Peter Nardi on Building Alakazam, Losing the Spark and Getting It Back

I've been trying to get Peter Nardi on for ages, and when we finally sat down we just started talking and hit record to see where it went. No plan, no structure, and it turned into one of the most open conversations I've had on here.

Peter built Alakazam from a bloke ordering tricks nobody else could get, off the back of daily lunch breaks at Davenports in Charing Cross, into one of the biggest magic companies in the world. We go right back to that, the £100 a week dream, building the first website out of a Programming for Dummies book, and the morning he rang up a brand new job and said he wasn't coming in.

But the bit that really stayed with me is him admitting that for six or seven years before lockdown, the passion had gone. Coming in, watching the clock, going home. And how his son Harry stepping up brought that energy back into the building and into him.

We also get into what a magic shop actually is to people, why customers ring up to tell Harry their parents have died, magicians who feel the need to prove how clever they are by calling out a double lift in the comments, why old tricks are not worse tricks, and Peter's genuinely brilliant method for getting through an eight hour download without losing your mind.

Plus a confession from me about a box of Alakazam review copies I've been sitting on for four years.

Alakazam Magic: alakazammagic.com

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