Sports, Leisure & Hospitality Issue 4

Leadership Brewster & Management McBride Search Part of the Brewster Partners Group of Companies

Intelligent perspectives for sector leaders Issue 5

In this issue:

The growing importance of purpose within sport

Can developing mental toughness improve the performance of your team?

Q&A with Sunil Patel CEO and Co-Founder of Whisper,

Contents Welcome to the latest edition of Unique People: Sports Leisure and Hospitality

UP Magazine is published by Brewster McBride, part of the Welcome to the 5th Edition of Unique People (SLH) aimed Brewster Partners Recruitment Group. 6 14 at providing intelligent perspectives and industry insights The contents of this magazine are fully protected by copyright and may not be reproduced without from fascinating leaders in the sports & leisure world. permission. If you have a comment or query about this publication or any service offered by Brewster Partners Since our last edition in early December We also hear from Vicky Gosling – Recruitment Group, please call the industry has worked through a CEO at GB Snowsport. With the Beijing 01302 308 040. challenging start to 2021. The tier Winter Olympics only 12 months away, system gave way to another full national Vicky talks us through her career to date lockdown and many organisations and how she is approaching the next moved into hibernation mode, with little 12 months in the lead up to the games. understanding as to when we might Better... stronger... faster! The growing importance of purpose We once again look at a range of Nigel Brewster, emerge. The last week has brought Alex Cooke, Tommy Yule and within sport industry insights and current trends. Partner and Chief Executive, positive news in the way of a roadmap Scott Simpson discuss the role data Lloyd McMillan and Tim Davy of E10 We talk with Lloyd McMillan and Brewster McBride Leadership to normality. plays on performance at British Athletics discuss positive change and sustainability Tim Davy at Sponsorship and Marketing & Management Search within sporting organisations It was clear from the very early stages agency E10, about the growing [email protected] of the pandemic that the industry importance of purpose in sport. would face a number of significant We also caught up with the Director 07758 112 002 16 22 challenges as we all navigated our of Positive Synergy, Paul Trainor. Paul LinkIn with Nigel Brewster way through an ever changing set of outlines how we can develop mental circumstances. As the sport and leisure toughness to improve the performance sector now focuses on the key dates and of our teams. milestones that lie ahead in 2021, the And finally, Sunil Patel, Co-Founder resilience and adaptability shown across and CEO of Whisper, speaks to us about the industry will be needed once again. the challenges of running one of the As we head into the spring, we know fastest growing production companies now more than ever that sport and in Europe alongside his co-founders, leisure plays a critical part in the lives of broadcaster Jake Humphrey and former Q&A with Sunil Patel Can developing mental toughness so many. As we adapt and drive through F1 driver and current F1 commentator CEO and Co-Founder of Whisper, improve the performance of your team? the current challenges, we head into David Coulthard. a global production company, Sunil By Paul Trainor, Managing Director of a new period of normal where the If you would like any more information talks about his career to date and the Positive Synergy Ltd. and Director at industry will be full of opportunity and about any of our events, or you would company’s impressive progress Salford Red Devils Rugby League Club positivity. With the return of live events like to share your unique story in a and mass gatherings on the horizon, we future edition of Unique People: Sports, must rely on the talent we engage with Neil Edwards, Leisure & Hospitality, please feel free Client Director, 24 and the strength of the teams we have to get in touch with us directly. As the Brewster McBride Leadership built to emerge successfully. industry starts to move forward we look & Management Search In this edition of Unique People, forward to speaking and working with we were delighted to interview you in the months ahead. [email protected] Tommy Yule – Head of Performance 07858 518 415 Support and Scott Simpson – NPI Senior Pole Vault Coach at LinkIn with Neil Edwards British Athletics alongside Alex Cook – Data Intelligence Partner at PwC. Nigel Brewster, Partner British Athletics have commenced and Chief Executive Q&A with Vicky Gosling a ground-breaking partnership CEO of GB Snowsport, Vicky discusses with industry experts the key challenges for the organisation PricewaterhouseCoopers (PwC) to and athletes and her vision for 2021 improve how the Olympic and Paralympic and beyond World Class Programmes work with performance data and analytics. Neil Edwards, Client Director

Leadership Brewster & Management McBride Search Part of the Brewster Partners Group of Companies

Industry insights

The rise in private equity Momentum and ownership in Football opportunities for – Taking a hit? women in sport must continue It’s no secret that football clubs have become known in recent years Looking back a decade who would for being trophies for billionaires who have believed that 11.7 million people have made their money through would tune in to the BBC to watch alternative ventures. a Women’s World Cup match when England took on the United States in Is an end to However Private Equity firms have the semi-final of this year’s tournament been historically attracted to sporting restrictions in in France? Or that almost 80,000 would clubs due to the predictable cash- pack Wembley for a friendly against sight? flows that come from match day sales, Germany in November? But the signs merchandising and broadcasting were there at the beginning of the As the Prime Minister announced revenue. Now more so than ever decade and the fan base and viewer his initial roadmap out of before there are sophisticated scouting ship has grown since. lockdown on Monday 22nd networks strategically searching for February, it signified what will the latest talent, and with the transfer Back in 2011, England had reached hopefully be the return of major market so incredibly lucrative there is the quarter-finals of the World Cup, events in the sports and leisure some serious money to be had. with their matches shown live on the industry. Though it was described BBC Red Button. However, fans were by Boris Johnson as a “one-way not happy the matches were not on a road to freedom”, it is clear that terrestrial channel and women’s sport caution must be taken to ensure charities and MPs put pressure on that these steps forward towards the BBC to change its mind, which it a new kind of normality don’t get Sustainable design did - eventually - and the match was A year to look forward to! reversed. for new stadiums is crucial broadcast live on BBC Two. As we entered into 2021 there It goes to show that if sports and was still an unprecedented governing bodies invest in women, After the COVID-19 pandemic wreaked havoc on the 2020 sporting calendar, level of uncertainty within all the results are there for all to see. But there are hopes 2021 will be a year that is jam packed full of big sporting fixtures! sectors and not just the sporting visibility in the media is key, while levels world; however there is growing Following the disappointment of having Watching players leave the dugout, of sponsorship, pay and prize money confidence that some of the to cancel huge sporting fixtures last score 40-yard screamers, cross the need to increase as well. And there world’s most highly anticipated year, for both athletes, supporting staff, finish line and for many achieve lifelong needs to be more female coaches, events will be taking place in a executives and spectators, the recent dreams is certainly something that will officials and representation on boards. mere matter of months. announcements have been a welcome have a profound impact on a huge light at the end of what has been a portion of the population. rather long tunnel.

In the past decade, environmentally- companies and architects to look for Here are some of the biggest events on this year’s calendar that we hope to see: friendly operations and practices have more innovative ways to use recycled gone from a marginal concern to a materials in sports projects. major consideration At the London Olympic Stadium, in sports venue recycled materials included an unused management. gas pipe from a North Sea oil project, Organisations while approximately 40% of the concrete such as the Green used was made of recycled aggregate. Sports Alliance (GSA) have been set Meanwhile, at the Amsterdam Arena, up to offer guidance seating made out of plant material was and support for the sector, and there is installed as part of plans to make the now an understanding that ‘sustainable venue carbon neutral. The raw material vs vs stadium’ equals ‘economically efficient’. for the 2,000 seats – renewable ethylene derived from sugar cane – The trend towards sustainable building was supplied by Brazilian petrochemical practices is encouraging construction company Braskem.

BETTER... STRONGER... FASTER! The role data plays in performance at British Athletics

In 2019, British Athletics commenced a ground-breaking partnership with industry experts PricewaterhouseCoopers (PwC) to improve how the Olympic and Paralympic World Class Programmes work with performance data and analytics.

This unique combination of the We spoke to three leading figures involved in the globally regarded professional services partnership to discuss their experience and results organisation and elite Olympic and Paralympic sport saw PwC join forces with athletics to work on the British Alex Cooke Athletics World Class Programmes Data Intelligence (UK Sport’s National Lottery- Partner funded initiative) as the Official Data PwC UK Intelligence Partner. Page 08 The aim of the partnership was to improve the support and value delivered to coaches and athletes through the provision of enhanced information and insights. Through data Tommy Yule acquisition and modelling to reporting, Head of visualisation and advanced analytics, Performance Support the purpose was to help generate British Athletics insights not previously possible from Page 10 the full range of data sources available to the programmes. UP delves deeper into this innovative initiative to understand how the Scott Simpson data-rich sport of athletics is able NPI Senior Coach to draw upon the expertise of PwC Pole Vault in order to support athletes and British Athletics coaches in their preparations for the Page 12 Tokyo 2021 Olympic and Paralympic Games and beyond.

Continues overleaf

BETTER... STRONGER... FASTER! (continued) The role data plays on performance at British Athletics

How has the relationship developed since you started working together? Are PwC looking to work with more sporting organisations in a It’s a genuine partnership. As partners we can see the legacy that similar way? We have a very healthy respect we’ve created. It’s instantiated, there’s a I was keen to make sure we for the skills, disciplines and experience technology platform that’s full of data Alex Cooke established ourselves in the industry that both sides of that partnership bring. that’s integrated, that is now reaching and had stopped to understand the We are utterly dependent on Tommy backwards into some of the pathway Data Intelligence Partner specifics of sports and performance and the team to guide us on how best programmes, as well as looking forward data before we went much further. PwC UK to deliver value to them. On the other to Tokyo and Paris with the current We’ve done that now and have hand they are totally dependent on us world class programme athletes. a leading edge platform with an to provide the technology, data and When I talked to Joanna Coates (CEO, experienced team, so yes, we are keen transformation expertise to be able to British Athletics) about how she wants to to move onwards. We’ve had very do that. There’s a degree of symbiosis be able to support grassroots athletics, interesting conversations in the world of football that we are pursuing. The benefit of professional sport is that the commercial aspects allow you to make Our engagement with British Athletics has been geared towards a progress more quickly. My passion lies in future whereby we can leverage data details across the broadest set of supporting the range of Olympic sports though, where budgets are tighter, dimensions in understanding the effectiveness of the range of training, but the values align well with PwC’s therapy and lifestyle interventions that can be made. core purpose. There are enormous Can you tell us a little bit more What specific expertise and skills is PwC helping British Athletics with? around your role at PwC and your opportunities for the sports themselves involvement with British Athletics? and we can definitely help. PwC exists When we first started working the data in line around a single view of to build trust in society and help solve with Tommy Yule, Director of the athlete. That light bulb moment I’m a partner in our technology important problems and whilst sporting Performance Support and Neil Black, demonstrated the value at stake in there and it’s great when it happens in and the stars of the future, her goal is and data analytics practice. I help excellence perhaps isn’t an important former Performance Director in 2017, performance terms and Tommy set my line of work. We’ve been lucky that to have championship participants in lead a team of 350 practitioners that problem in the grand scheme of things, the initial request was to review the about a transformational strategy Tommy has been ever present through every event by 2032. That’s now a very cover everything from data privacy and it adds a lot of joy to people’s lives. way they were looking after and using to improve the way they collected, a lot of change within the organisation real opportunity because the platform governance to business intelligence Being successful as a nation, as national data. They felt there were a lot of managed & leveraged data to help so they are now really strong data capabilities and reporting and analytics and advanced analytics. We operate teams, but also at a club level is really opportunities and some risks in the way improve performance. practitioners in their own right and can that we’ve created can apply at any across all market sectors and have a important to a lot of our population, so data was being managed at the time, so guide us better. We also know a lot level. It’s just a matter of focus and of wide range of capabilities from strategy As we structured the partnership we yes, we will push on and help with that. we started with a short burst of strategy more now about athletics than we ever organising around the sport to be able through to technology implementation conducted research across a number work. We pulled together an inventory of did before although I’ve yet to make to do that. and managed services. of professional and Olympic sports. It all their different data sources, together that count in my own running! I am also the leader of was clear that in every single sport there with an assessment of how well the data our data intelligence are different levels of maturity in data was being collected, stored, managed, partnership with the British analytics, but not one single sport has a and utilised. Athletics World Class fully integrated performance analytics What are your hopes for the partnership leading into Tokyo this year, Programme which sits A key finding was the lack of data architecture and operating model. and the Paris Olympics in 2024? under UKA. integration across the different parts Everything that followed in our of the world class programme. Much engagement with British Athletics has As Neil Black used to say, “what British Athletics is to build from where of the data was also semi-structured been geared towards a future whereby have you done today to help us win they are. The great thing about data is, or unstructured, which meant it was we can leverage data details across more medals in more events?” He set rather like a good wine, if you look after difficult to combine and too much time the broadest set of dimensions in me that challenge. I look forward to the it, it becomes better over time. Insights was being spent preparing data rather understanding the effectiveness of the partnership helping our athletes to win are easier to glean. In some data sources than gleaning insights from it. These range of training, therapy and lifestyle more medals in more events and if that’s we have millions of data points, but for barriers made it so much harder from interventions that can be made. in Tokyo, fantastic, we’ve got some really some we’ve just started the journey to a support and coaching perspective to bright medal chances. collect what’s necessary to build the use data effectively. We communicated This represents a major evolution for Adam Gemili of the British Athletics team with coach complete picture. That’s the same in Christian Malcolm during the British Athletics Team with the practitioners and coaches and If we’ve been able to support that by a British Athletics and the way it brings all sports. The needle will continue to World Championships Preparation Camp July 2017 asked what they would be able to do visibility to what makes the biggest fraction of a percent, that will have been shift in understanding the impacts of (Photo by Matt Lewis - British Athletics/British Athletics if we could close the gap and bring all worthwhile for those athletes, for the performance difference. specific training regimes, therapies and via Getty Images) programme, and for the country, who are lifestyle interventions as we continue in much need of a bit of joy right now. the journey so the prospects for Paris However, the real opportunity now for and beyond are truly exciting. Continues overleaf

BETTER... STRONGER... FASTER! (continued) The role data plays on performance at British Athletics

Do you think that approach will see their athletes being more successful and winning more medals?

I think it will contribute to that they may see it in a way that just Tommy Yule but it’s not the only thing. I think helps them think differently about it. it’s like everything that we’re doing, It also allows them to easily access Head of if we can do everything slightly better, and view race data. UK Athletics (UKA) is the then ultimately, that’s the goal. governing body for the sport of Performance Support As a result the next time they debrief, As an example, some of our data athletics in the United Kingdom. give feedback, or think about their British Athletics and dashboards that we’ve developed They work in partnership with athlete, their training design may be are about race tactics in middle distance Athletics Northern Ireland, slightly different to what it would be events and although the coaches will England Athletics, Scottish otherwise and hopefully that difference already have a lot of insight, this may Athletics and Welsh Athletics to is something that’s more effective and make them more aware of something deliver the long term strategy more in line with what it’s going to take they’ve not seen before or prioritised or for the sport: for their athlete to progress. Athletics Unified Powering Potential Enhancing Experiences Delivering Success Do you feel other sports could benefit from working with an organisation like PwC? 2020-2032

I think there is a readiness in sport the background ensuring the data and Find out more As a former international athlete Working with PwC, are you developing a new approach in the way you manage for it but because of the diversity data sets are good before jumping into yourself, what does you role as your athletes early level? in athletics and sport, you’ve got some analytics. Often the data is not good Director of Performance Support people that are ready, and others who enough, and if the data isn’t aligned, British Athletics is at British Athletics involve? I don’t think we’re developing a have not have known it existed. Our aren’t. If you’re collecting lots of data or is incomplete, there’s a risk that the UKA’s commercial new approach to manage athletes, approach to how we work with athletes then yes, I certainly think you can benefit output is misleading. brand launched in The main part of my role is what we’re doing is developing new is not going to change – it is athlete from this, because it’s going to enhance We’ve been doing a lot of work in the 2013, representing overseeing the support that capability that allows us to manage centred, and it’s driven by them and your decision making process through background to clean, align, structure and the performance arm the world class programme offers more effectively, and to interact and their coach. being better able to leverage more value integrate data sets and through this we including the Great to athletes. This is generally made engage with them more effectively from it. The work that PwC have done Britain and Northern From a programme perspective, have laid the foundations to continually of sports science and medicine than what we would otherwise be able with us would be invaluable across many Ireland athletics team and their we have head coaches on both the to develop our data solutions. That’s support and within that we’ve got to do. Before PwC, most of the data sports, and I think the methodology world leading events such as the Olympic and Paralympic sides and been the approach and that’s where about 11 different disciplines. was stored on staffs’ hard drives, or was that we’re applying is something that Müller Anniversary Games. it’s about our engagement with them PwC have been invaluable because it is sitting with individuals so there was is applicable for any sport. One of the There are disciplines such as physiology, and how we create value with them, something we would have never had the no easy quick and way to access and things we spend a lot of time doing is in See Britishathletics.org.uk psychology, strength, conditioning, athletes and their personal coaches in capability or capacity to do on our own. leverage the value from that. If a coach nutrition, and data analytics, then areas that are important to athletes. had a performance question, or if there within medicine, there’s Doctors Our performance, and our ability to were decisions that needed to be made, therapies of physiotherapy, osteopath do that should be enhanced through it was very inefficient. More often and soft tissue. We have around the efforts with PwC as we lay a better than not, you wouldn’t be accessing 25 staff members or contractors foundation to manage data. the information, because you might that are working regularly within those disciplines and my role is about managing and leading that. We’ve got approximately 115 athletes on the world class programme, and as they What are the benefits as an organisation to be a little bit more data driven? are all based in different locations it’s not a centralised programme. We have Within performance there is a lot support staff and management to see athletes that are located in different of decision making and having data all the information on a day to day basis parts of the UK, Europe and the US, and can support decisions that are made. and as a result they’re using that much it’s my responsibility to lead the support Data is facts that you can utilise but it is more organically in their engagement to make sure that we’re applying imperative to remember that it’s not the with each other. ourselves in a way that’s aligned with the answer and that it is still people making The ability to provide information performance needs of those athletes the decisions. We’re now in a position quicker, and to have data that’s and the British Athletics World Class where data can be weaved into that integrated across different disciplines Programme performance strategy. decision making process and it enables means that we’re more efficient, and us to get insight about performance hopefully more effective with how we’re and each athlete more quickly and Tommy on his way to winning the bronze in the snatch discipline at the Men’s up to 94kgs weightlifting at the working with athletes and coaches. MICC Centre during the 2002 Commonwealth Games in Manchester, England in 2002. Continues overleaf efficiently. This allows the coach, (Photo by Stu Forster/Getty Images)

BETTER... STRONGER... FASTER! (continued) The role data plays on performance at British Athletics

How have PwC used the data you have collected to help with Holly’s programme? Would all coaches benefit working with an organisation like PwC? There’s two ways in which we have to ask questions and receive informed Largely I would say yes, but I think Scott Simpson utilised what PwC have done for responses that can show correlations it’s very much a coach by coach us. Firstly, PwC helped us develop in terms of what Holly may need. For preference. I acknowledge that my NPI Senior Coach an app which Holly can use daily. instance, I can look up what injuries love for data does make me somewhat Pole Vault Prior to this I was asking Holly Holly has had previously, biased. I choose to take the data and use to fill out a questionnaire and then see if there it as another piece of information in my British Athletics and I was collating the are any correlations in toolbox to help make decisions about data from that into a the build up to each what we should or shouldn’t do. I know spreadsheet, but now incident, whether it for a lot of coaches that is just not their she can input that is a combination of preference and they like to focus more directly into the app exercises, or a certain on what they see in the field and have and from that we can type of training a slightly different approach to these collect more data. I can method. That has things. They might utilise observation view this in real time, allowed me to avoid and questioning more, and although I and the graphical display further pitfalls, and I have do use that method also, it’s just that I from the app makes it been able to change the now utilise the data alongside that. much easier to read the data. programme so that Holly has I think as long as the data is simplified From this I can make informed essentially remained injury free and the process is presented in a simple decisions on a day to day basis. for an extensive period of time. and useful way, then it can be hugely Can you talk us through your As a coach, how much did you work with data before you started working We create programmes for weeks We can also look at correlations valuable not only to the coaches but current role at British Athletics? with PwC? and months ahead, but dependent and trends from times Holly to the wider team, whether that is on a number of factors these need has performed at high levels the athlete, the governing body or I’ve been working for British I worked with data a fair amount but the field with athletes and therefore had tweaking daily, and the app really and look into the training and the management team – both within Athletics since the summer of 2018 that was due to my own preferences a lot of data I was sitting on. This came allows us to refine the programme exercises that were done around athletics and across other sports as well. as the National Performance Institute as I am quite ‘data heavy’ in my coaching with limitations however, as the data I in that way. that time. This reinforces the Senior Coach for pole vault. I primarily approach. If you were to look at my collected was stored in many different coaching process that leads Secondly, PwC have collated work with athletes on the World Class personality profiling you would see that I places and formats, with some being to high performance, but it all the historic data and put Programme (WCP) trying to deliver have a very information-driven / objective digital and others manual. This data has been more challenging to draw this all in one place making it much global medals at the Olympic Games approach to things and that is also needed an investment of time to be conclusions with this data, and is still a more accessible. This has enabled us and World Championships. reflected in my academic background. pulled together in order for it to make work in progress. sense so that meaningful conclusions Over a long period of time I’ve collected Alongside that I work to support could be taken from it, and that was Pictured: Holly Bradshaw of the Great Britain & Northern Ireland Athletics team a lot of data whilst I’ve been working in (Photo by Matt Lewis - British Athletics/British Athletics via Getty Images) the development pathway for talent what was missing. through the UK, ensuring that the structure is in place to feed the WCP. I also help to manage other field event athletes on the WCP. 80% of my time How have the team at PwC integrated with you and the athletes you coach? What has been the athlete’s feedback and has this resulted in a competitive is spent coaching, trying to help athletes advantage in competition? achieve their potential and ultimately It’s been a very interesting journey win global medals. but they’ve been amazing. The Holly has spoken positively about the and the fact we can now avoid injuries leader of the team, Alex, has built app as it is far easier for her to use in preparation and competition phases brilliant relationships with both Holly and the graphical representation of the definitely allows Holly to operate at a and myself. They have taken a lot of the data is much more appealing. The fact higher state of health and performance work that Holly and I have done over we can now draw relationships between level all year round, and hopefully that the past 10 years and have digitised the injuries and the training that we have will manifest itself in the competitive data, putting it all into one place and done, and therefore tweak the training arena. However, I wouldn’t say there is a then begun to dissect it and draw some to keep her healthier and less likely to get direct correlation between the data that interesting conclusions from it. injured has given us real benefits. PwC are producing and her competition performance; it’s more subtle than that. They’ve been amazing to work with, and In terms of a competitive arena it is much It allows us to train and prepare better Scott Simpson in action in Cardiff on 4th February 2006. harder to quantify. I think the ability to I’ve really enjoyed the journey. Although and hopefully that will then produce a (Photo by Mark Shearman) acknowledge what we can do better they have had interaction with the rest better competition performance. of Holly’s team, I’ve been the main in regards to training on a daily basis, interface to bridge that gap between the conclusions that are drawn and then Holly Bradshaw is congratulated by Scott Simpson after winning the Women’s pole vault at Arena Birmingham in how we can actually implement and February 2019. apply those with Holly in practice. (Photo by Bryn Lennon/Getty Images)

The growing importance of PURPOSE WITHIN SPORT

Lloyd McMillan Tim Davy Head of Marketing Head of Sponsorship E10 E10

Last year, and the start of this, has been *insert one of many not safe for print words here* and so knowledge from within the world of reasons when it comes to protecting marketing has transcended to all facets the environment, for inspiration. F1 has the goal for many was to banish this time to the annals of history; but this should not be the case. of the many sporting powers. vowed to be Net Zero Carbon by 2030, Sustainability and the recently launched Extreme E From a sporting perspective, it provided opportunities and uncover revenue critically beyond. That said, if we can Recently we have seen Tottenham Sport is further shining a light on those areas us with an unparalleled chance to streams. It goes without saying that marry our passion for sustainability Hotspur win the Premier League. most adversely affected by change. Entertainment recalibrate and reassess everything such opportunities have changed alongside a client with a bat or ball at Unfortunately for Spurs fans out there, we do. As a fan it was about how we dramatically in the last 10 months and, their core, then even better. this isn’t determined by points won via The latest Edelman Trust Barometer Bringing more than 20 years of consumed it, as a governing body it in keeping, so have we. goals and clean sheets, but rather by for 2021 is another example of the So much research exists on the combined experience, Tim Davy was how we delivered it (safely) and, in water efficiency and clean energy. The ongoing and increased importance Prior to COVID we predominantly importance of being purpose-driven, and Lloyd McMillan provide our case as an agency, it was how we English Premier League Sustainability of the matter. Sections such as focused on where our roots lay - much centred around Millennials and a blend of sponsorship and survived it. 2020 saw unique challenges, Table 2020 measured every club on “Business expected to fill void left by sport, and siloed sponsorship Gen Z (although it is worth noting that marketing expertise developed but it also brought about plenty of new items such as clean energy all the way Government” and “CEOs must lead within sport. We have now expanded lumping together everyone born over working with global brands and changes as well as accelerating those through to their waste management. on societal issues” tell us that people rights holders predominantly already underway. Sorry to say for Sheffield United fans, are looking to their leaders, something across Europe and the Middle this league table doesn’t make for much club executives and governing bodies Last year saw humanity unite like never East. Recently we have seen Tottenham Hotspur win the Premier League. prettier reading than the sporting one. certainly are, to challenge and tackle before and afforded us the opportunity Unfortunately for Spurs fans out there, this isn’t determined by points won the issues staring us in the face. Through the emotive platforms to put everything into perspective. Tottenham shouted the news of this via goals and clean sheets, but rather by water efficiency and clean energy. of sustainability, sport and One thing that has become abundantly triumph from their solar-panelled (as As we all know, sport has the power entertainment, we work with clear over the last 10 or so months is that I imagine it) roof tops, showing the to influence, challenge, change, our clients to understand their people appreciate, and are spending increased importance of sustainability inspire and unify, perhaps more so goal before helping them score more time immersed in, the natural our client offering and developed a the course of 15 years is most certainly within sport. It is now imperative to than anything else on this planet. The it. Coupling in-house expertise world than ever before (circa 66% consumer marketing division (which not a good example of audience be sustainable and purpose-driven, pages in this (virtual) magazine are not and a carefully curated network according to a recent survey by The we hope will soon again put bums segmentation and shouldn’t be used as not a choice. The recently released enough to contain the ever-increasing of specialists, we deliver plays University of Cumbria); that has left a on seats at events) that sits alongside such). This research reveals in particular “Emergency on Planet Sport” Podcast conversation about sustainability that win games. lasting legacy whereby purpose now our sponsorship team. We also have these generational groups’ increased focuses on the impact climate change in sport, let alone 800-odd words. has to be at the forefront of almost an increased focus on working with desire to acquire a service or product is having on sport and asks us, the fans, One thing is for certain though, everything we do within sport. purpose-driven organisations; those from an organisation with purpose how we can help. when sporting normality returns, the who want to, and understand the at its core, sometimes even at the increased conversation and importance At E10 we work with different rights You need look no further than importance of, making a positive expense (excuse the pun) of profit. around purpose is going to be more holders and brands to help ensure our motorsport, generally considered as change within their company and It now appears this long-standing significant than ever. clients make definitive plays that create the standard-bearer for all the wrong

Sunil Patel CEO & Co-Founder of Whisper

Sunil Patel is Co-Founder and CEO of Whisper, one of the fastest growing production companies in Europe. Co-owned by TV broadcaster Jake Humphrey and former F1 driver and current F1 commentator David Coulthard, Whisper produces a raft of top-level sport including Formula One, International Cricket, NFL, International Rugby and Women’s Super League, plus documentaries such as The Talk and Inside Monaco. It employs more than 80 staff across its offices in London, Cardiff, Carmarthen, Maidenhead and Auckland.

As the CEO of Whisper, can you talk us through your career to date?

As an intern at IMG in 1999, I was and David had just come out of full there was another option. Channel 4 lucky enough to work on an early time F1 racing to start his career in took a minority stake in the business attempt to create content for the broadcasting. The three of us worked via its Growth Fund and that enabled internet for a project called Now TV. well together and grew closer as a team. us to chase our ambitions. It was incredibly well backed, but was When the BBC announced it was moving We worked alongside C4 for around way ahead of its time. From there I to Manchester, I saw an opportunity to three to four years and in that time moved to ITV, Sky and then The BBC, stay in London and make content for produced NFL and Formula One, where I worked on events such as the Formula One teams, some of amongst others. They were brilliant, The Olympics, which had approached me due to what but as we grew so did our ambition and we focused on moving from domestic broadcasting to global. We attracted As we grew so did our ambition and we focused on moving from domestic the interest of Sony Pictures Television and, with their help, we have been able broadcasting to global. We partnered with Sony Pictures Television and, to move to the next level. with their help, we have been able to move to the next level. We’re no longer just focused on sport. We now produce documentaries and other forms of entertainment. We’re also beginning to look at scripted ideas. The Premier League, The World Cup I’d done for the BBC. So, Jake, David and We’ve grown the business over a period and The European Championships. I set up Whisper to capitalise on the of time and the two best constants for The BBC then won the Formula One opportunities presenting themselves. me have been Jake and David. contract, which I ended up leading Our target was always broadcast. from a creative perspective. At that time, IMG and Sunset & Vine It was there that I met Whisper had locked out the market and we knew Co-Founders Jake Humphrey and that for us to break through we would David Coulthard. Jake was the presenter need to partner with someone to show Continues overleaf

Sunil Patel CEO & Co-Founder of Whisper (continued)

A formidable CV About:

2020 was a unique year for everyone, what’s been the impact on the business?

For us it’s been redefining our demands on cost efficiency and we saw workflow. We’re really strong new kinds of workflow coming in, but as on culture and it was figuring out how we were already industry leaders in that we kept ourselves feeling together, area, it wasn’t a huge transition for us. when we were apart. We had to The second was that our cultural redefine how we worked to ensure diversity, a core value of the business, constant communication and feedback came to the fore. We responded to to maintain the drive and passion. An ambitious, vibrant the spotlight being shone on this area With a wealth of global sports In terms of the impact of 2020 on production company that fuses by tackling difficult subjects in our broadcasting experience under his the business, thankfully two elements entertainment with strong sports productions, such as inclusion belt, Sunil boasts an impressive helped us through. editorial, Whisper is changing CV that includes some of the the landscape of sports, live and foremost broadcasting companies unscripted entertainment. in the world. Over the last year a spotlight has certainly been shown on that area Entertainment is Everything Below are some highlights Whisper understands how of his career to date: and, as a result of being well placed on diversity and inclusion, it was important for us to reflect society through the content we created and to harness the power of Steve Jones, Billy Monger and David Coulthard present Channel 4’s F1 Highlights Show at the Bahrain Grand Prix entertainment. Entertainment the audience we were producing for. is at the heart of everything Whisper does, both in what it Tell us about Whisper and its rapid expansion in sport production – CEO & Co-Founder delivers and how it delivers. what’s behind it? One was that during the pandemic, and diversity. We also co-funded and Live the Audience broadcast turned to remote production. co-produced The Talk for Channel 4, It takes more than a simple Having a great team and great The second element is that we see Producer We were already ahead of the game which highlighted an everyday part of understanding to get under people within the team will always sport as entertainment. We love sport in that area by about two years, due to black British culture, mostly unknown people’s skin. Whisper’s aim generate the best results. We’ve been and we’re serious about sport when what we’d been doing for SailGP and outside of that community. 2020 is to live the audience, to look very good at growing the team and we need to be, but sport is fun so we Formula One. Now, everyone had to pushed us to better reflect society through their eyes and learn hand-picking people, with a focus always look at how we can celebrate Producer produce remotely. There were greater through the content we created. what makes them laugh, cry, on delivery, quality and ambition in that, how we can grow the product think, feel, scream and love, everything we do. Two factors set us and how we can make it appeal to as so it can create new kinds of apart in the industry. The first is that we wide an audience as possible, while also entertainment that resonates on run ourselves a bit like a sports team, in delivering to those with a very keen Producer a global scale. that we concentrate on detail, constant interest. Entertainment is Everything improvement and are always solution is our mantra, both in what we deliver Make it Happen focused. We don’t spend time looking and how we deliver. It runs throughout Whisper is driven by the at how well we’ve done something, but all our coverage, the talent we use, our relentless mission to think bigger, instead at where and how we could editorial and the stories we tell. create better and innovate more. have improved. Producer They move faster than anyone else on their quest to entertain, break new ground, deliver and change the landscape. Working across the global sports industry, who are Whisper currently working with? Best Places to Work Assistant Whisper is a four times We’re currently working with a really good roster of clients across the globe. Producer Broadcast Best Place to Work Broadcasters include Channel 4, Spark Sport in New Zealand, the BBC, Channel Five (2017-2020). It believes in and S4C in Wales. Then we also have Formula One, W Series, The Paralympics, WSL, attracting the best and works World Rugby, SailGP, Cricket West Indies, NFL, the FA, Welsh Rugby Union. hard to offer one of the most diverse working environments in Researcher the industry.

Researcher

Dan Walker, Jason Bell and Osi Umenyiora on the set of The NFL Show, produced by Whisper for BBC One Continues overleaf

Sunil Patel CEO & Co-Founder of Whisper (continued)

With so much competition in What are your non-negotiables What are your top tips for someone the industry, how do you stay for the way Whisper operates? trying to get ahead in the world of ahead of the game? sport business? Always deliver, be a team player I think that comes back to my earlier and be obsessive about the detail. I guess you can look at it many ways, point about not being obsessed but I think mostly it’s understanding with what we’re doing well, but what what you want to achieve. we’re not doing well. Look to continually What are you prepared to compromise challenge yourself on your weaknesses, on the journey to do that? If you want hire the best people, look who is out What do you look for in prospective to get ahead, you’ve got to really want there and see how they will reflect new hires? it and be prepared to compromise on what you’re doing in your business. It’s Drive and ambition are the two some things along the way. You need to We focus on delivery and about finding talent and bringing them things we look for – and also that be able to compartmentalise elements ensuring whatever we’re into the business in a way that you’re they’re a decent person. When you of your life and, if that’s going to mean not risking the business financially. doing is the best it can be have a team of 80-90 plus and just one missing the odd birthday and wedding Everything needs to be calculated, but whilst making sure we’re or two people in the team aren’t team on the way, then you’ve got to do that. you have to be bold and take brave players, they stand out. We’ve worked not doing that by pushing decisions at every opportunity. For us, hard to create a cohesive, strong team, If that’s not what you want, just realise people to the edge. our belief is that if we’re not developing, especially as we have grown, so for it and focus on being the best you can. then we’re going backwards. someone to come in and upset that, it I do believe that if you love what you do isn’t acceptable. That’s a big thing for then, generally speaking, you’ll get to me, making sure new people who are where you want to in life. Along the way, joining us are decent. make sure you build great relationships and keep those relationships strong.

Everything needs to be calculated, but you have to be bold and take brave decisions at every opportunity.

Are there exciting opportunities What culture have you created for Whisper in 2021 and beyond? for the team at Whisper?

We are working with Sony to It’s twofold, it’s about high take Whisper global, targeting performance, whilst also being Australia and New Zealand. We have inclusive, caring and understanding to just welcomed James Gemmell who’s the team. We focus on delivery and going to be the executive lead for ensuring whatever we’re doing is the Australia and New Zealand, and we’ve best it can be whilst making sure we’re also brought in Sean Fitzpatrick who not doing that by pushing people to is chairman of Laureus World Sports the edge. As a result, we focus on the Academy and is going to help us grow in wellbeing of the staff; we have Yoga, the Middle East, as we have some really Personal Training, Life Coaching, exciting plans for that area. We also Flexi Time and work from home have a team in Cardiff who are looking schemes. These sit alongside the high Cameras are prepared ahead of a to work with and develop great sports performing culture of results. Women’s Super League production production talent in Wales. People want to be part of a winning Beyond that we’re developing a scripted team and if you’re performing on the and unscripted division, headed by Helen pitch, or on the screen, people like that. Warner. Helen and her team have been You can be highly driven and also be working hard over the past 12 months to highly successful in terms of culture. develop lots of ideas and there are some It’s been reflected in the fact we are a exciting opportunities in that space to Broadcast Best Places to Work company. grow the business beyond just sport, Whisper produces cricket with Spark Sport Whisper won an award for its remote production of SailGP, a global sailing series which is really important. in New Zealand

Can developing MENTAL TOUGHNESS improve the performance of your team?

Paul Trainor Managing Director of Positive Synergy Ltd and Director at Salford Red Devils Rugby League Club

Where is the next 5% of improvement in your team’s performance going to come from? Leaders Sir Clive Woodward, the World crowd, where the individual’s response out opportunities for learning, whilst Cup Winning Rugby Union coach, to stress and pressure would be critical responding better to challenge and in all sectors are constantly looking for the right combination to unlock the potential of their teams. was renowned for transferring the to success. Positive Synergy’s work on change. leadership approaches he developed in mental toughness within sport, business In the current worldwide circumstances, Organisations invest significant time his business career to his international and education is highlighting the power a team from Huddersfield University, and resources into identifying their In our work, we refer to the 4C’s model, developed by Professor Peter Clough, coaching career. He refers to “Creating of investing time in upskilling the person led by Dr. Dara Mojtahedi looked at the culture and ways to ensure it permeates who identified 4 key components of mental toughness:- results through people”, “Great teams behind the employee. relationship between mental toughness throughout the whole organisation to are made of great individuals”, “You There are numerous evidenced benefits and self-reported levels of depression, drive high performance. Sometimes this must try and make every individual in Control This is split into two aspects - life control and emotional control. of developing mental toughness within anxiety, and stress. The study shows that work remains a design piece, being a wall the team the absolute best they can These describe an individual’s belief that they can influence the your team. Research shows that up although everyone can be generally display with a series of words that do not be.” But how can we support our people direction of their own life, whilst also being able to regulate their to 25% of variation in an individual’s anxious, stressed and depressed in reflect the daily work of the organisation to be ‘the absolute best they can be’? In responses to emotional situations. performance can be associated to response to the COVID-19 pandemic, or the behaviours of its’ people. elite sport, leaders will plan holistically mental toughness, as a result of their people with greater levels of mental to develop well rounded players who Mental Toughness is a personality trait greater commitment to goals. Mentally toughness are better equipped to be can achieve results on the field, with describing how an individual responds to Commitment The ability to stick at tasks and work towards the achievement of a tough people react better to stress, able to deal with this. coaches focusing on the technical, stress, pressure and challenge. Research long term goal. are more positive and have a greater tactical, physical, psychological and Could developing mental toughness shows that mental toughness is a learned degree of optimism, which in turn will social aspects of player development. with the members of your team be a skill, and as such, can be developed and enhance their wellbeing. There are also key part of your strategy to find the improved through explicit teaching and Challenge Our view of challenge. Do we see it as an opportunity to learn In my experience working with significant benefits to team culture next stages of improvement? deliberate practice. and grow or as a negative, threatening situation? individuals and organisations in sport, from having mentally tough people business and education, there is often with their increased ambition, seeking a focus on upskilling people linked to Confidence Is also split into categories - confidence in our own abilities and the performance of their role. However, interpersonal confidence when communicating and interacting there is often not enough attention paid with others. to the psychological and social aspects Paul Trainor is Managing Director of Positive Synergy Ltd, a consultancy working which underpin high performance. This with individuals and organisations in sport, business and education to enhance their can be akin to teaching someone to kick thinking to improve performance. Paul is also a Director at Salford Red Devils Rugby a ball 12 yards from a spot on an empty League Club, who reached their first Super League Grand Final in 2019 and the field, before putting them in a penalty Challenge Cup Final in 2020. Paul can be contacted at [email protected] , shoot-out at Wembley in front of a via LinkedIn or on Twitter @pos_synergy

Victoria Gosling OBE CEO of GB Snowsport

Victoria is the CEO for GB Snowsport, Custodian for the Rugby Centurions, a Strategic Advisor to the UK Invictus Games Delegation and is a Board member of the British Olympic Association. She has had an outstanding career to date with many achievements, including being the CEO for the Invictus Games 2016 in Orlando and the Military Project Lead for the first Invictus Games (London 2014), inspiring 14 nations and over 400 athletes to compete. She has completed 21 years’ service within the Royal Air Force culminating with the prestigious rank of Group Captain. Her achievements have been recgonised nationally through the Awards of MBE (2004) and OBE (2014).

Can you give us an overview of your career to date?

I spent 21 years in the military, them engaged to ensure we’re keeping where I was deployed worldwide them ready for success and what does in numerous roles. Following my work it take to win. We wanted to give our with adaptive military sports, I received athletes a clear vision of becoming a a call to help set up the first-ever top five nation by 2030. We created a Invictus Games operating as the military culture that was inclusive and diverse by executive lead working alongside HRH bringing the Paralympic and Olympic and the Chairman of the Games, Sir athletes under our umbrella. Keith Mills GBE DL. Following a successful I also helped to set up the Rugby London 2014 Games, I became the Chief Centurions which celebrates the players Executive for the Invictus Games 2016, who have 100 international test caps or Orlando, which was incredibly rewarding and I knew at this point that my next role would be in sport. We focussed on what their life in sport and post On my return from America, I became Chief Executive for GB Snowsport, sport looks like - how can we keep them engaged formerly British Ski and Snowboard to ensure we’re keeping them ready for success and (BSS). It was an exciting challenge what does it take to win. because Britain is not perceived to be a snowsports nation. I thought it would be great to take on that challenge and change the perception that Britain more for their Country. The organisation wasn’t a very credible force on the aims to help young people unlock their snow. We rebranded into GB Snowsport leadership potential through the Future and then created a framework that Leaders Programme. I am extremely enabled high-performance. By putting passionate about looking forward, to athletes first in everything we do, we make sure that our future leaders have focussed on what their life in sport and the tools to achieve their full potential. Continues overleaf post sport looks like - how can we keep

Victoria Gosling OBE CEO of GB Snowsport (continued)

How did you find the transition from a senior role in the military – We are 12 months from What attributes make to an exec role in the sports industry? the Beijing Winter Olympics, a great leader? how are you approaching the next I think the sport and military lifestyle as being able to transfer the skills I had 12 months on and off the snow? I think it is a combination of things. are very similar in the sense that learnt in the military. I then went onto a First and foremost, you need to be when you have that uniform on, you’re board which was a completely different We’ve faced the challenges that able to inspire, and if you can do that living inside a little bubble, where you ball game - I found myself pulling on COVID has presented as everybody effectively you will create that loyalty have a clear pathway and structure. all of my career experiences trying to has, but our athletes have focussed on We have said that we will change and success. If you are loyal to your teammates, and you empower them to The skills that I’d learnt were very be innovative – which clearly paid off. I ensuring their strength and conditioning perception, break boundaries mission oriented - I had to be able to think all the experiences I learnt in the is at a world class level. They’ve been do their job, you know they will always adapt to tough circumstances and going military were massively transferable, locked down and haven’t been able and take Britain to heights way get back to you. beyond expectation and we are into the sporting world there was a lot of such as operating under pressure, being to get onto the mountains as much as I obviously saw that through the military, parallels so it wasn’t too new for me. able to think on your feet, and being they would normally, so we looked at doing just that. that creation of camaraderie and that able to lead. It was all about how to talk ways to ensure they were fitter than The Invictus Games were a great starting teamwork helps them feel empowered and engage with people, and having ever before and mentally ready for point because it was very much about to do their job because they have belief in what I was trying to say and these games. Looking back, it’s sad creating the brand and showcasing the autonomy to do it. Believing in them achieve. I needed people to support to see how many events have been power of sport. I learnt so many lessons counts and you can only really believe what we were doing in order to deliver cancelled. The challenge is trying to through doing that at the same time in people, if you have managerial high results. make sure that they get enough time competence as well. You need to have on the snow? Even though some races What are the key challenges GB Snowsport are dealing belief in yourself so that you can believe and competitions have been cancelled, with as a result of the pandemic? in them, that way you can let them fall we are still managing to and pick them back up again, without You were an integral part in the evolution of the Invictus Games, get fantastic results when We’ve got a dispersed programme quarantines and new rules and everything collapsing around you. how do you look back on that time in your career? they do go ahead, from where we effectively have 12 regulations have made things tough. I think it’s a combination of inspiring Charlotte Bankes just different skills, and if you look at loyalty and being empathetic, because There’s also been extra challenges such It was fascinating as I’d just been nine different sports across nine nations. being crowned the 2021 the Olympics and Paralympics side people have everyday lives and by as athletes losing loved ones whilst they diverted from getting onto I was used to operating overseas and Snowboard Cross World Champion and of it then you have all the different enabling them to find that work life are out in the mountains, and that’s operations in the military to help set had the right skill sets to negotiate and our some of our Para athletes winning disciplines too, meaning travel is key. balance, you’re being empathetic to really hard emotionally for anybody, up what became the Invictus Games. to convince people to become involved silvers at World Cup events. We have their personal circumstances. Knowing Our priority is to protect the health especially when they’re working so hard We weren’t really sure what they - working with key military counterparts said that we will change perception, their skills and knowing how you can play and safety of our athletes, and we to try and qualify for the Olympics. were going to look like - we had to and all the different nations was key. break boundaries and take Britain to to their skills is key, and fundamentally have a responsibility for the wider do everything from scratch. From We had to ensure they had belief in heights way beyond expectation, There is also the cost element, as things integrity, to just do the right thing. public who they come into contact identifying which nations were going to what the benefits were going to be and and we are doing just that. such as testing and new travel barriers Even if sometimes you might make with whilst they can travel. There is a take part to which sports were going to why they should take part and bring a have created a huge amount of costs we the wrong decision, so long as you took We’ve also been really focusing in on huge amount of effort that goes into be involved in the programme. team of people to this unknown event. had not forecasted for. Finally of course, that decision for the right reason, our coaches and learning best practice. making sure that our elite athletes can it’s about trying to get these athletes then nobody can criticise you. That’s one thing that we’ve done really continue to train and compete during qualified for the Olympics, when several well – being efficient in the way we this global pandemic. It’s a combination of factors, people want key events have been cancelled, which We weren’t really sure what they were going to look like - we had to do operate. We’ve had the Paralympic you to be approachable, normal, and The amount of COVID tests that isn’t ideal preparation but we are still everything from scratch. From identifying which nations were going to Snowboard Team training alongside in a sporting environment where they the Olympic Moguls team for example, you have to do to get through the positive and looking forward to Beijing. take part to which sports were going to be involved in the programme. can just relate to you. I think that’s such a and the coaches can learn some great key skill, so that people can actually tell practice and some really good lessons you what’s going on. This enables you between them. Giving them the to understand how to then operate and inner edge in this really challenging What is your vision for GB Snowsport in 2021 and beyond? We had to understand how we were Sponsorship also played a major role bring the best out of them as a team. environment has been crucial and we’ve going to work with the venue, the of mine also – I remember going into As an individual you are insignificant, been pleased with the results. The Olympic Park and if we actually had one meeting with Jaguar Land Rover Our main vision is to continue If we get more investment, the reality is it’s the team that’s going to help athletes have delivered on every turn. permission to do this at all. I was tasked using Dave Hanson, a double amputee putting more athletes across more we will be able to continue delivering. you succeed. You have to be able to with understanding how we were going sprinter as an example. I would say; podiums across more snow sport We’ve delivered so much already that understand that team and bring the best to get military assets to support the “He’s a bit like a Jaguar with his speed”. disciplines than has ever been delivered if we had effectively the same sort of team on. Having confidence in your own opening ceremony as well as getting These open dialogues with the sponsors before. We will continue to create funding stream that the summer sports capability will enable you to bring other them to encourage other nations to allowed them to imagine the action that strength and depth of quality and are getting, I think we would deliver so people up to the level. participate. It was a real eye opener, of this unknown entity to them and competence in our sport - really growing much more. We’ve got the capability, and we had no idea of the scale that it they become totally on board. It was this sport, so that we head towards we’ve got the determination, and we was going to become so quickly. important for me to be able to show the that vision of becoming a leading certainly have the talent out there, we purpose of the games and the real life nation. I would also love to increase the just need to be able to give them the It was also a great experience on the stories of these individuals, so that the participation through inspiring at the top, opportunity to be part of the challenge. media front for me and I got to engage sponsors could take that and use it for having a diverse, inclusive pipeline for us with the national governing bodies of their campaigns. is going to be really important.

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