Justin Hughes

Justin Hughes is the CEO of NetZeroNitrogen, a biotech and climate-focused startup, with a wealth of experience as a senior corporate executive and a former fighter pilot, including his role as Executive Officer of the Red Arrows. He is a sought-after speaker on leadership, high-performance cultures, decision-making in uncertainty, and operating in high-risk environments. Whether delivering keynotes, facilitating workshops, or leading sessions for virtual teams, Justin captivates audiences with an engaging style and actionable insights grounded in real-world challenges.

Drawing from his experience performing over 250 displays with the Red Arrows, Justin developed the BETTUR (Better Understanding of Reality) model, offering a practical framework for planning, execution, and adaptability under pressure. Since transitioning from the RAF, he has advised leading organisations such as Microsoft, the United Nations, and Mercedes Formula 1, and is a regular contributor to BP’s global Leading in Operations programme.

Justin is also the author of The Business of Excellence (Bloomsbury, 2016) and has been featured in the London Evening Standard, Director Magazine, The Daily Telegraph, and The Independent. He has appeared on BBC World Talking Business, BBC Breakfast, and GB News, sharing his expertise on high performance and strategic decision-making.

Academically accomplished, Justin holds an MBA from London Business School and an MSt in International Relations from the University of Cambridge, both with Distinction. Known for his wit and insights, he once dismissed pandemics as a thesis topic in 2017 and instead explored the risks of cryptocurrency—now sitting on a 1000% return from a modest investment.

With deep expertise, an engaging delivery, and a passion for excellence, Justin inspires teams and leaders to thrive in the face of complexity and change.