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James Hurman

Founding partner - open in a new tab Previously Unavailable
James Hurman
James Hurman is a New Zealand-based entrepreneur, investor and advertising effectiveness expert. He’s the founding partner of Previously Unavailable, a creative company that partners with, creates and invests into high-growth startup companies. James is a co-founder of several high-profile New Zealand startups including Tracksuit (brand health tracking SAAS) and AF Drinks (non-alcoholic RTD cocktails), both of whom are market leaders in New Zealand and growing in the US and other global markets.

Posts by this author

James Hurman
May 7, 2025
The paradox of retention

New research shows brands that retain fewer customers—but increase those customers’ spend—are growing at more than 3x the rate of brands that retained more but failed to increase spend.