In this PJ Tips podcast, I talk Sport, Leadership and Sustainability with the World's Greenest CEO, Henry Staelens.

Having sold a couple of businesses, Henry became the youngest football club CEO when he took over at Forest Green Rovers.

Henry has very clear views on leadership and sustainability, and since recording this, has started a new challenging role as CEO at Ice Hockey UK - why, because of the massive potential he sees.

Forest Green Rovers were once described as the hippie club everybody hated, but the world has moved on and Forest Green Rovers are a global phenomenon leading the way in sustainability in football, and are 'everyone's second favourite club'. Hundreds of Clubs and Businesses have been to see FGR, ho are a model for change, even Wimbledon has been to visit the tiny Gloucester Club. In the conversation Henry talks about Wimbledon's famous Strawberries and Cream, and their trial of Strawberries and Vegan Cream. The results might surprise you. Check out their Green Code work.

Henry believes in leadership and accountability, not micromanagement and establishes a 'belief system that’s bigger than just on the pitch'. He's highly motivated, purpose led and had a very clear mission & strategy at FGR. It was about being the Worlds First where they could, such as having the worlds first vegan/organic pitch. They believe in the notion of do it first, then tell people you’ve done it! Rather than tell them about ideas or plans you have to XYZ in 2030 and then fail to execute.

You can feel the innovation and intention in Henry's comments and insights.  So does this mean other Football Clubs are typically lazy or slow to change?

FGR does more with less – they are over achievers by their own admittance and in the nicest possible sense.  They have bigger audience than any club of its size. Indeed they have 120 international fan clubs. Made profit every year including Covid; Hospitality has grown 300%  and fan numbers grown by 400%. This impacts on the fan experience, income, sponsors and merchandise.

FGR have some amazing sponsors. Henry talks about Quorn who were their biggest sponsors and who are now middle tier as new sponsors have come onboard. This has happened as sponsors have bought into the vision and purpose.

There's no greenwashing at FGR. And they have been careful with new sponsors, checking their green behaviours and governance. So with this in mind, I ask about their relationship with Innocent Smoothies, owned by Coca Cola. The response might surprise you.

So what does sustainability mean and does it make good business sense.  Sustainability takes a culture, decisions and investment. But it seems that at FGR it does indeed make great business sense. People (fans) buy into consistency and authenticity. So dont just have one Carbon Neutral Game and then revert to BAU, make sustainability BAU.

Is Forest Green Rovers a Football Club or Small business? The main product is still football. They have a green stadium, but its still about football. However they are nimble, agile and able to make fast decisions. When Henry joined there was great potential to do more with what they had. The combination of Leadership and Change , was brought about in 2010 when FGR nearly went bust, and Dale Vince invested. He realised it needed more than money, it needed leadership and to be run properly and sustainably.

Culture plays an important part in any committed change. And the overall role of Culture, on and off the pitch is key in FGR. So if FGR can change and become 'green', why cant the likes of Newcastle? Henry talk about football have a wonderful opportunity to lead sustainability in Sport.

We talk about Culture, how to build and create and we talk about managing people, personalities and roles, including the relationships with Owners and Managers and how that helps or hinders Clubs.