
Episode #248
Episode 248: Respect, Hard Work & Have Fun: The Principles Behind Marathon Group
When Francis Roach and Michael Fitzgerald began talking about setting up a bus company more than 30 years ago, their idea was unusual. They wanted to build one without owning the buses. “We were setting up an Uber for buses. We didn’t know it back then,” Francis recalls. Not everyone was convinced. “We went to several banks who told us we were mad as a bag of cats.” So, they started anyway. “On a shoestring, we started it off in September 1995.” More than three decades later, that idea has become Marathon Group, spanning coach hire, sports travel, major event transport, logistics and safety solutions. In Episode 248 of AIBF Business Talk, Francis joins AIBF Co-CEO Elaine Carroll to reflect on the risks, relationships and people behind that journey. The early Marathon model was simple. Hire buses from operators, find the work and give customers a better overall service. “The first two or three years, we were very poor at maths, but the concept was working.” Then customers started asking for more. Day trips led to sports travel. By 2007, Marathon had secured rugby tickets for the World Cup in France. “We went from hiring buses to hiring planes.”Major events followed. From early concert work at Oxegen and Slane, Marathon developed the experience to manage increasingly complex transport operations. At a recent event at Palmerstown House, the team moved almost 10,000 people from nine different locations in a single day. Yet for the passenger, it should all feel simple. “The key of it all came back to the customer experience.” Behind that experience are the people Francis credits with Marathon’s longevity. His philosophy comes down to three principles: “Respect, hard work and have fun.” Some relationships with operators, suppliers and event personnel now stretch back more than 20 years. “Relationships are what builds your business ultimately.” That culture has helped Marathon Group earn recognition as an AIBF Superteam for 2026. For Francis, the recognition belongs to the people whose work customers rarely see. “This recognition for me is for them, in that the unseen work that goes on.” That same respect extends to customers when things go wrong. Buses can run late. Stops can be missed. Mistakes happen. “When that happens, we put up our hands.” Francis believes those moments can define a relationship just as much as the good ones. “The relationship with the person who’s giving out is as important as the one who’s praising us.” After three decades in business, Francis also sees his own role differently. “My job now in the business is risk management.” Every major event involves judgement. How many buses should Marathon order? How many tickets should it buy? How much should it commit to flights or hotels before knowing exactly what demand will be? “Too many buses, I’m losing money. Too little buses, we’re turning opportunities away.” “Entrepreneurs will always bring it to the line of risk.” But one of Francis’s biggest lessons has been learning to let go. A self-confessed micromanager, growing Marathon meant changing how he led. “I had to change my style.” “The journey for me probably over the last 15 years has been that transformation from micromanaging everything to building systems, empowering people, training people.” Technology has played a part in that change. But Francis remains clear about where investment matters most. “Anytime you train your good staff, it’s an investment. It’s not a cost.” It is a lesson shaped by more than 30 years of changing markets, recessions, major events, calculated risks and relationships that have lasted decades. And if Francis could go back to the young entrepreneur starting Marathon in 1995? His advice would be simple. “It’s going to take a lot longer than you think. Stick with it.” Listen to the full conversation with Francis Roach of Marathon Group on the latest episode of AIBF Business Talk. About the All-Ireland Business Foundation The All-Ireland Business Foundation (AIBF) is Ireland’s national body for recognising and supporting business excellence. We are the accrediting authority behind the Business All-Star marque — Ireland’s Symbol of Trust — awarded through a rigorous audit of reputation, performance and customer trust. Since 2014, we’ve impacted over 5,000 businesses, with 750 currently accredited. For more information please visit www.aibf.ie here.

