Wales is home to more than 1,700 businesses classed as “productivity heroes” that are driving both productivity gains and job creation, although their number has fallen, new research shows.
A report from Economic Intelligence Wales (EIW) identified 1,732 productivity heroes across Wales, drawn from numerous sectors, in 2024-25. Together, these businesses generated £6.04bn in turnover and created more than 5,200 jobs, demonstrating that businesses can improve productivity while continuing to grow employment. The findings offer practical insight for policymakers and delivery partners seeking to target support where it can have the greatest impact.
Productivity gains despite falling numbers
While the number of productivity heroes has fallen since a peak in 2022-23, the businesses that remain are becoming increasingly productive, the report shows. Labour productivity increased by some 24%, rising from approximately £133,000 per employee to almost £165,000.
The report highlights that productivity heroes are not confined to high-tech or knowledge-intensive industries. These businesses are found across manufacturing, construction, professional services, wholesale, hospitality and other sectors. Regardless of sector, the report finds that the most successful businesses consistently invest in three areas: a strong customer focus; developing people through leadership and skills; and embracing innovation and digital adoption.
Framework for economic understanding
The research also argues that identifying businesses through a productivity hero framework provides a more meaningful understanding of economic performance than measuring turnover or employment growth in isolation. By identifying firms that are simultaneously growing turnover, employment and productivity, it offers a stronger evidence base to help inform future policy, investment and business support in Wales.
The report concludes that Wales can create more productivity heroes through targeted support focused on leadership, skills, finance, innovation and infrastructure, helping more businesses improve productivity while continuing to create jobs.
Example of productivity-led growth
Swansea-based Zeal Innovation, which trades as Litelok, is one example of the productivity-led growth highlighted in the report. The company designs and manufactures high-security, grinder-resistant locks for bicycles and motorcycles. Since 2017, it has grown turnover per full-time employee from around £45,000 to around £350,000, with annual revenues now approaching £10m.
Adam Price, Cabinet Minister for Enterprise, Connectivity and Energy, said: “This research shows that Wales already has the businesses, ideas and ambition needed to build a stronger, more productive economy. Our national productivity mission is about backing that potential and turning it into higher pay, stronger firms and better opportunities in every part of Wales.”
Professor Melanie Jones, Professor of economics at Cardiff Business School and academic lead for the Wales Productivity Forum, said: “Productivity growth is critical to improving the things people care about including real wage growth, business profitability, and public service delivery. Narrowing the existing and persistent 15% productivity gap between Wales and the rest of the UK will require a step change in Wales’ productivity growth.”
Support for more productivity heroes
Professor Mark Hart, deputy director of the Enterprise Research Centre, and lead author of the report, said: “Productivity Heroes demonstrate that businesses do not have to choose between creating jobs and improving productivity. These firms are successfully achieving both, making them important to Wales’ long-term economic performance. Better understanding what they are doing well can help create more of them.”
Giles Thorley, chief executive of the Development Bank of Wales, said: “This research provides valuable evidence about the businesses helping to strengthen Wales’ economy and, crucially, what enables them to succeed. As a trusted delivery partner, our role is to turn that evidence into practical support.”
John Hurst, chair of FSB Wales, said: “As small business owners, action on productivity needs to be practical, accessible and reflect the day-to-day realities of starting and growing a business.” EIW is a collaboration between the Development Bank of Wales, the Enterprise Research Centre at Warwick Business School, Cardiff Business School, Bangor Business School and the Office for National Statistics, providing independent economic intelligence to support evidence-led decision making.
