Joff Sharpe

Leading organisations through complex teamwork and leadership challenges requires more than theory: it demands real-world experience under pressure. Joff Sharpe, founder and CEO of The Ulin Group and Head of Operations at British Land PLC, brings exactly that, combining a decade as an SAS officer specialising in jungle warfare with over twenty years in senior roles at Mars, PepsiCo, News International, and Vodafone, plus extensive private equity experience. His keynotes and workshops translate elite military principles into practical business strategies, whilst his book Who Dares Wins in Business equips leaders with the purpose, speed, and simplicity needed to achieve exceptional results and drive lasting organisational performance.

Leadership teams often struggle to translate military-grade discipline and decision-making into commercial success, yet the principles that enable elite forces to succeed under pressure can transform how organisations operate. Joff Sharpe is Founder and CEO of The Ulin Group and a former SAS officer who specialises in helping businesses strengthen their teamwork, leadership, and resilience by applying lessons learned from both jungle warfare and the boardrooms of global corporations. A third-generation Army officer who has lived in nine countries, he bridges two worlds that rarely intersect, making complex strategic thinking accessible and actionable for commercial audiences.

Joff's decade-long military career saw him join the "family business" where he earned academic prizes, fought terrorists, lived amongst the Iban headhunters of Borneo for a year, and ultimately became an officer in Britain's elite SAS regiment, specialising in amphibious warfare. Transitioning into business, he spent over twenty years in senior roles at revered organisations including Mars, PepsiCo, News International, and Vodafone before focusing on private equity-backed portfolio companies, commercial real estate, and funds. He has served as Chairman, CEO, COO, and CHRO of various entities, worked twice in the family office of renowned private equity figure Guy Hands, and founded, led, or invested in four sustainable start-ups. Most recently, he held an executive role at British Land PLC, a £17 billion FTSE 100 real estate investment trust. His book, *Who Dares Wins in Business*, released in a second edition in 2021, distils ten principles followed by the SAS into practical guidance for peak corporate performance. He has also written an MBA column for Hong Kong's *South China Morning Post*, contributed to *Newsweek* and *HuffPost*, and remains a Fellow of The Royal Geographical Society and member of the Special Forces Club.

In his keynotes and workshops, Joff demonstrates how the qualities that enable SAS soldiers to beat overwhelming odds, including purpose, speed, surprise, and simplicity, translate directly into high-level business situations. Through The Ulin Group, he provides senior advisors and project teams to solve critical challenges related to sustainability and resilience, helping organisations move from theory to tangible results. Audiences leave his sessions with practical frameworks for improving team performance, making faster decisions under pressure, and building cultures of courage and accountability. His ability to connect extreme operational experience with everyday business challenges ensures leaders gain insights they can implement immediately, creating lasting impact on both individual capability and organisational success.