When Piers Tincknell and David Darke founded Atomic Smash in 2010, the digital landscape looked remarkably different from today. The iPhone had only been around for three years, the term “responsive web design” had just been coined, and WordPress 3.0 “Thelonious” had only recently launched (currently on version 6). Fast forward to 2025, and Atomic Smash stands as a testament to what happens when you embrace change rather than resist it.
The World in 2010: A Different Digital Era
To truly appreciate Atomic Smash’s 15-year journey, we need to rewind to where it all began.
The Mobile Revolution Was Just Beginning
The iPhone had launched on June 29, 2007, meaning it was barely three years old when Atomic Smash opened its figurative doors in Spike Island’s Incubator space. Smartphones were still a novelty rather than a necessity, and the iPad wouldn’t arrive until later in 2010. The idea that people would primarily browse the web on their phones seemed far-fetched to many.
Most websites were still designed exclusively for desktop computers, with fixed-width layouts that would break spectacularly on smaller screens. The concept of a website that could adapt to any screen size was revolutionary.
From University Friends to Business Partners
The Atomic Smash story actually begins before 2010, when co-founders Piers Tincknell and David Darke met during their first week of university. What started as a hypothetical business assignment: “creating a podcasting network” turned into a real partnership upon graduation.
They gave themselves three months: if they didn’t get any work or ran out of money, they’d get “a proper job”. Fortunately, that ultimatum never came to pass.
The duo moved to Bristol and rented desk space at Spike Island, where they immediately collaborated with businesses there. This early decision to work in a shared space rather than from home proved crucial, the connections made in those early days formed the foundation of their business.
Growing with the Times
What sets Atomic Smash apart is how they’ve embraced change rather than resisted it. During their university studies, they observed how quickly the digital environment changes and recognised the importance of embracing it, a philosophy that has driven the company ever since.
The Always Evolving Philosophy
In 2015, Atomic Smash decided to trial a new methodology: a continuous delivery model. Rather than building websites as one-off projects, they pioneered an approach focused on constant evolution and improvement of existing sites that could have potentially been built by anyone.
By trademarking “Always Evolving®” Atomic Smash staked their claim to a methodology that challenges the traditional agency model. It’s not just a tagline, it’s a business model, a philosophy, and now, a protected brand that distinguishes them in the marketplace.
This “Always Evolving®” philosophy has become central to their identity. It’s results-driven, combining commercial insights and technical expertise for strategic website enhancements that amplify growth. The message is clear: you’ll never need a new website again because they’ll keep your current one evolving.
From a duo to a full team
Starting with just two co-founders in 2010, Atomic Smash has grown to many different sizes but currently 14 curious minds. By 2019, the company was highly commended as Best Place to Work in Tech at the Sparkies Awards, demonstrating its commitment to workplace culture alongside technical excellence.
With the challenge of attracting talent, when large technology companies offer competitive salaries. Their solution? Compete on flexibility, workplace culture, and the opportunity to work with interesting clients who do meaningful work.
Becoming a B Corp
Atomic Smash’s commitment to doing business responsibly led them to become a Certified B Corporation, joining a global movement of companies balancing profit with purpose. This certification reflects their values around sustainability, workplace culture, and community impact.
Lessons from 15 Years
What can we learn from Atomic Smash’s journey?
Community Matters: Their decision to work from Spike Island rather than from home enabled them to build the relationships that sustained their early business. Being part of Bristol’s creative community has been integral to their success.
Specialise and Own It: Atomic Smash positioned themselves as WordPress and WooCommerce specialists rather than generalists. This focus allowed them to develop deep expertise and become known for specific skills.
Rethink the Model: Their 2015 pivot to continuous delivery challenged the traditional agency model of one-off website builds. This “Always Evolving” approach created ongoing relationships and recurring revenue while delivering better outcomes for clients.
Values Drive Success: From workplace culture to B Corp certification, Atomic Smash has shown that doing business responsibly and building a positive team culture aren’t just nice-to-haves—they’re competitive advantages.
Looking Forward
As Atomic Smash enters its sixteenth year, the digital landscape continues to evolve. AI is transforming almost everything, voice interfaces are starting to change how people search, and new devices constantly emerge. But if the past 15 years have taught us anything, it’s that Atomic Smash will continue to embrace these changes.
The co-founders have also expanded their impact beyond the company itself:
Piers Tincknell now serves on the board of trustees for Spike Island (a fitting full-circle moment given that Spike Island provided their first desk space and initial clients back in 2010).
David Darke sits on the Board of Directors for Bristol Creative Industries, helping reinvest in the creative sector that has been so integral to Atomic Smash’s success.
These leadership roles reflect how Atomic Smash has grown from being part of Bristol’s creative community to actively shaping its future. The company that once relied on connections made at Spike Island is now giving back and helping to foster the next generation of Bristol’s creative businesses and individuals.
Happy 15th anniversary to the Atomic Smash team. Here’s to the next 15 years of innovation, growth, and to always be Always Evolving.