Roy Elliot

Hello, I’m Roy, one of the Directors at LUCKE. My career path has been diverse, but one thing has remained constant: my commitment to making a positive impact. I grew up on a small farm in northern New Zealand, also spending much of my time near the ocean, which instilled in me a deep respect for the environment. These early experiences have guided my efforts to live more sustainably – I am far from perfect, but I am continually trying to do better.

My career has been varied to say the least —Dive Instructor, Microbiologist, Sailor, Engineer, Management Consultant, and now, Entrepreneur. Why such a windy journey – I think I have always been driven by a desire for adventure, drawn to helping people overcoming complex challenges, and underpinning it all a dedication to being kind to people and the planet.

In my previous roles with large organisations, I was involved in developing strategies and leading complex transformation programs. A recurring theme I noticed was the disconnect between organisations’ environmental values and their actual practices. Often, the barriers were time and complexity, which created a gap that I found difficult to reconcile.

This realisation led me to shift my focus towards work that aligns more closely with my personal values. Joining LUCKE allowed me to concentrate on what truly matters: supporting businesses in making sustainable choices, fostering a healthier environment, and ensuring that my work has a tangible, positive impact. At LUCKE, we specialise in helping organisations transition to sustainable workwear and merchandise, making these choices both straightforward and impactful.

Beyond my professional endeavours, when I am not with the family or playing in the sea I am trying to have a direct impact through volunteering and by just taking action. For example, I recently challenged myself to collect 1,000 pieces of rubbish from my local beach within 100 days. I surpassed that goal in just 75 days, which highlighted the power of consistent, intentional actions in making a difference. It is easy you just need to get started.