The Long Game with Pete Mills

Nasreen Karim : Law, Life & Ambition

Born and raised in Bradford, Nasreen Karim built a law firm from scratch, challenged cultural expectations, and is now exploring new opportunities in Dubai. In this episode, she talks with Pete about breaking barriers as a South Asian woman in business, her parents’ journey from the textile mills to entrepreneurship, and why she believes Bradford’s future lies in embracing its diversity and ambition.From reflections on City of Culture to plans for the upcoming Leeds Road Festival, this is a candid conversation about resilience, reinvention, and the global mindset emerging from one of the UK’s most entrepreneurial cities.

Bob Gomersall: From Physics Labs to Global EdTech with Surpass Assessment

In this episode, Pete talks with Dr Bob Gomersall, founder and chair of Surpass Assessment — the Bradford-based company behind one of the world’s leading digital exam platforms. Bob began his career as a physics teacher at Manchester Grammar School before setting up a small business designing medical equipment, which later evolved into work on computer-based assessment and learning technologies. He went on to found several successful ventures, including Virtual College and Advanced Digital Innovations, all driven by a belief in using technology to improve education and society.They discuss his early experiments running online tests back in the 1970s, the future of AI in education, how to lead with trust and autonomy, and his new book Worthwhile Wealth — a personal reflection on building businesses that create genuine value.

Anita Morris: Winning the Bradford 2025 Bid & 25 Years in PR

n this episode of The Long Game with Pete Mills, Pete talks with Anita Morris, founder of Anita Morris Associates and the PR mind behind Bradford’s winning UK City of Culture 2025 bid. Anita shares how a freelance experiment turned into a 25-year business, why her first hire was a “cellar dweller,” and how clear communication helped focus an entire city on one KPI: win the bid. Along the way, she offers candid advice on starting out, the importance of teamwork, and why coffee with the right person can change everything. It’s a conversation about creativity, resilience, and the power of telling your own story.

Amjad Pervez: From Corner Shop to Cash & Carry King

From a small corner shop in Bradford to building one of the UK’s leading foodservice and cash-and-carry businesses, Amjad Pervez’s story is one of vision, resilience, and relentless drive. In this episode, Amjad reflects on his family’s journey from migration to entrepreneurship, how a single bet with his brothers set them on a new path, and why “never say no to a paying customer” became his golden rule. He shares the pivotal moments that transformed a £35 order into a multi-million-pound enterprise, the creation of Sea Fresh, and the expansion into a national cash-and-carry powerhouse. With honesty and insight, Amjad discusses the challenges of scaling a family business, the importance of spotting opportunities others miss, and why Bradford remains central to his ambitions.

From Edinburgh to Bradford: Kersten England’s Journey of Leadership and Legacy

Kersten England has spent over three decades in public service, leading cities through change while staying deeply rooted in Bradford. In this conversation, she shares her personal journey from growing up in Scotland, shaped by writers and refugees, to serving as Chief Executive in York and Bradford. Kersten reflects on family influences, lessons in leadership, the challenges of local government, and why she believes Bradford’s diversity and energy hold the key to the city’s future.