The Start-Up Accelerator is a flagship programme supporting Wales’ most promising entrepreneurs. Over an intensive 12-week course, participants receive expert mentorship, targeted business workshops, and networking opportunities to refine their ideas into scalable businesses.
Dan Newman, co-founder of BALDILOCKS – a business that empowers people affected by hair loss - was among the 2024 cohort. Dan has built a brand focused on inclusivity, well-being, and community, inspired by his hair loss experience and mental health challenges.
We spoke with Dan about the inspiration behind the business and the transformative role of the Start-Up Accelerator Programme.
Can you explain the idea behind BALDILOCKS?
BALDILOCKS is a profit-for-purpose venture that helps people regain their confidence and well-being after experiencing hair loss. It funds well-being experiences through on-site massage services, educational workshops, merchandise sales, and a high-street licensing programme for barbers, spas, and salons. At its core, the brand is all about inclusivity, empowerment and creating a supportive community.
What challenges did you face before joining the Start-Up Accelerator Programme?
Focus was a major challenge. BALDILOCKS was born out of personal experiences, which led to an overwhelming flood of ideas. I struggled to organise these and manage resurfacing mental health challenges. The accelerator helped me prioritise and implement my ideas effectively. The programme’s sense of community and having objective, trusted peers were vital in providing clarity and direction.
What inspired you to start the business?
Three pivotal moments sparked BALDILOCKS. First, I saw a traditional barber shop in my town and realised I couldn’t be a customer due to my alopecia. Second, I met a young man whose mental health had been deeply affected by hair loss. Finally, a playful comment from my child’s friend—“Shut up, Baldilocks!”—made me laugh and inspired the name. These experiences motivated me to transform the challenges of alopecia into something positive, humorous, and empowering.
How did the Start-Up Accelerator Programme refine your business idea?
The programme gave me time, space, and tools to turn my vision into an actionable business strategy. Mentorship and workshops provided practical skills and constructive feedback. For example, learning effective market research skills was a game changer. It shifted my approach from asking closed yes or no questions to open-ended ones, resulting in much more valuable customer insights.
What tools and skills did you gain during the programme?
One standout tool was the Vision Traction Organiser, now central to our planning. The programme also helped me develop a financial forecast and business plan.
How has the accelerator influenced your journey?
The programme transformed my confidence and perspective, equipping me with the knowledge and support to shift from dreamer to entrepreneur. I was very proud to win an award for fastest customer sale. BALDILOCKS is now positioned to make a meaningful difference in people’s lives and challenge societal perceptions of hair loss and mental health.
What makes BALDILOCKS unique?
BALDILOCKS is built on integrity, compassion, and empowerment. Unlike clinical services, we’re creating a relatable, customer-focused brand. Feedback highlights how our approach builds meaningful human connections, setting us apart in an often-neglected space.
What are your plans for the next 6–12 months?
We have lots of exciting things planned for this year. Key developments include launching our website, increasing the amount of merchandise we sell, and creating a subscription-based BALDIVERSE community. We’re also expanding our massage events, creating a full-time complementary therapist role, developing BALDIBOX wellbeing packages for employers and GPs, and launching BALDY, an AI-powered mental health companion. Watch this space!
What is your long-term vision for BALDILOCKS?
Our vision is to change lives and challenge perceptions around hair loss and mental health. We aim for global reach, where our window stickers on high streets symbolise inclusivity. The vision is that BALDIVERSE will be a supportive online community, BALDIBOX will be a trusted well-being tool, and BALDY will be a groundbreaking mental health resource.
What advice would you give aspiring entrepreneurs?
Passion matters, but humility is key. Surround yourself with critical friends who challenge and support you. Share the load and prioritise your well-being. Success follows health, not the other way around.
Click here for further information on the Business Wales Accelerated Growth Programme.