I founded my first business, Santeau, in April 2004 in my spare room and after some very hard lessons sold my 75% majority stake in September 2007. My idea was simple: find a new way to help people drink more water. I invented a vitamin - enhanced flavor burst for bottled water called O2GO and extended the range to include a new product called Wahoo. These products currently sell into the military and retail markets. I still work with the Santeau business every day and enjoy watching the business grow. I started with a modest budget and a na ï ve but resounding belief in my new inventions. This insider ' s view gives recognition to the hardships and success involved in launching a business innovation from scratch without looking back through rose - tinted glasses.

In order to stretch my own horizons I undertake a new endeavour every year. In the past decade I have run the London Marathon, completed a three - year drama course, competed in the Olympic - distance London Triathlon, lost 35 pounds in weight (twice), trained for the Marathon Des Sables, written a book, learnt how to play squash, started Nordic walking, gained my motorbike licence, taken an Open University degree in Planetary Science, shared a stage with B - list celebrities, met amazing people and numerous other achievements.

I do these things because I enjoy the challenges and rewards they bring.

I have been called a high achiever, an inventor and a maverick. I consider myself to be a normal person with a drive to experience new things and work hard to ensure I get the best results. I wish I had known it was that simple at school.

The following quote by JFK encapsulates my ideals perfectly:

We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills.

Praise for Jonathan Yates:

I t won ' t be long before he gets a loyal following.

Peter Jones, businessman and Dragon ' s Den stalwart

Jonathan is one of those rare individuals who has great business acumen as well as entrepreneurial insight. His passion to succeed is infectious.

Mike Clare, founder of Dream Beds plc Jon is quite simply the most motivated, single - minded and self - believing entrepreneur I have ever met. He will never accept that his goal is unreachable.

Greg Smallwood, investor