

From Athlete to Global HR Leader: The Power of Community with David Hughes
What if the key to retention, engagement, and authentic leadership isn’t perks or pay but community?
In today’s episode, I sit down with David Hughes, Global Head of Talent at Costa Coffee, whose journey took him from competing for Great Britain in athletics to leading people, purpose, and community in one of the world’s most recognisable brands.
We explore:
How sport shaped his leadership philosophy and resilience.
Why community is the most overlooked driver of engagement and retention.
The rising influence of Gen Z and their demand for authenticity.
How brands can avoid “whitewashing” and build trust through meaningful action.
This is a masterclass in understanding why authenticity, purpose, and connection will decide the future of work.
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Chapters
00:00:29 – HR: Planned or by chance?
00:01:27 – From GB athlete to HR leader
00:02:19 – How sport shaped leadership
00:04:04 – Leaving athletics & finding purpose
00:05:51 – From recruitment to Boots & HR
00:07:03 – What community really means
00:09:55 – The data: community reduces turnover by 50%
00:11:23 – Why Gen Z changed everything
00:12:45 – Community, charity & the HR function
00:14:42 – Building local impact: the SEN school project
00:16:24 – Skills vs. qualifications: the future of work
00:18:38 – The four pillars of talent at Costa
00:20:11 – What EVP really means (and why most get it wrong)
00:23:09 – Authenticity vs. whitewashing in employer branding
00:24:59 – Gen Z: why they can’t be fooled
00:27:03 – The real cost of ignoring community
00:29:47 – A life-changing trip to Colombia
00:31:54 – How to convince senior stakeholders
00:33:02 – Advice to my younger self: mistakes & fourth gear
00:34:55 – Why slowing down creates better work
00:36:10 – Closing reflections on purpose and belonging