Timo Boldt is the co-founder of Gousto, an online meal kit subscription company headquartered in London.
In this week’s Founder in Five Q&A, Boldt discusses why entrepreneurs must learn not to take rejection personally, making every minute of every day count and why machine learning remains an underrated technology to this day.
What advice would you give to a first-time founder?
Rejection is part of the game—don’t take it personally. It just makes the wins that much more rewarding. What matters is staying laser-focused on the problem you’re solving, and relentlessly chipping away at anything that stands in the way of adoption.
At Gousto, we weren’t just launching a product—we were creating a new category. That meant reshaping habits and shifting how people thought about dinner. We believed that if we kept improving the customer experience—more choice, better convenience, great value—we’d not only win, we’d expand the market itself.
And the tool we use to make all that happen? Technology. It’s how we remove friction and unlock growth.
How do you motivate your team?
Scaling is a team sport—always has been. At Gousto, the most impactful work is rarely a solo effort; it’s the product of brilliant people working together with purpose. My role is to create the conditions where that brilliance can thrive—and to make the behaviours behind it repeatable and scalable.
Becoming a certified coach has helped me better understand myself and how to support others in unlocking their full potential. Early on, we defined nine ownership principles, grouped under Dream, Deliver, Care. These principles shape how we show up every day—and through Super Days and regular shoutouts, we celebrate the people who bring them to life.
I also believe that success should be shared. That’s why around 95% of our team are equity holders. When we win, we win together.
What’s the best way to promote diversity in the workplace?
Great managers lead by example. They use their platform to show that diversity isn’t just welcomed—it’s a strength that leads to better decisions and a stronger business. At Gousto, we’re building an environment where everyone feels safe to show up as their authentic self.
That starts with listening—really listening—without judgement. As a leader, it’s your job to understand your team, to ask thoughtful questions, and to make it clear that openness goes both ways. Trust and honesty are the foundation of any great culture.
We’re also a data-led company. That means we back the best ideas—wherever they come from. With ten active communities—from Gousto Black to Women in Operations—there’s brilliant work happening across the business to deepen our diversity and help every voice be heard.
How do you prevent burnout?
Health is wealth—and it’s one of the core reasons I founded Gousto. I train hard a few times a week, a habit shaped by my time playing American football in the US, and I pair that with a healthy diet and a sharp focus on how I use my time.
We each get around 1,000 waking minutes a day. I try to make every one count—constantly reflecting on how I showed up as a CEO, a family member, a friend, and an athlete. One question guides me daily: What is it only Timo can do?That’s where I focus my energy.
What’s the most misunderstood technology?
Machine learning is still underrated. While we’re clearly on the brink of a platform shift—one where generative AI first drives efficiency gains and then transforms customer experiences—it’s easy to forget that today, around 95% of AI’s commercial value still comes from traditional machine learning, not generative AI.
Despite all the noise, that reality won’t change overnight. In fact, I see machine learning as the foundation on which generative AI is being built. If you want to win in AI, start there: get brilliant at data, governance, APIs, engineering practices, and machine learning. That’s where the real, enduring value lies—for now and for what’s coming next.
The post Gousto founder: Rejection is part of the game appeared first on UKTN.
