Last September, Gawain Towler, a long-serving communications director for Nigel Farage’s various parties, received an unexpected call at Reform UK’s London headquarters: he was terminated.
The decision, made by then-newly appointed Reform UK chairman Zia Yusuf, aimed to professionalize the party. However, despite Yusuf’s presence in the office, the dismissal was relayed by Reform’s chief operations officer in a separate room.
After two decades working in Eurosceptic politics, Towler was given minutes to gather his belongings.
“My nose was a bit out of joint,” Towler told BBC News. “It was a surprising way of doing it.”
Towler wasn’t alone in experiencing friction with Yusuf’s management style during his eleven-month tenure. Following Yusuf’s recent resignation, Farage acknowledged that his “Goldman Sachs-like mentality” created difficulties for some.
“Zia worked very hard but struggled with relationships and people,” commented Arron Banks, a former Reform mayoral candidate and Farage ally, on X.
Towler explained, “Businessmen often enter politics assuming it operates like business, where hard work is justified by high pay.” Many within Reform, however, were volunteers or veteran Eurosceptics accustomed to autonomy, not constant reporting.
Towler described Yusuf’s approach as exhibiting “a brutality that a volunteer organization based on personal relationships finds difficult,” resulting in widespread resentment. “We give up our free time, and are treated poorly,” he stated. “There was drive and passion, but little empathy and sympathy—essential qualities.”
Yusuf refutes these claims, attributing negative reactions to his success as chairman.
Prior to leading Reform UK, Yusuf co-founded and led Velocity Black, a luxury concierge service. Its reported $300m (£221m) sale to a US bank in 2023 provided the funds for his six-figure donation to Reform and his unpaid role as chairman.
However, former Velocity Black employees interviewed by the BBC described similar issues: controlling behavior, a lack of empathy, and abrupt dismissals. His sudden resignation from, and swift return to, Reform mirrored a comparable event at Velocity.
At Velocity, concerns included unpredictable behavior creating a climate of fear, allegations of inappropriate conduct from a female ex-employee, and disregard for others, exemplified by allowing his dog to foul the office carpet.
Questions remain whether Reform adequately vetted Yusuf’s background, and whether these issues were predictable. “We were in disbelief [that he entered politics],” one anonymous ex-employee stated, echoing sentiments of others who remained unnamed due to ongoing industry ties. “It’s absurd… a person with that history on the public stage.”
Another former employee expressed shock, questioning the transition from “gauche CEO of a ridiculous concept to a high-ranking position in a major political party.”
Velocity Black’s sale to Capital One in 2023 represented a significant financial success. However, its journey was reportedly tumultuous. Starting as a mobile payment app, it transitioned to luxury travel and experiences.
Some former colleagues viewed Yusuf as a “visionary” and “force of nature,” adept at securing investment. But over half a dozen ex-employees painted a different picture, describing a demanding and unempathetic leader with a pattern of harsh dismissals.
“Zia is one of the most challenging people I’ve ever worked for,” one said. Another described an environment of “constant fear,” characterized by “zero empathy” and “a pretty toxic environment.”
A third employee stated he pushed people “to the absolute limits,” citing unpredictable behavior and a resulting climate of fear. Public rebukes of employees were also reported, sometimes in front of clients.
Many employees lacked formal contracts, and turnover was high. One employee described his management style as lacking “regular interaction,” pointing to an online review describing it as “the worst company I have ever worked in.”
One employee described being initially “courted” with dinners, before the reality of the intense, demanding work environment and Yusuf’s volatile temperament became apparent.
Yusuf’s relentless work ethic, often to the point of exhaustion, mirrored his time at Reform. His 2017 leave of absence from Velocity, and subsequent return, also foreshadowed his recent Reform experience.
One former employee forwent stock options, foregoing a potential six-figure profit, due to the negative experience and ethical concerns.
While many expressed criticism, some offered positive perspectives, praising his skill as a fundraiser and persuasive speaker, and even describing him as a “brilliant boss”. However, even those who spoke positively acknowledged his demanding leadership style and the fear it instilled.
Velocity’s small size discouraged formal complaints, fearing repercussions. In 2018, a female employee reported receiving late-night calls from Yusuf, making her uncomfortable. She discussed the matter with Yusuf’s co-founder, who said the calls were accidental.
Months after leaving, she complained about Yusuf repeatedly attempting to follow her personal Instagram account, despite her blocking him on WhatsApp. She also suggested others had similar experiences. Yusuf denies this, claiming a social media manager was responsible.
This individual, contacted by Yusuf’s lawyers, confirmed managing Yusuf’s accounts, but denied any knowledge of other employees or malicious intent.
Velocity Black maintained offices in London and several US cities. During its US expansion, Yusuf resided in a lavish New York apartment, costing $8,000 a month, paid for by the company.
Several employees questioned this expenditure, deeming it excessive for a growing start-up. Lavish parties, featuring celebrities, were also a point of contention, with some seeing it as important to Yusuf’s image.
Yusuf’s penchant for designer clothes and sports cars, along with parking fines incurred while storing them at Westfield shopping center, further fueled concerns about excessive spending. Yusuf denies the parking fine claim and excessive spending.
The company’s attractive staff was also noted, although this was described as part of the high-end image rather than a deliberate recruitment strategy.
Yusuf’s management style was frequently described as chaotic, with long hours and a lack of structure, though some found it enjoyable despite the lack of formal management. His disregard for others manifested in incidents involving his dog, Apollo, which frequently defecated in the office, with Yusuf seemingly unwilling to clean up.
Employee reviews on Glassdoor documented this, with at least one post later removed. Similar reports surfaced about Yusuf’s own flat. Yusuf denies leaving the dog in the office overnight, and maintains it was taken outside.
Velocity Black experienced rapid growth, briefly ranking highly in the Financial Times’ fastest-growing companies list. However, this ranking was later revised downwards after it was discovered the revenue figures submitted were inaccurate.
Yusuf’s co-founder stepped back in 2022, only for Capital One to make an offer two months later. The subsequent sale in 2023 provided Yusuf with the funds to enter politics.
Following his resignation as Reform chairman, Yusuf returned to head the party’s “Doge” unit, focused on policy and media appearances. A new chairman, David Bull, has since been appointed.
At a press conference, Yusuf acknowledged his shortcomings, stating the party needed a “more affable and charming” leader.
Towler noted a sense of relief among Reform members following Yusuf’s resignation, but also recognized the support for his new, more focused role.
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