The Reform UK leadership is facing scrutiny after former colleagues of ex-chairman Zia Yusuf described his management style as domineering and lacking empathy. Insiders from both Reform and Yusuf’s previous business, Velocity Black, paint a picture of a leader who prioritized efficiency over personal relationships often leaving staff disillusioned.
Yusuf, a multimillionaire businessman, joined Reform in 2023 with a mandate to professionalize the party. But his tenure was marked by abrupt dismissals, including that of longtime press chief Gawain Towler, who was given minutes to clear his desk after 20 years with Eurosceptic causes.
“My nose was a bit out of joint,” Towler sad. “There was drive and commitment, but very little empathy.” Nigel Farage later acknowledged Yusuf’s “Goldman Sachs-like mentality” made him difficult to work with.
Before entering politics, Yusuf co-founded luxury concierge firm Velocity Black, which sold for $300 million in 2023. But former employees say his leadership there mirrored his Reform approach harsh firings, unpredictable behavior, and a culture of fear.
At Velocity, Yusuf’s taste for luxury drew criticism. The company funded his $8,000-a-month New York loft and hosted celebrity parties in Mykonos and Coachella. Employees questioned the excess, especially for a startup. “He was enamored by being seen as the ‘cool’ guy,” one said. Yusuf denies prioritizing image over business.
Despite resigning as chairman earlier this month, Yusuf returned days later to lead Reform’s spending watchdog unit. Some insiders question whether the party properly vetted his past.
“Everyone was in disbelief he went into politics,” a former Velocity employee said. “How does someone with that history end up in a major party?”
The Reform UK leadership now faces a dilemma: embrace Yusuf’s ruthless efficiency or risk alienating its grassroots base. With Farage’s movement at a crossroads, the fallout from Yusuf’s tenure may shape its future.
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