Founding Team

Born in Bath, James founded Lux Rewards at just 21, trying everything to make it work—including handing out sausage samples for app downloads. His genius move? Ditching costly user acquisition by securing partnerships with banks and airlines, skyrocketing Lux from 1,000 to 400,000 users overnight. Now, Lux Rewards reaches over 100 million users across 22+ major financial institutions and airlines. Named EntreConf’s Young Entrepreneur of the Year, James thrives on big ideas, scrappy execution, and game-changing deals.

Born in Loughborough, Ash took charge of Lux Rewards' operations, running the business on Google Sheets until he ‘completed’ it by hitting the 10 million cell limit. A master of automation (some say he’s part robot), he streamlined everything while also cutting Tom’s hair in the office to save time and money. A lover of extreme planning, spreadsheets, and efficiency, Ash once drove to Mongolia in a £200 banger from Gumtree—because why not?

Born in Chester, Tom Munday's entrepreneurial spirit ignited at 13, cycling through villages with 300 self-printed business cards, offering services to neighbors. This discount-hunting dynamo even cracked the code to cheap London nights out, orchestrating £10 bar crawls for colleagues. At LUX, Tom’s knack for connection and unconventional methods—think confetti cannons and humorous email campaigns—fueled explosive growth. He scaled revenue from near zero to over £500k MRR, proving a little personality goes a long way in business.