Richard Branson’s former 2IC takes flight with a Burleigh company
The long-time lieutenant of Virgin’s global founder Richard Branson has teamed up with a Burleigh company
HE’S been a long-time lieutenant of Virgin’s global founder Richard Branson. He helped grow the Virgin Australia business to 150 jets and transform the Australian aviation landscape.
He subsequently became global chief executive of Branson’s Virgin Group – a conglomerate of licensed branding in travel, credit cards, telecommunications and health clubs.
And he also ran Global Blue, a $1.4 billion tax-free shopping company in Geneva.
But right now David Baxby, Bond University old boy, father-of-three and husband of 18 years, has never been more nervous. Or felt more alive. The 42-year-old, who speaks at a dizzying cadence, is going it alone.
Flying solo, if you’ll pardon the pun. “There comes a point when you have to step out of your comfort zone ... and you have to stretch yourself,” Mr Baxby said.
“And this is that point. Am I nervous ... yes ... but I’m going to give it a go.”
And what’s more, he’s doing it in his own backyard – with a Gold Coast company.
“I learned so much working alongside Richard (Branson) for 10 years ... he had this amazing ability to listen to the views of everyone,” Mr Baxby said.
“From the receptionist to the baggage handler to the general public. He had this ability to make decisions based on authentic feedback.
“And being authentic with my personal and professional life is something that I wish to carry on.
“For me, coming back to Australia was about my three girls learning their Australian identity ... my kids have never been to school in Australia.
“Their schooling has been in Geneva, Shanghai and Singapore and it’s great that they’ve seen the world.
“But we are also proud Australians and the Gold Coast is very much a part of our family identity.”
Mr Baxby fell in love with his wife Selina while the two were studying at Bond University.
Selina finished her senior high school education at St Hilda’s before studying commerce and finishing a double major in languages and marketing.
Selina has shared Mr Baxby’s rise through the corporate ranks to become Sir Richard Branson’s righthand man – from joining Arthur Anderson Corporate Finance as a newly minted Bond graduate, through to Rothschild Australia where he worked on gold mining transactions. Then there was nine years spent at global investment firm Goldman Sachs before moving to London with the firm – which is where Mr Baxby found himself on the client team for the Virgin Group, and where he came to know Sir Richard.
In 2012, Mr Baxby won Bond University’s prestigious Robert Stable alumni Medal for exceptional achievement in any field by a graduate who has brought distinction to themselves, the University and benefit to their communities.
At the time of the award, Mr Baxby said: “People who are willing to take a risk, make a conscious choice and not just go with the flow are the people really getting on in this world." While Mr Baxby remains close to his old boss he did not consult him about his latest business venture on the Coast – Project Evolt.
“Taking an idea to Richard is like drinking from a fire hose ... there’s no shortage of people pitching ideas to him,” Mr Baxby said.
“But to tackle a new venture without Richard sitting in the background is exciting and scary ... there’s no safety backstop.
“But they say to do something every day that scares you .. and that’s what I am enjoying.
“But this would be right up his alley – because it’s about tackling a
TAKING AN IDEA TO RICHARD IS LIKE DRINKING FROM A FIRE HOSE ...
DAVID BAXBY
problem from a different angle.” And that problem is obesity. Project Evolt is a 12-week health and wellness challenge that tracks your journey using EVOLT 360 body composition analysers.
In a nutshell, the program provides a quick, non-invasive, easy measurement of your body composition delivering a guideline of your lean body mass, body fat mass and percentage, skeletal muscle mass, visceral fat level, fitness age, fitness score plus much more in less than two minutes.
And it does this by tracking 40 points on your body.
“Like most things I have done in my life ... if I like it, I’m hoping other people will like it,” Mr Baxby said.
“The program is about rewarding you, you feeling good about yourself no matter what that activity is.
“It’s about becoming a better version of yourself. And that can sound like a cliche but with my daughters at the age they are, I’m acutely aware of being a positive role model.”
And then there’s the passion of Ed Zouroudis – who is internationally renowned as muaythai promoter but who sold Mr Baxby the concept of Project Evolt.
“My family have settled in Sydney but I’m back up here for seven or eight days every month,” Mr Baxby said.
“I’m on the council for Bond but I met Ed (Zouroudis) the CEO and founder about nine months ago and thought, I want to be part of this whole wellness movement.
“And I feel like it’s my time to give back to an entrepreneur like Ed, and take this to the next level.
“In regards to business, Australia is a far more exciting than when I left. there’s been a seismic change in technology. This change allows small groups of entrepreneurs – who may not have a lot of money – to do great things.
“The only thing standing in between you and success ... is yourself. That has never been truer, it’s just a mater of giving it a go.
“And my best business advice remains – be authentic. Inauthentic products don’t succeed any more.”
Of all that Mr Baxby has achieved, family – wife Selina and 15-year-old twins Zara and Imogen; and 11-yearold Amelia – is what he nominated as his greatest success.
“There is nothing harder than raising organic beings – who are driven to go out and do whatever they want – and to keep them in the realms of sensibility,” he said.
“The years I spent with Richard were extraordinary. He was a great guy to work for.
“Now it’s time to test what I have learned.”
THEY SAY TO DO SOMETHING EVERY DAY THAT SCARES YOU ... THAT’S WHAT I AM ENJOYING
DAVID BAXBY