Alton-based startup AI Fit is a finalist in the South East final of the UK StartUp Awards.

The UK StartUp Awards was launched to recognise the booming start-up scene across the UK which has accelerated over the past few years with more than 900,000 new businesses founded in the UK in 2023.

More than 900 businesses have been shortlisted for this year’s awards and the contribution of these firms – all of which were started in the past three years – is significant, having created nearly 6,000 jobs since they were established.

AI Fit was founded by Adam Allen-Rogers in 2022 and aims to make buying shoes online easy. The company built a tool that lets people scan their feet with their phone, and it’ll tell them which shoes will fit. This helps retailers reduce returns, increase sales and reduce their impact on the environment. Adam has been nominated for the Young Entrepreneur StartUp of the Year Award.

Adam said: “It’s a real privilege to be recognised by the UK StartUp Awards. I’ve met many incredible entrepreneurs who are building amazing things, and to be shortlisted for the Young Entrepreneur Award means a great deal to me. Being a startup founder is extremely difficult: it’s stressful, long hours, hard work and sleepless nights. To receive this kind of recognition for the work we’re doing is extremely rewarding. This is only the beginning for us – we’ve got great things to come.”

For more information about AI Fit visit