You may sometimes wonder who exactly it is that takes a punt on those unlikely seeming social media competitions that offer sports cars, dream houses, and big cash prizes.
The answer, in one sense at least, is Alex Beckett, who set the ball rolling by founding Elite Competitions in 2016. Since then the numbers the company has generated have been nothing short of astonishing. See for yourself:
- 1,280,653 active customers
- 13,263,256 winners created to date
- More than £129 million awarded in prizes
- 18 millionaire winners created
- 45 total employees across operations and technology • 608,100 social media followers
- 3,919,367 monthly website page views
The business has grown from a single Facebook raffle to win a motorbike into a large-scale digital prize competition platform generating eight-figure annual revenues.
The business now turns over £100 million annually and sales have exceeded £175 million since incorporation, reflecting rapid expansion driven by product innovation, marketing scale and audience growth.
A key part of that growth has been continued reinvestment into infrastructure and people. In 2025, the business underwent a significant hiring phase following a series of senior executive appointments, increasing in-house headcount significantly.
But it was an earlier moment that proved to be a turning point for the firm.
“I think the turning moment came when we were accepted to appear on BBC’s Dragons Den in 2017,” says Alex Beckett. “Up until then, it had started as a quickly growing idea, but that experience made me realise we had built something with genuine commercial potential. It made me think beyond the next competition and start planning for long-term growth, scalability and the future of the business.”
The scale of Beckett’s thinking may have changed, but when he reflects on the last decade, he is reluctant to point to a single breakthrough moment.
Rather, success has been the result of persistence and discipline, he insists.
“There isn’t one specific moment that has increased business performance, the trick is to be completely dedicated and willing to work harder than everyone else,” he says. “Consistency is key to success. The biggest driver of our growth has been relentless consistency. Building a successful company is about showing up every day, staying focused on the long-term vision and being willing to outwork your competitors. Over the years, it’s been thousands of small decisions, improvements and innovations that have compounded into the business we have today.”
Rather than chasing shortcuts or looking for transformative events, the focus remains firmly on daily execution and incremental improvement.
Why independence matters
That slow but steady approach is also reflected in the way the company has been financed. Many growing businesses seek outside investment to accelerate expansion. Beckett took a different route, believing that financial discipline would lay a stronger foundation.
“Coming from a humble and normal background, my mindset has been simple – if we can’t justify it financially ourselves, we shouldn’t be doing it. Maintaining independence has allowed us to make decisions based on what’s best for the business and our customers rather than external pressures. It has forced us to be disciplined, commercially focused and resilient.”
That independence has helped shape decision-making throughout the company’s growth, coinciding with dramatic change in the wider prize competition market for which Elite has been something of an early pioneer.
When the company launched, the landscape looked very different from today. Just because you are first in, doesn’t mean you’re immune to competition. The growth of the sector has brought fresh challenges, but Beckett believes that staying true to the core principles he espouses will see continued success.
Staying ahead in a crowded market
“When we launched, this industry barely existed in the form it does today. As one of the pioneers of the sector, we’ve never been complacent. Our focus has always been on innovation, customer experience, trust and delivering on our promises. Competition has increased significantly, but our ambition to remain the market leader is stronger than ever. We continue to evolve while staying true to the values that helped us build the business in the first place.
“What I’ve learned is that resilience is one of the most important qualities a founder can have. Problems are inevitable in business; what matters is how quickly you respond, adapt and move forward. I’ve developed the ability to stay calm under pressure, make decisions quickly and not allow setbacks to distract from the bigger picture.”
Leadership and company culture
That resilience has been accompanied by a leadership philosophy that Beckett says has remained largely unaltered, even as the business has expanded.
“At its core, it hasn’t changed. I’ve always believed in treating people with respect, being approachable and leading by example. As the business has grown, I’ve had to become more strategic and empower others to take ownership, but the principles remain the same. I want everyone in the company to feel valued, supported and part of what we’re building together.”
Those principles extend directly into company culture, an area Beckett considers central to the company’s long-term success.
“Culture has always been incredibly important to us. We work hard to create an environment where people enjoy coming to work, feel appreciated and have opportunities to grow. We reward success, recognise contributions and ensure everyone is treated fairly. We also invest heavily in team experiences, whether that’s company trips, team activities or performance bonuses. When people feel genuinely valued, they’re more likely to stay and contribute to the long-term success of the business.”
Why trust matters
The theme running through both leadership and culture is trust. Internally, trust helps create engagement and retention. Externally, Beckett believes it will determine the future direction of the prize competition sector itself.
“Trust is fundamental to the future of our industry. Customers need complete confidence that competitions are run fairly, prizes are awarded as advertised and appropriate safeguards are in place. That’s why the introduction of the voluntary Code of Good Practice is such an important step forward. Developed in collaboration with the DCMS (Department for Culture, Media and Sport) and leading operators across the sector, it establishes clear standards around transparency, fairness and integrity. For the first time, operators have come together to create a framework that protects players while helping build confidence in the industry’s future.”
Building beyond prize competitions
Trust, however, is only one part of Beckett’s longer-term vision. As the business evolves, attention is increasingly turning toward broadening the Elite brand beyond its original proposition.
“We’re focused on building a brand that goes far beyond prize competitions. Elite Club strengthens customer loyalty by providing additional value and exclusive access for our most engaged players, while Elite Contributions reflects our commitment to making a positive impact in the communities that support us. We currently allocate £50,000 every month to charitable causes, community projects and individuals facing difficult circumstances. Looking ahead, the biggest opportunity is continuing to grow the Elite brand, expanding our reach and finding new ways to create value for both customers and communities.”
Advice for entrepreneurs
Whether discussing growth, leadership, culture or trust, Beckett does not deviate from his themes of persistence and commitment. Go with what you know. Go with what works. It also tops the agenda when asked what advice he would offer entrepreneurs preparing to launch a business of their own.
“Be completely committed to what you’re building. Starting and growing a business requires an enormous amount of time, energy and sacrifice. There will be setbacks, challenges and moments of doubt, but persistence separates successful businesses from those that never fulfil their potential. If you’re passionate about your vision and willing to stay the course, you’ll give yourself the best possible chance of success. I am completely obsessed with the business.”
So many entrepreneur stories centre around a eureka moment, or a moment of good fortune. But for the most part, businesses succeed because of application and determination.
Elite’s story is about the power of showing up, day after day, with the same level focus and drive.
In a business with a growing and dedicated customer base of cross-fingered hopefuls luck, for the most part, doesn’t come into it.
