East Midlands winner of young entrepreneur contest unveiled at British Business Embassy

Felicity Milton, an international sportswoman and engineer, has won gold at a nationwide young entrepreneurs competition at the British Business Embassy.

The 25-year-old who lives near Oakham and studied at Loughborough University impressed judges with her recovery and performance sleeve which offers on-the-go instant effective recovery to repair and prepare muscles after sport.

Felicity pitched her unique business idea in front of 200 delegates attending the British Business Embassy at Lancaster House organised by UK Trade & Investment.

Felicity was thrilled to win the competition and said it had boosted her confidence.

She said: "To have been voted number one has really bolstered my belief in myself. To get the ball rolling to carry out that plan, I really needed that boost. This will definitely help get the business going."

The British Business Embassy, taking place throughout the Olympic and Paralympic games, showcases British business expertise and the UK's investment proposition to key audiences through a programme of daily global summits themed around key sectors and countries.

The National University Entrepreneur 2012 competition was a nine-month long competition designed to showcase the best student or graduate business idea inspired by London 2012. Each university was entitled to enter two business ideas into the competition and these were judged by a panel of over 50 business experts and entrepreneurs from across the UK.

Business ideas were judged on their business plan, potential for a global market and how they were inspired by London 2012.

The initial 80 business plans were whittled down to a top 10 who pitched their idea to a panel of experts at York Racecourse during the torch relay celebrations. The four winners were then invited to Lancaster House to pitch their idea at the Education Summit on Wednesday 1 August.

Felicity fought off stiff competition from three other finalists. They included Mobius, by Rupert Lorraine of the University of Plymouth. Mobius is a dynamic new brand for competitive sailing enthusiasts. Also, Rapidsports, by Andrew Thomas of Sheffield Hallam University. Rapidsports involves the manufacture of high quality composite equipment for use in paddle sport. And Star Sports Development – sports retail promotion for squash and racketball. Star Sports Development Ltd was established by William Bennett of the University of Sheffield.

Felicity wins a business support package from Winburn Glass Norfolk, an entrepreneurs master class run by Ernst and Young, a smart phone from Microsoft, a UK Trade & Investment OMIS through Trading Gateway and market research service from Marketest.