Our Story: A Legacy of Connection & Innovation

It started in the shallows of Takapuna Beach...

In 2002, Pam Martin carried a desk and a computer into the ocean at Takapuna Beach. That iconic photo carried a simple, urgent message: We can’t catch the "knowledge wave" if we are still stuck in the shallows.

Pam founded Extra Mile Training to help small business owners move from "muddling through" to digital confidence. Her mission has always been to give people practical, real-world skills that make their businesses more efficient and their lives easier.

Decades of Advocacy

For over 20 years, Pam has been the champion of the "David" in New Zealand's business ecosystem:

The Voice of Small Business: Since its inception in 2008, Pam has served as one of the Lead Judges for The David Awards, celebrating the unsung entrepreneurs who power our economy.
The Author: In 2009, she published Beneath the Knowledge Wave, exposing the true cost of poor digital skills.
The Connector: Known as The Serial Connector, Pam’s career has been defined by building networks—including over a decade of leadership within BNI New Zealand that help business owners thrive.

Innovation for the Dyslexic Entrepreneur

The LIFT mission took a leap forward when Pam joined forces with her son, Stephen Martin, at Virtual Innovation.

Stephen has spent 15 years at the cutting edge of digital entrepreneurship. He is a passionate advocate for neurodiversity in business and is currently launching the Dyslexic Entrepreneur podcast—evolving from his previous show, The Truth About Dyslexia, which reached over one million downloads.

Stephen understands that for many entrepreneurs, the traditional way of "doing digital" doesn't work. His work focuses on creating systems that empower unique minds to succeed without being bogged down by technical barriers.

The Birth of LIFT Small Business

LIFT Small Business is the result of 35 combined years of family experience in business advocacy and digital technology.

By combining Pam’s ability to connect people with Stephen’s world-class systems, we created a model where no business owner has to feel "stuck in the shallows" again.

Our goal is simple: To take the world-class talent of New Zealand's small businesses and make it visible to the world.

Explore Our Work & Partnerships

The David Awards: Supporting the heroes of the NZ Small Business community.
Visit The David Awards Website
The Dyslexic Entrepreneur Podcast: Insights and strategies for entrepreneurs who think differently.
Listen to the Podcast
Virtual Innovation: The engine room behind the LIFT technology.
Visit Virtual Innovation