In this interview, Paul Lancaster (PLATFORM | UK Startup & Scaleup Week) & John Forth (North East BIC | IS THIS YOU?) highlight some of the key reasons why Sunderland is such an exciting & supportive place for entrepreneurs & growing businesses.
A City Undergoing Massive Regeneration
John Forth, a Business Advisor at the North East BIC & Co-founder of IS THIS YOU?, highlights that Sunderland is experiencing what feels like “40 years of development & regeneration going on in 5 years.”
This excitement is driven by:
- £2 Billion Regeneration: Massive investment is transforming the city, visible through cranes & new developments along the banks of the Wear, centred around the Riverside Sunderland project.
- Key Growth Sectors: The city is making strategic investments in future-focused sectors, including Sunderland Music City, a thriving esports scene (with British Esports choosing to open a world-class training facility & arena) & the ambitious Crown Works Film Studio (though acknowledging recent setbacks, the conviction remains strong).
- Cultural Hubs: New developments like the Culture House Sunderland are expected to become major tourist destinations & central points for the city’s creative community.
- Infrastructure: New residential buildings, retail spaces & a pedestrian footbridge connecting both sides of the river (Keel Crossing) are helping to revitalise the city centre.
- Football Factor: The potential of Premier League status for Sunderland AFC acts as a “last piece of the jigsaw,” bringing extra eyes, investment & a positive mood to the city & region. (The football club has since achieved this milestone)!
A Powerful and Supportive Business Ecosystem
Sunderland fosters a collaborative environment where businesses are actively supported, with the North East BIC at the heart of this activity.
- The BIC’s Role: The North East BIC provides comprehensive support for startups & growing businesses, including a vast 14-acre business park with a variety of units & a welcoming community atmosphere. The BIC team also offers essential coaching & mentorship, helping founders maintain an objective view of their business.
- The Power of Community: The local network is described as incredibly strong & supportive. There is a spirit of ‘collaboration over competition’, with everyone aiming for shared success.
- Growth Lab Events: Co-hosted by John & his colleague Debbie Simpson, Growth Lab events are highlighted as a fun, high-energy event series focused on helping existing businesses with ambition to grow. These events foster a tight-knit community of ‘business cheerleaders’ that offers motivation, learning & valuable networking.
- Proactive Leadership: Sunderland City Council is seen as highly entrepreneurial, proactive & committed to “true delivery,” giving confidence that announced projects will be completed.
A Global Outlook for the North East
Paul & John emphasise the need to project Sunderland’s story far beyond the local area, urging a united front across the North East of England.
- National & International Reach: Events like the UK Startup & Scaleup Week festival (which took place in Sunderland in June 2025) & monthly PLATFORM events are successfully attracting attendees from outside the region, including international delegations (e.g. from China), showcasing the city’s potential.
- Trade Support: The importance of working with organisations like the Department for Business & Trade (DBT) & their equivalents in other parts of the UK (such as Scottish Enterprise) is stressed for businesses looking to break into international markets like China & Dubai.
- Rising Above Rivalry: While maintaining the passion of the football rivalry, John argues that the North East must unite and “rise up as the North East” to compete on a national & global playing field.
In summary, Sunderland’s attractiveness for business lies in the combination of massive capital investment, a burgeoning creative, tech & digital sector & a deeply supportive, collaborative & ambitious business community.
ps You can also listen to this interview (& more) on Paul’s ‘SuperConnector Show’ podcast which is available on Apple Podcasts, Spotify, Amazon Music, Audible or Spreaker via our ‘Podcasts‘ page.
