Needs more flow so either turn the water dial up on the heater a bit or turn the flow up on your controller and make sure your strainer is clean.
I've had the flow up to 99 and its made no difference, once the microbore goes on it won't work. What's a decent replacement? I tried one of those £60 ones on eBay with no vent and it was terrible, it only kicked in half the time. What are the 8l ones like, any problems with the flow we put through them?
If it works/fires up with 1/2 inch inlet and outlet hoses then it's sounds to me defo just a flow problem.
Air in the system and/or restricted flow will defo stop the heater firing up so check for both.
Set the heater to summer setting, min flow and min temp without the hose reel connected then see what happens and let us know.