After originally training as a professional composer in Manchester, Aylott worked with Strangeways prisoners and in 1995 released the first ever record from a British prison. That led on to him using inmates – including lifers – when setting up Summit Media in 2000 with his mother, Marion.

The Hull-based digital agency, a specialist in retail with clients including Arcadia Group, Argos and Selfridges, now employs 140 staff, turns over £37.1m and has further offices in London, Paris and Prague. Aylott, 43, is a keen polo player and sailor as well as a qualified pilot and water-ski instructor.