NEWSROOM
Max Lawton brings energy to dual roles at AF Drinks and WasteXpert
University isn’t just about hitting the books – it’s about hitting the ground running, says Max Lawton. That’s certainly true in his case. After graduating from Waipapa Taumata Rau, the University of Auckland with a Bachelor of Commerce (majoring in Marketing and Management) in 2022, the energetic young entrepreneur is already juggling not just one, but two demanding roles: working full-time as the brand and digital manager (USA) for fast-growing alcohol-free drinks company AF Drinks, and part-time as a director of waste management start-up WasteXpert. “The adrenaline from managing dual roles is real!” he laughs. “But so is the satisfaction from seeing both ventures thrive. It’s all about having rock-solid support from both teams and having clear communication. Each day is wildly different – which keeps me on my toes and always pushing forward.”
This crazy ride kicked off only last year, when Max met WasteXpert co-founders Jean-Luc Ellis and Logan Soole through mutual friends. “We clicked instantly,” remembers Max. “Since then, we’ve been closer than ever, brainstorming and building our vision for WasteXpert.” The venture was spearheaded by Jean-Luc, a law and science graduate. “Jean-Luc spotted the massive problem with construction waste through his work in the industry,” says Max. The construction and demolition industry is one of the largest waste-producing industries in New Zealand. According to the Building Research Association of New Zealand (BRANZ), construction and demolition waste may represent up to 50% of all waste generated in New Zealand, with 20% of the waste going to landfill and 80% going to cleanfill sites. Obviously, the waste that ends up in landfill creates significant adverse effects on the environment.
WasteXpert’s goal is to mitigate this environmental damage by helping businesses and communities to manage their waste in the most efficient and environmentally-friendly way possible. The company offers clients a range of services, including waste audits and assessments, collection and transportation, and customised recycling and waste reduction programmes. “WasteXpert blends education, consulting and software into a one-of-a-kind platform that’s already leading the market in New Zealand,” explains Max.
This rapid rise to success was kickstarted by the trio’s participation in the VeIocity $100K Challenge, delivered by the Business School’s Centre for Innovation and Entrepreneurship (CIE). Their WasteXpert concept took out first prize – a clear validation of the initiative’s potential. The win not only netted them $25,000 in seed capital, but also taught Max a critical lesson: “Embracing risk is essential,” he asserts. “It sounds cliché, but the real risk is in not taking any risks.”
Max also revelled in the Velocity vibe. “The best part was definitely the energy and creativity of everyone involved,” he enthuses. “It’s not every day you’re surrounded by people who are as passionate and driven to change New Zealand – or the world! – as you are.”
Crucially, the win gave them a place in the Venture Lab incubator – an experience Max describes as “a game-changer”. “The mentors we met there weren’t just advisors – they were catalysts for our growth,” he observes. “Their insights helped us refine our approach, leading to significant tweaks in our business model. Plus, Venture Lab has kept on surprising us with support, such as a fully paid intern.”
Max’s key takeaway from Velocity – “embrace risk” – has proved equally pivotal in his role at AF Drinks. “This mindset has propelled both WasteXpert and AF,” he notes. “Every day, I’m putting this into practice, whether it’s pitching a new idea or tweaking our strategies on the fly – especially at AF.” AF Drinks is now one of the fastest-growing brands in the US, and recently secured major distribution deals with American retail giants Target and Walmart – an extraordinary coup for the Ponsonby-based company. Max has just returned from five weeks in LA, where he supported nationwide launches of the product across more than 1,500 Target and Walmart stores. “Taking ownership of making AF the voice and leader of the no- or low-alcohol category is no small task, but it’s incredibly rewarding,” he says. “Having such a passionate and world-class team to both lean on and learn from makes me incredibly grateful.”
In particular, AF founder Lisa King’s influence has been “monumental”, he says. “Her approach – bold, fast and uncompromising – has reshaped how I tackle challenges, both at AF and at WasteXpert. It’s about making smart, swift decisions and adjusting on the fly, a strategy that’s crucial in both the start-up and corporate worlds.” Be fearless, he advises. “Dive in headfirst, experiment, and see what happens. If it doesn’t work out, at least you’ll know exactly what not to try next time.”
This audacious approach is paying off, with exciting times ahead for both AF and WasteXpert. With Walmart and Target now on board, AF is gaining serious traction in the US, expanding into more retailers each week; stores stocking the product have multiplied from 400 to 2,250 in under a year. As for WasteXpert, Max and co-founders Jean-Luc and Logan are “gearing up for phase two,” he says. “We’re scaling up, sharing our story more widely across New Zealand, and laying the groundwork for going global. It’s about growth, impact, and pushing the boundaries of what we can achieve.” WasteXpert is now on the brink of closing some major deals in New Zealand, Max reveals. “We’re setting up to be one of the fastest-growing start-ups to emerge from Velocity.”
Although managing the competing demands of two rapidly growing ventures has been undeniably challenging, the complementary skills Max has acquired along the way have been invaluable, he says. “Launching a start-up teaches you to be resourceful and agile. These skills have mirrored my role at AF, especially when dealing with rapid expansion and new market entry strategies.” Practical skills are “super critical”, he adds. “I always tell current students and friends to grab an internship or two! It’s your chance to stand out and make your mark early on. Theory’s great – but the real world runs on experience.” Max is certainly getting plenty of that. “It’s a wild ride, but I wouldn’t have it any other way.”
University isn’t just about hitting the books – it’s about hitting the ground running, says Max Lawton. That’s certainly true in his case. After graduating from Waipapa Taumata Rau, the University of Auckland with a Bachelor of Commerce (majoring in Marketing and Management) in 2022, the energetic young entrepreneur is already juggling not just one, but two demanding roles: working full-time as the brand and digital manager (USA) for fast-growing alcohol-free drinks company AF Drinks, and part-time as a director of waste management start-up WasteXpert. “The adrenaline from managing dual roles is real!” he laughs. “But so is the satisfaction from seeing both ventures thrive. It’s all about having rock-solid support from both teams and having clear communication. Each day is wildly different – which keeps me on my toes and always pushing forward.”
This crazy ride kicked off only last year, when Max met WasteXpert co-founders Jean-Luc Ellis and Logan Soole through mutual friends. “We clicked instantly,” remembers Max. “Since then, we’ve been closer than ever, brainstorming and building our vision for WasteXpert.” The venture was spearheaded by Jean-Luc, a law and science graduate. “Jean-Luc spotted the massive problem with construction waste through his work in the industry,” says Max. The construction and demolition industry is one of the largest waste-producing industries in New Zealand. According to the Building Research Association of New Zealand (BRANZ), construction and demolition waste may represent up to 50% of all waste generated in New Zealand, with 20% of the waste going to landfill and 80% going to cleanfill sites. Obviously, the waste that ends up in landfill creates significant adverse effects on the environment.
WasteXpert’s goal is to mitigate this environmental damage by helping businesses and communities to manage their waste in the most efficient and environmentally-friendly way possible. The company offers clients a range of services, including waste audits and assessments, collection and transportation, and customised recycling and waste reduction programmes. “WasteXpert blends education, consulting and software into a one-of-a-kind platform that’s already leading the market in New Zealand,” explains Max.
This rapid rise to success was kickstarted by the trio’s participation in the VeIocity $100K Challenge, delivered by the Business School’s Centre for Innovation and Entrepreneurship (CIE). Their WasteXpert concept took out first prize – a clear validation of the initiative’s potential. The win not only netted them $25,000 in seed capital, but also taught Max a critical lesson: “Embracing risk is essential,” he asserts. “It sounds cliché, but the real risk is in not taking any risks.”
Max also revelled in the Velocity vibe. “The best part was definitely the energy and creativity of everyone involved,” he enthuses. “It’s not every day you’re surrounded by people who are as passionate and driven to change New Zealand – or the world! – as you are.”
Crucially, the win gave them a place in the Venture Lab incubator – an experience Max describes as “a game-changer”. “The mentors we met there weren’t just advisors – they were catalysts for our growth,” he observes. “Their insights helped us refine our approach, leading to significant tweaks in our business model. Plus, Venture Lab has kept on surprising us with support, such as a fully paid intern.”
Max’s key takeaway from Velocity – “embrace risk” – has proved equally pivotal in his role at AF Drinks. “This mindset has propelled both WasteXpert and AF,” he notes. “Every day, I’m putting this into practice, whether it’s pitching a new idea or tweaking our strategies on the fly – especially at AF.” AF Drinks is now one of the fastest-growing brands in the US, and recently secured major distribution deals with American retail giants Target and Walmart – an extraordinary coup for the Ponsonby-based company. Max has just returned from five weeks in LA, where he supported nationwide launches of the product across more than 1,500 Target and Walmart stores. “Taking ownership of making AF the voice and leader of the no- or low-alcohol category is no small task, but it’s incredibly rewarding,” he says. “Having such a passionate and world-class team to both lean on and learn from makes me incredibly grateful.”
In particular, AF founder Lisa King’s influence has been “monumental”, he says. “Her approach – bold, fast and uncompromising – has reshaped how I tackle challenges, both at AF and at WasteXpert. It’s about making smart, swift decisions and adjusting on the fly, a strategy that’s crucial in both the start-up and corporate worlds.” Be fearless, he advises. “Dive in headfirst, experiment, and see what happens. If it doesn’t work out, at least you’ll know exactly what not to try next time.”
This audacious approach is paying off, with exciting times ahead for both AF and WasteXpert. With Walmart and Target now on board, AF is gaining serious traction in the US, expanding into more retailers each week; stores stocking the product have multiplied from 400 to 2,250 in under a year. As for WasteXpert, Max and co-founders Jean-Luc and Logan are “gearing up for phase two,” he says. “We’re scaling up, sharing our story more widely across New Zealand, and laying the groundwork for going global. It’s about growth, impact, and pushing the boundaries of what we can achieve.” WasteXpert is now on the brink of closing some major deals in New Zealand, Max reveals. “We’re setting up to be one of the fastest-growing start-ups to emerge from Velocity.”
Although managing the competing demands of two rapidly growing ventures has been undeniably challenging, the complementary skills Max has acquired along the way have been invaluable, he says. “Launching a start-up teaches you to be resourceful and agile. These skills have mirrored my role at AF, especially when dealing with rapid expansion and new market entry strategies.” Practical skills are “super critical”, he adds. “I always tell current students and friends to grab an internship or two! It’s your chance to stand out and make your mark early on. Theory’s great – but the real world runs on experience.” Max is certainly getting plenty of that. “It’s a wild ride, but I wouldn’t have it any other way.”
EMAIL
CIE@AUCKLAND.AC.NZ
POSTAL ADDRESS
THE UNIVERSITY OF AUCKLAND BUSINESS SCHOOL
PRIVATE BAG 92019, AUCKLAND
