Brave moves, sharp minds, and a whole lot of hustle, that’s the East.
Innovation and ambition took center stage in the East of England and there’s no turning back.
The 2025 East of England StartUp Awards lit up Cambridge, drawing a vibrant crowd and sparking a wave of excitement. From innovative new ventures to bold ideas taking flight, the event showcased the energy and creativity driving the local start-up scene.
Among the many standouts, one start-up led the pack. Magic AI, a holographic, AI-powered home gym endorsed by global athletes was awarded as East of England StartUp of the Year, recognised for their world-first technology and wide-reaching impact.
Their story is just one example of the drive and talent running through the region as the East of England is alive with momentum.
And now, we’re also here to celebrate the others who are shaking things up.
Let’s meet the winners.
The Winners of East of England’s StartUp Awards
AI StartUp of the Year – Magic
MAGIC AI is the UK’s first AI-powered home gym, using a smart hologram mirror and real-time feedback to deliver hyper-personalised workouts. Backed by top athletes and major innovation awards, it’s making elite fitness accessible from your living room.
Business to Business StartUp of the Year – Experity
Experity is a People Experience Consultancy helping organisations strengthen their relationships with both customers and employees through strategy-led, human-focused solutions. By aligning business goals with meaningful experiences across attraction, onboarding, and development, they ensure every interaction leaves a lasting, values-driven impact.
Business, Consulting & Management StartUp of the Year – Aces High
Aces High delivers unforgettable team-building experiences that use the poker table as a dynamic training ground for business skills. With expert dealers and high-quality setups, their sessions help teams master communication, decision-making, and pressure.
Construction & Building Services StartUp of the Year – Immerse Safety
Immerse Safety is a health and safety consultancy and training provider helping businesses of all sizes stay compliant, competent, and confident in high-risk industries. With tailored support, hands-on expertise, and accredited training, they turn health and safety into a powerful asset.
Consumer Products StartUp of the Year – Nocrudo
Nocrudo crafts non-alcoholic cocktails infused with nootropics, delivering bold, familiar flavours without the booze. Designed for the modern drinker, they’re redefining social drinking with zero compromise on taste, quality, or vibe.
Consumer Services StartUp of the Year – Colchester Children’s Counselling
Colchester Children’s Counselling offers dedicated psychotherapy and psychological support for children, young people, and their families. Their compassionate approach helps young minds navigate challenges and build emotional resilience from an early age.
Creative StartUp of the Year – BeBeau Creative
BeBeau Creative is a neuroinclusive design and digital agency built by and for disabled, chronically ill, and neurodivergent founders.