A Ripon entrepreneur has praised the “exposure and engagement” generated by his appearance on Dragons’ Den, despite leaving the show without investment.
Outdoor lifestyle brand Glawning has reflected on its dramatic appearance on the BBC programme, revealing that while it did not secure backing from the Dragons, the experience has led to significant brand visibility and audience interaction.
Founder and Managing Director James Martin entered the Den seeking £60,000 in exchange for a 10% share of the business.
He pitched Glawning’s approach to making camping more comfortable and stylish through its glamorous driveaway awning invention.
After a selection process involving multiple interviews, presentations and assessments, James faced the Dragons in Manchester in May 2025.
He described the experience as exhilarating and intense.
Although none of the Dragons chose to invest, the national broadcast prompted a sharp rise in engagement. Within hours of the episode airing, Glawning reported a 6000% increase in website traffic, alongside a surge in customer emails and social media interaction.
James said:
“It was terrifying standing in front of such experienced entrepreneurs, and it did sting to be rejected but the response from viewers has been incredible.
“The edit was pretty brutal in parts — and it’s a shame that the Dragons didn’t fully grasp the concept as we hoped — but the exposure and the community support we’ve sparked have been absolutely worth it.”
The appearance also led to unexpected connections, including an invitation to a direct line of communication with Dragons’ Den investor Peter Jones, which James said he was grateful for.
Glawning’s patent for its new GlawningBOX product remains in the application process, with further stages to complete.
The product is currently available through the company’s website.
Reflecting on the experience, James highlighted what he described as the intangible value of appearing on national television, including the opportunity to present his inventions to a wider audience.
“Not to mention, our annual Glampfest got a brilliant little plug in the Den too — and I even managed to get “Join the Glawning Revolution” out on national television!
"For a brand built from the ground up, having the chance to showcase not just our products but the growing community behind them felt like a huge win in itself.”
The company says it is now exploring further opportunities for expansion and innovation as it builds on the increased awareness generated by the programme.
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