Hugh Brasher – Inspiring Activity, Inspiring Humanity
In this episode of The Courage to Lead Interview Series, Hugh Brasher is not just the CEO of the TCS London Marathon — he’s the custodian of one of the most inspiring global events of our time. Under his leadership, the London Marathon has become the most popular marathon on the planet, with over 1.13 million applicants and 56,640 finishers in 2025 alone. Yet, Hugh’s focus isn’t on numbers — it’s on people.
The marathon raises more than £80 million each year for charity and has contributed over £1.4 billion since 1981. But as Hugh explains, its true power lies in bringing people together:
“Marathons show that we are far more similar than different. We can care for total strangers, and that togetherness will take us further than division ever will.”
A Legacy of Vision and Values
The London Marathon’s DNA is family-deep for Hugh — his father, Chris Brasher, co-founded it after witnessing the unity of the 1979 New York Marathon. That same vision drives Hugh today: “to inspire activity in all demographics and abilities.”
When asked about his leadership ethos, Hugh Brasher summed it up simply:
“It’s not about being the best — it’s about being the best you can be.”
From 22 staff when he started to 150 today, Hugh has built a team bound by shared purpose and values — fun, excellence, curiosity, and impact. His approach to recruitment is refreshing:
“I don’t hire runners. I hire people who love helping others.”
From Retail to Global Leadership
Before leading London Marathon Events, Hugh Brasher built Sweatshop, a running retail chain he grew from one store to 43. His formula? Listen deeply, use data wisely, and care for people.
He recalls,
“If someone comes back with a return, they’ve given you two hours of their time. The least you can do is make their experience amazing.”
This empathy-driven customer philosophy became the foundation for his leadership at London Marathon Events — where relationships, not hierarchies, define success.
Hugh Brasher – Empathy, Awareness, and Humility
Hugh Brasher speaks candidly about his own growth as a leader — especially the moments he’s “got it wrong.”
“If I make someone feel unheard, that’s on me. I’ve learned to slow down, get out of my shoes, and into theirs.”
He embraces mistakes as opportunities to learn, a trait he traces back to childhood:
“No one should feel left out. Everyone has talent. It’s our job as leaders to help them see it.”
Hugh Brasher – Curiosity and Constant Learning
Despite leading one of the world’s premier sporting organisations, Hugh Brasher remains a lifelong learner — even taking up surfing in his fifties.
“I’m terrible at it, but I love it. It’s peaceful, humbling, and teaches me to go with nature.”
For Hugh, curiosity is not optional — it’s essential.
“We’ve made curiosity one of our company values. You have to keep widening your vision, seeking new perspectives, and staying open to change.”
A World Built on Togetherness
In an era defined by division, Hugh Brasher’s message is profoundly human:
“Sport is the great equaliser. It teaches us empathy, resilience, and shared purpose. It reminds us that life’s finish lines are best crossed together.”
🏅 Top 10 Quotes from Hugh Brasher
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“Marathons show that we are far more similar than different.”
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“It’s not about being the best — it’s about being the best you can be.”
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“Togetherness will get us far further in life than division and discord.”
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“If I’ve made someone feel unheard, I’ve failed. That’s on me.”
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“Curiosity keeps you young — it’s the key to leadership growth.”
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“We overestimate what we can achieve in a year and underestimate what we can achieve in five.”
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“I don’t hire runners. I hire people who love helping others.”
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“Confidence isn’t arrogance — it’s believing in your value and your team.”
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“We’re all custodians. Our job is to leave things better than we found them.”
- “Life’s about doing good, having fun, and helping others reach their finish line.”