Where are they now: Alan Rock and Mo Hussain, Co-CEOs of Moasure

Since its launch in 2018, the LDC Top 50 Most Ambitious Business Leaders programme has celebrated hundreds of exceptional individuals. In this series, we reconnect with some of our alumni to discover where their growth journeys have taken them, the impact of being part of the programme, and what their ambitions look like today. 

Alan Rock first prototyped his idea for a motion-powered measuring tool in 2004, but it took a decade before the concept became commercially viable. “I knew the idea was sound, but the technology at the time was too expensive, energy-intensive, bulky and heavy,” he explains. In 2018, he and co-CEO Mo Hussain launched Moasure and their flagship product, which was targeted at landscapers and other outdoor professionals, came to market in 2019.

“We are still a start-up even though the idea is now 23 years old,” quips Alan. The Warwick-based company was recognised in The LDC Top 50 in 2023, when the business employed just 30 people. Since then, Alan and Mo have doubled the size of the company. Today, they employ 65 people and turn over £15m in revenue, with 95% still coming from overseas customers. Moasure also went on to win not one but two King’s Awards last year, and turnover is set to double again in 2026. “Our patience is finally paying off,” says Alan.

What’s the secret to your success?

Mo Hussain: It started with a great product, but we have to make sure people know about it. Social media has been a real contributor to our success. We invest heavily in Meta, as it’s a powerful way to engage customers who may not know that a tool like ours exists. But we also know that some of our target customers are sceptical – there are so many online scams that they were worried our product might be too good to be true. That’s why we also attend a lot of real-world events and trade shows – we did 50 last year alone. Nothing beats the moment when someone picks up the kit and says, ‘Wow! This is going to make my job so much easier!’

Where will future growth come from?

Alan Rock: The best part of selling directly to tens of thousands of customers each year is that you can act on their feedback and prioritise new features and products. We recently introduced a new function that allows users to calculate volumes as well as areas, which has been incredibly popular. Next, we’re preparing to launch a tool for creating accurate floorplans. The indoor market – estate agents, trades people, contractors – is even bigger than the outdoor sector, so we’re really excited about that opportunity.

Currently, we sell directly to customers through our own ecommerce sites but, in a few years, we may start working with resellers and distributors, which will unlock even more growth potential.

What challenges do you face?

Mo: There’s a lot of uncertainty at the moment due to Trump’s recent tariffs, but we’re proud to have started manufacturing in the UK, which puts us in a strong trading position. Manufacturing is increasingly expensive, but over the years we’ve raised our prices with minimal impact on demand. Our customers still tell us they recoup their investment from the time and resources saved on their first few jobs.