Packaging

Spokes of inspiration: Will Butler-Adams on steering Brompton Bikes to new heights

Tuesday 20. August 2024 - Will Butler-Adams, CEO of Brompton Bikes and keynote speaker at London Packaging Week, explores the harmony of sustainability and innovation while weaving together the threads of chance and purposeful decision-making.

Will Butler-Adams, the CEO of Brompton Bikes, embodies a unique blend of serendipity and intentionality in his approach to both life and business. His journey, marked by unexpected opportunities and bold decisions, underscores a powerful philosophy: make the most of every moment and enthusiastically embrace life’s uncertainties.
Will’s career trajectory is anything but conventional. From an accidental scholarship that led him to South America to a chance encounter on a bus that introduced him to Brompton, his story is a testament to the value of saying “yes” and seizing opportunities. He advocates for living life fully, professionally, and personally and emphasises that passion and resilience are key to making a meaningful impact.
As a headline speaker at London Packaging Week, Will will discuss Brompton’s commitment to sustainability and innovation. Under his leadership, Brompton continues to hone its impressive suite of sustainably made bike products for city cycling. The company’s dedication to accessible and affordable clean transport is evident in its latest achievements: the sale and manufacture of its millionth bike and its recent B-Corp Certification.
Through his leadership at Brompton, Will demonstrates how embracing risk, staying curious, and maintaining a sense of adventure can drive success and innovation. His approach to business—focusing on adding value and making a difference—reflects his belief in living a life of purpose and excitement.
But what’s the secret to enjoying a 22-year career at the world-renowned folding bike company he has taken from cottage industry to global brand, empowering people to ‘create urban freedom for happier lives’?
“I would say principally, we’re all going to be gone in a minute, so make sure you have a bloody good time in your job and get things done,” he told London Packaging Week. “Most of us are just farting around doing something that doesn’t float our boat or excite us, something that isn’t making the world a better place. If you’re not enjoying what you’re doing, change it. And if it doesn’t get any better after trying to change it, then get out. Do something different. We have some big challenges facing our planet, not least the wars we’re seeing, but beyond that, the whole planet itself. We need to do everything we can to contribute and feel that our little lives are improving the world.
“Whichever job or role you’re in, you should be making life better, adding value, and getting up in the morning thinking you’re contributing to the future. Unfortunately, far too many people aren’t and lack the confidence to be honest with themselves and do something about it.
“I am pretty disorganised. It’s mostly about ambition, belief, grabbing opportunities, never saying no, and always saying yes. People talk about luck, but luck is there for all of us every day, every week. It’s whether you’re prepared to take the risk, jump, and go for it. That’s where lucky people differentiate themselves. It’s sliding doors, it’s opportunities.”
A Life of Serendipity and Bold Decisions
Despite his initial academic struggles, Will’s journey began with an unexpected scholarship that led him to South America. His ability to turn challenges into opportunities became evident early on, from mastering Spanish to navigating the complexities of higher education. His entrepreneurial spirit emerged as he embarked on ambitious projects, including organising an Amazon expedition and learning to fly in Zimbabwe.
These experiences have contributed to shaping Will’s philosophy of leadership and innovation. His story is a testament to the power of saying “yes” to life’s opportunities, no matter how unconventional they may seem.
“I wasn’t very academic, but I ended up winning a scholarship to travel around South America,” he stated. “I wasn’t a linguist, but I came back speaking fluent Spanish. I went to university, where I shouldn’t have been allowed in, but I called the tutor, persuaded him, and he let me in with three C’s when it should have been three B’s. This allowed me to upgrade to a master’s program, and I decided then to combine engineering with Spanish. I did that for two years, and during the first year, I borrowed £10,000 from my dad, bought my first house, and organised an expedition to the Amazon.
“I commissioned a documentary and led an expedition that nearly killed everyone, and it was televised. Then, I met someone who learned to fly in Africa, which sounded cool. I took a student loan, went to Zimbabwe, learned to fly, and had an amazing time flying over Victoria Falls.
“After returning and completing my degree with a first, I realised I needed to work hard if I wanted to achieve anything. I secured a job in Middlesbrough, which I initially thought would be horrendous. I planned to do it for a year and then find a proper job, but I loved it. I loved the people. I ended up working in Middlesbrough for five years. I was studying for the GMAT, which is what you need to get into MBA school while working in Middlesbrough, but I never did go to France and do an MBA. During this period, I visited London and met someone on a bus who told me about a guy making bikes and needing help.
“This was a classic sliding doors moment. I could have ignored it, but I decided to follow up. I emailed the guy, met Andrew, the inventor of the Brompton, and saw the factory. Clearly, the operation was inefficient, and I saw an opportunity to improve things. I thought it would be fun, and while it wasn’t a big-money job, it was in London where all the cool people were. I decided to work there for a couple of years and never ended up doing the MBA. That was 22 years ago, and I’m still here.”
Will’s philosophy hinges on the belief that action and adventure are essential components of a fulfilling and successful life. His approach has always been to seize opportunities and engage in challenges head-on, regardless of how daunting they may seem. Despite his natural inclination to play it safe as one grows older, he continues to challenge himself and encourage his team to do the same. His leadership style reflects this balance—providing guidance without stifling creativity and valuing the boldness and innovation that come from embracing youthful enthusiasm.
“You never quite know what’s coming around the corner, and occasionally making mistakes is part of the excitement,” added Butler-Adams. “If you never make mistakes, how boring is life? There’s no risk or jeopardy, and if you might cut yourself or bruise yourself, it’s still better than a monotonous life.
“You need to keep challenging yourself so that you don’t default to the safest, easiest option at work. Of course, you don’t want to risk everything. I’ve given up some of the more reckless things I used to do when I was younger because I’m more responsible now and have a family.
“However, that doesn’t mean you shouldn’t keep pushing yourself. While it came naturally to me when I was younger, I now have to consciously make an effort to stay engaged and take risks. Experience can lead to increased fearfulness, which is why bringing young people into the business is crucial. Their naivety is key to innovation and growth. If you knew half of what you know now, you might never take the leap. Young people are often overconfident and under-experienced, but if you balance that with some experience—without overwhelming them—you can guide them effectively.
“I want my team to succeed, not just me. So, I let them take the lead but offer gentle advice. I don’t want to dictate every move, but I might say, ‘Just so you know, there’s a large precipice on the right. A few steps to the left might be a better direction.’ This way, I guide without taking over.”
The Details Behind Operational Success
In the whirlwind of global business leadership, where chaos often seems to reign supreme, Butler-Adams has carved out a unique space for himself with an almost obsessive attention to detail. His life and career at Brompton Bikes, from its early days with just 30 employees to its current stature with nearly 800, are meticulously documented in hundreds of notebooks—a testament to his commitment to order and clarity.
However, as the company has grown, so has the complexity of his role. The pristine organisation of his early notebooks has given way to a more complex and chaotic array of tasks and responsibilities. Adapting to this evolution, Will has learned to balance his inherent desire for neatness with the demands of managing a vast, international operation. His day-to-day now involves a delicate dance of keeping abreast of global meetings, strategic planning, and addressing the dynamic needs of his team.
“It’s really funny,” he added, wielding one of his trusty notebooks. “I have a system for organising my life, and I’ve kept hundreds of notebooks that you can almost use to trace what’s been going on in my life. My early books from my time at Brompton, when there were just about 30 of us (now there are maybe 800), were perfectly organised. They’re still somewhat organised, not a total mess, but the early ones were like works of art, beautifully laid out with every single line crossed off once completed.
“As time went on, though, the books deteriorated into a chaotic mishmash. When I got my first personal assistant, I was hesitant because I felt it was a failure to need help with things like booking meetings. I’ve grown used to it now, but my inbox remains a big part of my job.
“I spend a lot of time dipping into different parts of the business to listen, observe, and understand, though I can’t cover everything because the business is too large. For example, I had a meeting with our team in China this morning and another call with twenty of our team members across Europe. I try to create an environment where my job is to serve my team. If they’re unhappy, I’m not doing my job well. I need to provide them with support, tools, investment, and training.
“Another aspect of my role involves addressing specific problems as they arise. There’s also a strategic component where you must look at the big picture and plan for the future. Additionally, there’s the shareholder aspect, including AGMs and other related activities. Networking is also part of the job, though the term can be misleading. It’s not just about attending social events; it’s about seeking perspectives from outside your industry.
“I prefer to network outside the bike industry because innovation often comes from different sectors. If you only benchmark within your sector, you’ll only be as good as your competition, which isn’t enough. Innovation can come from how you treat your staff, not just from the product itself. Sometimes, the most unexpected events can lead to meaningful connections or insights. So, even if an event seems like a waste at first, you might end up meeting someone interesting or discovering something amazing.”
London Packaging Week is a dynamic convergence of ideas, inspiration, and innovation that transcends industry boundaries. It’s a melting pot where forward-thinking professionals from diverse fields come together to share insights and spark creativity. This year, as a headline speaker, Will will offer an honest and insightful look into Brompton’s journey through the evolution of packaging.
The intricacies of packaging might seem straightforward from a distance, but as you delve deeper, you discover its critical role in operational success.
“It’s really interesting because the closer you get to a business, the more you realise that while vision, ambition, and lofty goals are crucial, the devil is in the details at every level,” he continued. “You need to bring people into the organisation and give them the space and freedom to apply their experience, as they often have better insights on implementing change with care, detailed thought, and precision.
“We recently revamped our packaging to make it better, greener, more efficient, and more robust. We spent months on this, considering 3D design and configuration to improve it. But despite our efforts, we encountered issues when we shipped bikes to Asia: 400 bikes had wear marks. Although the new packaging was an improvement, it didn’t withstand the journey as well as we had hoped. We had to ship the bikes back to the UK, and it was disheartening.
“Another challenge we face is balancing sustainability with customer expectations. We’re pressured to provide an Apple-like premium unboxing experience, but the high-quality packaging is often discarded and doesn’t align with our sustainability goals. Consumers live in small flats and don’t have space for elaborate packaging, so the value of spending extra on this box is questionable. The real question is whether customers want us to invest in the packaging or improve the bike.
“For some consumers, the unboxing experience is part of the product’s appeal, so finding the right balance is tricky. Parts of the business might lean too far in one direction, and I have to manage this without compromising our core principles. The closer you get to any part of the business, the more interesting and complex it becomes. It’s like art or any specialised field; the more you delve into it, the more you see its intricacies and interconnections.
“Packaging is a good example of this. People often don’t realise its significance, but if you approach it smartly, you can extract real value from it. It’s never easy, and we take it quite seriously.”
Will’s leadership at Brompton Bikes exemplifies how passion, resilience, and a willingness to take risks can drive success and innovation. Through his dynamic approach, he has transformed a small bike company into a global brand and inspired countless individuals to live with purpose and adventure.
As he prepares to share his insights at London Packaging Week, attendees can look forward to a thought-provoking discussion on sustainability, innovation, and the intricate details that contribute to operational success. Will’s story is a testament to the value of curiosity, ambition, and a relentless pursuit of excellence. His philosophy encourages us all to live fully, embrace challenges, and make a meaningful impact in our own journeys.