Q&A with Afzal Minhas – GreenStep’s New Chief Operating Officer
GreenStep Solutions is excited to announce the promotion of Afzal Minhas, MBA, MSc (He/Him), to the role of Chief Operating Officer (COO).
With more than 20 years of leadership experience across global industries, Afzal brings a rare combination of expertise in sustainability, energy management, ESG, occupational health and safety, and operational excellence. Since joining GreenStep in 2022, he has led both the Technical Services and Operations teams, playing a key role in advancing GreenStep’s mission to use business as a force for good.
As COO, Afzal provides strategic and operational leadership across GreenStep’s international sustainability consulting and certification programs. He is responsible for aligning people, processes, and performance to ensure delivery excellence, driving innovation, and scaling impact.
The GreenStep team asked Afzal a few questions to help clients, partners, and the community get to know him better, and to hear his vision for GreenStep’s future.
What excites you most about stepping into the Chief Operating Officer role at GreenStep?
Afzal: What really excites me about stepping into the COO role at GreenStep is the chance to turn our vision into real, measurable impact. We’ve got great momentum, an amazing team, and a mission that genuinely resonates with me.
I am also just as excited about working side-by-side with our clients and partners, helping them grow as we grow, and making sure we are creating value for people, profit, and the planet along the way.
How would you describe your leadership philosophy and how it will shape GreenStep’s next chapter?
Afzal: For me, leadership is all about helping people do their best work. Inspiring them first, and then clearing any roadblocks, and making sure everyone knows what we are aiming for. I also strive to create a psychologically safe environment where every team member feels comfortable sharing new ideas or even acknowledging their mistakes so we can learn and improve.
In my new role, I am focused on helping us move quickly and smartly toward our vision and mission. But just as important to me is making sure we stay true to what matters most to us which is humility, empowering each other, our passion for sustainability, a growth mindset, and always striving for excellence. I want those values to show up in everything we do.
GreenStep works with businesses across tourism, hospitality, and other sectors. What do you see as the biggest opportunity for organizations committed to sustainability today?
Afzal: I think the biggest opportunity is proving that sustainability isn’t just the “right thing to do”, it’s actually smart business. More and more of our customers care about sustainability, and companies that get ahead of the curve can really stand out. Whether it’s cutting waste, saving energy, reducing emissions, getting certified or just running a tighter ship, there is a real chance to turn their sustainable practices into a competitive advantage.I am excited to help our clients see that for themselves.
Innovation is a big part of your portfolio. How do you approach driving innovation while maintaining operational excellence?
Afzal: For me, innovation and operational excellence go hand in hand and they actually fuel each other. I am a big believer in trying things out and learning as we go. If someone on the team has a new idea, I say let’s test it on a small scale and see what happens. If it works, awesome, let’s do more of it. If not, no harm done; we’ve learned something valuable.
The key is to stay open to new ideas while always keeping an eye on what’s actually working. It’s a bit of a balancing act, but that’s what keeps things fresh and helps us keep moving forward.
You’ve led teams across different industries and global landscapes. What’s one leadership lesson that you believe is key to scaling impact?
Afzal: If there’s one thing I’ve learned, it’s that you have to trust your team. The best results always come when people feel real ownership of their work and have the freedom to make decisions. My job is to give them the tools, support, and encouragement they need to be successful and then get out of the way.
I’ve seen firsthand that when everyone is pulling in the same direction and feels empowered to learn and grow, that’s when you really start to see big impact, especially as the organization scales.
Looking ahead, what are you most excited about for GreenStep and the businesses GreenStep works with?
Afzal: I am genuinely excited to see what we can accomplish together, not just as GreenStep, but as a whole community of businesses committed to making a difference. There’s so much potential when we bring our expertise and our clients’ passion together. Whether it’s helping a hotel chain cut down on energy use, supporting a tour operator in getting certified, or seeing a client reach their sustainability goals, those moments are what make this work so rewarding.
But what excites me even more is the bigger picture: we are helping set a new standard for what responsible business can look like. As expectations around sustainability keep rising, I am looking forward to seeing GreenStep lead the way, helping our clients not just keep up, but get ahead.
Together, we can show that doing what’s right for people, profit, and the planet is also the smartest way to grow.
Afzal brings a depth of leadership experience that will help GreenStep expand its impact and continue to raise the bar for operational excellence and sustainability innovation. With his strategic approach and commitment to measurable outcomes, Afzal will play a key role in supporting businesses as they navigate and lead in a rapidly evolving world.
Please join the GreenStep in congratulating Afzal on his new role as GreenStep COO!
