Formerly Startup Croydon
About UP
UP is the evolution of a long standing business and workspace ecosystem in Croydon. We bring together programmes, space, creative services and a network of support so that founders and small businesses can start and grow with more confidence.
What UP is in simple terms
UP is a place where you can start a business, grow what you have already built, find space to work and tap into a wider network of support. It builds on decades of work in Croydon to support local businesses and communities.
START
If you are at the idea stage or just starting out, START brings together programmes and mentoring to help you launch with more confidence.
GROW
If your business is already up and running and you want to grow, GROW connects you to funded support, incubator programmes and expert guidance.
SPACE
If you need somewhere to work, meet or register your business, UP Space offers serviced offices, coworking, meeting rooms and virtual office options.
CREATIVE
If you want to create content that stands out, UP Creative offers studio hire, podcast support and practical training to help you create with confidence.
NETWORK
Events, networking, mentors and a directory of trusted providers, the wider UP ecosystem around your business.
FIND YOUR FIT
Not sure which part of UP is right for you? We can help you find the best next step and connect you to the support that fits your goals.
UP and Startup Croydon
Same roots, new chapter.
Since 1983, the organisation behind the Startup Croydon brand has helped thousands of people to explore ideas, start businesses and access space and support. It has been at the centre of a growing local ecosystem of founders, mentors and partners.
UP is the evolution of that work. Rather than creating something separate, we are bringing programmes, workspace, creative services and community together under a clearer, more flexible name.
Startup Croydon remains the charity brand and institutional base behind UP. It continues to hold our formal history, governance and statutory reporting and it still plays an important role in how funders and institutional partners relate to us.
Over time, more of the practical information and everyday journeys will live on this UP site. The Startup Croydon site will continue to support our history, impact and governance and will act as a feeder into programmes, services and projects under the UP brand.
- 1983 – Croydon Enterprise Agency founded.
- 2013 – Weatherill House opens as a dedicated Enterprise Agency.
- 2015 – Rebrand to Startup Croydon.
- 2023 – Creative Digital Lab launched as a production and training space.
- 2026 – UP introduced as the new name for the wider ecosystem.
History and impact
Years backing founders
Enterprise support in Croydon since 1983
Bootcamp graduates
Completed our 3-day startup course
Rent subsidies
Support for local start-ups in one year
Founders in 2023–24
Plus 40 creatives supported through CDL
The roots of UP go back to 1983, when Startup Croydon was founded to support local enterprise and self employment.
Over the years, this work has grown into a mix of workspace, programmes, mentoring and practical support for people at different stages of their journey.
New elements such as Weatherill House and the Creative Digital Lab have been added along the way, so that founders and communities can use space and media to tell their stories and grow their work.
UP brings these strands together and looks ahead, so that the next generation of founders and small businesses in Croydon and beyond can find what they need in one place.
Meet the people behind UP
UP brings together people with experience across business support, workspace, creative production, operations, technology and growth. Meet the team and specialists who make our work possible.
Our core team
Our core team manages UP’s day-to-day operations and delivers practical support across our programmes, workspace and creative services.
Saffron Saunders
CEO
Saffron has worked in South London’s business support community since 2013 and has guided the organisation through significant change.
As CEO, she leads UP’s strategy, culture and commitment to delivering meaningful support for founders and small businesses.
David Selvaranjan
Office and Buildings Manager
David manages UP’s building operations, creating a safe, efficient and welcoming environment for tenants, visitors and colleagues.
He oversees facilities, health and safety, compliance and the practical requirements of the businesses working within the hub.
Herty Owusu
General Manager of UP CREATIVE
Herty is an experienced project manager, filmmaker and award-winning writer who leads the team and facilities at UP CREATIVE.
Drawing on creative experience, she supports projects, partnerships and promising ideas as they develop and reach their potential.
Sylwia Hollett
Receptionist and Virtual Office Coordinator
Sylwia provides a warm and professional welcome to UP’s tenants, clients, colleagues and visitors.
She also coordinates the Virtual Office service, responding to enquiries and managing post and courier deliveries efficiently and with a personal approach.
Nita Underwood
Finance and Legal
Nita supports UP across finance, bookkeeping and legal matters, bringing accuracy and structure to its daily operations.
As a qualified barrister and experienced bookkeeper, she combines legal knowledge with practical financial expertise and an organised approach.
Lindita Saliasi
Business Adviser and Partner Relationship Consultant
Lindita combines business advice, partner relationship management and project coordination to support entrepreneurs and SMEs.
As a confidence and wellbeing coach, she helps clients build self-belief, navigate challenges and move forward with clarity and purpose.
Virgilio Dornelas
Digital Growth and Automation Manager
Virgilio leads UP’s digital growth, marketing systems, website and customer journey automation.
His experience spans paid media, email marketing, SEO, CRM and performance analysis, helping UP use digital tools to reach audiences and drive sustainable growth.
James Cunningham
Sound Engineer
James is an experienced sound engineer whose mixing and mastering work has achieved more than 21 billion streams.
At UP CREATIVE, he brings professional audio expertise developed through projects with leading producers and internationally recognised artists.
Expert support network
Bringing real-world experience to support founders as they build and grow their businesses, our expert network expands the specialist knowledge available across UP.
Colin Francis
Entrepreneur in Residence
Colin is a Croydon entrepreneur, UP trustee and co-founder of the successful recycling business LabCycle.
As Entrepreneur in Residence, he supports emerging founders with practical guidance in business planning, financial modelling and commercial strategy.
Colin Humphreys
Fractional CTO
Colin is an experienced technology and engineering leader with a background spanning agency, travel, publishing and fintech.
As UP’s Fractional CTO, he helps businesses strengthen their technology through cloud engineering, transformation and resilient systems.
Lucas Nuber
Podcast Host
Lucas brings experience in strategy, marketing, sales and growth across technology, SaaS and events.
Through podcasting and advisory support, he helps founders clarify their direction, strengthen their offer and create opportunities for sustainable growth.
Fintan O’Toole
Business Mentoring Lead
Fintan brings extensive experience in charity leadership and practical support for small and medium-sized businesses.
As Business Mentoring Lead, he helps founders address operations, staffing, funding readiness and the practical priorities needed to grow.
Governance and trustees
UP is supported by an experienced Board of Trustees who provide strategic oversight, specialist knowledge and accountability. Together, they help ensure that our work remains sustainable, responsibly managed and aligned with our charitable purpose.
Our Board of Trustees
Our trustees bring experience across finance, law, entrepreneurship, technology, marketing and business development. They provide strategic direction while delegating the day-to-day management of UP to the CEO and core team.
Paul Taylor
Chairman and Honorary Treasurer
Paul is a chartered accountant and founding partner of Kingsmill Partnership, with extensive knowledge of finance and owner managed businesses.
As Chairman and Honorary Treasurer, he provides UP with financial oversight, commercial insight and strategic guidance.
Geraldine Cumberbatch
Trustee
Geraldine is a lawyer with more than 15 years of experience in private practice and in-house roles, including health and safety matters.
She brings strong legal and regulatory expertise to the Board, supporting responsible governance, careful oversight and sound decisions.
Siff Shah
Trustee
Siff brings more than 12 years of experience managing client relationships across financial services, focused on value and strong partnerships.
As a trustee, Siff contributes expertise in relationship and volunteer management, helping UP engage those who support its founders.
Dee Miller
Trustee
Dee is a Croydon based business consultant and founder of SIEGE, working across strategy, design, technology and social challenges.
With experience supporting public and private organisations, he brings practical insight into innovation, marketing and engaging younger audiences.
Colin Francis
Trustee
Colin is a Croydon entrepreneur and co-founder of LabCycle, a business pioneering circular solutions for laboratory plastic waste.
With experience in fundraising, partnerships, sales and strategy, he brings a founder’s perspective to the Board and helps shape UP’s future.
Stuart Woodrow
Trustee
Stuart brings extensive banking and consultancy experience supporting small businesses and individuals with finance and strategic planning.
As a local professional and trustee, he contributes expertise in business growth, debt requirements and wealth management to strengthen UP.
Colin Humphreys
Trustee
Colin is an engineer and founder of Cadava, with strategic leadership experience across agency, travel, publishing and fintech.
He brings expertise in cloud engineering, transformation, agile delivery and risk reduction, helping the Board navigate technology and complexity.
GULNARA OTTEN
Trustee
Gulnara is an experienced senior manager specialising in economic development, regeneration and large-scale programmes.
She brings expertise in strategic planning, funding, stakeholder engagement and programme delivery, helping the Board support sustainable growth and long-term community impact.
Jo de Serrano
Trustee
Jo de Serrano OBE DUniv founded Order from Chaos, based in Croydon, after 25+ years working with governments, the UN and NGOs in humanitarian response.
As a trustee, Jo brings charity leadership, governance, fundraising and senior strategic programme experience to the Board.
Life President
The honorary title of Life President recognises an exceptional and enduring contribution to the organisation, its governance and its support for Croydon’s business community.
David Robinson
Life President
David Robinson is a chartered accountant who has been a member of the board for thirty-five years, seventeen of which was as Chairman from 2001.
Throughout his career, David has advised SMEs on finance and strategy with particular emphasis on the continuing need to be alert to the changing business environment.
Whilst no longer involved in day-to-day decision-making, during his period as Chairman, David instigated the change to charitable status and the move to Weatherill House in the New South Quarter.
How we are governed
UP is governed by its Articles of Association. The Articles of Association require the Charity to be managed by the Trustees who are also directors of the Company.
The Trustees meet quarterly and are governed by their Terms of Reference. The trustees delegate day-to-day administrative responsibility to the CEO.
The Trustees continually assess the risks to which the Charity is exposed. They are satisfied that there are systems in place to manage exposure to major risks.
The Trustees have also approved policies on Conflicts of Interest and Bribery.
Registered Office
Weatherill House
New South Quarter
23 Whitestone Way
Croydon
CR0 4WF
Tel: 020 3747 4747
Registered Company No. 1731516
(Registered in England & Wales)
Registered Charity No. 1145658
Work with UP
Looking for your next opportunity? Explore current vacancies and opportunities to join UP and help us support businesses, people and communities.
EMPLOYABILITY & CREATIVE ENTERPRISE TUTOR
UP - Weatherill House, Croydon
Help young people build confidence, explore their creativity and prepare for working life through practical employability and enterprise learning.
Not sure where to start?
If you are not exactly sure whether you need START, GROW, SPACE or NETWORK, tell us a bit about where you are and we will point you in the right direction.