 Convinced of the potential of powered aviation, he founded a flying field with extensive facilities on reclaimed marshland at Fambridge in Essex in 1909, but this ambitious venture did not prosper, British aviation activity becoming centred at Brooklands.In 1913 he bet Frederick Handley Page that he could earn his pilot's licence within 24 hours of first sitting in an aircraft.He won his bet, gaining licence number 683 and £500, equivalent to more than £28,000 in 2010, which he used to found an aircraft business, Pemberton-Billing Ltd, with Hubert Scott-Paine as works manager, in 1913.