Jack Willoughby

I started my career in the fitness industry. I studied Sports & Exercise at university, while also working as a Personal Trainer and in gyms. But over time, I realised the part I loved most was never really the training itself.

It was watching someone change how they saw themselves. Not the quick hit of motivation that fades by the weekend, but a proper shift in mindset – the kind that changes how someone thinks, acts, and carries themselves.

It took me a while to work out that what I was really interested in was marketing. I just had the wrong word for it at the time.

The penny dropped when I was selling gym memberships. People weren’t just buying the offer, the package, or the discount. They were buying into a version of themselves they wanted to become. Once I saw that, I couldn’t unsee it.

Motivation is short term. You can feel fired up, inspired, and ready to go, but most of the time nothing really changes. Perception is different. Change how someone sees something and you can change how they think, what they care about, and what they do next. That idea has shaped my whole career.

When I care about something, I go all in. I went on to complete my Master’s in Marketing, and over time fitness became marketing. Marketing then led me to Xpert Workwear, where I now work as Head of Brand and Marketing.

Today, I spend my time thinking about how we shift the way people see our brand, our products, and the people who wear them – with one big aim: building the most-loved workwear brand on Earth.

Away from work, I’m a very proud dad, an optimist, and someone who usually has too many ideas running through his head at once.