Challenger Cities EP39: A Public Service Steeped in Northern Soul with Alex Hornby

Northern has long been the UK’s biggest rail operator by stations—and one of its most under-loved. But under Alex Hornby, it’s getting a dose of something different: warmth, character, and a clear sense of purpose.

In this episode, we talk to Alex about his journey from making buses in Burnley genuinely desirable to leading a railway that serves some of the North’s most complex and underserved places. We explore why he believes public transport should be treated like a product people love, not just a utility they endure, and what Northern’s “30 by 30” plan means for the region.

From asking “what if IKEA ran our stations?” to empowering staff with handwritten notes during disruption, Alex shares how small, thoughtful changes add up to big cultural shifts. This is an episode about public service as choreography—turning trains, stations, and timetables into something that moves people, not just moves them around.