Stuart Jones, Managing Director of First Rail Open Access, speaks exclusively to Business Direction about plans to launch a direct London service from Hereford – and why he believes the region is well placed to benefit from Open Access rail…

When Stuart Jones talks about rail, it’s not in the language of timetables and signalling systems. It’s about people. Places. Possibilities. And right now, it’s about Hereford.

As the newly appointed Managing Director of First Rail Open Access – part of the FTSE 250-listed FirstGroup – Jones is leading the charge on a new proposal to connect Hereford directly to London Paddington via a new open access rail service. If approved, it could mean faster, more frequent journeys, improved links to South Wales, and a major shot in the arm for the regional economy.

“We see huge untapped potential in this corridor,” Jones tells Business Direction in an exclusive sit-down from FirstGroup’s London HQ. “Hereford has a rich heritage, a thriving tourism offer, and a growing, ambitious business community. But it deserves better rail connectivity. We want to be part of changing that.”

FirstGroup’s proposal, now under formal consideration by the Office of Rail and Road (ORR), would see two return journeys a day between Hereford and London Paddington, including one on Sundays. Crucially, the route would also serve key South Wales stations, such as Cwmbran, Pontypool & New Inn, and Abergavenny, as well as Bristol Parkway and Severn Tunnel Junction, providing nearly 200,000 people across the region with a direct, reliable and competitively priced link to the capital.

For Hereford specifically, it would increase direct services to London from four to six a day – including improved timings and a faster journey time.

“It’s not just about quantity, it’s about quality,” says Jones. “We want to add capacity at the right time of day, making it easier for people to do business in London, to travel for leisure, or to visit Hereford for everything it has to offer. That’s how you grow a rail market.”

A proven model for growth
If anyone knows how to do that, it’s Stuart Jones. With a career spanning consultancy, commercial modelling, and leadership roles across FirstGroup’s rail businesses, he has become one of the most influential people in the world of open access rail – a model that operates independently of government subsidy and instead competes on innovation, pricing and service quality.

Jones helped lay the foundations for Lumo, FirstGroup’s flagship open access brand connecting London and Edinburgh. Since launching in 2021, Lumo has won praise for its all-electric fleet, app-first service, and low fares – drawing passengers from planes and cars, and becoming a case study in sustainable, customer-focused transport.

“Lumo proved what’s possible,” says Jones. “It brought entirely new passengers to rail, helped decarbonise long-distance travel, and delivered real economic value to the regions it serves – all without a penny of public subsidy.”

That’s the ambition for Hereford. FirstGroup estimates the proposed route could unlock significant economic and social benefits, boost tourism to destinations like the Brecon Beacons/Bannau Brycheiniog, Blaenavon World Heritage Site, and Hereford Cathedral, and offer faster, easier travel for the region’s workforce and visitors alike.

Why Hereford?
“Timing is everything,” says Jones. “We’ve recently placed a half-a-billion-pound order for new Hitachi trains. This proposed Hereford service would be part of that next-generation fleet. Meanwhile, the government is actively looking at ways to grow rail demand and decarbonise travel.”

He also sees a wider opportunity to rebalance the rail network. “Open access works best on routes that are under-served by existing franchises. We’re not taking market share from others – we’re actually creating new journeys, new demand. And Hereford fits that model perfectly.”

Leading from the front
Jones himself is no stranger to long journeys – literally. A dedicated endurance runner, he often trains for ultra-distance events before sunrise. “Running teaches you patience, discipline, and the ability to keep going when things get tough,” he says.

It’s also the mindset he brings to shaping a new kind of rail business culture – one focused on flexibility, progression and local identity. “We build our teams to reflect the places we serve,” he says. “From using local suppliers for catering to partnering with regional tourism boards, we want our services to feel rooted in the community.”

It’s this ethos that could make all the difference for the region.