Fix builds on success
FIX Radio, the specialist music and talk station that brightens the day for builders and others in the construction trades, is dialling up its expansion plans.
After securing a national broadcasting licence and £950,000 of crowdfunding, the business also has a new partnership with plumbing merchant Wolseley.
“Fix will play in its stores, it’s a dream deal raising awareness,” says the station’s chief executive Louis Timpany.A first-time entrepreneur, he launched Fix five years ago after observing how vital radio was for site workers, especially countering the isolation and monotony many experience.
Told his idea would never work, growth has proved that the demand that Timpany tuned into was spot on.
With a potential audience of 2.2 million workers, turnover is on track for £2million this year with the aim of £5million in 2024.
A platform for tradespeople, who range from builders, plumbers and electricians to plasterers, fitters, roofers and decorators. However Fix’s industry specific focus remains a rarity as few stations are vocational.
“We offer music, entertainment and information on site, in the van or at home every day,” explains Timpany.
“We discuss everything from sport and tools to where people are going on holiday and what they want to get paid.
“We also campaign to raise awareness on more serious issues such as mental health problems and tool theft.
“Having our national DAB licence has unlocked so much, enabling us to offer a huge reach that’s all relevant to advertisers.”
These include insurance providers, builders’ merchants, van manufacturers, trade bodies and tool brands.
Owned by a small group of shareholders, it has taken £2.5million of investment so far to build the station that Timpany designed from the ground up. “We are about how our people listen to radio. The music offering is upbeat, full of sing-along anthems that motivate listeners. But we don’t play the same songs every day and limit repeats,” he says.
“Our chat content is about 20 per cent of output and informs about the best tools, technologies and practices to help tradespeople work smarter and make more money.
“We aren’t provocative, throwing in grenades. The shows are specific – heating and plumbing or electrical – and we’re adding new ones like the
Turnover is on track for £2million this year
Bald Builders, massively popular former tradesmen.”
Fix’s website and app are also vital channels for its content and it has recently opened a new London studio. This allows the station to add to its social media, creating more video content which has driven its channels to record levels this year.
“It’s the second antenna for our core business,” says Timpany. “Now our aim is a mighty push to make Fix a household name within all regions of the UK.”