Pure's Founder

Our founder

“I started Pure Electric to help bring about a personal transport revolution and have a
positive impact on the world, benefitting society now and for generations to come.”

Adam Norris, CEO & Founder

Explore

Built Britain’s largest D2C pensions

At age 26, Adam set out to sell pensions direct to consumers, something that had never been done before at scale. Through passion and determination it took him over a year to convince anyone to back him. Within 7 years, his business became the UKs largest retailer of pensions. Aged 36, he merged with his backers and listed on the stock market with a valuation of £800m.

World-class Formula 1 driver

After the IPO Adam stepped down from the business, shifting his focus to building a plan for his son to fulfil his dream of becoming a world-class F1 driver. After 10 years of hard work and resilience, his son signed for McLaren as the youngest ever British F1 driver.

Built the no.1 global electric scooter brand

Urban transport. It’s slow. It’s polluting. And it can be pretty unpleasant. Our founder, Adam Norris, recognised that electric mobility had real potential to solve transport problems and have a positive impact on people’s live.

After a year of research Adam realised that with the technology improvements made through batteries, electric scooters could improve the way millions of people travelled around cities. But not the e-scooter as it was then. So with his passion for engineering, good design and cutting-edge technology, he built a better one.

We’ve refined our scooters even more since then, but the mission remains the same: help people get where they’re going, and make the world a better place along the way.