Riky Bains, Brash Strategist and Co-Founder of the XP Club, provides unique life experiences across the world.
But his career started out dedicated to the written word. Bains recalls, “I started out as a freelance journalist writing for magazines and various publications.” His early days were marked by a voracious appetite for writing, a skill that would become the cornerstone of his career.
After university, Bains’ path took a turn towards sales and copywriting. This shift was not a departure from writing but rather an expansion into writing for businesses and brands, which eventually evolved into brand strategy for clients.
Bains’ strategic acumen led him to a 10% stake in a London agency, where he spent six years honing his craft. During this time, he grew the team and worked with a plethora of startups, fostering a rich environment of growth and innovation. Seeking a change of scenery and larger clients, Bains moved to a bigger agency in Dubai, where he now works on some of the largest branding projects globally.
Parallel to his branding career, Bains co-founded XP Club, a social enterprise focused on adventure travel and providing life changing experiences. Since 2018, XP Club has been creating itineraries to destinations like Tanzania and Peru, with the profits directed towards building schools in these communities. “We’re currently building our second school in Tanzania.”
Striking a Balance: Personal Growth Amidst Career Transitions
In the face of new challenges, Riky has learned the importance of self-compassion and balance. “The only way I could get rid of imposter syndrome was by earning my stripes,” Bains explains.
Bains speaks to the difficulty of juggling personal and professional life, especially when significant changes like moving abroad come into play. Now at 31, Bains reflects on the pressures he placed on himself during his 20s, setting difficult objectives and being hard on himself. He has since realised the value of a more relaxed approach: “You can achieve more when you’re in that frame of mind.”
Emphasising the importance of health and happiness, Bains has adopted a perspective that prioritises well-being over relentless ambition. “As long as I’m healthy in mind and body, the rest will come into place,” he asserts, suggesting that a contented mind is a fertile ground for success. This shift in mindset, from a focus on specific achievements to overall well-being, marks a significant development in Bains’ approach to life and work.
Personal Growth Through Adventure: The XP Club Philosophy
As demonstrated through his own experiences, Riky passionately believes in the transformative power of stepping out of one’s comfort zone. “Once you’ve achieved it, you’ve always got that reference point,” he explains. This philosophy is at the heart of XP Club’s mission, which is not just about organising trips but about fostering personal growth and resilience.
Bains shares his own experience of climbing Kilimanjaro in 2018, describing it as “still the hardest thing I’ve ever done.” This accomplishment serves as a personal benchmark for overcoming future challenges. He emphasises the importance of such experiences, stating, “It’s really important to help people move on with their lives.”
XP Club’s unique approach to travel includes cultural immersion, which Bains believes enhances the overall experience. “We create truly unique itineraries where we also do cultural immersions,” he says. This face-to-face interaction with local communities is not only enriching for the travellers but also ensures transparency and direct impact.
The club’s initiatives, like building a school for young children in Tanzania, are tangible proof of their commitment to making a difference. For Bains and the XP Club, it’s about creating a meaningful and lasting impact, both for the adventurers and the places they visit.
Envisioning a Legacy of Conscious Capitalism and Leadership
As we near the end, Riky highlights his aspirations for a legacy that marries entrepreneurial success with altruistic endeavour. Bains envisions “XP having projects and trips in many destinations around the world,” not just focusing on a few but becoming a “global representative of conscious capitalism.”
This concept, as Bains describes, is about pursuing entrepreneurial ventures while simultaneously giving back “in a sophisticated, meaningful way that will make a difference.” It’s not about the superficial act of charity but creating a lasting impact. Bains’ ideal legacy is to help people step out of their comfort zones and discover their potential. For Riky, the success of the XP Club is represented in “the number of people that I can help and get on these trips to show them that they can do things that they most likely thought they couldn’t do.”
When it comes to defining leadership, for Bains, it is a multifaceted concept. It requires trust, proactive support, and vocal guidance. He believes that especially for the younger generation, “they need somebody who’s vocal,” someone who can provide a balance of freedom and support in intimidating environments. His leadership philosophy is grounded in the belief that leaders should be present and engaged, even when it’s not strictly necessary.
During the pandemic, Bains had to invest personal funds and conduct exhaustive efforts to keep the travel business afloat, eventually finding success through a B2B partnership with David Lloyd health clubs. It proved to be a strategic alliance which accounted for “80% of the trips.”
Bains’ hands-on leadership style is evident in his decision to be present for every trip to Tanzania, despite having a capable team. “I think it’s important that I’m there when they arrive,” he says, underscoring the importance of being the face and trust behind XP Club. His presence is not just about logistics; it’s about providing camaraderie, boosting morale, and ensuring a fulfilling experience for his clients.
As we conclude, it is evident that Riky envisions a legacy where adventure and philanthropy intersect, creating transformative experiences for individuals and the communities they visit. But alongside this, it will also consist of the lives he has touched and the positive change he has fostered through travel and philanthropy.
