Picture of David Axon

David Axon

Chief Executive Officer

For over 25 years David has worked in many businesses across a variety of sectors, covering small, medium and large businesses delivering complex assignments in the UK and internationally. All assignments focused upon sustainably improving performance, and profits and creating / increasing the value of companies - realising hundreds of millions of profit improvement, cost reduction and cashflow / working capital improvements.

He has provided operational due diligence/assessments of businesses on behalf of banks and Private Equity Houses, along with business & operational improvement and restructuring advice and physical hands-on implementation support for Mergers & Acquisitions, for good-performing businesses and for under-performing businesses.

David has worked in operational line management in industry, in PwC's operational transaction support team (the first of its kind in the world), a Business Profit Improvement / Restructuring / M&A Partner at Grant Thornton (GT), followed by a role as Global Head of Private Equity, Mergers & Acquisitions at Celerant Consulting (now Hitachi Consulting).

David has set up his own companies and has been personally involved in actively managing/running under-performing businesses on behalf of shareholders to effect sustainable business turnarounds and create value.

From an Investment perspective, David has raised funding, structured funding and made four of his own SME business acquisitions (also investing personal capital), three of which have now been successfully exited, having created significant value making a significant return on the investments; the fourth was completed in March 2015 and will seek to divest in circa 3 years. 

David is currently an investor in and also a non-executive director on the Board of three start-up companies.

Client Comments

This was effectively a new start up and David helped us to create a robust structure from a standing start. We were able to deliver our objectives and keep control of the business in a fast paced environment which was crucial for us to succeed in our early days. The support was invaluable and worked professionally and tirelessly to achieve the necessary results within the required timeframes.

Managing Partner, Private Equity

David and delivered restructuring options beyond what was expected. He worked tirelessly with significant focus to determine the most appropriate approach to drive GW back into sustainable profitability. The solutions were very workable and realistic. In the face of adversity and with a CEO who did not believe that GW could be operationally restructured, David went into significant detail to prove it could be done.

CRO, Golden Wonder

David has provided strategic direction, practical tactical input and personal finance to help our company develop and grow. His network of contacts for business growth and raising finance is second to none. I would recommend David to any business. David is now a non-Executive Director on the board of JUXDIT.

Annie O'Toole, CEO, JUXDIT

If you have any questions about LimeSky you can contact David Axon at:

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Debbie Edwards


Entrepreneur with over 25 years in strategic marketing and growth solutions across a range of sectors including corporate, SME and charity. Key strengths in identifying commercial opportunities, leading transformational change, motivating and leading senior management teams and implementing strategic marketing plans, comms and customer engagement.

Previously working in the Royal navy and Royal Marines Debbie gained extensive experience of strategic branding campaigns across multiple media channels and developed national partnership projects which extended their reach within the youth market. This followed a period of working within the arts sector where she worked for the Ruler of Sharjah developing a growth strategy which incorporated a strategic marketing plan and the implementation of a comprehensive training and development programme for directors and senior management teams.

Recent work extends to the healthcare industry and charitable sector where she is currently working on strategic growth partnerships and continues to deliver input for their boards and senior management teams relating to strategic vision, comms, revenue streams and leadership for success.

Healthcare Sector Experience: Development and implementation of strategic JV between large corporate Healthcare business and national charities securing significant growth and business improvements across company processes, marketing infrastructure and development of company vision and employee engagement programme.
Charity Sector Experience: Strategic change management project working with the board and senior management team of a national charity. Creation of new strategic vision, identification of key growth opportunities for fundraising and ongoing strategic marketing support for newly formed marketing team.

Client Comments

Debbie has been and continues to be, an invaluable asset to Tookie Limited. She provided an excellent structure to the development of our overall business direction, supported by the development of clear business messages and the crystallising of our subsequent communications strategy. This clarity of thought and communications has also underpinned our ability to secure funding.

Stephen Tooke, Commercial Director, Tookie Limited

If you have any questions about LimeSky you can contact Debbie Edwards at:

Picture of Mark Steel

Mark Steel


Mark is a Fellow of the Institute of Chartered Accountants in England and Wales, having qualified with the World's largest accountancy firm, PwC. Mark has spent considerable time working in an advisory capacity and in-house in various business sectors. Mark's core experience is funding, buying and selling businesses, as well as working within enterprises, running and developing top performing finance teams and bringing broader commercial disciplines to Boards.

Mark has been involved with over £700m of lower-mid market transactions. He is highly experienced in originating, leading and completing deals in often complex, international and pressurised environments. He has led teams on domestic and international disposals, bank and asset-based refinancings, private equity-backed Management Buy Outs and Buy Ins, distressed company disposals, identification and execution of acquisitions, strategy development and working capital investigations.

Mark has spent considerable time working within businesses to develop and improve financial operations, including running an AIM-listed finance department, improving management information and reporting protocols, and restructuring under-performing teams.

Mark has much experience in the creation of business plans and integrated financial models and, with a clear understanding of what purchasers, funders and acquirers want to see, Mark helps businesses articulate and communicate their strengths while identifying and mitigating their weaknesses.

Recently Mark advised the Management team of a successful business unit of a failing international company, quickly securing the backing they needed to acquire their division. Working closely with Management, within 4 days of engagement, a 30-page document had been released to investors, and within 4 days of that, multiple offers of funding had been secured.

Client Comments

“We engaged Mark on a financial planning exercise across the US and UK and his expert advice on funding and strategic planning was invaluable”

Mark Jones, former-Group Deputy CEO, UK CEO and Group CFO, EDM Group Ltd

“We wanted to secure the future of our business and we engaged Mark who worked tirelessly to secure the right funding partner and see this deal through to a successful completion. Without Mark, this deal wouldn’t have happened.”

Bernard Darlington, CEO of Wrexham Wire

“Without doubt Mark’s involvement significantly increased the value we got for the business. Mark really knows what he is doing.”

Steve Bracewell, former Chief Executive of camping brand Gelert on its sale to Sports Direct International

If you have any questions about LimeSky you can contact Mark Steel at:

"Lime Sky Thinking" : 6 key benefits of thinking the Lime Sky way.......

We have created Lime Sky to allow businesses of all sizes and sectors access to significant local, national and international business experience and capabilities.

The Lime Sky team has many years experience managing and running companies, creating, growing, buying and selling our own businesses, as well as those of others……

……...actually delivering results, rather than mere advice; through connecting "communities", businesses and individuals to drive sustainable growth.

Take advantage of cost reduction benefit 2 immediately........


Business Growth

Market penetration, Marketing/PR/Image, Strategic Direction; Making connections to support value creation; driving profitable revenue increases


Cost Reduction

Margin improvement, procurement cost reduction, overhead cost management, overall efficiency & effectiveness across the business to underpin growth aspirations

Get cost reductions

Finance & Operations Excellence

Improved financial & operations management; process improvement and management information/financial modelling underpinned with affordable IT capabilities


M&A Buying & Selling

Finding the right buyer/seller, due diligence and valuations and negotiations to secure best value, securing appropriate financial structures; Exit planning & preparation



Identifying true funding requirements, bank debt/private equity/asset based lending/angel investment, testing affordability, negotiating best terms, managing due diligence, commerciality of legal documents


Business Support Resources

Securing the right resources for your needs – level, mix and and skills, provision of relevant training to underpin business growth plans and implementation requirements

The Team

The team brings significant expertise and practical real-life experiences across businesses of all sizes and sectors to support companies in their desire to grow, particularly those who could normally ill-afford such advice nor secure access to such capabilities.

David Axon

Chief Executive Officer

Debbie Edwards


Mark Steel


If you are a start up, we will help you stay up.
If you are trading or established, we will enable you to trade better and to grow.
If you are struggling, we will stabilise you and position you for growth.