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The passion Jonathan Harding, general manager of Virgin Atlantic in Shanghai, feels towards his work is instantly projected. The energy of his enthusiasm envelops the room as he talks about the company which in just 18 years has evolved into the second largest long-haul international airline, flying to 21 destinations worldwide including Shanghai, Delhi and all over the United States. In December 1999, they formed a "unique global partnership" with Singapore Airlines and continue to excel. With a reputation built upon extraordinarily high standards, the company exudes a sense of fun along with a professional attitude and innovative flair. Aviation law Born in Lincoln, Britain, in 1968, Harding grew up in an air force family, traveling overseas for extended periods "for the best part of 25 years". At the age of 18 he obtained a private pilot's license, and explains that he "very nearly went down that route". Instead he pursued his strong interest in the law, which he had nourished from an early age. "There was something that fascinated me with the real life and people element of the courtroom," he says. Harding went on to study law at Magdalene College, Cambridge, where he was a member of the university air squadron. Even as a qualified solicitor, Harding "never quite got away from airplanes", gaining valuable experience working for Beaumont and Son, a 16-partner aviation law firm in London between 1994 and 1996. "I really enjoyed it, it was a great firm," he says. Young and ambitious, Harding was keen to develop his interests in travel and move to the "front end of a business close to the decision-making process". Keen to stay with aviation due to his military upbringing, he began to look towards airlines for the career opportunities he was searching for. By coincidence Virgin was looking for an in-house lawyer. He applied, and was "lucky enough to get it". He explains: "I think if you want something badly enough and you're determined enough, you'll get it." Raw energy Harding moved to Shanghai alone just over a year ago, having been project manager of the launch of the Virgin Atlantic Shanghai route in early 1999. Having visited Shanghai several times during 1999, he realized it was "where I want to be for a good part of my life". It was these visits which fuelled his love affair with China. "I am very, very fond of the place," he says. "At the moment, for me, China represents something very special," he gushes. Having not spent much time in Asia before settling in Shanghai, he adapted very well, and dedicates up to five hours a week learning Chinese. "I am not fluent by any stretch of the imagination, but I think it's important for me if I live somewhere to at least make the effort." Growing up, Harding spent a lot of time in Europe and can speak French and German. He is particularly fond of France, and has enjoyed trips to Dublin, New York and Miami. Yet it is his infatuation with Shanghai that is most apparent. "On a personal level, it's the most exciting place I have ever lived in. There is a raw energy here which I think is wonderful." Harding holds the responsibility of managing and looking after all of Virgin Atlantic's operations in Chinese mainland and specifically Shanghai. It is clearly a role he relishes. "I absolutely love what I do here," he says. "I consider myself very fortunate. I love the work, I love Shanghai. The people we have here are an absolute delight to work with." Such enthusiasm expresses the fact he truly believes in what he is doing. With such a hectic work schedule, Harding does not get much free time. "When I do get some, I play quite a lot of football," he says. Harding is a valued member of his company team, "Red Star Virgin", who play against mostly Chinese teams, most recently the Public Security Bureau (to whom they lost 6-3). "It's great fun and generates a lot of goodwill," he says. "Football is so popular in China." To keep fit, he also enjoys running and has completed three marathons and occasionally swims. Drastic measures Such activities are vital to ensure Harding can face the challenges of his work with a clear mind. The September 11 terrorist attacks shook the airline industry considerably, leaving airlines "very, very exposed", as up to 70 percent of business came from transatlantic flights. Harding explains that fortunately, Virgin could react very quickly, taking "some quite drastic measures", and as a result they have experienced a steady recovery. He is now excited about future growth throughout Virgin Atlantic. "There has been growth and I am sure there will be a lot more," he says. Plans include adding frequencies to already successful routes. A fourth weekly service has just been added to the Shanghai route. There is also the exploration of new routes and the increased size of aircraft. The existing fleet of 24 aircraft is being added to very soon with an order of ten Airbus 340-600s, the largest and widest aircraft in the world with an increased capacity of 25 percent. Harding is keen to emphasize the quality of existing flights. "What we try to do is deliver as high a standard of customer service as possible, in a way that is different and innovative," he explains. "We're trying to recapture the romance of flight as it was in the 1920s or 30s, when flight used to be terribly exciting."