Who We Are

Entrepreneurs Serving Entrepreneurs

Three battle-hardened owner-drivers who appreciate and understand the challenges entrepreneurs face. From planning to people to promotion.

Martin Stocks

After 20 years of owning and managing businesses, Martin formed Germinator to fuel his passion for working with entrepreneurs, and to 'package' two decades of experience into some sort of orderly structure!

Nicola Kellett

Nicola has spent many years working with entrepreneurs - as an adviser, an assessor, and also as a director herself. She brings her own special brand of 'HR Love' to Germinator's clients, with a passion for performance.

Andy Afford

Following a first career as a pro cricketer, Andy has forged a successful second one in media, marketing and publishing, whilst still maintaining strong professional and coaching links with the game.

What We Do

In 20 Words...

Germinator helps entrepreneurs and SMEs to grow their business ideas. From planning to implementation and ultimately delivery.

How Do We Work?

We focus on three areas of experience and expertise: Business Strategy, Sales and Marketing, and HR. In short: Planning, Promotion, and People.

21 Elements

Across the 3 core areas we have developed 21 structured elements that you can pick and choose from. Each element is designed directly around the needs and thoughts of the entrepreneur - to challenge their thinking, and to show them alternative ways of working.

We Develop... And Deliver

Germinator works by not just supporting you to develop an agreed plan. We can then help you to actually deliver it. Effectively you are paying for a flexible, outsourced management resource that you can turn on and off as required.

What's Going On

Best In The Business

Germinator’s Andy Afford has been shortlisted for an award in what is described as the ‘Editor’s Oscars’. The British Society of Magazine Editors Awards evening is regarded as the critical peak of magazine publishing industry. As editor-at-large of All Out Cricket magazine, Afford has been selected by a panel of eminent peers to lock horns with five other editors in the Sport, Leisure and Health category.

Chairman Of The Kiteboard

After the successful formation of CBK Kitesurf to provide a kitesurf club, shop and school under one organisation and brand, Martin Stocks has been appointed to play a continuing role as Chairman, to help guide this innovative sporting venture onward and upward.

Germinator Man 'Lands' James Anderson

Andy Afford was appointed to cricketing superstar James Anderson’s management team in September. Afford will handle all of the Lancashire born fast bowler’s media activity, including the mentoring and development of the world number two ranked bowler in all aspects of his expanding media portfolio.

"Germinator works by not just supporting you to DEVELOP an agreed plan. We can then help you to actually DELIVER it. Effectively, you are paying for a flexible outsourced management resource that can be turned on and off as required"

"Put simply, Germinator is about entrepreneurs serving entrepreneurs. We focus on the key issues that we know that business owners face - borne of our own experiences - and address them in 'plain speak', not in business school jargon"

"Germinator helps entrepreneurs and SMEs to develop, grow, and then deliver their business ideas. We focus on three core areas of expertise: Business Strategy, Sales and Marketing, and HR. In short, we title them: Planning, Promotion, and People"

"At Germinator, we all share a passion for entrepreneurial businesses. We all know and respect both the risks taken, and the rewards. And we all want to work with ambitious owner managers, helping them to develop and grow their ideas"