GUSTO GROUP: WHERE PASSION MEETS INNOVATION
GUSTO GROUP: WHERE PASSION MEETS INNOVATION
For a man who says he has never had a proper job, Steff Wright, founder of Gusto Group, was destined to have a transformative effect on the work lives of many other people.
The football-mad entrepreneur began his first business at the age of 17 running mobile discos. An archetypal customer-facing enterprise providing disco entertainment was a modest but useful starting point in his career, where he learned the nuts and bolts of commerce.
Wright says: “I didn't go to university. I didn't get any formal education in business but I've just picked stuff up on the way. I got into a job in building and I did a building diploma and off the back of that I started to get into development.”
He founded Gusto Group with his brother, Jerome, in 1992 and it has gradually evolved into a diverse range of companies. It includes a construction and development company, Gusto Construction and Gusto Homes, an architect's practice called Studio-G Architects, and a manufacturing business called Rototek. The common theme threading them all together is sustainability and innovation.
It was the 1992 Rio Summit that fired Wright’s interest in sustainability and new technologies. This passion would
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see him make the unorthodox decision to switch from being the customer of a company that made rainwater harvesting systems and large underground storage tanks to buying it up when it went into administration.
“The business was just about to fall over,” Wright explains, adding: “We were going to lose them as a potential supplier. They were local to us.”
“We understood the business a little bit and decided to step in. We bought the business out of administration and it had 40 staff at the time, very good engineers but not very good at the commercial side of running a business.”
His faith in the company would pay off. Eventually the failing business was turned around and is now a successful and innovative rotational moulding company employing 120 staff out of two different factories.
Wright’s belief in innovation doesn’t stop at the workplace. He himself lives on a development of 30 houses, built on land that was owned by the Lincolnshire Agricultural Society, which was keen to see more innovation on it. That’s when Wright stepped in with a development concept.
It was a win-win situation for both sides, with the agricultural society benefiting from the quality sustainable housing Gusto
provides, which would not have been on offer from one of the housing behemoths that dominates the market.
Central to Wright’s vision of housing is the concept of community. He stresses that Gusto Group doesn’t just build rows of smart but soulless low-energy homes but designs developments with the intention of creating communities of people who live cheek by jowl and share each other's joys and tears. He wants them to be full of communal spaces and places where people will bump into each other.
The development that Wright lives in is a case in point. It’s a world away from the dull, utilitarian housing developments.
Rather,itharksbacktothegardencities envisionedbyVictorianreformersand comespepperedwitharangeoflifeenhancingandenvironment-sustaining features.Theseincludeallotments,shop sharedlawnmowersandgardeningkit andevenacommunalbinstoresothat insteadoftheresidentshavingthreeor fourwheeliebinsparkedoutsidetheir houses,theycantaketheirrubbishto acommunalbin,withallitsattendant opportunitiesforaneighbourlynatter.
Investmentininnovativequalityhousing isacontrasttothedominantpile‘em high,sell‘emcheapbusinessmodelbut asWrightpointsout, itusuallyresults inabetterproductandbetterhousing.
Creating a comfortable environment
Lynx AC understand the demands and challenges of large commercial projects in both the public and private sectors – from warehouses to healthcare environments, factories to office buildings.
We design and install reliable, energy-efficient air-conditioning and ventilation systems, including extraction and heat recovery.
Skilled at working alongside planners, architects and public service departments, we can seamlessly navigate regulations and work with multiple stake-holders.
Our wide range of high-quality products and commitment to first-class customer service make us the partner of choice for our region.
Lynx AC
In 1974, Lynx Air Conditioning began as a humble sole trader operation with a single van, operating out of a small garage in the East Midlands. Over the years, it has evolved into a dynamic, industry-leading company with 19 employees and a 3,000-square-foot office, showroom, and storage facility. Our journey from small beginnings to becoming a Limited company in 1999 is one marked by steady, organic growth and a commitment to excellence. We have built a reputation for high-quality service in the design, installation, and aftercare of air conditioning and ventilation systems across sectors as diverse as education, the Ministry of Defence, public services, industrial, commercial, and domestic.
Our success is not just a reflection of the length of time we’ve been in business but the depth of experience we’ve gained. Over the years, we have secured some of the highest accolades in our industry, including significant health and safety accreditations. These achievements have enabled us to establish valuable connections and networks across the region. Some of our most notable partnerships and certifications include:
Refcom Elite
Mitsubishi Electric Diamond Quality Partner
Daikin D1+ Partner
Safe Contractor
CHAS
Avetta
Our commitment to achieving and maintaining these certifications underscores our focus on delivering not just functional solutions but also peace of mind for our clients. The recognition in our field is only one part of our story; the heart of our success lies in our people. Investing in People, Investing in Success
The driving force behind Lynx's growth in recent years has been the passionate and dedicated individuals who make up our team. We believe in the potential of ordinary people to do extraordinary things. Our employees are our future, and their personal growth is intrinsically linked to the success of the company. Whether it’s adapting to changes in technology, learning new skills, or contributing innovative ideas, our team members continually rise to the occasion.
We understand that without investing in our people, the company cannot continue to grow. That’s why we prioritise training and development, allowing team members the time and resources to expand their knowledge and expertise. This culture of learning and innovation has propelled us forward, enabling us to excel in every project we undertake.
A Vision for a Greener Future
As a forward-thinking company, Lynx Air Conditioning has aligned its vision with the global push for sustainability and environmental responsibility. We are committed to playing our part in achieving the UK’s goal of net-zero carbon emissions by 2050. While our contribution may seem small in the grand scheme of things, we believe that if everyone does their part, the cumulative impact can be substantial.
Our approach to sustainability begins with the suppliers and manufacturers we choose to work with. We are selective in partnering only with those who provide the most energy-efficient and environmentally responsible equipment. Additionally, we’ve made it a priority to minimise the environmental impact of our operations. Most of our projects are located within a 30-minute radius of our base, which allows us to carefully plan our journeys to avoid wasting time and fuel.
We also take pride in our waste management practices. The vast majority of the materials we use, including cardboard, polystyrene, pallets, and scrap, are recycled. Only a small fraction of our waste is sent to external companies for further separation, and an even smaller amount ends up in landfills. By continually striving to reduce our environmental footprint, we aim to create a sustainable model for growth that can be replicated in other areas of our business.
CONSTRUCTION
Embracing Greener Technologies
As the UK government continues to push towards its net-zero goals, the heating and air conditioning industry has had to adapt. We have embraced the shift away from fossil fuel-based systems and are now focusing on greener technologies such as heat pump air conditioning, air-to-water heat pumps, ground source heat pumps, and mechanical heat recovery systems. These solutions are being implemented across both commercial and domestic sectors, positioning Lynx at the forefront of innovation in our industry.
To showcase these technologies, we have recently built a new showroom where consumers can see the equipment in action. Many people find it difficult to understand how these systems work and are often reliant on the word of the tradesperson they hire. By offering a space where customers can view, interact with, and learn about these technologies, we are making the transition to greener systems more accessible and easier to understand.
Collaboration and Future Growth
One of the standout collaborations in recent years has been our partnership with Gusto Construction, a company known for its forward-thinking approach to building design and energy efficiency. Our initial work with Gusto involved providing mechanical air conditioning and ventilation for their new office complex. Their commitment to going above and beyond building regulations, particularly in terms of thermal loss and air tightness, closely aligns with our own values of sustainability and quality. This partnership has now expanded into larger projects, including the design, supply, and installation of heating and ventilation systems for a new 29-bungalow estate. The primary heating source for these homes will be ducted air conditioning and mechanical ventilation with heat recovery, with the added benefit of cooling during the summer months. This project represents an exciting opportunity for us to continue pushing the boundaries of what’s possible in sustainable building design.
Looking ahead, we are excited to see where our partnership with Gusto will take us, particularly as they recently achieved B-Corp certification. We look forward to working alongside them on future projects and continuing to grow Lynx Air Conditioning in a way that is both sustainable and innovative.
In conclusion, Lynx's growth has been driven by a combination of innovation, sustainability, and a deep commitment to the people and communities we serve. We look forward to continuing this journey and helping to shape a greener, more sustainable future.
The usual commercial model for house building of adding value to land by building down to a minimum standard to maximise the margin and the profit drives out innovation, Wright feels.
The kind of bold innovation Wright champions can involve the use of some unlikely materials. One company Wright is backing, called Hemspan, is developing a range of hemp-based building products. Hemp is a very fast growing crop, which sucks the carbon back into the ground and it locks carbon up within the material itself. If you manufacture building materials using hemp, the carbon is then locked up within the fabric of the building.
Wright doesn’t anticipate hemp buildings becoming mainstream under current legislation but if it did, it would be “a massive business opportunity”, he says.
Gusto Group has prized B Corp certification, attesting to the high standards of social and environmental performance it meets but Wright’s goal is a more holistic one; he wants it to become a fully employee-owned enterprise. This will make for a more productive model, he believes, as those that work for and own slices of the company will be far more engaged in its future. They will have skin in its game, as he puts it.
Wright says: “The future for Gusto is one of growth through innovation right the way through the business and we believe that innovation will come better when every member of staff within the company effectively becomes an entrepreneur.”
The employee-ownership goal he has set for Gusto Group dovetails with his own life plans. In three years’ time Wright will be 65. As Chairman of Gusto, he hopes will still be adding value to the business but importantly he will have achieved an organisation where entrepreneurial spirit sits deeply within the company, in its employee-owners themselves.
At that stage in his life Wright will be able to devote more time to his other consuming passion: football. He was
chairman of Lincoln City Football Club many years ago and now has a small, semi-professional football club, Newark & Sherwood United FC that plays in the FA Cup. But this is a football club with a twist; it’s a plant-based operation, with players and supporters served vegan meals and snacks.
“We are very focused on sustainability in everything that we're doing throughout the football club and we've got a lot of B Corp sponsors at the football club. We're creating a B Corp football shirt that's going to be our first team home shirt,” Wright says, adding: “We are doing innovative stuff within football and you know football is an important part of a lot of people's lives. Football and sport has a big role to play in this transition to a more sustainable future.”
www.gustogroup.co.uk
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