Jack Willoughby
Changing perceptions, not just motivations.
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Xpert Workwear
Growing an agri-workwear brand
Cottonmount Trading
Transforming a legacy wholesaler
OutsideIn
Scaling a DTC streetwear brand
PulseFit
Building iconic fitness brands
Overflow Archive
Ventures, Projects & More
I started my career in the fitness industry. What I actually loved about it wasn't the training, it was changing how people saw themselves. Shifting perception, not just motivation. Long term, not short term. Turns out that's just brand building.
Motivation is short term. You get pumped, you feel inspired, but most of the time nothing changes. Perception is different. Change how someone sees something and you change how they think, how they act, what they care about. That sticks. That's what I've built my career around.
When I care about something, I go all in. That's how fitness became marketing, how marketing became brand building, and how I ended up spending nearly a decade obsessing over changing perceptions.
I've built and scaled brands across workwear, streetwear, fitness, e-commerce, and tech. From zero to multi-millions. D2C and B2B. As a consultant, a founder, and now Head of Brand & Marketing at Xpert Workwear.
I'm a proud dad. An overthinker. Someone who reads too much into everything and cares too much about getting things right. I write about brand, perception, mindset, and the strange business of trying to build something meaningful when we all arrive with nothing and leave with nothing.
If any of that sounds familiar, we'll probably get on.
Snapshot
Xpert Workwear // Head of Brand & marketing // Since 2021
Cottonmount Trading // Head of Brands & marketing // Since 2021
PulseFit // Founder // Since 2019
OutsideIn // Marketing // 2019-2021
Early Career // Digital Marketing // Sales // Consulting // 2017-2019
Qualifications: MSc Marketing · BSc Sports & Exercise · Personal Trainer & Conditioning Coach
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“I can confidently say that Jack is an exceptional manager for freelancers. His effective communication, organisational prowess, and inclusive leadership style have made my experience working with him truly enjoyable. I highly recommend Jack as a marketing manager for any freelancers or team members seeking a supportive and well-organised leader.”
Dave Disbury
Disbury Creative
"Worked with Jack across a couple of bigger branding projects now for a high end clothing manufacturer. Jack has an easy going manner but shows a thorough approach to the projects we’ve collaborated on. Deliverables were what we’d anticipated and that strikes me as a result."
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Alasdair McBroom
Wolfhound
"Working with Jack has been an absolute pleasure. His exceptional management skills made the entire collaboration seamless and efficient. Right from the start, he set clear expectations and provided all the necessary resources for me to complete the project easily and efficiently. I highly recommend Jack as an excellent digital marketing professional for any project."
Kris Byers
Horrible Brands
"Jack has been a real asset to the business.
As Head of Brand & Marketing, he translates brand vision into clear, effective campaigns, combining creativity with structure. He understands the customer, supports the sales team with practical materials, and aligns marketing with real commercial goals.
Any business would be fortunate to have him."
Ross Wilson
Xpert Workwear
