In 2025, First Mats, a Birmingham-based supplier of matting and industrial safety products, achieved a milestone, with sales exceeding £2 million for the year ending 31 October 2024. A £100,000 investment in artificial intelligence propelled a 40% revenue increase, from £1.6 million to £2.2 million, transforming the company’s operations and market reach. Founded in 2016 to address gaps in customer service and delivery, First Mats blends cutting-edge technology with a commitment to quality, serving diverse industries with innovative solutions. This article explores the company’s journey, its AI revolution, and its ambitious plans to redefine workplace safety and efficiency.
From Frustration to Innovation
First Mats was born out of founder Paul Russell’s frustration with the safety and industrial products sector. In 2016, struggling to find a reliable supplier for a time-sensitive order, he faced unresponsive companies, vague product details, and slow deliveries. Determined to fill this gap, Russell launched First Mats with a mission to prioritise customer needs, guided by five core principles: offering top-quality products, unbiased advice, competitive prices, reliable delivery, and a user-friendly website. This customer-first approach has driven the company’s growth, earning trust from clients ranging from local businesses to global brands.
The company’s commitment to excellence began with a focus on matting solutions but quickly expanded to include a broad range of safety products. Russell’s vision was to create a service that not only met industry demands but also exceeded expectations, ensuring workplaces were safer and more efficient. By 2025, this vision had translated into a thriving business, with AI playing a pivotal role in scaling operations and enhancing customer experiences.
AI as a Growth Engine
First Mats’ £100,000 investment in AI technology has been a cornerstone of its 2024 success. By integrating AI across its operations, the company has automated critical processes, from supply chain management to order tracking. AI-driven data analysis has improved stock control, streamlined logistics, and sharpened sales strategies, allowing First Mats to identify trends and seize new revenue opportunities. This technological leap has given the company a competitive edge in a traditionally low-tech industry, aligning with the UK’s broader AI adoption, where 54% of firms plan to boost AI spending by 29% in 2025.
Managing director Paul Russell described AI as a transformative force, enabling First Mats to handle a surge in demand while maintaining personal service. The technology has supported the addition of 2,000 new customer accounts and a rise in repeat orders, with average order values growing significantly. By combining AI efficiencies with human-focused customer support, First Mats has earned high trust scores, setting it apart in a crowded market. This strategy reflects the UK’s AI sector, valued at $230 billion, which saw startups raise $1.03 billion in Q1 2025, driven by practical applications like those First Mats employs.
Serving Diverse Sectors with Tailored Solutions
First Mats supplies a wide array of products, including entrance and logo mats, anti-fatigue mats, anti-spill and anti-static mats, leisure mats for gyms and pools, spill control kits, and floor cable protectors. These solutions cater to industries such as manufacturing, education, hospitality, retail, leisure, and agriculture, with applications in factories, warehouses, schools, universities, shops, hotels, sports clubs, farms, and even super-yachts. High-profile clients include Buckingham Palace, the Houses of Parliament, Chelsea Barracks, Aston Martin, Mercedes-AMG Petronas, McLaren Racing F1 teams, Mitie, the National Trust, Bentley Motors, Sainsbury’s, KFC, Domino’s Pizza, and Boots Opticians.
Logo mats, which offer a vibrant, branded welcome, have seen strong sales growth as First Mats expanded its sales channels. Social media posts highlight custom designs for clients like Glenrothes Boxing Club and CrossFit Hexis, showcasing how these mats enhance brand identity. Anti-fatigue mats, which promote micro-movements to improve blood flow and reduce discomfort for workers standing for long periods, have also surged in popularity. Employers increasingly value these mats for boosting staff well-being, productivity, and reducing absenteeism. Spill control products, including kits, trays, and absorbent pads, manage fluids like oils and chemicals, preventing workplace slip hazards and ensuring safety.
A Journey of Milestones
Since its founding, First Mats has marked significant achievements. In 2017, Richard joined the team, bringing expertise that expanded the product range and improved customer experience. The company was named a finalist for West Midlands Business of the Year in 2018, recognising its rapid growth. In 2019, office mascot Lily, dubbed “Director of Napping,” joined, lifting team morale. By 2020, the product catalogue grew from 500 to over 3,500 items, meeting rising demand. Jack’s arrival in 2021 and promotion to director in 2022 strengthened operations, while a 2023 office move to Cambrai Court in Hall Green provided space for expansion. New team members, Dave in 2023 and Jay in 2025, brought fresh ideas and sales expertise, driving further momentum.
The company’s employee share ownership scheme, rewarding staff with over two years of service, fosters loyalty and aligns with its growth goals. First Mats aims to triple its size within three years, recruiting additional staff to support this ambition. This trajectory mirrors the UK’s AI-driven economic push, with the government’s AI Opportunities Action Plan projecting £47 billion in annual output and 13,250 new jobs by 2025.
Navigating the UK’s AI Ecosystem
First Mats’ success reflects the UK’s dynamic AI landscape, where London attracted $3.6 billion in 2024 and cities like Birmingham are emerging as innovation hubs. The government’s investments, including AI Growth Zones and a 500mw data centre in Oxfordshire, support firms like First Mats, which apply AI to practical business functions like logistics and sales forecasting. Unlike consumer-focused AI startups, First Mats delivers immediate returns, aligning with 2025 trends where private equity prioritises cost-efficient solutions, as seen in $131.5 billion in global AI deals in 2024.
Challenges persist, however. The UK’s AI sector faces talent shortages and capital constraints, with over half of 2023 AI jobs concentrated in London. First Mats, based in Birmingham, must compete in a market where scaling demands constant innovation. The government’s planned Compute Strategy for spring 2025 and supercomputers in Bristol and Cambridge could provide resources to enhance First Mats’ capabilities, but global competition remains a hurdle. Russell’s focus on AI upskilling, mirroring 63% of UK firms planning similar training, positions the company to stay competitive.
Building Safer, Smarter Workplaces
First Mats’ mission is to create safer, more efficient workplaces through high-quality products and exceptional service. From anti-fatigue mats that boost worker comfort to logo mats that elevate brand presence, the company addresses diverse needs with precision. Its spill control solutions, handling everything from water to chemicals, ensure workplace safety, while cable protectors and leisure mats cater to specialised environments like gyms and pools. The Five B’s—best products, advice, prices, delivery, and website—guide every interaction, making ordering seamless and reliable.
The company’s 40% revenue growth and 2,000 new accounts in 2024 underscore its ability to disrupt a traditional industry. By blending AI with a human touch, First Mats has redefined customer expectations, earning loyalty from clients like the National Trust and Bentley Motors. Social media engagement, showcasing bespoke mats for sports clubs and businesses, highlights its knack for meeting unique demands, further driving sales.
A Blueprint for the Future
First Mats’ record year demonstrates how strategic AI investment can transform a business, even in a conventional sector. Its £100,000 technology push has delivered efficiency, growth, and customer trust, setting a model for UK firms navigating the AI boom. With plans to triple in size by 2028, supported by new hires and a share ownership scheme, the company is poised for continued success. As the UK’s AI sector thrives, with £200 million in daily private investment since July 2024, First Mats exemplifies how innovation and quality can create lasting impact, paving the way for safer, smarter workplaces in 2025 and beyond.
