Holly Cooke – Building a business that people can connect with
Nottingham Business School’s Business Leaders’ PodcastEpisode 82Holly Cooke – Building a business that people can connect withSUMMARYHolly Cooke is the founder and chief executive of The Lonely Girls Club – the fast-growing social enterprise that has transformed a simple friendship group into a nationwide business with more than 160,000 members across eight British cities.The 29-year-old launched Lonely Girls after struggling with loneliness when she moved to London. Now her organisation hosts scores of paid-for events every month, ranging from brunches and walks to theatre trips and football nights.In episode 82 of the Nottingham Business School’s Business Leaders Podcast, Holly tells Honorary Visiting Professor Mike Sassi how she started the club as a sideline, while holding down a full-time corporate marketing role.Now she has turned her personal project into a fully-fledged business – and a community of like-minded women. Holly says: “It’s about being able to help people… and pay the bills at the same time.”INTRODUCTION• Entrepreneur Holly Cooke is founder and CEO of The Lonely Girls Club.• She was born and raised in Stoke-on-Trent, then studied Fashion Communication at Nottingham Trent University.• She moved to London in 2018 aged 22 – to take up a graduate marketing role – but struggled with loneliness, finding it difficult to make friends in a big city.• In November 2018 she launched the London Lonely Girls Club as a small Facebook group, with a handful of women attending the first meet-up.• The club evolved into “a community based on friendship, support, and connection among women,” with its own membership website and newsletter.• The Lonely Girls Club now has more 150,000 members across eight cities, including London, Birmingham, Manchester, Nottingham and Stoke.• Every month, the organisation hosts dozens of paid-for, social events such as brunches, walks, and creative activities that are designed to generate “meaningful relationships”.• The LGC also aims to address wider social issues around loneliness, particularly among young adults navigating life after education.• In 2025 Holly received national recognition, with a UK Points of Light Award from The Prime Minister’s Office, for her contribution to tackling loneliness and building community.TAKEAWAYS1. The strongest businesses often begin with a personal experience that people can connect with.Holly says: “The Lonely Girls Club was very much all about my own lived experience.”Leadership takeaway: Authenticity creates trust.2. Purpose-driven organisations need to be commercially sustainable if they want to survive long term.Holly says: “It’s about being able to pay the bills… and help people at the same time.”Leadership takeaway: Impact and profitability don’t have to compete (with each other).3. Leaders should test ideas carefully before scaling them across an organisation.Holly says: “I will try it in one city first before going, ‘let’s do that in all eight!’”Leadership takeaway: Sustainable growth comes from learning, refining and stress-testing systems.4. One of the hardest parts of leadership is learning to trust other people.Holly says: “I have had to learn to let go.”Leadership takeaway: Delegation is essential if an organisation is going to grow.5. Communities grow when people are represented.Holly says: “People need to see themselves reflected in what we do.”Leadership takeaway: Real connection is often more powerful than polished branding.6. Listening to feedback is critical to growth and innovation.Holly says: “[For a business] Feedback is everything.”Leadership takeaway: Successful leaders build cultures that constantly learn and adapt.7. Founders shouldn’t wait for perfection before starting something meaningful.Holly says: “It doesn’t need to look like a big, shiny, incredible thing… to be important.”Leadership takeaway: Small beginnings can create lasting impact.RELATED LINKSFind out more about The Lonely Girls Club hereRead about Holly Cooke on her LinkedIn pagesRead about the success of Holly’s London Lonely Girls Club hereHolly also featured in the pages of the Washington PostIf you enjoyed this episode of the NBS Business Leaders’ Podcast with the founder of the Lonely Girls Club Holly Cooke, why not listen to previous episodes with…• The co-founder of the Amazing If… company Sarah Ellis• Entrepreneur and CEO of £1bn international software business Ideagen, Ben Dorks• The Global Head of Emerging Talent at Rolls Royce Ellie Long• The former CEO of the Financial Ombudsman Service Caroline Wayman





