Nicky Wake is a serial entrepreneur and the founder of Don’t Panic Projects and Chapter 2 Dating.
She launched Don’t Panic Projects in 2005, an events business that owns and delivers 22 prestigious awards programmes annually, as well as conferences for corporate clients, public sector organisations, and agencies. Based in Rawtenstall, the company employs a team of 20.
In 2022, following the tragic loss of her husband Andy Wake in 2020, Nicky founded dating platform Chapter 2. Drawing on her personal experience of dating as a widow, the app is designed to support widows and widowers in navigating the next chapter of their lives.
Now available in the UK, USA, Canada, and Australia, the platform has grown to over 15,000 members. Expanding further, she launched WidowsFire, a platform for those seeking casual connections, and is now launching SoberDating, aimed at individuals in recovery and the sober curious.
Here, she shares a recent week in her life…
Monday
I like to start the week with a proactive mindset, setting the tone for a productive few days ahead. My morning begins with a review of where we left off at Don’t Panic Projects. With 22 awards programmes running annually across the UK and globally, every week is a deadline week! Our team operates like a well-oiled machine, juggling launches, judging panels, creative design, ticket sales, and event execution. Thankfully, my hands-on involvement these days is mostly keeping a strategic eye on the business and turning up in a glamorous dress to hand out awards!
Next, I turn my attention to my dating apps – Chapter 2 Dating, WidowsFire, and SoberDating. Dating is a seven-day-a-week business, and weekends are our busiest times. With users spanning multiple time zones in the UK, USA, Canada, and Australia, I always have new members to review and queries to answer. I’m incredibly hands-on with the apps, handling much of the day-to-day operations myself. While I have great tech and PR partners and a network of freelancers for marketing and design, I love being in the details.
I always ensure I carve out a lunch break on Mondays to spend time with my 17-year-old son, who has the day off college. We’re currently exploring Manchester’s ever-evolving restaurant scene.
Monday evenings are reserved for cinema night at Everyman Manchester or HOME – my perfect sober night out. Since committing to sobriety, I’ve found this to be a great way to unwind while broadening my film horizons.
Tuesday
As Monday is mostly spent at home in my live/work space in Deansgate Square, I try to schedule my external meetings for the middle of the week. A typical Tuesday could involve a media interview – I love discussing all things dating with journalists and editors and often get quoted as a ‘relationship and dating expert’. Ironically, despite running three dating apps, I’m still single! I don’t feel I can use my own platforms as that would be a conflict of interest.
Investor meetings are another key part of my Tuesday schedule. I’m fortunate to have incredibly supportive investors who not only back my vision but also offer invaluable connections and insights.
Most evenings, I try to squeeze in a swim at my apartment’s pool, followed by a jacuzzi and steam room session. A perfect way to relax and reset.
Wednesday
Midweek is my time to check in with my tech partner, M14, who has been instrumental in bringing my dating app concepts to life. They’ve developed an excellent white-label product, and their industry knowledge has been invaluable in helping me navigate the world of dating tech.
I also dedicate time to reviewing user feedback and ensuring the apps are delivering the best possible experience. Community engagement is at the heart of what we do, and I’m always looking for ways to improve.
Thursday
Thursdays are my creative days. I catch up with my PR agencies – Hendrix Rose PR for Chapter 2 and WidowsFire, and Down at The Social for SoberDating – to discuss how we can continue to raise awareness amongst our target audiences. I also check in with our design and content teams to ensure our branding, copy, and social media remain engaging and impactful. Paid social campaigns are a huge part of our marketing strategy, and I work closely with our specialist to optimise performance, especially on Meta. I personally create and schedule the organic posts as I like to stay close to our communities.
Thursday nights are usually event nights – whether I’m attending a Don’t Panic awards ceremony somewhere in the world or running a dating event for one of the apps. I firmly believe in blending online dating with real-life experiences, so live events are a key part of our growth strategy.
Friday
Fridays are all about preparing for the weekend traffic on the dating apps. This involves scheduling promotions, promoting our next in person events, engaging with our online communities, and working with our network of community champions who help spread awareness and organise meet-ups. I’m also hands-on with content creation for our social channels, ensuring we provide useful, engaging, and supportive material for our members.
Before signing off for the weekend, I review the weekly update from Don’t Panic, hopefully ending the week on a high!
Friday evenings vary. I’m either out with friends for dinner or indulging in my latest TV obsession. Right now, I’m working my way through RuPaul’s Drag Race Season 17 and every version of The Traitors from around the world.
Being an entrepreneur means no two weeks are ever quite the same, but I wouldn’t have it any other way!
