In Profile – Chloe Crofts

Welcome to March’s edition of our special monthly feature which gives you the opportunity to ‘meet’ an industry figure and, hopefully, to discover another side to them beyond the well-known facts. This month we chat with Chloe Crofts, CEO at Exswift.

In Profile Chloe Crofts

“Being risk-adverse is worse than ‘failing forward’.”


Give your career history in 25 words or fewer.

I’m a personal licence holder, so I worked in hospitality as a Country Club Manager, then I moved into events as an Operations Director for a ‘pop up’ horror themed event where I met my business partner and then made the transition to the fuel industry!

Describe yourself in 3 words.

Ambitious, loyal and confident.

What were your childhood / early ambitions?

I wanted to be an actress or a forensic scientist!

Describe your dream job (if you weren’t doing this?)

An Estate Agent – I am obsessed with all things ‘property!’

What’s the best business advice you’ve ever received?

People buy into people. I think it’s so important to be personable, and foster strong relationships with customers, suppliers, and partners.

Share your top tips for business success.

Keep moving and trying new things; being risk-adverse is worse than ‘failing forward’, as there is always something to learn even if a strategy or idea didn’t pan out how you hoped.

What’s your most recent business achievement of note?

It’s the success of – it’s been my baby.  It’s something I spend a lot of time working on, so seeing the volume through the site double each year since its launch in November 2020 has been incredible.

Tell us your greatest fear.

Something happening to my family.

Which is most important – ambition or talent?

Without doubt, ambition.

What’s the best thing about your job?

Watching the team that we have built grow in confidence and skills.

Which is the quality that you most admire?


What are you most likely to say?

I think this is a really good idea, we should try it!

What are you least likely to say?

No, I don’t think we can do it.

Describe your perfect day.

Waking up somewhere tropical with my husband, having a blue mountain coffee, spending the day swimming in the ocean. It would be rounded off nicely with a steak dinner and a pina colada.  Heaven.

Do you have a favourite sports team?

The Michael Jordan era of the Chicago Bulls!

What’s the biggest challenge of our time?

Climate change.

Cheese or chocolate?

Cheese! Manchego to be precise.

Share your greatest personal achievement.

Aside from my wonderful family, it’s completing the National Three Peaks Challenge – I’d completely underestimated it, so I was delighted to get to bottom of the third mountain in 24 hours!

What’s your pet hate or biggest irritant?

People that only see obstacles and are pessimistic.

If you were on ‘Mastermind’ what would your specialist subject be?

Fuel tanker liveries! 

If you were elected to government what would be the first law you’d press for?

I’d make sure that there was enough SEN provision and, in turn, that funding was never cut for children with disabilities and additional needs.

If your 20-year-old self saw you now what would they think?

Who is she?!

What is number 1 on your bucket list?

To visit Nashville, TN and go to the Bluebird Café and Grand ole Opry – I’m a HUGE Country Music fan!

What 3 things would you take to a desert island?

My husband, our record player and vinyl collection and most importantly – factor 50!

Tell us something about you that people would be very surprised by.

I don’t actually like the colour pink despite choosing it for our branding!

Who would you most like to ask these questions of?

My Nan.  She is no longer with us and was all the things I hope to be. I wish I’d spent more time asking her questions and committing it all to memory.