In the world of entrepreneurship, the adage “busy fool” serves as a cautionary tale. It warns against constantly saying yes and pursuing tasks that may not positively impact profits, often leading to burnout.

Lee Thomas, who heads Aesthetics Event Staff—an agency focusing on temporary staffing—faced this very challenge. The surge in demand for her agency’s services, particularly during and after the pandemic, propelled her company to achieve record sales of £15.4 million for the year ending April 2022. Yet, this success came at a high personal cost, requiring her to work long hours, often exceeding 15 per day, seven days a week.

At 56, Thomas found herself nearing burnout, prompting her to make a significant decision in July 2022: she cut contracts early and scaled back operations, resulting in a revenue decline to £3.2 million the following year. “We’re all much happier now… I’ve never been particularly driven by financial gain,” she remarked. With the introduction of proprietary software that streamlined various business tasks, her firm remains more profitable than ever, posting a pre-tax profit of £660,000 last year.

Established in 1996, Aesthetics Event Staff operates out of Warwickshire and has been catering to diverse events, providing personnel ranging from hospitality staff to security teams at prominent venues such as Wembley and Twickenham. The pandemic, however, presented unforeseen business opportunities. “One day, I received an unexpected call from a company needing staff for Covid testing,” she recounted. This led to new contracts, including staffing for productions by major entities like Netflix and Sky, as well as operations in airports and shopping centers. The influx of work brought immense stress, prompting her decision to prioritize her well-being and pursue a more balanced business approach.

Thomas’s early life was marked by financial struggles on a Coventry council estate in the 1970s. Her father worked as a scaffolder, and her mother was a legal secretary, so the family had a challenging upbringing. Despite this, Thomas recalls a happy childhood filled with love despite limited resources.

Disenchanted with the prospect of an expensive university education, Thomas left school with a single O-Level in art. She later pursued a BTEC in sport via a government-sponsored Youth Training Scheme, run by famous local athlete David Moorcroft. During this time, she worked various jobs, including as a lifeguard and in a local bar.

Influenced by her father, who emphasized the importance of technology, she enrolled in a higher national certificate course in computer engineering, becoming one of only two women out of 30 trainees. However, she did not immediately apply her newfound skills upon completing the course. Instead, Thomas transitioned into roles as a swimming instructor and promotional model, which led her to a notable contracting position with Vauxhall.

This contract job sparked her decision to start her own business, motivated by a belief that temporary staffing agencies often failed to meet client needs properly. With her entrepreneurial spirit ignited, she launched Aesthetics Event Staff.

As Thomas was building her company, she learned she was expecting her first child. Rather than viewing motherhood as a hindrance, she saw it as an opportunity to escape rigorous travel between Coventry and Vauxhall’s offices in Luton and Spain.

In the initial stages, she turned down a lucrative £1 million contract with Vauxhall, choosing to decline until she felt confident in her ability to fulfill the commitment. Three years later, she successfully secured the same contract.

For over a decade, Thomas flourished in the automotive event sector, reaching annual sales of around £2.5 million by 2008. However, the onset of the global financial crisis severely impacted the industry, leading to a rapid decline in event work.

Throughout this period, she began providing staff for Keith Prowse, which offered hospitality services at prestigious events like Wimbledon and Royal Ascot. This venture boosted her company’s visibility, enabling contracts with Manchester United and Arsenal, contributing to steady growth.

A career highlight occurred in June 2016 when Aesthetics Event Staff managed the hospitality for 300 guests at Queen Elizabeth II’s 90th birthday celebration. “Growing up in a council estate, I never imagined I’d attend such extraordinary events,” she said, sharing her sense of accomplishment.

One of her most strategic moves was creating in-house software, launched in 2015, to manage staff profiles, bookings, invoicing, and online training. The software played a crucial role during the pandemic, allowing Aesthetics Event to adapt and even thrive in a challenging environment.

When restrictions eased and orders surged, Thomas found plenty of staff ready to work, building a network of over 40,000 temporary workers, engaging about 2,500 regularly. However, delays in client payments created challenges, particularly during busy months when wage expenses exceeded £1 million.

Government-backed Covid loans proved invaluable in navigating this financial phase. Following this experience, she refined her payment terms, with roughly 80% of clients now paying on time compared to lower percentages pre-pandemic.

Reflections

Hero: Richard Branson, for his commitment to detail and relentless pursuit of excellence. This aligns with my own philosophy: you are only as good as your last project.

Best decision: Informing Covid clients that we could no longer work together. It cost millions, yet preserving health and well-being took precedence.

Worst decision: Attempting to open an office in Dubai in 2010. The challenges of being a female entrepreneur in that era led to its closure after two years.

Funniest moment: My obliviousness to famous faces. After leaving a game at Wembley, I struck up a conversation on a train, only to realize later that I had been chatting with Martin Keown.

Business advice: Stay true to your core values. I have turned down opportunities due to concerns about how staff were treated.