For some, the idea of going into business with a family member may induce a cold sweat. Not so for brothers Simon and Andrew Salter, who, for the past 13 years, have helped infuse causes and brands with cultural clout and incubated several businesses of their own. For these two, working with a family member offers unique benefits.
‘I trust Simon more than I would any other business partner,’ Andrew says. ‘In any other business relationship, you’ve got to work so hard to trust people because everyone has their own agenda. Having a rock-solid family foundation means that, first and foremost, I want to have success for my brother, and vice versa.’
In 2014, already a few years into working together, the pair met the mother of a young man who’d lost his life to testicular cancer at 19 and were inspired to start a social movement. They launched #FeelingNuts to educate men on the importance of catching the warning signs early and, within three months, a billion people had got behind the movement, which culminated in a TV special that the duo produced for Channel 4. The brothers realised that they were on to something, and their business was off the ground.
Since then, they’ve broken UKTV’s viewing records with boxer David Haye, helped reinvent the branding for Rolls Royce for millennials and created a three-day festival celebrating black culture with performances from Mos Def, Adwoa Aboah and Morgan Freeman. Today, the brothers run Limelyte, their recently relaunched culture and innovation studio, out of Soho Works in White City, where they’re currently working on staging the world’s largest hip-hop festival, developing a platform to democratise the art market and launching their own mushroom tea brand.
‘The time I ran the London marathon is a perfect analogy of our relationship,’ says Simon. ‘During the run, I reached a point where I was broken physically and really thought I couldn’t finish. Andrew was using a tracking app and saw that something was wrong, so he came to find me. He started cheering me on, then he started running alongside me on the sidelines. I wasn’t alone, and that got me to the end. In our business, through the successes and the hard times, I’ve never been alone.’