring episodes! 🎙️🦄