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15 Mar 2021 351

UK Coaching driving its digital future with brand change and office move

UK Coaching is moving offices to the centre of Leeds as part of its aspiration to become a more digital organisation and meet the changing needs of coaches.

Its new offices, 2 City Walk, are situated in the South Bank area of the city – one of the largest regeneration initiatives in the country – and their proximity to Leeds transport and leisure amenities will best serve the interests of UK Coaching’s workforce and its partners.

The move also sees the lead agency for coaching in the UK change the name of its trading arm ‘Coachwise’ to UK Coaching Solutions. The well-known and respected 1st4sport Qualifications will continue to operate under the new name as an awarding organisation, recognised and regulated by Ofqual, Qualifications Wales and in Northern Ireland by the CCEA.

UK Coaching, the UK-registered charity leading the development of coaching, is the overarching parent company and will retain its charitable status.

UK Coaching's CEO Mark Gannon, said:

The pandemic has made us all question what is important to us and what we will do when we are out of this. UK Coaching is no different. We too have been rethinking what is important for coaches and coaching and how we can do more to help. Our sector was already becoming more digitally centric and whilst we had started our own journey, the COVID-19 pandemic has accelerated the process.

“The move will, ultimately, stand us in good stead for the future; allowing us to be agile in an ever changing economic and social climate and deliver on our promise of being here for the coach.”

The last 12-months have had a significant impact on the nation’s 3 million strong coaching workforce and the activity habits of tens of millions of people. Sport England’s new 10-year strategy set out how the sport and physical activity industry will keep ‘movement, sport and activity central to lives of everyone’ in these uncertain times and beyond. It is UK Coaching’s belief that great coaches will be central to achieving this aim and bringing communities back together post-coronavirus.

Key personnel

UK Coaching’s overall Mission is to become the UK’s leading destination for learning and development, products and services for coaches. To achieve this aim the organisation has invested in its workforce, hiring key personnel Amy Doram, Hayley Khan and Jamila Juma-Ware.

Amy Doram comes in as UK Coaching’s new Head of People and Culture to ensure an engaged and supported workforce, as well as to shape the organisation’s culture and attract, develop, and retain talented staff. She brings with her over 20 years’ experience from iconic global brands O2, AkzoNobel and BNP Paribas.

At O2, she achieved cost savings of £2 million and improved revenue generation by £1 million through the development and coaching of employees, and process improvement, collaborating with multi-function stakeholders. Doram has a passion for demonstrating how engaged, capable people drive forward business objectives by using metrics and data analytics in decision making.

Doram said:

Great people are the backbone of any organisation. I enjoy championing curiosity and collaboration to tap into the passions of our employees, which in turn enables them to maximise their potential. I am excited about what we can achieve together through fairness, respect, honesty and trust, plus, of course, celebrating our success.

Heading up learning and assessment at UK Coaching, incorporating 1st4sport Qualifications, is Hayley Khan a learning development professional and commercial leader, who has significant experience managing learning design, development and consultancy teams, as well as partnership development and commercial functions across a number of high-profile projects, including with the Home Office, Ministry of Defence, Fujitsu and Interserve.

Khan said:

I am passionate about developing people, whether that is within an organisation or through fantastic learning solutions for coaches and partners. My speciality is digital learning transformation and learning technology projects, so I look forward to realising UK Coaching’s digital future.

Head of Marketing and Communications Jamila Juma-Ware’s experience spans multi-channel marketing strategies to support several UK and international clients. Working for Creative Marmalade, she helped deliver the UK’s largest SQL Server conference and an international training conference for executive assistants. Executive Secretary Live ran internationally across Dubai, London, Johannesburg, Auckland and Washington DC and featured high-performance executive assistants to Bill Gates, Barak Obama, the Clintons, Jeff Bezos and Nelson Mandela. As head of marketing at the Pitman Training group, she played a pivotal role in the implementation of a new eLearning platform, driving traffic for online and blended learning.

Juma-Ware said:

With over 14 years’ experience working in PR, events and marketing, I have helped many businesses in the UK and internationally grow their communications strategy to give them a strong voice in a noisy world. The sport and physical activity industry is incredibly dynamic, which means creating a robust yet flexible communication plan for UK Coaching that delivers on its mantra of being there for the coach, no matter what the world throws at us, economically, socially or politically. With sport known to break boundaries and challenge the status quo, I look forward to positioning the coach at the heart of every conversation.

In response to the coronavirus pandemic, UK Coaching has been providing coaches with access to key information and advice, including how to deliver great coaching online, counselling, and legal and financial advice. It has also just launched a Coaching Through Covid Hub that aims to empower coaches to keep coaching effectively and hone their skills until Government restrictions are lifted.

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