Justin Hughes

Justin Hughes is a former fighter pilot, Executive Officer of the Red Arrows and now an entrepreneur, strategist and bestselling author. With first-hand experience in some of the world’s most high-pressure environments, he has developed a unique perspective on leadership, high-performance cultures and decision-making under uncertainty. Today, he is CEO of NetZeroNitrogen, a biotech company tackling climate change, and a highly sought-after speaker whose insights resonate with leaders navigating complexity, risk and transformation.

Justin’s career began in the Royal Air Force, where he served as a fighter pilot before joining the Red Arrows. Performing more than 250 displays worldwide, he mastered teamwork, discipline and precision in situations where the margin for error was almost non-existent. He later became Executive Officer of the squadron, a role that demanded not only operational excellence but also the ability to lead under intense scrutiny. This experience laid the foundation for his later work in building high-performance teams across industries far beyond aviation.

Following his military career, Justin co-founded Mission Excellence, advising global corporations on strategy, culture and execution. He went on to work as a strategic adviser with clients including Microsoft, the United Nations and Mercedes Formula 1, while becoming a regular contributor to BP’s Leading in Operations programme. His book, ‘The Business of Excellence’, published in 2016, distilled these lessons for wider audiences, and he has since been profiled by media outlets from The Daily Telegraph to BBC World. More recently, as CEO of NetZeroNitrogen, he has led pioneering work in biological fertilisers, securing investment and field trials that positioned the company as a finalist in KPMG’s UK Tech Innovator of the Year.

As a speaker, Justin combines engaging storytelling with actionable frameworks, such as his BETTUR model for operating in ambiguity. He draws powerful parallels between flying fast jets, leading the Red Arrows and steering entrepreneurial ventures, offering practical insights into resilience, adaptability and performance under pressure. His ability to connect diverse experiences — from military aviation to sustainability leadership — makes him a compelling choice for organisations seeking to inspire teams and leaders. He is hired for his proven skill in translating elite performance into lessons for business success.