It’s our final week of team member intros, and we thought we’d finish with the origin story – and the original thinker behind Green Ibex, Jonathan Jones.

Jonathan is the CEO of Green Ibex—and the driving force behind translating sustainability goals into real action. A seasoned project manager, he led the technology and operations delivery for BBC Wales HQ before taking on his biggest challenge yet: helping businesses decarbonise without compromising growth. At Green Ibex, he’s all about breaking down complex sustainability challenges into clear, achievable steps. And when he’s not leading the charge on climate action, you’ll probably find him out running—rain or shine.

🟩 The first question we had to ask Jon, was of course, what’s an ibex? And why is it green?

“Okay. I was working on a difficult project one day, and this one was tough because it felt like we were going to great lengths just to get to a small reward. And it reminded me of a mountain goat (or an ibex). They do exactly that, climb mountains and go long distances, just to get to a small improvement. Or a marginal gain, if we’re using business jargon.

But the thing is, it’s always worth it. Those small rewards add up big over time – and it’s exactly the same with sustainability actions. Sure, it seems like a drop in the ocean – but we all know the ripple effect of continuous, concerted actions. It shouldn’t be underestimated.

Around that time, I had the idea to start Green Ibex. I asked myself “What’s the next big challenge every organisation will need to overcome?” And the answer was clear – transitioning to a low or zero carbon business model – but in a way that maintains growth. That’s where the world is heading, and businesses need support. And in particular, they need experienced change managers and project delivery people with sustainability expertise, and Green Ibex was born at the intersection of these skillsets.”

🔹 Delivering sustainability projects

Jon founded Green Ibex with a simple but powerful goal: to make sustainability achievable for every organisation.

“Climate change will impact each and every one of us. Every year, businesses suffer huge climate-related damages that are costly and for some can mean closing down completely. We have a duty to act for the sake of future generations.”

For him, it’s not just about setting targets—it’s about making real progress. That’s why Green Ibex works with businesses of all sizes, creating credible carbon reduction strategies and implementing governance for their delivery.

“Embedding sustainability while maintaining growth is arguably the greatest challenge of our time—and I enjoy solving complex problems.”

🔹 What’s next for Green Ibex?

Over the next five years, Green Ibex is set on expanding its impact. As Jon puts it:

“The primary goal for Green Ibex is to continue working with organisations of all sizes to create credible and deliverable carbon reduction plans—offering services that are both affordable and effective. We also want to develop partnerships with like-minded companies to make ESG support more accessible and help businesses on their journey to net zero.”

5️⃣ Things about Jon

1. 🏗️ Project manager and a sustainability thought leader. Led operations for BBC Wales HQ before launching Green Ibex.
2. ☕ Black Americano, no fuss. Efficiency is key, even with coffee.
3. ✈️ Had a near mid-air collision on his first (and last) flying lesson. Some risks aren’t worth repeating!
4. 🏃 Runs or cycles—rain or shine. Weather doesn’t get in the way of a good workout.
5. 💡 Best advice he’s ever received? “Try it!” Simple, but it’s led to some big wins.

🔹 Leading a team that solves problems

Great ideas don’t happen in isolation—they’re shaped by diverse perspectives and collaboration. For Jon, the real strength of Green Ibex is the team. A group of sharp, forward-thinking minds tackling sustainability challenges from every angle.

“The broad range of ideas and thoughts on how to solve problems—that’s my favourite thing about the team.”

By bringing together different skills and expertise, Green Ibex is proving that sustainability isn’t just an aspiration—it’s a reality within reach.