Gianni Georgiades is the CEO of Fitflop. He’s had a career spanning many leadership roles at global lifestyle and fashion companies – including CEO of Lacoste Footwear, omni-channel Managing Director for EMEA at Deckers (UGG), and Vice President for Europe at Coach – Gianni brings deep expertise in building brands and driving growth.

In this candid conversation with Managing Partner, Melissa Reed, Gianni explores the principles that have driven 30 years of success in the industry, from the power of transformational leadership to navigating AI’s revolutionary impact on business.

What does good leadership mean to you?

To me, good leadership is about creating a clear sense of purpose and direction for both the team and the company. It’s about listening, giving people the space to breathe, and empowering them to take true ownership of their areas of responsibility, knowing they are trusted, accountable, and supported. My role is to guide when needed, to remove barriers, and to create an environment where they can thrive. Just as important, I believe leadership is about genuinely knowing the people you work with, taking an interest in who they are beyond the office

What is the best example you have seen of Transformational Leadership?

I’ve been fortunate to work with some of the most inspiring leaders in the industry, and one experience that stands out is my time at Deckers under the mentorship of Steve Murray, who was the regional president. Over five years, we went on a true journey of transformation from reshaping regional brand strategies that fuelled product evolution and commercial acceleration, to redesigning the organisation to support that growth. It was a defining moment for me as a leader, because I saw firsthand what can happen when you not only lead change, but create a movement that people believe in and want to be part of.

What is the most important thing you have learnt in your career so far?

I believe anything is possible if you truly believe. Over the years, I’ve learned many lessons, but three stand out as crucial to building a successful business. First, product is king never devalue it for short-term gain, because consumers are smart and will vote with their feet. Second, people make the difference every success I’ve had over the past 30 years comes down to the teams I’ve been part of or led. Finally, be brave take calculated risks and push boundaries. You’ll lose some, but the wins you create that way are transformative.

How did you get to where you are today? Did you take a strategic, planned approach to your career or has it been more opportunistic?

That’s a great question. For me, it’s always been a mixture of both. Early in my career I set loose five-year milestones a sense of where I wanted to be by a certain age. But beyond that, I’ve trusted my instincts and the energy I feel from each opportunity. Of course, that’s meant making mistakes along the way, but I’ve always owned them. Ultimately, my career has been defined by a simple principle, what you put in is what you get out.

Is there anything you wish you’d known when you started your career? And anything you would tell yourself at an earlier stage in your career?

I’ve always followed my own path through both the tough times and the great times. If I could tell my younger self one thing, it would be, be brave, take that job abroad, and embrace the world. Experiencing different cultures and perspectives is invaluable it’s something my wife and I now try to instil in our three daughters every day.

What changes to your industry do you anticipate over the next two years and are you excited by this?

The way AI is impacting our industry from creativity in product design and marketing to how we use it across every department truly excites me. I encourage the whole organisation to embrace its endless potential. But we also have to recognise the seismic change it brings, the workplace as we know it will evolve, and traditional roles will shift. This is nothing short of a revolution, and I believe those who are brave enough to embrace it will be the ones who survive and thrive.

What are your three key priorities in the next 12 months?

First, to accelerate growth continuing to scale the business commercially while staying disciplined on profitability. Second, to elevate the brand making sure we lead with product innovation, creativity, and a brand world that excites consumers globally. And third, to invest in people building a culture of accountability, empowerment, and collaboration so that our teams feel inspired to deliver at their best. If we achieve those three, everything else follows.

What type of people do you like to work with and what makes them good leaders?

People who are passionate, curious, and not afraid to challenge the status quo. I value colleagues who bring energy, ideas, and accountability, but who also know how to collaborate and lift others up. To me, the best leaders are those who create clarity of purpose, empower their teams, and combine decisiveness with empathy. They inspire trust not just by what they say, but by how they show up every day.

What fascinates you about your job?

It is the constant balance of art and science, the creativity of building products and brands people love, combined with the commercial discipline needed to scale them globally. No two days are the same. One moment you’re deep in strategy, the next you’re inspired by a new design, or unlocking growth in a market. But what truly fascinates me is seeing how our decisions can transform not just a business, but the people within it, creating momentum and belief.

As a leader, what skills do you continuously work on to keep you at the top of your game?

First, listening really hearing my teams, consumers, and the market to stay connected and relevant. Second, adaptability because our industry never stands still, and I have to evolve with it. And third, clarity, ensuring I can distil complexity into a clear vision and direction that inspires people to follow.

What’s your next big objective?

It is to scale the business to its full potential, taking it from being a strong, successful brand today to becoming a true global leader in our space. That means driving commercial growth, pushing product and brand innovation, and building the organisational strength to sustain it. Ultimately, my goal is to create a business that not only performs, but endures.

What keeps you awake at night?

What keeps me awake isn’t the day-to-day challenges, those we can solve. It’s making sure we’re always thinking ahead how to stay relevant to consumers, how to keep our people motivated and inspired, and how to anticipate the shifts from technology to market dynamic.

What is the best way to switch off in your free time?

For me, it’s my family that keeps me grounded and reminds me what really matters. I also find that sport and fitness are a great outlet, whether it’s training, watching my daughters play, or just being active; it clears my head.

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