In this episode of The Purposeful Strategist, Belden Menkus speaks with Max Dubiel, co-founder of Redemption Roasters, a social impact coffee business working to reduce reoffending in the UK through training and employment. This mission-driven startup has grown into a multi-site retail and wholesale business, employing a significant proportion of prison leavers while operating in one of the UK’s most challenging sectors.

Max shares how Redemption is navigating a pivotal moment — from rapid expansion to disciplined consolidation in response to a tougher hospitality market. He reflects on raising institutional capital, restructuring the business under pressure, and strengthening operational foundations, from cost control to hiring and management systems. Alongside this, he explains how the business has continued to deepen its impact, increasing the proportion of prison leavers in its workforce and expanding its wholesale and training model.

In their conversation, they explore:

• What it takes to balance profit and purpose in a volatile market.

• The realities of scaling a bricks-and-mortar business under pressure.

• Why disciplined hiring and management systems are critical to performance.

• How investor alignment shapes long-term decision-making.

• Where Redemption Roasters is focusing next and what sustainable growth looks like.

Redemption Roasters

MenKus & Associates

Supported by Norman Broadbent

Manager Tools

Belden Menkus is the Managing Director of Menkus & Associates, a London-based advisory firm working with CEOs and senior teams to align strategy with purpose. Drawing on decades of experience in strategy consulting, leadership, and organisational transformation, he helps mid-sized firms—particularly law firms and membership bodies—tackle complex decisions and unlock long-term value.

Belden hosts The Purposeful Strategist, a podcast exploring how business leaders bring purpose into strategic action. His work is marked by intellectual clarity, a collaborative approach, and a commitment to practical results. A strategic thinker with wide intellectual range, blending business acumen with curiosity and cultural literacy. He brings a distinct mix of consultant, historian, and explorer of ideas.