Our co-founders Alex Urquhart and Maredudd ap Gwyndaf met at the BBC during the early days of the iPlayer project. They decided to put together an agency, Lounge Logic Ltd which has since created a whole bunch of apps and video players for the OTT and broadcasting industries. 

The seed of the idea for Fettle was planted in 2015 whilst trying to puzzle out what sort of apps would work well on TV. The first answer was Yoga and the founders set to work alongside some of their yogi friends to build a straight up yoga app. However the idea started to grow arms and legs, Fettle morphed into the multi-discipline, white label platform it is today.

Alex Urquhart
Alex Urquhart


Alex started his career in Dundee as a developer for manufacturing software. He moved to London and changed to the OTT industry believing, somehow, the lifestyle would be more glamorous. He was wrong on both counts, however after stints with the BBC, ITV, SKY and DAZN, he did learn how to build video players. His favourite being the iPlayer on the Nintendo Wii. Which is still stubbornly working after 15 years.


Maredudd ap Gwyndaf
Maredudd ap Gwyndaf


Maredudd has been deploying his encyclopedic knowledge of streaming technology at Lounge Logic for more than a decade now. Based in Varna Bulgaria he has been leading and organising software teams, defining infrastructure and keeping us ahead of the curve. Maredudd has been tinkering a lot with AI in recent years and has now brought that experience to bear with Fettle’s AI strategy.

Eloise Leeson


Eloise is a passionate communications and marketing specialist with over a decade of experience in both B2B and D2C sectors. By blending linguistic precision, extensive brand development experience, and an intuitive understanding of audience needs, Eloise has delivered results for a wealth of brands including Deliveroo, Zero Waste Scotland, and Edinburgh Gin.

Ida Olsen
Ida Olsen

Head of Product

Ida has 15+ years international design experience, developing innovative and intelligent user experiences for the web, mobile and TV. With a genuine appreciation of different points of view, a passion for solving problems and facilitating dialogue she is a design strategist extraordinaire. Fettle is all about developing the UX, sharing and growing together with our clients. Ida is making sure the proposition is continuously on point. 

Tom Davis
Tom Davies

Lead Developer

Tom has been developing for TV, Web and Mobile for over 20 years now. Much of that has been in video streaming and he worked on BT Vision, Sky Store and NowTV. He's also no stranger to the world of startups having worked for many over the years and even running his own for a while. Tom also re-invented pac-man but that is another story

Kay Cochrane
Kay Cochrane

Lead Designer

With almost 10 years in the design industry under her belt Kay is passionate about learning new skills across the field as the industry evolves. She tackles print, digital, web, advertising, illustration and animation. Kay has worked on a range of international brands like Dyson and Citibank to local, small businesses over 3 continents. She brings a broad range of creative hats to Fettle.


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