Chain Reaction - The Supply Chain and Logistics Podcast

Road freight keeps the UK economy moving, but much of the industry remains invisible until something goes wrong. Behind every delivery sits a complex network of operators, drivers, SMEs, regulations, infrastructure pressures, and commercial trade-offs that most people never see.KEY CONCEPTS COVERED:- Why road freight is critical but often under-recognised- The pressures facing UK hauliers: cost, skills, regulation, and infrastructure- Why collaboration and technology are essential to reducing empty runningIn this episode of Chain Reaction, Michael Ostroumov is joined by Richard Smith, Managing Director of the Road Haulage Association, for a practical discussion on the realities of UK road freight. Richard shares his journey from the warehouse floor into senior leadership, and explains how SMEs, micro operators, drivers, technology, and regulation all shape the road transport network that keeps goods moving every day.This episode is particularly relevant for logistics leaders, hauliers, transport operators, policymakers, and anyone working across UK freight, transport, and supply chain operations.Watch this episode on YouTube: https://youtu.be/kXpZ4_yuWCo TIMESTAMPS:(0:00) - Introduction and guest overview(1:25) - Richard's route into logistics, from warehouse floor to RHA leadership(6:29) - Why so many people fall into logistics by accident(7:39) - The current state of UK road freight and logistics(9:51) - Infrastructure, congestion, regulation, and regional complexity(12:22) - Border friction, SPS checks, and the cost of slowing freight down(13:55) - Why SMEs and micro hauliers are the backbone of the industry(17:17) - Cost pressure, trading conditions, and technology adoption(20:35) - How route planning and delivery technology have changed operations(25:09) - Tech, integration, collaboration, and the problem of fragmented systems(20:09) - Industry change, consolidation, and the role of new generations(34:50) - Magic wand question: recognising HGV driving as a profession CONNECT WITH THE HOST & GUEST:Michael Ostroumov -  https://www.linkedin.com/in/michaelostroumov/ Richard Smith - https://www.linkedin.com/in/richard-james-smith-6828b9130/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/for-lsps/transport-providers ABOUT THIS EPISODE:In this episode, Chain Reaction explores the operational reality of UK road freight with Richard Smith, Managing Director of the Road Haulage Association. The discussion covers the structure of the haulage market, the role of SME operators, infrastructure and congestion costs, empty running, regulation, technology adoption, and the need for stronger collaboration across the sector. It also highlights why HGV drivers should be recognised as skilled professionals and why the future of road freight depends as much on people as it does on technology.#ChainReactionPodcast #SupplyChain #RoadFreight #Haulage #UKLogistics

Overproduction isn't a fashion trend. It's a design flaw. Batch LDN built the opposite: made-to-order production, low inventory, local manufacturing - and a supply chain that only moves when demand does.KEY CONCEPTS COVERED:- How made-to-order fashion reduces waste, overstock, and returns- Why local manufacturing changes lead times, risk, and operational control- How logistics becomes central to customer experience in a zero-inventory modelIn this episode of Chain Reaction, Michael Ostroumov is joined by Pim Vellenga, Head of Operations at Batch LDN, for a practical discussion on how fashion supply chains can work differently. Pim explains how Batch LDN uses a made-to-order model to avoid sitting on finished stock, reduce markdowns, keep returns low, and put operations at the centre of the customer promise.This episode is particularly relevant for fashion brands, supply chain leaders, logistics operators, sustainability teams, and anyone interested in leaner retail operating models.Watch this episode on YouTube: https://youtu.be/fRSWlV-3khI TIMESTAMPS:(0:00) - Introduction and guest overview(1:33) - Pim's journey from engineering and public art into fashion operations(2:42) - Becoming a Batch LDN customer before joining the business(4:37) - Why Batch LDN chose a made-to-order fashion model(8:45) - Zero inventory vs low inventory: what Batch actually stocks(11:20) - Managing fabric availability and supplier risk(13:50) - Why Batch manufactures locally in London(16:52) - Production capacity, quality, and scaling local manufacturing(19:31) - Outsourcing vs in-house operations in fashion logistics(20:30) - Why traditional warehousing doesn't fit Batch's model(24:17) - Why the company is called Batch LDN(26:04) - The role of technology in keeping the model scalable(28:44) - Managing customer expectations when products take two weeks(29:44) - Returns, waste, and why made-to-order changes the economics(33:12) - Magic wand question: fixing customs and import delays CONNECT WITH THE HOST & GUEST:Michael Ostroumov -  https://www.linkedin.com/in/michaelostroumov/ Pim Vellenga - https://www.linkedin.com/in/pim-vellenga/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/retail-fashion-logistics ABOUT THIS EPISODE:In this episode, Chain Reaction Podcast explores how made-to-order fashion can reduce overproduction, excess inventory, and returns while still delivering a high-quality customer experience. Pim Vellenga of Batch LDN explains how the brand manages local manufacturing, raw material availability, production batching, fulfilment partnerships, and customer communication in a low-inventory operating model. The discussion also covers the operational trade-offs behind scaling a fashion business without relying on traditional stock-heavy supply chains.#ChainReactionPodcast #SupplyChain #FashionLogistics #MadeToOrder #SustainableFashion

Most companies invest heavily in forecasting, planning systems, and technology. Yet service levels still struggle, costs stay high, and planners spend their time firefighting. The problem isn't just bad forecasts - it's how those forecasts are being used.KEY CONCEPTS COVERED:- Why forecast-driven planning creates instability, cost, and inefficiency- The difference between forecast push and demand-driven pull systems- How expediting drives higher costs, longer lead times, and excess inventoryIn this episode of Chain Reaction, Michael Ostroumov is joined by Simon Eagle, a supply chain consultant specialising in demand planning and S&OP, for a practical discussion on why traditional planning approaches fail - even with advanced systems in place. Simon explains how most organisations still rely on inaccurate forecasts to drive production, leading to constant expediting, excess inventory, inflated costs, and poor service levels. He breaks down the limitations of forecast-driven planning and introduces a demand-driven alternative that aligns production with actual demand rather than predictions.This episode is particularly relevant for supply chain leaders, planners, operations teams, and anyone responsible for improving service levels, reducing inventory, and stabilising production environments.Watch this episode on YouTube: https://youtu.be/_2mFuBCwEes TIMESTAMPS:(0:00) - Introduction and guest overview(1:23) - From sales to supply chain: how Simon entered demand planning(3:50) - Why forecast accuracy alone doesn't solve planning problems(7:30) - Why companies still rely on spreadsheets despite advanced systems(9:54) - The hidden cost of expediting, changeovers, and instability(12:54) - How forecast-driven planning inflates inventory and lead times(14:59) - Traditional forecast push vs alternative planning approaches(17:40) - Why MRP and ERP systems struggle with forecast inaccuracy(20:49) - Managing spike demand and improving S&OP collaboration(23:54) - Real-world challenges with sales forecasts and volatility(27:58) - Using forecasts differently: from schedules to stock targets(31:15) - Why spreadsheets persist - and where technology fits(32:24) - Demand Driven MRP and modern planning tools(35:54) - Magic wand: what needs to change in supply chain thinkingCONNECT WITH THE HOST & GUEST:Michael Ostroumov -  https://www.linkedin.com/in/michaelostroumov/ Simon Eagle - https://www.linkedin.com/in/simoneagle/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:In this episode, Chain Reaction explores why traditional forecast-driven planning continues to create instability in supply chains despite significant investment in systems and technology. Simon Eagle explains how forecast inaccuracy leads to expediting, increased costs, longer lead times, and excess inventory across both SMEs and large enterprises. The conversation introduces demand-driven planning as a more effective alternative, focusing on decoupling production from forecast error, improving operational stability, and aligning supply with actual demand. It also highlights the need to rethink how forecasts are used, rather than trying to endlessly improve their accuracy.#ChainReactionPodcast #SupplyChain #DemandPlanning #S&OP #Logistics

Most training budgets get spent. Most behaviour never changes. In logistics and supply chain - where time is the one thing nobody has - that gap is not just a learning problem. It's a cost problem nobody's naming.KEY CONCEPTS COVERED:- How digital learning has evolved from static content to blended, personalised learning- Why logistics needs structured skills pathways, not just one-off courses- Why leadership and opportunity matter more than training content aloneIn this episode of Chain Reaction, Michael Ostroumov is joined by Terry Simmons, founder and CEO of eLearning Plus, for a grounded discussion on how workplace learning has changed - and what that means for logistics and supply chain organisations trying to build capability at scale. Terry explains why the old "send people on a course and hope for the best" model no longer works, how digital learning has evolved into more flexible and role-specific formats, and why real development depends on leadership creating the space for people to apply what they've learned.This episode is particularly relevant for logistics leaders, supply chain operators, HR and L&D teams, and anyone responsible for building skills, capability, and performance in operational environments.Watch this episode on YouTube: https://youtu.be/dS8kar80hl8 TIMESTAMPS:(0:00) - Introduction and guest overview (1:21) - How eLearning Plus started before digital learning was mainstream (4:23) - How e-learning evolved from CBT to modern blended learning (8:18) - Where digital learning fits in logistics and supply chain roles (12:21) - Certifications, CPD, and why pathways matter more than one-off courses (15:07) - Knowledge vs behaviour: what makes learning actually stick (17:52) - Generational shifts and why relevance matters more than ever (20:27) - Generic learning vs role-specific and company-specific training (23:48) - How AI is changing workplace learning and personalisation (27:06) - Tailored learning, diagnostics, and delivering content differently (28:19) - Magic wand question: why opportunity is the missing link (30:07) - Why leaders need to own learning transfer, not just approve trainingCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  Terry Simmons - https://www.linkedin.com/in/terry-simmons/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:In this episode, Chain Reaction explores how digital learning, blended delivery, and AI-enabled personalisation are changing the way organisations build skills in logistics and supply chain. Terry Simmons of eLearning Plus discusses the shift from static, one-size-fits-all training to more flexible and role-specific learning models, and explains why capability development needs to go beyond course completion. The conversation covers CPD, leadership pathways, learning transfer, and the practical challenge of making sure knowledge turns into behaviour change inside real operational environments.#ChainReactionPodcast #SupplyChain #DigitalLearning #WorkplaceLearning #LeadershipDevelopment

E-commerce fulfillment is no longer just about storing stock and shipping parcels. Customer expectations are higher, delivery windows are tighter, and fulfillment partners are now expected to operate as an embedded part of the brand experience.KEY CONCEPTS COVERED:- How fulfillment providers differentiate beyond price and basic service- Why customer expectations are reshaping e-commerce logistics- How AI and operational data are changing fulfillment performanceIn this episode of Chain Reaction, Michael Ostroumov is joined by Joshua Hegarty, founder and CEO of Cloud9 Fulfillment, for a practical discussion on what it takes to build a fast-growing fulfillment business in a demanding e-commerce market. Joshua shares his unusual path from professional poker into logistics, explains how Cloud9 approaches customer service and operational performance, and outlines where AI and internal tooling are already changing how fulfillment businesses run.This episode is particularly relevant for e-commerce brands, fulfillment operators, logistics leaders, and anyone looking at how service, technology, and customer expectations are reshaping modern fulfillment. Watch this episode on YouTube: https://youtu.be/NNsfHKXDN-o TIMESTAMPS:(0:00) - Introduction and guest overview(1:31) - Joshua's move from professional poker into fulfillment(3:15) - Why logistics appealed: scale, complexity, and problem-solving(5:25) - What makes Cloud9 Fulfillment different(7:34) - Customer expectations in today's fulfillment market(11:29) - Serving both growing SMEs and more complex customer needs(18:08) - Why Cloud9 built its own internal tech tools(21:57) - Practical AI use cases in fulfillment operations(24:50) - Claims handling, automation, and reducing manual touch points(28:12) - The future of AI, logistics, and operational efficiency(31:23) - Co-loading, network efficiency, and smarter logistics models(32:39) - Magic wand question: forecasting growth and planning aheadCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  Joshua Hegarty - https://www.linkedin.com/in/joshua-hegarty-88345617a/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:In this episode, Chain Reaction explores the realities of modern e-commerce fulfillment through the lens of a fast-growing UK fulfillment business. Joshua Hegarty of Cloud9 Fulfillment discusses customer expectations, operational discipline, service design, and the role of AI in reporting and workflow automation. The conversation also looks at the challenges of forecasting, scaling with customer growth, and building fulfillment services that feel like a genuine extension of the brands they support.#ChainReactionPodcast #SupplyChain #EcommerceFulfillment #Logistics #AIinLogistics

Logistics is one of the most critical sectors in the global economy, yet it remains one of the most male-dominated professions. As International Women's Day shines a spotlight on the industry's diversity gap, the question isn't just about representation - it's about how the sector attracts, develops, and retains the next generation of leaders. Helen Hardy, CEO of the Chartered Institute of Logistics and Transport, joins Chain Reaction to break down why logistics has a talent problem and what the industry needs to do about it.KEY CONCEPTS COVERED:Why the logistics talent pipeline is broken - and how to fix itThe role of mentorship, education, and professional development in shaping future leadersHow technology and AI are changing what it means to work in supply chainThe conversation also explores how technology and AI are changing how people learn, work, and build careers in logistics, and why the sector needs to reposition itself as a modern, purpose-driven profession to attract the next generation of talent.Watch this episode on YouTube: https://youtu.be/7FX0GlEpcrM TIMESTAMPS: (0:00) - Introduction and International Women's Day context(1:54) - Helen Hardy's journey into logistics and leadership at CILT (5:13) - The current state and future of the logistics and supply chain sector(7:29) - Challenges facing SMEs in logistics today(11:50) - Talent shortages, ageing workforce, and attracting new people(14:33) - Changing the narrative of logistics as a profession(18:49) - The role of AI and technology in logistics careers(22:14) - How CILT supports education and professional development(24:39) - Systems thinking and understanding the end-to-end supply chain(27:27) - Advice for young people considering a career in logistics(29:02) - The importance of mentorship and professional networks(30:25) - Magic wand question: connecting the logistics professionCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  Helen Hardy - https://www.linkedin.com/in/helendelandro/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:Helen Hardy has spent her career championing professionalism and development across the logistics and transport sector. As CEO of CILT, she's at the forefront of efforts to reshape how the industry attracts talent, supports diversity, and prepares for the future. In this episode, she shares what's working, what's not, and why the conversation around talent needs to change.#ChainReactionPodcast #SupplyChain #Logistics #WomenInLogistics #Leadership

Most logistics software still feels slow, complex, and painful to implement. It's not a technology shortage - it's a design problem. This episode breaks down what changes when you build logistics tech around operators instead of infrastructure.KEY CONCEPTS COVERED:- Human-first product design vs tech-first enterprise systems- Cloud architecture and shared operational truth- AI in logistics as decision support, not full automationIn this episode of Chain Reaction, Michael Ostroumov is joined by Wajahat Akram, CTO of FLOX.is, for a practical discussion on what it actually takes to build a logistics platform from a clean sheet. They unpack why legacy systems became heavy and slow, what cloud really means in operational terms, and how pragmatic architecture choices (not buzzwords) determine speed and reliability. The conversation also tackles AI without hype - where it helps today (pattern detection, anomaly spotting, data acceleration) and where it still falls short (judgment, context, and operational nuance).This episode is particularly relevant for logistics leaders, supply chain operators, and product teams evaluating new technology or modernising legacy systems.Watch this episode on YouTube: https://youtu.be/0VDeRkffOHI TIMESTAMPS:(0:00) - Introduction and episode context(1:06) - Meet FLOX.is CTO Wajahat Akram(2:17) - Getting into tech: problem-solving and automation mindset(4:26) - Why legacy logistics software became so heavy(7:23) - Designing around operators, not databases(11:45) - Why cloud matters: shared truth and speed(15:48) - Monolith vs microservices explained simply(19:40) - AI in logistics: "a lens, not a brain"(25:08) - Automation limits and operational judgment(33:06) - Invisible engineering and "boring reliability"(35:21) - Why FLOX.is doesn't delete operational data(41:30) - Magic wand question: integration and scaleCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  Wajahat Akram - https://www.linkedin.com/in/akramwajahat/ CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:This episode explores why logistics technology often creates friction instead of removing it. Michael and FLOX.is CTO Wajahat Akram discuss the architectural decisions behind building a scalable logistics platform, the trade-offs between monolithic and microservice systems, and the operational implications of cloud infrastructure. They also examine AI’s practical role in logistics today - accelerating analysis and surfacing signals - while clarifying why human judgment remains central to supply chain operations.#ChainReactionPodcast #SupplyChain #LogisticsTech #CloudComputing #AIinLogistics

Most consumer products are discarded long before they lose their usefulness. This episode explores what it would take to redesign retail so products don't just get sold - they come back.KEY CONCEPTS COVERED:- Circular retail and closed-loop product life cycles- Reverse logistics beyond traditional returns- The commercial shift from maximising volume to maximising valueIn this episode of Chain Reaction, Michael Ostroumov is joined by John Atcheson (Co-founder and CEO of Circular Way) for a grounded discussion on what circular economy means in operational and commercial terms. They unpack the scale of value being lost through short product lifecycles, examine how buyback and resale models could reshape retail supply chains, and challenge the traditional "sell more units" mindset by exploring what happens when businesses focus on extracting more value from every product they manufacture.This episode is particularly relevant for retail leaders, supply chain operators, sustainability teams, and logistics professionals navigating the future of resale, refurbishment, and closed-loop supply chains.Watch this episode on YouTube: https://youtu.be/Z7ImOMknY7g TIMESTAMPS: (00:00) - Introduction and episode context(01:54) - From tech startups to circular retail models(04:03) - The scale of waste and the $2 trillion resale opportunity(08:49) - Circularity vs recycling vs resale: what’s the difference?(11:34) - Reverse logistics: what actually happens when products come back(16:26) - Why centralised sorting models fall short(26:32) - The role of AI in pricing and circular decision-making(30:48) - Cannibalisation fears and the business model trade-off(39:48) - Global supply chains and the impact of circular flows(43:59) - If one obstacle could be removed overnightCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  John Atcheson - https://www.linkedin.com/in/johnatcheson/ CONNECT WITH FLOX:Website: https://www.flox.isLinkedIn: https://www.linkedin.com/company/flox-logistics-services/Related Service Page: https://www.flox.is/services/buyers/ ABOUT THIS EPISODE:In this deep dive into circular retail and closed-loop supply chains, Chain Reaction examines how reverse logistics, resale infrastructure, and refurbishment networks could reshape the economics of modern retail. The episode explores the operational complexity of grading returned products, the commercial implications of buyback models, and the global supply chain shifts that circularity may trigger. It also addresses the strategic tension between traditional volume-driven growth and value-driven lifecycle design - and why the future of retail may depend less on producing more, and more on keeping products in circulation for longer.#ChainReactionPodcast #SupplyChain #CircularEconomy #RetailInnovation #ReverseLogistics #Sustainability

Road freight doesn't run on technology alone. It runs on people - and the human cost of keeping goods moving is still largely ignored.KEY CONCEPTS COVERED:The human reality behind road freight operationsDriver respect, working conditions, and industry perceptionWhy logistics progress still depends on people, not just automationIn this episode of Chain Reaction, Michael Ostroumov is joined by Maddi Solloway-Price (Head of Road Freight and English Regions Policy at Logistics UK) for a grounded discussion on the human cost of road freight. They explore what life actually looks like for drivers and frontline operators, why the industry still struggles with visibility and respect, and how that disconnect shows up in retention, safety, and long-term sustainability.This episode is particularly relevant for logistics leaders, transport operators, and policymakers shaping the future of road freight.Watch this episode on YouTube: https://youtu.be/5zz2OjIjhC4 TIMESTAMPS: (0:00) - Introduction and episode context(3:40) - The role of people in a technology-driven logistics narrative(8:32) - Mental and physical health is vital(12:13) - Driver working conditions and daily operational pressures(16:08)- Roadside Facilities and the Planning Challenge (19:49) - Logistics as a Foundational Sector, Not a Nice to Have(22:38) - Happy Employees and the Future of Logistics(25:33) - Final Thoughts: If One Problem Could Be Solved OvernightCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  Maddi Solloway-Price - https://www.linkedin.com/in/maddi-s-427aa6325/ CONNECT WITH FLOX:Website: https://www.flox.is LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/buyers/transportation/ ABOUT THIS EPISODE:In this deep dive into the human cost of road freight, Chain Reaction Podcast examines driver working conditions, industry perception, and the real-world pressures facing frontline logistics workers including topics such as driver shortages, compliance pressures, and the realities of modern road freight operations. The episode explores why automation hasn't replaced human labour in trucking, how respect and recognition shape driver retention and safety, and why building a resilient, sustainable road freight network depends on centering people as much as technology and infrastructure.#ChainReactionPodcast #SupplyChain #Logistics #RoadFreight #HumanCost #DriverRetention

Automation doesn’t fail because of technology - it fails because of data quality, unclear processes, and misaligned teams.In this episode, Michael Ostroumov sits down with Rosana Fuentes (Implementation Consultant at Baxter Planning) to unpack the reality of supply chain automation beyond the sales pitch. They discuss the tension between speed and accuracy, and why implementing forecasting software often reveals deep operational cracks before it fixes them.KEY TOPICS COVERED:The Data Trap: Why automation amplifies bad data instead of fixing it.Manual vs. Automated: Where to draw the line in inventory planning.Change Management: How to handle resistance from logistics teams.TIMESTAMPS:(00:00) - Introduction(01:57) - Rosana's path into supply chain(03:24) - What "automation" really means today(07:26) - Automated planning vs manual control(09:54) - Managing volatility and demand uncertainty(13:34) - Starting automation with low maturity systems(16:05) - Data accuracy & process documentation(21:58) - Leadership expectations vs operational reality(24:48) - Integrating legacy systems(29:24) - Balancing speed, stability, and accountability(31:11) - The one problem Rosana would solve instantlyWatch this episode on YouTube: https://www.youtube.com/@ChainReactionFLOX CONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/ Rosana Fuentes - https://www.linkedin.com/in/rosana-fuentes-albaladejo-/CONNECT WITH FLOX:Website: https://www.flox.isLinkedIn: https://www.linkedin.com/company/flox-logistics-services/Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:This conversation dives deep into supply chain management strategies, moving beyond warehouse robotics to discuss the reality of logistics software implementation. We cover essential topics like inventory planning, demand forecasting, and the challenges of digital transformation in legacy industries. Whether you are managing global trade or focused on B2B distribution, this episode offers practical advice on fixing data integrity issues before automating your operations.#ChainReactionPodcast #SupplyChain #Logistics #Automation

Logistics didn't stabilise in 2025 - it adapted. The question now is whether the industry is prepared to survive 2026 or position itself to lead when growth returns.KEY CONCEPTS COVERED:The state of logistics volumes, volatility, and resilienceAsset ownership vs flexibility in modern supply chainsThe future of 3PL, 4PL, and virtual logistics modelsIn this episode of Chain Reaction, Michael Ostroumov is joined by Chris Clowes (COO of FLOX) for a grounded discussion on where the logistics industry actually stands heading into 2026.Rather than focusing on headlines, they examine the operational reality behind depressed volumes, unpredictable demand patterns, and increasing pressure on both shippers and logistics service providers. The conversation explores why traditional optimisation models no longer work, how volatility is reshaping capacity decisions, and why many operators are being forced to rethink ownership, automation, and outsourcing strategies.This episode is particularly relevant for supply chain leaders, logistics operators, manufacturers, retailers, and anyone navigating planning, cost control, and resilience in an uncertain market.Watch this episode on YouTube: https://www.youtube.com/watch?v=mw63NS39v2s TIMESTAMPS:(00:00) - Introduction: The Internal Market View(1:15) - The Reality of Logistics in 2025(3:14) - Volatility: Spikes & Poor Predictability(5:19) - Why "Steady State" Supply Chains are Dead(7:06) - De-averaging: Why Traditional KPIs Fail(8:26) - Flex Capacity vs. Asset Ownership(11:06) - Just-in-Time vs. Just-in-Case Models(13:17) - Virtual 4PL & Logistics Orchestration(16:44) - Control vs. Cost: The Tender Illusion(25:35) - Supply Side: Consolidation & M&A Pressure(35:50) - How to Win in 2026: Tech & New ModelsCONNECT WITH THE HOST & GUEST:Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/ Chris Clowes - https://www.linkedin.com/in/chris-clowes-b574a78/ CONNECT WITH FLOX:Website: https://www.flox.isLinkedIn: https://www.linkedin.com/company/flox-logistics-services/Related Service Page: https://www.flox.is/services/marketplace/ ABOUT THIS EPISODE:In this deep dive into logistics and supply chain management, we explore the future of logistics amidst ongoing market volatility. This discussion covers essential strategies for demand planning, inventory management, and the shift from traditional warehousing to flexible, tech-enabled models. Whether you are navigating supply chain automation or evaluating 3PL vs 4PL strategies, this episode provides actionable insights for logistics leaders looking to build supply chain resilience in 2026.#ChainReactionPodcast #SupplyChain #Logistics #FutureOfLogistics

In this episode of Chain Reaction, Michael Ostroumov from FLOX is joined by Ross Jermy, Managing Director and Co-Founder of Move Parcel, to unpack the realities of last-mile delivery in a post-COVID world. From shifting consumer expectations and first-time delivery failures to courier fragmentation and rising congestion, Ross explains why moving parcels is no longer the hard part — managing information is. The conversation explores how software-first logistics platforms, smarter integrations, and data-driven decisions can dramatically improve delivery success, customer experience, and operational efficiency.Guest Bio Ross Jermy is Managing Director and Co-Founder of Move Parcel, a UK-based last-mile logistics platform built for e-commerce merchants. With a background spanning technology, banking, and parcel operations, Ross brings a systems-driven mindset to logistics. At Move Parcel, he leads the development of Move Ninja, a gamified, software-first order management platform designed to simplify shipping, improve visibility, and raise first-time delivery success for growing online brands.Key TakeawaysLast-mile delivery is an information problem, not a transport problemFirst-time delivery failure is the biggest cost driver in parcel networksE-commerce growth has reset consumer expectations permanentlyCourier aggregation enables speed, flexibility, and scalabilityHyper-local delivery and consolidation may define the futureChapters00:00 Introduction and guest background01:15 From tech to logistics03:40 Why Move Parcel was founded06:25 Post-COVID e-commerce realities11:00 Inside the Move Ninja platform14:25 Courier aggregation and integrations17:15 Competing with Amazon20:00 Ideal customer profile24:30 The role of AI in logistics29:15 First-time delivery challenges35:55 One problem holding last mile backExplore FLOX (Supply Chain & Logistics Orchestration)Chain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. ⁠⁠Visit flox.is ⁠⁠for additional content.Need flexible partners for storage and distribution as you scale? ⁠⁠Explore the marketplace⁠⁠Learn More#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, host Michael Ostroumov from FLOX sits down with Oisin Hanrahan, founder and CEO of Keychain, to explore how AI is transforming CPG and FMCG supply chains. From private label growth and the decline of traditional big CPG advantages to the rise of third-party manufacturing and rapid product innovation, Oisin shares why the next decade will belong to brands that move faster, design smarter, and simplify complexity. The conversation dives deep into how AI-powered data and decision-making are reshaping how products are designed, sourced, and brought to shelf.Guest Bio Chapters00:00 Introduction to Chain Reaction01:00 Entrepreneurship and formal education05:00 Why Keychain was built08:30 Categories and global expansion11:40 Enterprise vs startup brands15:40 The private label and Aldi effect21:15 Are big CPG brands under threat?27:00 Why brands don’t own factories anymore30:15 How AI powers Keychain34:00 One problem holding supply chains backChain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. Visit flox.is for additional content.Need flexible partners for storage and distribution as you scale? Explore the marketplace#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, Michael Ostroumov speaks with Keiran Hewkin, Co-Founder and CEO of Swyft Home, about how intentional supply chain design enabled next-day sofa delivery at scale. Keiran shares his journey from heavy industry into furniture, explains why Swyft chose an inventory-led model, and breaks down the operational “ballet” behind modular design, technology-driven fulfillment, and premium customer experience. The conversation explores how constraints fuel innovation, why speed reshapes customer trust, and what resilient supply chains must prioritize to deliver consistently in the real world.Guest BioKeiran Hewkin is the Co-Founder and CEO of Swyft Home, a UK-based furniture brand redefining how large items are designed, stored, and delivered. With a background in industrial operations, Kaizen, and lean manufacturing, Keiran has applied high-discipline supply chain thinking to an industry traditionally driven by long lead times and manual processes. Under his leadership, Swyft pioneered next-day sofa delivery through modular design, inventory-based fulfillment, and vertically controlled logistics.Key TakeawaysInventory is the real enabler of next-day delivery at scaleConstraints in design can unlock powerful supply chain innovationModular products allow density, speed, and customer self-assemblyTechnology removes waste by minimizing human interventionCustomer trust is built through speed, visibility, and ownership of deliveryChapters00:00 Introduction & guest welcome01:00 Keiran ’s journey into operations03:50 Entering furniture through a supply chain lens05:00 What “software in a box” really means06:15 Reverse-engineering next-day delivery08:35 Inventory-led vs order-book furniture models11:00 Premium quality without “handmade” myths13:05 Technology as the backbone of operations15:25 Designing a truly customer-first experience17:40 Why Swyft opened physical retail stores20:05 Scaling omnichannel without breaking ops22:50 Delivery control and last-mile trade-offs24:10 Intentional design for SME supply chains25:55 Operational failures and recovery strategies28:00 The one challenge a magic wand could fixChain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. ⁠Visit flox.is ⁠for additional content.Need flexible partners for storage and distribution as you scale? ⁠Explore the marketplace⁠#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOXLearn MoreChain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. Visit flox.is for additional content.

In this episode of Chain Reaction, Michael Ostroumov speaks with Marloes Wanrooij, a senior supply chain and cold chain operations expert whose career spans more than 16 years across container leasing, quality leadership, and temperature-controlled logistics. Marloes shares her accidental entry into logistics, how operational experience shaped her perspective on quality, and why quality functions are often misunderstood as “blockers.” She highlights how bringing quality into the conversation early—rather than after failures occur—can prevent customer complaints, protect product integrity, and eliminate waste from end-to-end operations.The conversation explores the unique challenges of cold chain logistics, from temperature excursions and staff turnover to complacency in routine processes. Marloes explains why resilient supply chains rely on proactive risk identification, diversified suppliers, and rigorous training frameworks. She also discusses how AI can enhance root-cause analysis and quality systems, not by replacing humans but by uncovering patterns experts may overlook. Her “magic wand” wish? Better change management—because technology, products, people, and processes are constantly evolving, and only teams that embrace change can maintain high-performance, temperature-controlled operations.GUEST BIOTAKEAWAYS The divide between quality and operations often stems from involving quality too late.Quality is not a blocker—when engaged early, it prevents failures and customer complaints.People—not equipment—cause many cold chain failures due to training gaps or complacency.Staff turnover in third-party warehouses creates hidden vulnerabilities in process consistency.Robust training frameworks and refreshers reduce human error in temperature-controlled operations.Resilience requires proactive risk assessment, supplier diversification, and scenario planning.Innovation must balance engineering ambition with customer needs and cost realities.Effective change management is as important as product design or operational processes.The future of cold chain quality blends human judgment with data-driven insights.CHAPTERS 00:00 Introduction and Welcome 00:37 How Marloes Entered Logistics by Accident 01:50 From Operations to Quality: The Overlap 03:10 Why Quality Is Misunderstood in Logistics 04:51 Customer Experience and Cold Chain Quality 06:14 Temperature Excursions and Process Failures 08:15 Packaging, Transport, and the Last-Mile Weakness 09:25 Why Quality Must Sit Inside Supply Chain 10:53 Production vs Logistics Quality Responsibilities 13:14 How Cold Chain Systems Are Set Up Globally 14:10 Top Problems: Complacency and Training Gaps 16:21 What “Resilient Supply Chains” Really Mean 18:39 Balancing Innovation with Operational Stability 19:33 Waste, Lean Thinking, and Process Bottlenecks 22:40 AI’s Role in Cold Chain Quality Systems 25:38 Using AI to Reduce Bias and Spot Hidden Trends 26:29 Balancing Cost, Quality, and Compliance 27:42 Voice of the Customer in Product Design 29:35 Magic Wand Question: Fixing Change Management 31:10 Closing Thoughts and ThanksChain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. ⁠⁠Visit flox.is ⁠⁠for additional content.Need flexible partners for storage and distribution as you scale? ⁠⁠Explore the marketplace⁠⁠#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOXLearn MoreChain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. Visit ⁠flox.is⁠ for additional content.

Rob also dives deep into diagnosing broken supply chains: where to begin, why data quality is a persistent barrier, and how upstream supplier constraints can quietly cripple downstream service performance. With practical examples from high-pressure turnaround environments, he illustrates the importance of simplicity in inventory design, rigorous data cleansing, and leadership that listens before acting. The conversation closes with a future-facing view on AI, co-intelligence in supply chain, and Rob’s “magic wand” issue: real-time product visibility—something the industry still has yet to solve.GUEST BIO Rob Field is a senior supply chain leader with a career dedicated to transforming underperforming operations into efficient, service-driven networks. His experience spans major UK organizations including Centrica’s British Gas Services and JLA, where he led significant restructurings in inventory strategy, warehouse operations, and service-engineer supply models. Known for simplifying complex systems and restoring operational performance, Rob specializes in demand-led inventory planning, data-driven decision making, and building high-performing supply chain teams. His work consistently improves first-time-fix outcomes, reduces backlogs, and enhances customer satisfaction in service-intensive industries.KEY TAKEAWAYSMany supply chain careers begin accidentally—but Rob intentionally chose the field.Service-driven supply chains face dual demands: internal engineers and external customers.Early-career exposure to large-scale centralization at Centrica shaped Rob’s operational mindset.Data quality is often the first barrier to diagnosing real supply chain issues.At JLA, 17,500 SKUs were streamlined to ~8,500 while still fulfilling 98% of demand.Simple, clear inventory categorization can outperform complex multi-tier models.Cultural/behavioral problems (buying for discounts, not demand) can overload warehouses.Leadership begins with listening: interviewing every team member reveals hidden truths.AI’s future role is as co-intelligence, not total automation; human oversight remains vital.The biggest unresolved industry challenge: real-time visibility of every product’s location.CHAPTERS 00:00 Welcome to Chain Reaction 00:35 Rob’s Path into Supply Chain 02:22 Lessons from Early Career at Centrica 04:08 Supply to Field Engineers vs Traditional Logistics 05:01 Complexity of Multi-Stream Service Supply Chains 07:08 First-Time-Fix, Van Stock, and Systems Adoption 08:33 Data Challenges and Inventory Strategy 09:44 Tech vs People: What Really Breaks Supply Chains 10:29 SKU Reduction and Warehouse Transformation 12:19 Cutting Backlogs Through Demand-Led Inventory 13:13 How Rob Approaches Turnaround Projects 15:12 Most Common Causes of Supply Chain Problems 16:00 Upstream vs Downstream Failure Modes 18:31 Structural vs Operational Root Causes 20:18 Eliminating Bad Buying Practices 21:14 Can Tech Fix Supply Chains? 23:45 AI as Co-Intelligence in Supply Chain 24:37 Supply Chain Leadership & the CSCO Role 27:29 Why Supply Chains Need a Seat at the Table 29:25 Rob’s Magic Wand: True Product Visibility 31:00 Closing Thoughts and ThanksLINKEDIN PROFILESGuest - Rob Field Host - Michael Ostroumov

If you operate in craft / batch production, logistics becomes a cashflow and service-level problem, not just transport. This episode covers how to scale without losing quality.In this episode of Chain Reaction, Michael Ostroumov sits down with Jonathan Hope, co-founder of Slow Sauce, a Scotland-based miso and soy sauce brewery built on tradition, craftsmanship, and patience. Jonathan describes his unconventional journey—from studying Chinese and business, to becoming a chef, to turning a fermentation experiment into a full-fledged brewery. He breaks down the intricate, months-long process behind miso and shoyu production, highlighting how precision, time, and hands-on work shape the final product.The conversation expands into the tension between artisanal production and modern business realities. Jonathan shares how he balances authenticity with the need for operational efficiency, using AI for monitoring and admin tasks while protecting the human craft at the heart of the business. The two explore the philosophy of slowing down, the role of personal well-being in entrepreneurship, and the challenge of scaling a product that refuses to be rushed. It’s a story of passion, patience, and building a business that values people as much as product.GUEST BIO KEY TAKEAWAYSHow a background in languages and international experience unexpectedly led Jonathan into culinary arts and fermentation.Why becoming a chef sparked a passion that eventually turned into a business.The origin of Slow Sauce’s fermentation process and how traditional koji cultivation works.How oats and peas became the uniquely Scottish base for miso and shoyu.The challenges and beauty of long production cycles—from daily stirring to 12-month maturation.How authenticity shapes every operational decision, including avoiding stainless steel industrial tanks.Why some processes must remain slow, even as the business world speeds up.The role of AI in automating administrative burdens like temperature logs and safety checks.Why tech is used to enhance—not replace—the human craft of fermentation.The emotional toll of early-stage entrepreneurship and how Jonathan recalibrated through intentional slowing down.The importance of personal rituals, hobbies, and mental space in making better business decisions.Jonathan’s long-term vision: building a community-focused workplace powered by people, not machines.CHAPTERS 00:00 Welcome to Chain Reaction 00:34 Meeting Jonathan Hope 01:04 Jonathan’s Unusual Career Path 02:40 Becoming a Chef and Discovering Fermentation 03:52 Inspirations Behind Slow Sauce 05:45 Japanese Craft Meets Scottish Tradition 07:23 Balancing Passion and Business 08:32 How Miso and Soy Sauce Are Actually Made 12:28 Understanding Koji and Fermentation 12:56 The Role of the Casks 14:33 Why Some Sauces Take 12 Months 15:45 Product Range and Production Cycles 16:50 Managing Slow Processes in a Fast World 18:34 Where AI Fits Into a Traditional Craft 20:34 Tech as a Support, Not a Replacement 21:35 Challenges of Scaling a Slow Business 22:57 Authenticity vs. Automation 24:33 The Art of Slowing Down 25:31 Personal Routines and Avoiding Burnout 29:06 Slowing Down to Make Better Decisions 29:58 Marketing a Product That Takes Time 31:45 Building Authentic Content and Community 33:20 The Magic Wand Question 35:27 A Community-Centred Future for Slow Sauce 37:27 Closing ThoughtsExplore FLOX (Supply Chain & Logistics Orchestration)Need flexible partners for storage and distribution as you scale? Explore the Marketplace#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

Multi-carrier is only “cheaper” when you control service, exceptions, and customer communication. This episode is about how to structure carrier strategy and governance.In this episode of Chain Reaction, host Michael Ostroumov sits down with Bobbie Ttooulis, Group Marketing Director at GFS, to explore how multi-carrier management is transforming modern delivery operations. Bobbie shares how her technology background unexpectedly led her into logistics, eventually shaping her eight-year journey at GFS. She breaks down how GFS helps SMEs simplify complex delivery operations through a unique combination of technology, expertise, and access to a broad multi-carrier ecosystem. Through real-world examples—from drinks brands shipping fragile goods to greeting-card businesses balancing multiple product velocities.The conversation also dives into the human side of logistics. Bobbie highlights why delivery is no longer just a logistics problem—it’s a customer loyalty challenge. She explains how GFS blends automation with expert guidance to maintain trust, especially during volatile periods like peak season. From forecasting and contingency planning to managing high-stakes final-mile performance, Bobbie details how multi-carrier strategies reduce risk and empower businesses with choice, resilience, and customer-centric outcomes.Guest Bio Bobbie Ttooulis Key Takeaways Multi-carrier management reduces operational risk and expands delivery options.GFS provides both technology and expert guidance to help businesses scale.Expertise remains irreplaceable; technology is an enabler, not a substitute.Customer loyalty hinges on delivery reliability and transparency.A “failed delivery” is often a communication failure, not a missed ETA.Multi-carrier setups prevent over-reliance on a single provider.Peak season success depends on forecasting, planning, and early capacity booking.Viral demand spikes require agile infrastructure and expert intervention.Combining technology with human support preserves trust in high-stakes moments.Logistics must evolve from operational thinking to true customer-centricity.Chapters00:00 Welcome and introduction 00:30 Bobbie’s path from tech to logistics 01:50 What GFS does and its market position 03:00 Technology’s role in multi-carrier delivery 04:30 How GFS consults SMEs on fragile and premium products 06:00 Solving operational challenges with multi-carrier design 08:20 Multi-velocity products and the need for varied carrier strategies 09:45 Why single-carrier setups create risk 11:00 Buying power, cost efficiency, and service diversity 12:40 Who GFS is best suited for 13:40 Balancing technology, expertise, and the role of AI 16:40 The need for human touch in customer-facing logistics 18:30 Delivery as a customer loyalty challenge 20:40 Visibility, communication, and customer expectations 22:20 Peak planning and capacity management 25:00 Forecasting volatility and viral spikes 28:10 The importance of contingency planning 29:30 GFS capabilities within a broader logistics ecosystem 33:00 Bobbie’s “magic wand” wish for the industry 34:40 Closing thoughts and thanksExplore FLOX (Supply Chain & Logistics Orchestration)If multi-carrier complexity is slowing you down, start with visibility and control#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, Michael sits down with Leanne Parkin , Operations Director at Ramsden International, for a deep dive into the world of global export logistics. From accidental beginnings in criminology to leading complex warehousing, compliance, and logistics functions, Leanne Parkin recounts her progression into a role that now oversees one of the most intricate export operations in the UK. She breaks down what it really means to manage over 26,000 SKUs, dozens of suppliers, and regulatory hurdles spanning Europe, the Middle East, Africa, and beyond, all while keeping a relentless focus on customers and people management.Leanne also reveals how Brexit reshaped their business overnight, the sleepless nights caused by containers stuck at borders, and why technology, from export systems to AI-driven tracking, is becoming the backbone of modern logistics. She highlights the cultural nuance of exporting British products, the rising expectations of global consumers, and the human side of supply chain relationships. It’s a candid, insightful conversation that exposes the complexity, resilience, and constant adaptation required to run a world-class export operation.Guest Bio Leanne ParkinKey Takeaways Ramsden International exports over 26,000 SKUs across numerous global markets, each with unique compliance demands.Customer service experience gives Leanne’s team a distinct operational edge, linking logistics decisions to customer impact.The business exports into 100+ regulatory environments, with food-specific compliance creating constant complexity.Container delays at borders remain one of the most stressful and operationally disruptive challenges.Creating a European entity helped the company consolidate paperwork and avoid repeated border checks.Technology, including export systems, tracking platforms, and AI-based ETA predictions, is becoming indispensable.Some regions still rely heavily on physical documents and stamps, especially in the Middle East.Global demand for British food is driven by strong standards, cultural resonance, and expat communities.Gender balance in logistics leadership is improving, though cultural dynamics and old norms persist.Chapters 00:00 Welcome to Chain Reaction 00:24 Leanne’s unexpected path into logistics 02:30 Starting in customer service, not operations 04:10 What Ramsden International actually does 05:20 Managing 26,000 SKUs worldwide 06:40 What keeps Leanne awake at night 08:15 Where containers typically get stuck 10:20 The shock of Brexit and surviving the aftermath 12:40 Setting up a European entity to simplify trade 15:00 Technology and the future of export operations 17:10 AI, tracking systems, and operational efficiency 19:15 Paperwork realities in the Middle East 20:00 Serving customers big and small 22:40 Women in logistics and changing industry dynamics 26:30 How communication and platforms need to evolve 29:10 Global appetite for British food 31:30 Translating and relabelling for export markets 32:45 The magic-wand question: Fixing Brexit 34:20 Closing thoughts and thanksExplore FLOX (Supply Chain & Logistics Orchestration)If you need dependable partners across legs and lanes, explore vetted providers here #SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, Michael Ostroumov sits down with Natalia Gandara Vilas, Head of Supply Chain Europe at HCT Group, one of the world’s leading cosmetic and packaging manufacturers. Natalia shares her remarkable journey across fashion, food, and beauty industries, explaining how agility and innovation now define the modern supply chain.From established giants like L’Oréal and Estée Lauder to emerging TikTok-powered brands, Natalia reveals the operational contrasts shaping today’s beauty market. She discusses forecasting challenges, the importance of European manufacturing, and how AI-driven logistics are reshaping responsiveness. The conversation uncovers how social media has upended demand patterns — and why speed, data clarity, and collaboration are the future of supply chain success.Guest BioNatalia Gandara Vilas is the Head of Supply Chain Europe at HCT Group, a global leader in cosmetic manufacturing and packaging. With a background spanning fashion, food, and beauty sectors, Natalia brings over two decades of experience driving operational excellence and innovation across complex global supply networks. Her expertise lies in managing rapid-growth indie beauty brands and building agile, technology-enabled supply chains that respond to real-time demand.Key TakeawaysSupply chain careers can evolve across multiple industries — from fashion to cosmetics.Indie beauty brands, often born on TikTok, are driving growth and redefining agility.Forecasting is nearly impossible in viral-driven markets; flexibility is key.Big brands prioritize price and process, while startups prioritize speed.Storing components instead of finished goods reduces risk and waste.Localizing production in Europe helps brands scale faster and more sustainably.AI is improving logistics efficiency — but it can also overwhelm teams if unmanaged.Smaller brands often lack data infrastructure, making tech integration challenging.Sustainability efforts must account for logistics choices like air freight.Global regulation, especially in the EU, is shaping future supply chain transparency.Collaboration between competitors is emerging as a new resilience strategy.The future belongs to supply chains that are connected, collaborative, and tech-driven.Chapters 00:00 Welcome & Introduction 01:00 Natalia’s Career Journey Through Logistics 03:50 Inside HCT: Serving Global and Indie Beauty Brands 06:30 The TikTok Effect: Speed vs. Predictability 09:10 Strategies to Manage Uncertain Demand 10:30 The Challenge of Real-Time Demand and Viral Sales 13:20 Building Partnerships Across the Supply Chain 15:00 Manufacturing, Warehousing & Distribution Capabilities 17:00 AI in Logistics: Opportunities and Pressures 20:30 The Human Factor in Automated Supply Chains 23:00 Sustainability vs. Speed: The Air Freight Dilemma 26:00 Economic Uncertainty and Order Fragmentation 29:00 Why Size No Longer Equals Security in Business 31:10 Natalia’s Wish: A More Collaborative Supply Chain Future 33:20 Closing ThoughtsBeauty supply chains are demand-shock machines: promotions, virality, and SKU complexity. This episode covers how teams build responsiveness without chaos.FLOX angle: Benchmark where your operation is strong vs exposed: https://www.flox.is/resources/logistics-ops-maturity-assessment/ Explore FLOX (Supply Chain & Logistics Orchestration): https://www.flox.is/#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, host Michael Ostroumov sits down with Johannes Kloess, Head of Operations at Thortful, the UK-based online greeting cards and gifts marketplace. With a background in microbiology and vaccine research, Johannes brings a scientist’s mindset to the complex world of seasonal logistics, where Valentine's and Mother’s Day can transform daily operations overnight.Johannes shares how Thortful balances the precision of automation with the agility of human adaptability. From forecasting demand spikes to managing fulfilment partners and scaling for intense seasonal peaks, he unpacks the science behind operational excellence. The conversation explores forecasting accuracy, sustainable scaling, and the surprising parallels between laboratory discipline and supply chain resilience.GUEST BIOJohannes Kloess is the Head of Operations at Thortful, the UK’s leading online marketplace for greeting cards and gifts. Trained as a microbiologist with a background in virology and vaccine research, Johannes transitioned into operations leadership, bringing data-driven thinking and experimentation to the logistics and fulfilment space. Today, he oversees Thortful’s operational performance, supply partnerships, and strategic planning across high-demand retail peaks such as Valentine’s Day, Mother’s Day, and Father’s Day.KEY TAKEAWAYSThortful operates as a marketplace with 4,000–5,000 creators and up to 70,000 live cards.Peak seasons (Valentine’s, Mother’s, Father’s Day) drive up to 15× demand spikes.100% of cards are printed on demand — no stock held.Gifts now make up over 10% of revenue, growing faster than any other segment.Forecasting and pre-packing are critical to manage manual fulfilment efficiently.Automation handles card-only orders, while hybrid processes support gift bundles.Data from 10 years of operations drives continuous process optimization.Strong partnerships with print and fulfilment specialists ensure scalable resilience.Sustainability and collaboration across the supply chain are key future priorities.International sales remain niche but highlight the appeal of uniquely British humour.CHAPTERS 00:00 Welcome & Guest Introduction 01:00 Johannes’s Journey from Science to Operations 04:00 The Thortful Business Model Explained 05:30 Managing Seasonal Peaks: Valentine’s & Mother’s Day 08:30 How On-Demand Printing Works 10:30 Forecasting Demand & Capacity Planning 12:20 When Automation Fails: Building Resilience 15:00 Integrating Gifts: Manual Complexity & Optimization 18:20 Data-Driven Process Improvement 20:30 Balancing Automation & Human Workflows 23:20 Scaling Through Partnerships 27:00 Co-Location and Operational Efficiency 29:00 International Orders & British Humour 32:30 Collaboration & Sustainability in Supply Chains 34:50 Closing ThoughtsPeak season performance is a system design problem: forecasting, capacity buffers, cut-offs, and exception handling. This episode focuses on how to engineer resilience.FLOX angle: If you’re patching together spreadsheets and emails, start with end-to-end visibility: https://www.flox.is/services/buyers/e2e-visibility/ Explore FLOX (Supply Chain & Logistics Orchestration): https://www.flox.is/#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, host Michael Ostroumov sits down with Max Adorian, Head of Operations at Living Things Soda, one of the UK’s fastest-growing functional beverage startups. Max shares his unconventional journey from e-commerce entrepreneur to operations leader, revealing how curiosity, resilience, and problem-solving led him into the dynamic world of supply chains.The conversation explores the balancing act between finance and operations, the role of forecast accuracy in a scaling FMCG business, and how technology and AI are reshaping decision-making. From literal factory fires to navigating stockouts, Max offers an inside look at the realities of growth, agility, and the “yes-if” mindset that keeps Living Things moving forward.Guest BioMax Adorian is Head of Operations at Living Things Soda, a fast-growing prebiotic beverage brand transforming how consumers think about gut health. With a background spanning e-commerce, technology, and startups, Max brings a broad operational perspective to FMCG, blending hands-on problem-solving with strategic financial acumen. He has been instrumental in scaling Living Things across 14 countries, leading the operational transformation that took the company from its first 9,000 cans to national listings in Tesco, Waitrose, and Ocado.Key TakeawaysOperations often finds you — not the other way around.Scaling startups require constant re-evaluation of forecasts.The tension between finance and operations is natural but productive.Visibility and shared data are the foundation for cross-team alignment.Forecasting is part science, part art, part luck.Cashflow management must balance stock availability and liquidity.Communication is key: “Yes, if…” enables flexibility over flat refusals.Agility in supply chains relies on trusted, flexible suppliers.Technology enhances operations but can’t yet replace human nuance.AI adoption will define future-ready operations teams.Continuous learning and adaptability are essential in fast-growth FMCG.The ultimate dream: perfect forecasting.Chapters00:00 Welcome and guest introduction 01:00 How Max fell into operations 03:20 Living Things Soda: the growth story 04:50 The prebiotic soda category 06:30 Finance vs Operations: balancing tension 09:10 Aligning teams through trust and visibility 12:40 The “Yes, If” rule for operational decision-making 16:40 Forecasting challenges in fast-growth FMCG 19:30 Agility, suppliers, and stockouts 20:30 Technology, data, and the Google Sheets dilemma 22:50 AI in operations: hype vs. reality 25:40 Building operational capability and talent 28:00 AI, expertise, and the future workforce 30:10 If you had a magic wand: perfect forecasting 31:15 Closing thoughts and farewellScaling operations is about protecting cashflow while raising service levels. This episode covers how operators prioritise, sequence, and avoid premature complexity.FLOX angle: Find the fastest operational wins with the 3-minute maturity assessment: https://www.flox.is/resources/logistics-ops-maturity-assessment/ Explore FLOX (Supply Chain & Logistics Orchestration): https://www.flox.is/#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, host Michael Ostroumov welcomes Alberto Borge Corral, General Manager of Tast Cuina Catalana, a Catalonian restaurant in Manchester, for an eye-opening conversation on how global supply chain disruptions have reshaped the hospitality industry. From Brexit’s trade barriers to COVID’s operational lockdowns, Alberto shares first-hand stories of navigating chaos in sourcing, staffing, and maintaining the authenticity of Catalan cuisine far from home.Alberto reflects on the hidden logistics challenges behind every restaurant meal, from transporting Spanish wines and fresh produce to adapting menus amid shifting import rules and inflation. The discussion reveals how data-driven inventory systems, supplier collaboration, and creativity in menu design are now essential tools for survival. This is a candid look into how one restaurant turned disruption into innovation in a world of unstable supply chains.Guest BioTakeawaysBrexit and COVID created dual disruptions that deeply affected the hospitality sector’s supply and staffing.Brexit introduced higher costs, new regulations, and barriers to importing specialty goods such as Catalan wines.COVID’s lockdowns imposed parallel restrictions on movement and trade, compounding industry challenges.Skilled EU workers in hospitality became harder to source, affecting quality and operational stability.The cost of importing goods rose significantly while consumer spending declined due to inflation.Changing customer behavior: guests now seek value and lighter, healthier dining options.Sourcing challenges have pushed restaurants to adapt menus to available ingredients.Food supply chains were more affected than beverages, especially for fresh produce from Southern Europe.Data-driven inventory systems have become vital to managing waste and improving efficiency.Restaurants must balance minimal stock levels with freshness and customer expectations.Customers are increasingly aware of sourcing transparency and sustainability.Stability and clarity in trade rules are crucial, uncertainty remains the industry’s biggest challenge.Chapters 00:00 Welcome to Chain Reaction 01:00 Alberto’s background in hospitality and move to the UK 03:00 The dual impact of Brexit and COVID on hospitality 06:00 Importing Catalan wines: a costly and complex lesson 10:00 Regulatory confusion and rising alcohol taxes 13:00 Economic pressures and changing customer behavior 16:00 Evolving tastes: lighter wines and healthier menus 20:00 Sourcing challenges and adapting Catalan recipes 23:00 Menu planning driven by supply availability 24:00 Using data and tech to manage inventory and reduce waste 28:00 The importance of visibility and smart supply management 30:00 Alberto’s “magic wand” solution for global trade unity 34:00 Final reflections and thanksEmerging brands win when logistics is a growth enabler, not a constraint. This episode looks at the choices that protect customer experience while scaling.FLOX angle: If you need flexible warehousing and transport partners without long procurement cycles: https://www.flox.is/services/marketplace/Explore FLOX (Supply Chain & Logistics Orchestration): https://www.flox.is/#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, host Michael Ostroumov sits down with Christopher Chilton, co-founder of Ram Tang Cello, to explore the fascinating intersection of entrepreneurship, logistics, and innovation in the UK beverage industry. From humble beginnings in a family-run bed and breakfast to launching a premium British take on limoncello, Christopher shares how he and his mother turned a passion project into a refined, market-ready product, one that blends Italian tradition with a tangy, modern twist.Their conversation dives deep into the challenges of scaling a craft beverage brand: navigating manufacturing partners, battling the oligopoly of major distributors, and mastering the delicate balance between data-driven insight and instinctive decision-making. Christopher also opens up about personal resilience, the power of kinesiology, and why emotional and physical awareness matter just as much as strategy in building a sustainable business.Guest BioChristopher Chilton is the co-founder of Ram Tang Cello, an independent British spirits brand bringing a fresh twist to the classic Italian limoncello. With a background rooted in entrepreneurship and creativity, Christopher combines an artisan’s attention to detail with a modern business mindset. His work emphasizes authenticity, craftsmanship, and balance whether in refining recipes, managing logistics, or exploring holistic wellbeing through kinesiology.Key TakeawaysEntrepreneurship requires balancing granular detail with big-picture strategy.The biggest logistical pitfall for small producers is over-ordering and storage costs.Building supplier relationships demands discernment and trust early on.The alcohol supply chain is dominated by a few large players, breaking in takes persistence and smart networking.Pricing and logistics are inseparable; delivery costs should be factored into product pricing.Owning the customer relationship (D2C) is vital for resilience in a volatile market.Data only becomes useful when organized and actionable, clarity beats quantity.Combining intuition with analytics leads to better business decisions.Technology should complement, not replace, human adaptability and creativity.Mental resilience is foundational for entrepreneurship; self-regulation is key.Kinesiology and mindfulness techniques can help manage stress and sustain focus.Sometimes, the best solution is simple: breathe, move, and step away from the desk. Chapters 00:00 Introduction – Welcome to Chain Reaction 00:30 The Origin Story of Ram Tang Cello 03:50 Managing the Details and Big Picture 06:10 Manufacturing Challenges and Learning by Doing 09:00 Logistics Lessons – Storage, Costs, and Flow 10:20 Breaking into the Drinks Industry’s “Oligopoly” 14:50 Competing with Industry Giants 17:00 The Power of Agility and Direct-to-Customer Strategies 18:30 Data Dungeons and the Importance of Readiness 24:00 Using Data to Drive Efficiency and Profitability 27:50 Technology as a Complementary Tool 31:40 Kinesiology, Resilience, and Entrepreneurial Balance 35:20 How to “Chill” Under Pressure 36:30 Closing Reflections and TakeawaysCraft spirits logistics has sharp edges: duty, storage conditions, packaging constraints, and unreliable lead times. This episode explores building an operation that can grow. FLOX angle: Need reliable providers and clearer coordination across warehousing + transport? Explore FLOX: https://www.flox.is/ Explore FLOX (Supply Chain & Logistics Orchestration): https://www.flox.is/#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, Michael Ostroumov sits down with Jean-Philippe Fabre, a serial entrepreneur whose journey spans finance, risk management, and his lifelong dream, crafting premium Grand Cru Champagne. Jean-Philippe shares how growing up in Reims, the heart of the Champagne region, gradually inspired his mission to make elite Champagne more accessible and better understood worldwide.The conversation dives into the real-world logistics of running a wine business: Brexit complications, customs regulations, and the critical role of scalable logistics in reaching international markets. Jean-Philippe also discusses his transition from the UK to the Netherlands, his use of Shopify, and the potential of automation in wine distribution. This episode is a must-listen for anyone navigating physical distribution in regulated industries.Guest BioJean-Philippe Fabre is a Franco-British entrepreneur and founder of Yvonne Bellom, a premium Champagne brand dedicated to crafting and distributing Grand Cru Champagne internationally. With a professional background in finance and risk management, he combines technical precision with artisanal passion. Jean-Philippe champions wine education and experiential tastings as a way to bridge the gap between high-end craftsmanship and global consumers.Key TakeawaysJean-Philippe’s inspiration for launching a Champagne brand came from his hometown in Reims and international exposure that revealed global interest in premium Champagne.Yvonne Bellom operates as a Récoltant Manipulant, managing the entire supply chain from vineyard to bottling.Brexit severely impacted his ability to export to the UK due to customs and excise complications.Champagne is a regulated excise good, similar to medicine and tobacco, requiring specialized handling and documentation.Logistics plays a crucial enabling role in scaling solo-run operations.The UK market still holds strong demand, but re-entry requires a distributor with logistical and customs capabilities.B2C platforms like Shopify can help automate order fulfillment but require backend integration with bonded warehouses and excise compliance.In the Netherlands, corporate tastings have become an effective channel for both marketing and direct sales.Small-volume shipments are especially difficult due to carrier restrictions on glass and alcohol.Automated logistics platforms and fewer intermediaries are key to future growth and scalability.Chapters00:00 Introduction to Jean-Philippe Fabre 01:00 From finance to Champagne: An unlikely journey 03:00 Creating the Yvonne Bellom brand 04:00 Owning the full Champagne supply chain 06:00 The logistics challenges of premium alcohol 07:30 Brexit and its impact on small alcohol exporters 08:30 Regulatory hurdles: Excise goods and glass packaging 10:00 Temperature and light sensitivity in Champagne logistics 11:00 Pivoting to the Netherlands market 12:30 Educating consumers through corporate tastings 13:30 Logistics as a growth enabler 15:00 Automating order fulfillment with Shopify 17:00 Ideal distribution partnerships 19:00 Re-entering the UK market post-Brexit 22:00 The Catch-22 of regulatory certification 25:00 Alternative routes to market: Shopify and Amazon 27:00 The long administrative tail of UK alcohol logistics 30:00 Final reflections and invitation to try Yvonne Bellom ChampagneLinkedIn ProfilesFollow Jean-Philippe Fabre Follow Michael Ostroumov Website Link: Yvonne Belhomme Champagne - Grand Cru

In this episode of Chain Reaction, Michael Ostroumov sits down with Alan Livingston, Transport and Logistics Manager at A&M Insulation, to discuss how logistics operations are evolving in one of the UK’s most competitive and fast-changing industries. With decades of experience spanning aggregates, consumer goods, and insulation, Alan shares his journey from manual planning boards to AI-driven logistics systems, highlighting both the opportunities and the roadblocks along the way.The conversation dives deep into the operational challenges of running a nationwide delivery network across 11 depots, the importance of customer-centric logistics, and the balancing act between cost-effectiveness, sustainability, and service excellence. Alan also opens up about the realities of electrification, the promise of hydrogen technology, and the role of AI in shaping the future of transport.Guest BioAlan Livingston is Transport and Logistics Manager at A&M Insulation, where he oversees nationwide operations spanning 11 depots and thousands of weekly deliveries. With a career beginning in aggregates at Tarmac in the late 1990s, Alan rose through supervisory and management roles to become a respected leader in logistics.He has previously held senior roles at AO.com, managing up to 25,000 daily deliveries across the UK, before joining A Insulation to lead its transport transformation. Alan is passionate about operational efficiency, sustainability, and the integration of new technologies, from AI planning to alternative fuels, that will shape the next era of logistics.Key TakeawaysCareer progression in logistics often blends intentional moves with unexpected opportunities.Technology has transformed planning, from manual boards to data-driven platforms like Paragon.AO.com highlighted the scale and stress of handling 25,000+ daily deliveries.A&M Insulation runs 2,500 - 3,000 deliveries weekly, with performance 38% above average.Customer demand and weather create constant operational volatility.AI planning is on the horizon, with trials expected by 2025 - 26.Sustainability drives logistics decisions, reducing empty runs is more impactful than simply electrifying fleets.Infrastructure remains a major bottleneck for EV adoption in logistics.Hydrogen could emerge as the most viable long-term fuel, though costs remain high.Hybrid fleets may provide a transitional solution while infrastructure catches up.Driver behaviour monitoring has saved A Insulation ~£120,000 in fuel annually.Alan remains cautious on autonomous vehicles, stressing the need for strong foundations before widescale adoption.Chapters00:00 Welcome and introduction to Alan Livingston 01:00 Alan’s journey into logistics 02:00 Lessons across industries: aggregates, consumer goods, insulation 04:30 Complexity of A&M Insulation’s operations across 11 depots 06:40 Supplier and customer dynamics in insulation logistics 07:10 Technology adoption and AI planning in logistics 10:20 Sustainability and cost-effectiveness in fleet operations 13:20 Collaborating with suppliers on environmental initiatives 15:00 Shifting attitudes among partners and suppliers 18:00 Infrastructure bottlenecks in electrification 21:00 Hydrogen vs. electric: which future for logistics? 24:45 If given a blank cheque: Alan’s preferred tech investment 27:00 The role of AI and operational software in logistics 29:20 Driver behaviour monitoring and efficiency gains 31:30 Autonomous vehicles: opportunities and risks 34:00 Closing reflections and future outlookLinkedIn ProfilesFollow Alan Livingston Follow Michael Ostroumov

In this thought-provoking episode of Chain Reaction, host Michael Ostroumov welcomes Malcolm Pope, founder of the logistics consultancy Loguro. Malcolm shares a candid, passionate, and at times provocative look into the structural inefficiencies plaguing the logistics and supply chain industry. With a career spanning decades, from industrial chemistry to leading transformational sourcing at Heinz, Malcolm offers insights shaped by experience, frustration, and an unwavering belief that the industry can do better.Malcolm discusses the waste inherent in siloed systems, the underutilization of existing infrastructure, and why collaboration, not just within companies, but across them, is key to achieving meaningful change. He explores how AI and data could help logistics organizations evolve beyond legacy systems and into a more efficient, collaborative, and environmentally responsible future. His challenge to the industry: rethink the foundations, reject inertia, and use today's tools to solve yesterday's persistent problems.Guest BioMalcolm Pope is the founder of Loguro, a UK-based logistics advisory firm that specializes in helping businesses and logistics providers design smarter, more collaborative supply chain strategies. With a background in industrial chemistry and extensive leadership roles across FMCG giants like Heinz, Malcolm has driven innovation in demand planning, e-sourcing, and supply chain collaboration for over 30 years. He is known for his passionate advocacy for systemic change in logistics and is a respected voice in both corporate and policy circles.TakeawaysLogistics inefficiencies remain rampant, with up to 30% of UK trucks running empty.Early experiences in process chemistry led Malcolm into the world of planning and supply chain strategy.AI and combinatorial optimization were already being explored over 18 years ago in logistics sourcing.Collaboration across business silos, even internally, is often the first step to unlocking efficiency.Traditional procurement tools (like Excel and email) hinder true supply chain innovation.Infinite tendering and continuous opportunity-sourcing models could transform logistics contracts.Trade associations and governments can play key roles in enabling inter-enterprise cooperation.Intermodal and ocean freight are massively underutilized resources in the UK.The industry is overly focused on piecemeal optimization; broader system thinking is needed.Electrification isn't a silver bullet, biomethane and smarter planning may offer better paths.Employee experience and sustainability need to be built into the DNA of logistics systems.True digital transformation in logistics requires bold, visionary leadership willing to challenge the norm.Chapters00:00 Welcome and guest intro 00:42 Malcolm’s unconventional path from chemistry to logistics 03:00 Early career in edible oils and supply chain planning 04:49 Collaboration, LUPEG, and solving industry inefficiencies 07:06 Founding Loguro and whispering truth to power 09:02 The profitability paradox in logistics 10:14 Why legacy systems are holding the industry back 12:07 The cost of industry inertia 14:48 Untapped data and smart optimization 17:14 Planning for driver welfare, not just efficiency 19:22 Fixing systemic waste through holistic thinking 21:39 Visionary leadership and organizational change 25:48 Why logistics e-sourcing needs to evolve 28:42 Collaboration as a step change enabler 32:49 Lost opportunities among large LSPs 35:08 The cost of doing nothing in logistics 37:30 A call for visionary risk-takers 41:57 Two quick wins: invoice auditing and load optimization 44:10 A holistic look at infrastructure and energy 45:06 Final reflections and thank youLinkedInFollow Malcolm PopeFollow Michael Ostroumov

In this episode of the Chain Reaction Podcast, host Michael Ostroumov welcomes Emma Stone, VP of Global Operations at Hurdle, to explore the evolving landscape of medical logistics and diagnostics. With nearly 20 years of experience in supply chain and operations, spanning from FTSE 100 companies to agile startups, Emma provides sharp insights into how startups can build resilience and leverage technology in highly regulated industries like healthcare.The discussion dives deep into Hurdle’s unique value proposition as an integration platform for diagnostics, connecting clinics, labs, couriers, and digital interfaces to enhance accessibility and streamline the patient experience. Emma unpacks how data hygiene, AI-driven inventory management, and cross-functional collaboration are transforming modern supply chains, and why soft skills remain indispensable in a tech-enabled future.Guest BioEmma Stone is the Vice President of Global Operations at Hurdle, a healthcare diagnostics platform revolutionizing patient accessibility and testing logistics. With nearly two decades in supply chain and operations, spanning roles at both multinational corporations and startups, Emma brings a hybrid lens to building agile, scalable, and resilient logistics networks. At Hurdle, she leads strategic partnerships, global sourcing, and operational efficiency across diagnostic services. Her expertise lies at the intersection of compliance, technology, and patient-centric care.TakeawaysStartups offer faster decision-making and role flexibility but require strong cross-functional communication.Hurdle operates as an integration platform, bundling services from sample collection to lab testing and results delivery.Logistics resilience in startups means smart supplier management and balancing cost with total value and risk exposure.Dual sourcing and multi-sourcing are vital but more complex at smaller scales, requiring deeper supplier relationships.AI is reshaping supply chains via dynamic inventory planning, automated safety stock calibration, and risk scoring.Tech tools like data warehouses and AI analytics help monitor SLA adherence, reduce disruption risks, and ensure on-time logistics in healthcare.Human-AI collaboration is critical: AI handles data; people manage relationships, strategy, and conflict resolution.Soft skills, negotiation, empathy, stakeholder alignment, are increasingly vital in tech-driven supply chains.Young professionals should treat AI as a learning tool, not a crutch; problem-solving and creative thinking remain essential.SNOP planning benefits from AI but relies on human input for functional alignment and compromise.Cold chain management and telematics are becoming essential for reliable biological sample transport.Future healthcare logistics will focus on personalization, last-mile optimization, and increased visibility via IoT.Chapters00:00 Introduction and Emma's background 01:00 Comparing logistics in startups vs corporates 02:30 Hurdle’s business model and logistics role 05:00 Supply chain resilience: large vs small organizations 08:00 Total cost thinking in sourcing and procurement 10:00 Trade, tariffs, and managing global supply bases 12:00 Technology’s role in resilience and flexibility 14:00 AI in data management and service level adherence 17:00 AI use cases: workflows vs crisis response 20:00 Communication skills and supplier relationships 22:00 AI in contract management and SNOP planning 25:00 Advice for young professionals in supply chain 28:00 Future of healthcare logistics and personalization 30:00 Cold chain, telematics, and cross-functional collaboration 33:00 Final thoughts and thank youLinkedInFollow Emma Stone Folloew Michael Ostroumov

In this episode of Chain Reaction, host Michael Ostroumov welcomes Natasha Jones, Head of Operations at GMG Pharmacy, to explore the intersection of healthcare, retail, and logistics. Natasha shares her journey from a pharmacy dispenser to leading operations across a growing network of ten branches. She offers a compelling look into the strategic agility required to manage pharmaceutical supply chains, particularly in the wake of COVID-19 disruptions and ongoing global volatility.The discussion delves into the evolution of pharmacy logistics, digitization, AI-powered stock management, and community-centered healthcare delivery. Natasha highlights GMG Pharmacy’s adaptive logistics , from flexible delivery routes to resilient procurement networks , and the company's vision for pharmacies as central healthcare hubs. The episode concludes with Natasha’s candid advice for newcomers navigating the dynamic world of operations and logistics.Guest BioNatasha Jones is the Head of Operations at GMG Pharmacy, where she oversees a network of ten branches across South, North, East Essex, and Wiltshire. With a background that spans hands-on pharmacy dispensing to high-level operations, Natasha brings a pragmatic and people-centered approach to pharmaceutical logistics. She led GMG Pharmacy through the pandemic by scaling up vaccination services via roving models and pop-up clinics, and she now focuses on optimizing delivery logistics, AI integration, and collaborative procurement strategies to enhance community health access.TakeawaysNatasha began her career as a dispenser and advanced through roles by embracing operational challenges.During COVID-19, she managed four clinics plus mobile units , building a foundation for her leadership in operations.GMG Pharmacy now operates ten branches and manages its own delivery fleet using route optimization software.The company utilizes AI tools cautiously, focusing on stock management and operational efficiency.AI-driven forecasting and web chatbots help alleviate workforce pressure while improving service.Digitization is central to their logistics, enabling oversight and inter-branch inventory coordination.GMG sources pharmaceuticals from 10–12 wholesalers to build supply chain resilience and pricing flexibility.Home delivery models are adjusted dynamically based on local demographics and demand patterns.Future tech plans include expanding automation and leveraging patient collection machines.Natasha sees community pharmacies evolving into healthcare hubs offering faster, localized care.NHS initiatives like Pharmacy First are helping shift minor treatment away from overburdened GP systems.Underfunding and staffing remain challenges; ongoing NHS investment supports the expansion of services.Natasha emphasizes trust-based supplier relationships and transparent collaboration.Her advice to newcomers: embrace the complexity, ask for help, and know that everything eventually clicks.Chapters 00:00 Introduction and Natasha’s logistics journey 03:00 GMG Pharmacy’s business model and service range 04:30 Handling disruptions and global supply challenges 06:20 Forecasting demand and AI in stock management 07:50 Digitization and operational improvements 09:10 AI applications and limitations in pharmacy 10:15 Automation and robotics in pharma logistics 11:30 Home delivery logistics and optimization 13:00 Evaluating outsourcing vs. in-house delivery 15:00 Trust and personal touch in customer service 16:00 Upstream procurement and wholesaler strategy 18:00 Building trust with multiple suppliers 19:30 Evolving role of pharmacies in community care 21:00 NHS support and funding constraints 22:45 Collaborating across healthcare ecosystems 24:30 Advice for newcomers in operations and logisticsLinkedInNatasha Jones Michael Ostroumov

In this episode of Chain Reaction, host Michael Ostroumov sits down with Rhys Champken, Supply Chain Manager at Lounge, to explore how a trained lawyer found his calling in logistics. Rhys walks us through his unique journey from law school to managing fast-moving supply chains in a rapidly growing fashion brand. His grounded insights reveal the often-overlooked but essential role supply chain professionals play in business success.The conversation dives into the power of proactive communication, trust-building with suppliers, and the human element in logistics operations. Rhys offers a behind-the-scenes look at how Lounge plans for seasonal peaks, balances tech with human intuition, and fosters collaboration across internal and external partners to ensure agility and resilience. It’s an episode filled with practical wisdom for anyone navigating the complexities of modern supply chains.Guest BioRhys Champken is the Supply Chain Manager at Lounge, a UK-based fashion company known for its lingerie and expanding lifestyle apparel. With a background in law and a lifelong connection to logistics, Rhys transitioned into the supply chain field by climbing through warehouse roles to strategic management. At Lounge, he oversees inbound logistics, operational planning, and supplier collaboration, helping the brand scale efficiently in a fast-paced environment. His approach emphasizes proactive communication, trust, and a human-centric supply chain strategy.TakeawaysA background in law can enhance supply chain roles through analytical thinking and structured communication.Proactive and transparent communication internally and externally is foundational to a resilient supply chain.Trust with suppliers and forwarders is more valuable than low prices, honesty builds long-term reliability.Slack and ChatGPT are key tools Rhys uses to streamline communication and get quick insights.Lounge operates as a collaborative team, using cross-departmental alignment to handle seasonal spikes and product launches.Advance planning with suppliers and freight partners mitigates delays during high-demand periods like Black Friday.Forwarders play a critical role in flagging macro-level disruptions like geopolitical conflict or freight shortages.Systematizing lead times by supplier and region helps the merchandising and product teams plan more accurately.Maintaining human connection across departments, like visiting the warehouse, improves team cohesion.While Lounge is transitioning from Excel to integrated systems, Excel remains a powerful ad hoc analysis tool.Rhys advises supply chain newcomers to embrace learning, communicate openly, and never shy away from tough conversations.Building buffers and using historical shipping data are key tactics for managing uncertainty and sustaining flow.Chapters00:01 Introduction to Rhys Champken 00:31 From Law School to Logistics 03:02 Why Communication Is Critical 06:18 Internal Communication & Tech Tools 08:55 Trusting External Partners 13:08 Planning for Seasonal Peaks 16:33 Using Historical Lead Times 17:23 Identifying Risk Early 19:20 Collaborating Across Teams 21:36 Formal vs. Informal Communication Systems 26:34 Balancing Tech and Human Judgment 30:33 Rhys’s Advice for Growing Businesses 31:58 Final Thoughts & Wrap-upLinkedInFollow Rhys Champken Follow Michael Ostroumov

Rebuilding Procurement on Shared Intelligence In this insightful episode of Chain Reaction, Michael Ostroumov speaks with Carwyn Jones, founder of Ekarnia, a pioneering platform focused on transforming the commercial supply chain relationships in the pharmaceutical industry. With decades of experience at Eli Lilly, GSK, OpenHealth, and as head of the UK’s Pharmaceutical Marketing Society, Carwyn shares a comprehensive look at the inefficiencies, data challenges, and trust deficits in pharma's collaboration with service providers.Carwyn explains how Ekarnia is addressing the long-standing pain points in sourcing, evaluating, and managing agency partnerships. From the murky waters of data lakes to the complexities of subjective supplier selection, this episode explores the need for transparency, standardization, and technological innovation. The conversation covers the future of AI in supplier intelligence, the critical role of UX in platform adoption, and why both sides of the pharma ecosystem must benefit equally for sustainable digital transformation.Guest BioCarwyn Jones is the founder of Ekarnia, a platform dedicated to enhancing collaboration between pharmaceutical companies and their commercial service providers. With a rich background including leadership roles at Eli Lilly, GSK, OpenHealth, and Doctors.net, Carwyn has built deep expertise at the intersection of pharma operations and supplier ecosystems. He currently also chairs the Pharmaceutical Marketing Society UK, advocating for higher standards and better agency-client relationships across the industry.TakeawaysPharma supplier selection is largely informal and often relies on personal networks.There’s a lack of centralized, reliable data on agency performance and capabilities.Many procurement processes in pharma rely on outdated or scattered documentation."Corporate memory" is often stored in individuals’ heads, creating risk and inefficiency.Quarterly business reviews are frequently ignored or underutilized.There's no single "source of truth" platform for finding or evaluating service providers.Ekarnia provides a standardized, transparent review and endorsement model.Both pharma companies and agencies must benefit for platforms to achieve adoption.Standardization vs. customization remains a key tension in platform scalability.AI helps with data classification, but manual domain expertise remains crucial.Passwordless login and intuitive UX are critical for secure, scalable platform usage.Ekarnia is exploring API interoperability and RFP/RFI automation as next steps.Chapters00:00 Introduction to Carwyn Jones and Ekarnia01:38 Pharma’s biggest supplier challenges04:24 Clarifying the definition of “agency”06:26 Relationship with physical supply chains07:05 Data overload and lack of usable insight09:11 Real-world examples of inefficiency11:01 Subjectivity in supplier selection13:13 Supplier performance monitoring pitfalls15:28 The trust dilemma in pharma supply chains17:21 Building value for both pharma and agencies19:24 Platform standardization vs. client customization23:30 AI’s role and challenges in data management29:56 Emerging tech trends in pharma procurement32:32 UX as a key differentiator33:40 Closing thoughts and future potentialLinkedInCarwyn Jones Michael Ostroumov

In this insightful episode of the Chain Reaction Podcast, Michael Ostroumov welcomes Stephen Holcomb, Director of Logistics at Refeyn, to explore the dynamic contrasts between logistics in multinational corporations and startup environments. With a career rooted in a passion for structure and problem-solving, Stephen shares his journey from GSK and Halion to Refeyn, shedding light on the nuances of cold chain logistics, supplier collaboration, and scaling operations in life sciences.Listeners gain a behind-the-scenes look at how Stephen manages temperature-sensitive shipments, builds trust with logistics partners, and tackles the complexity of regulatory requirements in global supply chains. His reflections on transitioning from tribal knowledge to data-driven SOPs offer a practical framework for scaling operations while maintaining quality and compliance.Guest BioStephen Holcomb is the Director of Logistics at Refeyn, a biotechnology company specializing in mass photometry. With deep expertise in supply chain and cold chain logistics, Stephen has led operations across global pharmaceutical giants like GSK and smaller, high-growth life science companies. He combines strategic thinking with a hands-on approach, ensuring logistics excellence across packaging, warehousing, and regulatory navigation. His passion for structured problem-solving and data-driven decisions has positioned him as a trusted leader in operational scaling and logistics innovation.TakeawaysCold chain logistics in life sciences require contingency planning due to customs delays and product sensitivity.Startups benefit from flexible operations, but require strong documentation to scale.“Tribal knowledge” is a bottleneck at scale-document early, even imperfectly.Choosing partners with a “teacher’s heart” fosters mutual growth and better results.Active vs. passive cold chain strategies need balancing between sustainability and reliability.Splitting ambient and cold shipments mitigates customs risks and improves delivery rates.Building data infrastructure early supports effective scaling and future AI adoption.Trust in suppliers must be earned through transparency-not gifts or shortcuts.Sales anecdotes must be validated with delivery KPIs to inform improvements.Logistics professionals should embed themselves in ERP systems to extract meaningful insights.Sustainable packaging needs alignment between company goals and supplier capabilities.Cultural fit with suppliers can make or break long-term partnerships.Chapters 00:00 Introduction and how Stephen got into logistics 03:00 Career journey across multinationals and startups 06:20 Unique challenges in cold chain logistics 08:55 Selecting the right partners with a teaching mindset 12:00 Cold chain technical hurdles and customs triggers 16:50 Managing ambient vs. cold shipments 19:45 Scaling operations and replacing tribal knowledge 22:00 Importance of SOPs and data collection 26:00 Using data to navigate customer concerns 29:10 Building trust and integrity with suppliers 32:00 Anecdote: When a supplier offered rum 34:00 Final reflections and takeawaysLinkedIn⁠Stephen HolcombMichael Ostroumov

In this episode of the Chain Reaction Podcast, host Michael Ostroumov sits down with Matt Hunt, serial entrepreneur and founder of The Protein Ball Company. From growing up selling nuts in Romford Market to launching multiple successful FMCG brands including Oloves and The Great British Porridge Company, Matt shares an inspiring entrepreneurial journey grounded in resilience and innovation.Matt dives deep into the operational backbone of The Protein Ball Company, including its rigorous sourcing practices, BRC AA-grade factory standards, and evolving technology stack. He opens up about the hard truths of navigating relationships with large retailers, the complexity of international logistics, and the strategic plans behind their bold new rebrand, “Ballsy by Nature.” This episode offers a compelling look at what it takes to scale a healthy snack brand in today’s competitive and convoluted supply chain landscape.Guest BioMatt Hunt is a seasoned FMCG entrepreneur and the founder of The Protein Ball Company. With a background that spans market trading to international retail success, Matt has launched multiple health food brands including Oloves and The Great British Porridge Company. Under his leadership, The Protein Ball Company has scaled to supply major UK supermarkets and international giants like Whole Foods Market in the U.S., all while upholding a mission of delivering clean, natural protein snacks.TakeawaysMatt’s entrepreneurial journey began in Romford Market and evolved into launching three successful health food brands.The Protein Ball Company has a unique value proposition: 100% natural ingredients without sweeteners, emulsifiers, or artificial additives.Their BRC AA-grade accreditation ensures operational excellence and traceable, verified sourcing from over 50 suppliers.Managing complex global logistics - especially post-Brexit - requires meticulous documentation, broker partnerships, and smart tech integrations.Tech stack includes Unleashed for inventory and production, Xero for accounting, and Prospect CRM for customer relationship management.Private label production and partnerships with major US chains like Whole Foods are driving significant growth, with 4–5 containers shipped monthly to the US.Despite aggressive competition, the company’s integrity around product formulation helps them retain loyal customers.“Ballsy by Nature,” their upcoming rebrand, is a bold campaign aimed at educating both retailers and consumers on the hidden additives in competitor products.Payment terms from large buyers (60–90 days) pose serious cashflow challenges for SMEs.Relationships with staff and suppliers are critical in an increasingly transactional retail environment.Chapters00:00 Introduction and Matt Hunt's entrepreneurial roots 01:30 Behind the scenes of Dragons’ Den experience 04:12 Starting The Protein Ball Company and navigating FMCG competition 06:30 Supply chain logistics and sourcing complexities 10:00 Post-Brexit challenges in ingredient importation 11:30 Sales channels: Amazon, Shopify, supermarkets, and private label 14:30 Expanding in the U.S. market via Whole Foods 16:00 Tech tools: Unleashed, Xero, and CRM for ops and sales 20:00 Relationship dynamics with big retailers and logistics providers 25:00 The brand’s USP: clean, natural, date-based protein snacks 29:00 Upcoming rebrand: “Ballsy by Nature” and market educationLinkedInMatt HuntMichael Ostroumov

In this episode of Chain Reaction Podcast, host Michael Ostroumov sits down with Dan Pass, the Supply Chain and Logistics Lead at Ann Summers, to explore the operational evolution driven by customer experience. Dan shares his unconventional entry into the logistics industry, shaped by necessity and fueled by a hunger for process improvement. Over a career spanning two decades, he moved from warehouse floor roles to executive leadership, gaining expertise in ERP systems, WMS solutions, and procurement.Dan details how his role expanded post-COVID to include direct oversight of customer service, fundamentally shifting his approach to supply chain management. He discusses transforming last-mile delivery from a cost-and-efficiency focus to a holistic “customer delivery experience” strategy, and underscores how networking, collaboration, and AI-driven solutions are vital to the future of logistics. This conversation is a masterclass in agile thinking and cross-functional leadership.Guest BioDan Pass is the Supply Chain and Logistics Lead at Ann Summers, where he plays a pivotal role in managing logistics, procurement, and customer service. With over 25 years of experience spanning WMS integration, international sourcing, and process automation, Dan has helped navigate Ann Summers through transformative periods including the COVID-19 pandemic and rapid e-commerce scaling. His recent foray into customer service leadership has deepened his systems thinking, blending operational excellence with customer-centric strategies.TakeawaysLogistics careers often begin unexpectedly but evolve through opportunity and drive.Early experience with WMS and ERP systems can shape a comprehensive supply chain perspective.COVID-19 forced a rapid shift to e-commerce fulfillment, changing logistics priorities overnight.Customer service integration reshapes how logistics leaders think about upstream decisions.Peak volumes during the pandemic tested warehouse flexibility and tech infrastructure.Collaboration between logistics and customer service improves the end-to-end delivery journey.Final mile delivery strategy should focus on customer experience, not just cost and timing.Networking is essential in a fast-evolving industry; peer learning drives innovation.Horizontal collaboration across retailers is ideal but challenged by risk and trust.Technology, including AI and trusted third-party platforms, can reduce collaboration friction.There is potential in ad hoc warehousing and logistics resourcing, but platforms are lacking.Embracing technology enhances job security and effectiveness in modern supply chains.Chapters 00:00 Welcome and Introduction to Dan Pass 00:21 Dan’s Journey into Logistics 01:57 Early Career in WMS and ERP Systems 04:29 Joining Ann Summers via K3 05:05 Leading Through COVID-19 and E-commerce Expansion 07:21 Taking on Customer Service Leadership 08:24 Reframing Logistics with a Customer-Centric Lens 11:07 Customer Delivery Experience Transformation 13:22 Integrating Logistics with Customer Communications 14:28 AI and Automation in Customer Service 16:48 The Challenge and Promise of Horizontal Collaboration 18:22 Carrier and Final Mile Innovation 19:34 Blue Sky Thinking: Shared Packaging, Labor, and More 22:27 Risk Factors in Collaborative Logistics 26:15 How Technology Enables Collaboration 28:26 The Future of Human-AI Hybrid Logistics 30:18 Looking Ahead: Optimism and Strategy at LinkedIn Dan PassMichael Ostroumov

In this episode of the Chain Reaction Podcast, host Michael Ostroumov welcomes Paul Brooks, a veteran of the supply chain and logistics sector with over 40 years of experience. Paul shares a reflective and insightful journey through the evolution of logistics - from manual stock tracking in the 1980s to the dynamic, AI-enhanced supply chains of today. His passion for the industry remains palpable, driven by its complexity and continuous innovation.The conversation traverses critical topics including the role of technology in modern logistics, the power of collaboration, the barriers and enablers of trust in supply chains, and the transformational potential of AI and agentic systems. Paul also discusses FLOX’s relevance in today’s market as a platform enabling efficient capacity utilization and trust-based transactions. The episode concludes with a thoughtful dive into leadership, inspired by Paul’s writings and his “PRIME” leadership model.Guest BioPaul Brooks is a distinguished leader in the logistics and supply chain industry, with a career spanning over four decades across multiple sectors including automotive, consumer goods, and third-party logistics. He has held numerous C-suite roles and contributed significantly to industry thought leadership, including serving as Chairman of the Chartered Institute of Logistics and Transport (CILT).Paul is also a published author, known for his “Inspired” leadership book series. A passionate advocate for collaboration, trust, and people-centric transformation, he brings a rich mix of operational insight and strategic foresight to the conversation.TakeawaysSupply chain complexity is a key driver of professional engagement and innovation.Technology has shifted logistics from manual processes to intelligent, interconnected ecosystems.Collaboration and "co-opetition" remain core tenets of supply chain excellence.Visibility and data are now central to building trust and optimizing performance.AI and digital transformation offer chief supply chain officers actionable insights and simulation capabilities.Marketplaces like FLOX enable dynamic capacity matching and drive network-level optimization.Effective integration allows businesses of any size to adopt advanced logistics platforms without massive investment.Trust is built on consistent delivery and transparent communication, not just contracts.Leadership in logistics must evolve with the industry—Paul’s PRIME model (Persistence, Resilience, Inspiration, Motivation, Endurance) provides a fresh framework.Clean data is essential—bad data accelerates bad decisions.Outsourcing requires process clarity first; tech is an enabler, not a panacea.Visibility and communication enhancements are reducing friction across logistics networks.Chapters 00:00 Introduction to Paul Brooks and his background 02:00 Falling into logistics and early experiences 04:00 The evolving perception of logistics 06:00 Technological evolution in the supply chain 09:00 The role of data and integration 11:00 Challenges and enablers of collaboration 14:00 Importance of clean data and process clarity 16:00 AI’s current role and future potential in logistics 21:00 How FLOX aligns with market needs and technology trends 27:00 Trust dynamics in logistics and marketplaces 31:00 Leadership and Paul's inspiration behind his books 34:00 Closing thoughts and next stepsLinkedInPaul BrooksMichael Ostroumov

In this episode of Chain Reaction, Michael Ostroumov welcomes Bram Vanschoenwinkel, Chief Product Officer at Customaite and a longtime AI practitioner, to explore the practical impact of artificial intelligence on supply chain and customs operations. Bram provides a compelling look at how AI has evolved over decades, far beyond the recent hype surrounding generative models, and how these advancements are now delivering tangible value in logistics.Bram delves into the role of agentic AI, which moves beyond reactive tasks to proactive decision-making, transforming traditional customs declaration workflows. He shares how Customaite leverages AI to automate and accelerate customs processes, reducing hours of work to minutes without eliminating human oversight. This human-assisted AI approach safeguards against errors and bias, fosters trust, and enhances productivity - key to empowering supply chain professionals in a rapidly digitizing world.Guest BioBram Vanschoenwinkel is the Chief Product Officer at Customaite, a company transforming customs declaration through AI. With a PhD in machine learning and decades of experience in artificial intelligence, Bram specializes in natural language processing and supply chain automation. His work focuses on leveraging agentic AI to enhance productivity while maintaining human expertise at the core of decision-making. Under his leadership, Customaite has pioneered innovative approaches that significantly reduce customs processing time while preserving data integrity and operational accuracy.TakeawaysAI in supply chains extends far beyond generative models - most real-world systems still use classical machine learning.Agentic AI introduces proactive, multi-step task management, revolutionizing logistics operations.Customaite uses AI to analyze diverse document formats and generate customs declarations.Human-assisted AI ensures decision transparency and learning from human corrections.Clear UI with traceability markers boosts user confidence in AI-derived decisions.Data validation in Customaite is structured through historical data, master data, and user feedback.A key use case is reducing document preparation from 8 hours to just 20 minutes.Customaite primarily serves logistics providers and customs brokers across 12 European countries.Maintaining data privacy and using anonymized data helps train stronger, safer models.Conservative supply chain players are adopting cloud and AI solutions with clearer ROI evidence.Measuring time saved per tariff line helps quantify AI's business value.AI won't replace jobs - but those who learn to use AI will replace those who don’t.Chapters 00:00 Introduction to Bram and AI in supply chains 01:18 Overview of AI history and current use cases 03:09 Generative vs. agentic AI in logistics 05:22 Human-machine collaboration and the "Skynet" myth 07:28 Customaite's philosophy: human-assisted AI 09:50 The need for human expertise in edge cases 12:21 Customaite’s specific use case in customs declarations 13:54 How Customaite processes documents and adds context 16:25 Who Customaite serves and how they differ from other platforms 18:13 The “digital twin” of a customs declarant's workspace 19:51 Real-world time savings: from 8 hours to 20 minutes 22:17 Managing trust and privacy in AI systems 24:30 Anonymized data use to train robust models 26:50 Selling AI to conservative logistics players 28:35 Measuring ROI with a pay-per-use model⁠⁠Follow Bram Vanschoenwinkel on LinkedIn⁠⁠⁠⁠⁠⁠Follow Michael Ostroumov on LinkedIn

In this episode of Chain Reaction, Michael Ostroumov speaks with Neil Powell, founder and Managing Director of The NX Group, a niche 3PL logistics provider based in Northamptonshire, UK. Neil shares how his business has carved out a loyal client base by focusing on secure logistics, operational integrity, and deeply personalized service. Amidst a turbulent market shaped by post-Brexit pressures and economic uncertainty, Neil explains why these core values have become their competitive edge.The conversation explores the challenges of delivering exceptional service in an industry often driven by cost-cutting and price-checking. Neil articulates why trust, consistency, and being people-led matter more than ever, especially when handling fragile or high-value goods. He also touches on the evolving role of AI in logistics, not as a replacement but as a vital tool to empower human teams and deliver on rising customer expectations for visibility and control.Guest BioNeil Powell is the founder and Managing Director of The NX Group, a secure logistics and warehousing provider offering next-day delivery across 90% of the UK. Under his leadership, NX has become known for its high-touch, service-led approach and reliable secure network. Neil brings decades of experience in logistics and is passionate about blending strong personal engagement with modern technologies to meet and exceed client expectations.TakeawaysThe NX Group distinguishes itself through secure logistics and personal, hands-on leadership.Their entire operation - drivers, warehouses, customer service - is fully in-house for quality control.High-value or fragile items require exceptional care, visibility, and accountability in delivery.Despite market challenges, NX thrives by focusing on premium service rather than price wars.Neil embraces adversity, seeing downturns as a time to gain market share through excellence.Technology, particularly AI and data transparency, is key to meeting customer expectations.NX challenges clients to clarify what data they need and why, to provide tailored insights.Trust, dependability, and respectful interactions are central to customer and partner relationships.NX views AI as an enabler to elevate team performance - not a threat to jobs.The firm’s security promise is underpinned by minimal touchpoints and a controlled logistics network.Consistency of service builds long-term relationships even in a margin-sensitive market.Positive word-of-mouth and standout website messaging help drive new business.Chapters 00:00 Introduction to Neil Powell and NX Group 01:32 What makes NX a niche 3PL 02:12 Service-led approach and team culture 04:11 What secure logistics really means 06:55 Specialized logistics for high-value goods 08:57 Navigating current market pressures 10:30 Competing on quality over price 12:41 Technology, AI, and visibility in logistics 14:48 Using AI to enhance—not replace—humans 17:01 Challenging clients to define their data needs 19:22 The role of trust and dependability 22:23 Balancing price, trust, and long-term value 23:10 Closing remarks⁠⁠Follow Neil Powell on LinkedIn⁠⁠⁠⁠Follow Michael Ostroumov on LinkedIn

In this episode of Chain Reaction, Michael Ostroumov engages with Rafael Norberto, a key figure at Delivery Mates, a logistics firm redefining last-mile delivery through hyperlocal strategies. The discussion dives deep into the mechanics of delivering within tight urban geographies like London, showcasing how micro hubs and strategic route planning allow Delivery Mates to guarantee deliveries within just an hour, often even faster. Rafael elaborates on how Delivery Mates balances operational agility and green logistics, partnering with councils and renting micro-depots to create adaptable, low-emission delivery routes. From navigating congested streets to ensuring service continuity amidst middle-mile delays, the episode paints a vivid picture of urban logistics innovation. With impressive growth, a 36% uptick in green vehicle usage, and ambitious expansion plans, Delivery Mates is positioning itself as a resilient and responsive player in a challenging market.Guest BioRafael Norberto is a logistics innovator at Delivery Mates, where he spearheads hyperlocal delivery solutions across the UK. Focused on operational efficiency and sustainability, Rafael plays a pivotal role in designing and managing micro hub networks that power ultra-fast delivery services in dense urban areas like London. Under his leadership, Delivery Mates has not only expanded its national footprint but also achieved a notable increase in green fleet deployments, demonstrating a strong commitment to environmentally conscious logistics.TakeawaysHyperlocal logistics enables delivery within 30 to 60 minutes in urban areas using compact hubs.Delivery Mates operates primarily in London but is expanding to cities like Edinburgh and Southampton.The company handles diverse deliveries - from groceries and car parts to large catering orders.Flexibility is central, with daily operation adjustments based on fluctuating parcel volumes.The Transport Management System (TMS), Sabrina, enables efficient route planning and real-time driver coordination.Delays are often caused by middle-mile disruptions or incorrect address data.Delivery Mates utilizes both rented spaces and partnerships for establishing micro hubs.“Local hubs” or mobile cross-docking setups allow for dynamic parcel handoffs in non-permanent spaces.Sustainability is a core differentiator, aligning with customer preferences, especially in sensitive verticals like floral delivery.Cycle lanes and pedestrian access play a growing role in route optimization.Strategic growth includes aligning with international partners and increasing green delivery volumes.During peak seasons, like Christmas, Delivery Mates sees up to 36% growth in delivery volume via electric vehicles.Chapters 00:00 Introduction to Rafael Norberto and Delivery Mates 01:02 Defining hyperlocal logistics and delivery infrastructure 02:36 Lead time expectations and customer service variability 03:15 Types of parcels and delivery categories 04:04 Managing data flow and operational flexibility 05:29 Route planning with TMS and driver coordination 06:01 Problem-solving and communication during delays 07:23 Address issues and control room interventions 08:45 Micro hubs—ownership, partnerships, and roles 09:51 Dynamic hubs and temporary local hubs explained 11:16 Scaling operations and exploring B2C/B2B growth 13:14 Competitive edge in a crowded logistics market 14:47 Differentiation strategies in sensitive verticals 16:00 Navigating regulatory pressures and sustainability goals 18:30 Business outlook for 2025 and growth projections 19:49 Final thoughts and wrap-upRafael Norberto on LinkedInFollow Michael Ostroumov on LinkedIn

In this episode of Chain Reaction, host Michael Ostroumov welcomes Rupert Morrison, a serial entrepreneur, former management consultant, and founder of OrgView and Arahi. The conversation spans Rupert’s transformation from consultancy to technology entrepreneurship and dives deep into his three acclaimed books, each tackling strategic value creation, organizational design, and workforce planning.Rupert discusses how robust strategy and thoughtful organizational design are essential to sustainable value creation, especially in commoditized industries like logistics. The conversation delivers practical insights on how businesses—whether large enterprises or five-truck logistics startups—can leverage data, clarity in value proposition, and scalable tech to escape the “race to the bottom” and build long-term competitive advantages.Guest BioRupert Morrison is a recognized thought leader in organizational strategy and design. Formerly a consultant at AT Kearney, he founded Concentra Analytics and built OrgView into a globally recognized platform for organizational design and workforce planning. His newest venture, Arahi, focuses on aligning strategy with execution through analytics-driven board reporting.Rupert is also a three-time published author, known for Data Driven Organization Design, Organizational Planning and Analysis, and Strategic Value Creation. His work empowers companies to transform their planning processes, design scalable org structures, and execute on strategy through meaningful metrics and insights.TakeawaysStrategy starts with understanding where you play and how you win.Org design isn’t about reporting lines—it's about designing around the work and capabilities.Businesses often confuse strategy with vision statements; a strategy must be actionable and differentiating.Ask your customers: “What do you truly value?” Use that feedback to define your value factors.The “POPE” framework enables visualizing strategy on one page, making it actionable and communicable.Operational KPIs should align with customer value factors, not just internal metrics.Automation and AI can massively scale capabilities—even in small logistics companies.Decision-making structures (like “RAD” vs. “RACI”) are key to unlocking org effectiveness.Chapters00:00 Introduction to Rupert Morrison and career journey02:00 Concentra, OrgView, and the evolution into PE-backed growth04:00 Board reporting and strategic alignment06:00 The birth of Arahi and the mission of strategy clarity08:00 Strategy in logistics: Avoiding commoditization10:00 What makes value creation strategic?13:00 The value factor framework and customer segmentation18:00 Insights into customer conversations and data collection22:00 Org design and avoiding incentive misalignments25:00 Leveraging tech for org clarity and decision-making28:00 The impact of AI and tech democratization32:00 The POPE framework for one-page strategy execution36:00 Wrap-up and key takeawaysFollow on LinkedInFollow Rupert Morrison on LinkedIn ⁠⁠⁠⁠Follow Michael Ostroumov on LinkedInYou can find and buy my three books: https://www.koganpage.com/authors/rupert-morrison or AmazonTwo Business:Find out more about Ārahi @ https://arahi.com/Find out more about OrgVue @ https://www.orgvue.com/For Unpacking Organizations Podcast that I co-host:Orgvue website: https://www.orgvue.com/resources/podcast/unpacking-organizations-the-practitioners-podcast/?utm_campaign=orgvue&utm_source=linkedin&utm_medium=social&utm_term=unpacking_organizations_podcast&utm_content=unpacking_organizations_podcast Spotify: https://open.spotify.com/show/4PdubpzJQhbOk0ORnziv7N Apple: https://podcasts.apple.com/us/podcast/unpacking-organizations-the-practitioners-podcast/id1697837236 YouTube: https://www.youtube.com/playlist?list=PLlUvWo7JsC8ly0ReAdZqlVXgUFMgH8Lnn

In this episode of Chain Reaction, host Michael Ostroumov sits down with Chris Clowes, COO of FLOX, to tackle one of the most volatile moments in global logistics. With the recent 90-day pause on US tariff hikes, logistics leaders are scrambling to make critical supply chain decisions in an already crisis-ridden environment.Chris unpacks how businesses are shifting from strategy to survival, reacting tactically to stockpile inventory before potential tariff spikes. The conversation explores the domino effects of US import behaviors on global markets - especially Europe - and the mounting operational stress on logistics professionals. They also discuss the limits of enterprise systems and AI in today’s chaotic climate, the breakdown of traditional decision-making processes, and the opportunity hidden in supply chain adversity.Guest BioChris Clowes is the COO of FLOX, a next-generation logistics and supply chain technology firm built to bring agility and transparency to an increasingly chaotic industry. With two decades of experience, Chris has witnessed firsthand the seismic shifts affecting global trade - from Brexit and COVID-19 to inflation shocks and geopolitical disruption.He’s a vocal advocate for modernizing supply chain operations and an expert in balancing tactical responsiveness with strategic foresight. At FLOX, Chris leads efforts to reimagine how companies navigate complexity, leverage technology, and maintain resilience in the face of relentless volatility.TakeawaysThe 90-day tariff pause is driving a scramble to import goods before potential cost spikes.Supply chain leaders are operating more like traders, relying on instinct over systems.Traditional ERP tools are too rigid for today's rapid disruptions.AI offers support but can’t replace human judgment in high-stakes, fast-moving logistics decisions.Strategic planning is being deprioritized in favor of short-term, defensive actions.Chapters00:00 Intro & Tariff Pause Fallout 03:15 Cost Pressures & Freight Challenges 06:13 Shifting Global Trade Dynamics 08:08 Why ERP Systems Are Failing Logistics 12:13 AI’s Limits and the Importance of Trust 15:16 Strategic Blind Spots Amid Crisis 18:22 Risk vs. Opportunity in Supply Chains 20:52 Wrap-Up & Closing ThoughtsFollow Chris Clowes on LinkedIn ⁠⁠Follow Michael Ostroumov on LinkedIn

In this episode of Chain Reaction, Michael Ostroumov speaks with Gene Boyarov, co-founder of Bioglo and director of Energian, about the supply chain challenges of delivering specialized energy products - from domestic heating fuels to off-grid solar and battery systems. Gene shares how his companies navigate complex logistics environments, from remote Scottish islands to hazardous battery handling, all while scaling two distinct operations with drastically different requirements.The conversation dives into the evolution of logistics partnerships, why robust IT integration is a must for survival, and how predictive analytics and data standardization can solve persistent delivery failures. This episode offers a practical look into the operational realities of physical product businesses - and the tech that keeps them moving.Guest BioGene Boyarov is the co-founder of BioGlo, a provider of domestic biomass heating fuels, and Energian, a supplier of solar panels, batteries, and off-grid power solutions. With nearly a decade of experience in logistics-heavy industries, Gene has built two thriving companies that serve customers across the UK, including remote and rural areas.An advocate for smart logistics and operational efficiency, Gene brings a rare dual perspective: hands-on understanding of bulky, specialized freight and deep technical knowledge of how to use data and automation to streamline last-mile delivery and inventory management. He’s passionate about bridging the gap between modern tech and traditional logistics.TakeawaysRunning logistics for heating fuel vs. solar tech requires two distinct, tailored operations.Address accuracy and delivery accessibility in rural areas remain major hurdles.Logistics success depends heavily on IT integration - manual processes aren’t scalable.API readiness among carriers is mixed; many rely on customers to do the heavy lifting.Predictive analytics could dramatically reduce failed deliveries and improve efficiency.Chapters00:00 Introduction to BioGlo and Energian  01:36 Why Proximity to Customers Matters  03:03 Handling High-Value, Hazardous Energy Products  04:44 Partner Challenges and IT Readiness  06:26 Data Visibility and Stock Accuracy  09:30 Why They Built a Custom Rules Engine  11:42 Rural Address Challenges & Delivery Mapping  14:33 Predictive Analytics for Last-Mile Success  18:36 What the Logistics Industry Must Improve  20:30 Attitude and Agility in Logistics PartnershipsFollow Gene Boyarov on LinkedIn Follow Michael Ostroumov on LinkedIn

In the debut episode of Chain Reaction, host Michael Ostroumov, Founder of Flox, sits down with Justin Campbell to launch a new video podcast series focused on practical, real-world insights in the logistics and supply chain industry.Michael shares why Chain Reaction was created—to give logistics service providers and SME buyers a platform to share their challenges, solutions, and differentiators. He unpacks the inspiration behind Flox, a logistics matchmaking platform designed to eliminate inefficiencies and help smaller businesses thrive through smart partnerships, AI-powered tools, and transparency.This conversation lays the foundation for a community-driven series aimed at empowering SMEs, showcasing emerging providers, and reshaping how logistics operates in an increasingly tech-driven, efficiency-pressured world.Guest BioJustin Campbell is a logistics industry commentator and the first guest on Chain Reaction. With a background in digital media and community building, Justin brings sharp questions and real-world curiosity to the series launch conversation. He supports logistics professionals by exploring where innovation, transparency, and technology intersect to unlock growth.TakeawaysChain Reaction aims to spotlight logistics professionals - not just theory.Flox is a two-sided marketplace connecting SME buyers with logistics service providers, enabling transparency and better matchmaking.The logistics sector is fragmented and conservative. Many SMEs are underserved and lack access to premium logistics partners.Cloud and shared economy mindsets are shifting expectations. Businesses are increasingly open to shared warehousing, transport, and collaborative systems.Flox offers AI-powered matchmaking and integrated data flows to reduce admin, increase efficiency, and boost service quality.Advanced features like forecasting, WMS integration, and predictive analytics are either live or in active development.Now is the time for "spring cleaning" in supplier relationships. The challenging market presents opportunities to upgrade partnerships and reallocate capacity.Chapters00:00 – Welcome and Introduction to Chain Reaction00:28 – Why This Podcast Was Created for the Logistics Industry01:46 – The Industry’s Complexity and the Need for Transparency03:21 – Michael’s Consulting Background and FMCG Experience05:01 – How a Failed Mega-Project Sparked the Idea for Flox06:21 – Why the Market is Now Ready for Collaborative Logistics07:30 – What Flox Is and How It Works09:07 – It’s Not Just Cost Savings—It’s Business Growth via Matchmaking10:25 – Eliminating Excel and Enabling Full Transaction Visibility11:43 – WMS Integrations and Centralized Master Data Management13:35 – From Forecasting to AI Risk Modeling: The Flox Roadmap14:42 – The Truth About AI Adoption in Logistics17:33 – Current Challenges: Tariffs, Vacancies, and Bankruptcy Pressures19:00 – Why Now is the Time to Rethink Logistics Partnerships20:24 – Who Chain Reaction is For: SMEs and Logistics Service Providers 22:00 – Building a Community Around Shared Stories and Solutions⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Michael on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠