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Building Pride into business every day: How this Virgin StartUp founder supports LGBTQ+ businesses
Back to NewsPride Month is a time to celebrate the LGBTQ+ community, reflect on the progress that's been made, and recognise the people helping to create a more inclusive future.
For many founders, that impact isn't limited to one month of the year. It's built into the businesses they create, the communities they support and the opportunities they open up for others.
Martin Bartsch, founder of Happy Codes and affiliate marketing consultancy SoBermo, is one of those founders.
Bringing together business expertise and personal purpose
For Martin, entrepreneurship wasn't about leaving one career behind to start another. It was about bringing two important parts of his life together.
Having spent more than 15 years developing affiliate and partner marketing strategies for businesses across a wide range of industries, Martin recognised an opportunity to use that experience in a different way.
"My business, Happy Codes, is the bringing together of these two parts of me: my professional experience and my authentic self, in one entrepreneurial project,"
Alongside Happy Codes, Martin also runs SoBermo, a London-based affiliate marketing consultancy that helps businesses develop smarter partnership strategies, improve performance and unlock sustainable growth.
Combining his expertise with his passion for supporting LGBTQ+ businesses and people, Martin proves that commercial success and social impact can go hand in hand.
“I'm particularly proud of the way my businesses have allowed me not only to be part of those entrepreneurial and LGBTQ+ communities, but to connect people from within those worlds and beyond. Events from groups such as the Virgin StartUp Community make networking and connecting people so much easier. It pays to get involved.”
Creating a platform that gives back
Happy Codes is a platform connecting consumers with 600+ LGBTQ+ owned businesses and LGBTQ+ friendly brands through exclusive discounts, offers and promotions.
"Anyone can benefit from the deals and offers on the site," Martin says. "And everyone supports LGBTQ+ causes by doing so."
A percentage of profits from Happy Codes is donated to initiatives and organisations working within the LGBTQ+ community, meaning every purchase helps create even wider social impact.
"As a platform for any LGBTQ+-owned or friendly business to showcase their products and services, Happy Codes is a positive force in the community," Martin explains.
"We encourage small brands to join us and showcase them alongside familiar, global brands. It's a place where consumers discover new brands as well as old favourites, and where brands can show their community support."
Why inclusion takes intention
For Martin, creating an inclusive business isn't something that happens by chance.
"Businesses are all about people: serving them, supporting them and bringing them together," he says.
"But we all know inclusivity doesn't happen by accident. Like all good things, it takes dedication and determination. It takes someone who decides, 'This is what we are going to do.' It takes leadership."
That philosophy sits at the heart of both Happy Codes and SoBermo.
While both businesses actively support LGBTQ+ consumers, businesses and founders, Martin is equally passionate about working beyond the LGBTQ+ community.
"As a very openly queer business, we work with businesses from outside our LGBTQ+ world," he says. "After all, love is love, and expertise is expertise."
It's an approach that reflects a broader belief that inclusion works best when it brings people together, rather than creating barriers between communities.
Pride happens every day
Although Pride Month offers an important opportunity to celebrate and raise awareness, Martin believes the values behind it should be lived throughout the year.
"As a gay-owned business, pride for us is inherent," he says. "We are professional every day, queer every day, and never ashamed."
While June brings increased visibility, Martin believes that visibility has never been more important.
"We fly our flags in June and enjoy the visibility that Pride Month brings. Visibility matters more than ever given the rise in hostility towards LGBTQ+ and trans people around the world."
For Martin, Pride provides a platform to tell stories, celebrate progress and continue pushing for equality.
"But for Happy Codes and SoBermo," he says, "pride happens every day."
Building a business with purpose
Asked what advice he'd give founders hoping to create positive social impact through their businesses, Martin keeps it refreshingly simple.
"Know your values. Promote your values. Live your values."
He believes creating meaningful impact requires more than good intentions.
"Social impact doesn't happen on its own. It takes work, effort and determination. It has to be at the centre of your decision-making and the heart of your business strategy."
For founders, that means deciding what impact they want to make, committing to it and ensuring those values guide and are are reflected in every decision they take.
Supporting founders who create change
Martin's journey is a reminder that entrepreneurship isn't only about building successful businesses. It can also be about creating stronger communities, increasing representation and opening doors for others.
When Martin was launching Happy Codes, Virgin StartUp provided funding to help turn his idea into reality. But for him, the support went far beyond finance.
"The Start Up loan was hugely reassuring because I knew the team genuinely believed in my business idea. That kind of reassurance early on made a big difference."
Alongside funding, Martin received guidance throughout the application process, as well as mentoring that helped shape the future of the business.
"The team guided me through the whole pitching and loan process, and they were consistently helpful, responsive, and clearly invested in helping me succeed. I also received mentoring that was incredibly insightful and packed with practical advice, including pointers to other organisations that support small businesses and startups. It's knowledge that Happy Codes will keep benefiting from for years to come."
Looking back, Martin says it was the combination of funding, expertise and connections that made the biggest difference.
"The funding got things moving, but it was the guidance and the connections that actually changed the game for me."
At Virgin StartUp, we believe in entrepreneurship for everyone.
We're proud to support founders from all backgrounds to start and grow businesses they're passionate about. Because when founders are empowered to build businesses that reflect their values, they don't just create economic impact. They help build a more inclusive future for everyone.
Interested in starting your own business? Here’s how you can get involved: