Name: Darren Briggs
Job title: Founder and chief executive of Ascona Group
It might surprise you to know that Ascona boss Darren Briggs known for his philanthropy, entrepreneurism, and being cited as one of the fastest growing companies in Wales for the past three years, hates public speaking, but is fearless when it comes to flying a helicopter to site visits outside of Pembrokeshire.
01. Your career history: I have spent over 25 years in the downstream petroleum sector. I acquired my first petrol station in 2011 and my second in 2012. Our high growth journey started in 2018, and by 2022 Ascona Group had acquired 68 sites across the UK. In less than five years it had grown from two sites to 68, and is now the seventh largest independent forecourt operator.
02. Dream job: The one I have now! Obvs! Other than that, a Heli-Med pilot for Wales Air Ambulance.
03. What do you drive? Range Rover SV for day to day and an Aston Martin DB12 for special occasions. Not forgetting a Jet Ranger helicopter for site visits outside of Pembrokeshire. I currently hold a private pilot licence for helicopters – a PPL (H).
04. Perfect day: A helicopter flight over the Welsh coastline followed by lunch at Pale Hall in mid Wales.
05. Best holiday: I recently spent two weeks in Dubia with my two children. That said we are off skiing in Andorra very soon.
06. Holiday wish-list: Alaska for whale watching, South Africa for great white sharks, Africa for lions and elephants and then onto Bora Bora which looks like paradise. One day!
07. Favourite read: Promoting Prosperity – Business Strategy for Britain. I think I’ll send a copy to Rachel Reeves and Keir Starmer!
08. Three words to describe yourself: Ambitious, determined, and resilient.
09. Possessions you could not do without: Regrettably, my mobile phone.
10. What do you most admire? My parents. Sadly, both have now passed away.
11. Favourite sports person: Must be Kenny Dalglish, the former Scottish football player and manager. Growing up he was my football hero from the late 70s.
12. Best news over the past 12 months: Planning permission being granted for my new home, a 20,000sq ft property being built by Guy Phoenix, from Building Britain’s Superhomes fame.
13. Recent achievements: I cooked Christmas dinner for my family! M&S turkey gravy was a life saver.
14. What’s your pet peeve: Being let down and people being late for an appointment.
15. Biggest fear: I don’t have any real fears. But I suppose losing a loved one.
16. Most important qualities in the workplace: Trust and honesty with drive and ambition. The rest you can teach.
17. What motivates you? I’m not going to lie – making money. The art of a deal.
18. Best thing about the job: Working as part of a highly motivated team with a common goal of success. Team Ascona!
19. Best bit of business advice you have ever received: My Dad gave me three golden nuggets when I was growing up. I’ve attributed these to my success:
- Before you do anything, do nothing.
- If you can’t say anything nice, don’t say anything at all.
- What is the difference between a rich man and a poor man? The poor man looks for his meal today, while the rich man looks for his meal for tomorrow!
20. Most recent business achievement of note. I hate public speaking and recently undertook two public ‘fire side’ business talks in Cardiff and Swansea.
