VBG Crampton Aspiring Business Leader of the Year: Dr Hugh Willoughby

Dr Hugh Willoughby has been recognised as the Veterinary Business Group (VBG) Crampton Aspiring Business Leader of the Year, a prestigious honour celebrating emerging leadership and innovation in the veterinary business. 

The award highlights Dr Willoughby’s forward-thinking approach to practice management, his passion for team development, and his deep commitment to mental health and wellbeing across the industry. 

“It’s such an honour, and honestly a bit surreal."

“This recognition has really reinforced my commitment to veterinary business and fuelled my passion for empowering the people around me. The award has opened incredible opportunities to keep growing as a veterinary leader. Attending the Crampton Consulting Group Practice Management School has been an enormously valuable experience - it’s helping me become the best version of myself as a leader in our industry.” 

His journey toward veterinary business leadership began at the inaugural VBG Summit he attended as a final-year veterinary student in 2019.  

^{Dr Hugh WIlloughby at Westlake Veterinary Hospital}

“The inspiring conversations and connections I made there set me on the path I’m on today. Now, six years later, to be recognised as an Aspiring Business Leader feels like coming full circle. I really hope I can have a similar impact on young vets who are just starting to explore this side of our profession.” 

At Westlakes Veterinary Hospital in NSW, Dr Willoughby applied his business acumen to strengthen marketing efforts, improve client retention, and enhance overall practice efficiency. 

“The clinic was already performing very well, but I knew there was an opportunity to elevate the client experience and strengthen our marketing,” he said. “I’m a big believer in stepping back and viewing the business through the eyes of our clients and patients - that perspective often reveals small changes that make a big difference.” 

Recognising the untapped potential within his team, he assembled an internal marketing group drawn from existing staff.  

“The right people were already on the bus - I just needed to help them see their own potential."

"I focused on really getting to know the team, both professionally and personally, to understand what unique skills they could bring to the table. It turned out we had some hidden gems - people with experience in graphic design, social media expertise, and community engagement from outside their veterinary roles. By giving them the space and confidence to use those non-clinical skills, we were able to build an in-house marketing team that truly reflected the personality and values of our clinic.” 

 In a few weeks, he’ll be starting at Motto Farm Veterinary Hospital as Lead Vet, and will use it as an opportunity to continue growing both clinically and as a leader. 

“I’m so grateful for everything I’ve learned and the friendships I’ve built at Westlakes - it’s been such a formative chapter. But I’m also really excited for what’s next. 

“Every new role brings new challenges, but I’ve never been one to shy away from stepping outside my comfort zone. I’m looking forward to meeting a new team, helping them thrive, and continuing to learn from the amazing people in our profession. It’s a really exciting next step.” 

He also expressed sincere appreciation to the VBG committee and the wider VBG and AVA community. 

“The work they do to support veterinary business is invaluable, and it allows all of us to do the best job in the world,” he said.  

“Thank you also to Crampton Consulting Group and Provet for sponsoring this award - it’s truly special to see such focus on developing young and emerging veterinary leaders. And finally, a very special thank you to Sue Crampton. Your generosity, mentorship, and support this year have been so inspiring. I can’t overstate how much you’ve helped me, and I’m so looking forward to keeping that connection for many years to come.”