We are planning a number of events and training sessions to be held over the next few years throughout the UK, with our first event taking pace at London’s Living Room, at City Hall. With thanks to the London Mayor’s Office for their support of this not-for-profit event.


09:00 Breakfast and Registration

10:00 Welcome & Opening from the Mayor’s Office

Mandu Reid – Community Sport Senior Programme Delivery Manager, Greater London Authority

10:15 #TheFWord: Why we are here today

Andy Reid – Director, Sports Think Tank

Preeti Shetty – Head of Operations, Upshot

10:35 Another F Word, FIRED: A personal account of failure

Stephanie Brown – Author of “Why losing your job is the best thing that can happen to you”

11:05 Break

11:20 The failure of diversity in sport

Piara Power – Executive Director, Football Against Racism in Europe (Fare network)

Leon Mann – Co-founder, Football Black List

Michelle Moore – Leadership Consultant

12:00 Being transparent about failure

Lindsey MacDonald – Director of Strategy & Impact, Street League

12:30 Lunch

13:30 Setting the scene for the afternoon

13:35 Roundtable Discussion with feedback and Q&A- Part 1

Delegates pick a roundtable to explore and discuss failure around particular themes

Prevention – Alliance of Sport

Impact – Social Value UK

Funding – Football Foundation

Governance – Sports Think Tank

Major Sporting Events – Saje Impact

International Development – United Purpose

14:15 Roundtable Discussion with feedback and Q&A – Part 2

Delegates pick a second roundtable

14:55 Break

15:10 Black Box Thinking: An approach to failure from the airline industry

Fraser Daun – Captain, British Airways

15:40 Are we ready for failure? A panel discussion

Paul Thorogood – Chief Executive Officer, Football Foundation

Alex Coulson – Managing Director, Sport Industry Group

Phil Dexter – Senior Project Manager, Torchbox

Dr. Louisa Cox – Director of Impact, Fairtrade Foundation

16:15 Closing remarks

16:30 Finish

Please join us for a drink at The Bridge Lounge, 186 Tooley Street, London SE1 2TZ


Andy Reed OBE is the Director of SajeImpact and the Sports Think Tank. Formerly MP for Loughborough and heavily involved in all aspects of sports policy in government. He has served more recently on numerous sports Boards and chaired the Sport and Recreation Alliance and CIMSPA. Passionate about creating impact using sport and physical activity he helps organisations across the sector deliver greater impact and value.

Leon Mann is a broadcaster, film-maker and sports consultant. He has interviewed some of the biggest stars in sport – including David Beckham, Michael Jordan and Shelley-Anne Fraser-Pryce. As a film-maker he has made two critically acclaimed documentaries on Usain Bolt for the BBC and owns Refresh Films, an independent production company. Leon also has a successful sports consultancy advising a range of athletes on how best to communicate.

Away from the day jobs, Leon is a co-founder of the Football Black List, an initiative that highlights the achievements of the black community in the sport. He is also the founder of the Black Collective of Media in Sport, a networking group for black sports journalists, as well as a board member of the Sports People’s Think Tank. Leon also sits on the Sports Journalist Association committee.

As Managing Director for Sport Industry Group, a B2B organisation which sits at the heart of the UK and international sport industry, Alex is responsible for the strategic direction and overall performance of the business which has three main strands: editorial industry news, networking events and industry awards. His role encompasses partner sales, contract negotiations, partner relationship management (including BT, Barclays and many more), delegate and member sales and management plus overall delivery of the events. Prior to joining Benchmark, Alex spent well over a decade agency-side, his previous position being Director, PR and Social Media at IMG Consulting; he has led award-winning communication and sponsorship campaigns in the UK and internationally for a range of clients from blue-chip brands, sponsors, events, international federations, host nations bidding for events and more. Clients have included British Airways, HSBC, O2, IBM,  Supreme Committee for Delivery and Legacy (Qatar 2022) and French Golf Federation to name a few. Alex is a regular contributor to industry news and conferences and also sits on the Advisory Board for the Institute of Sport Business at Loughborough University London.

Preeti is the Head of Upshot at The Football Foundation, the UK’s largest sports charity funded by The Premier League, The Football Association and the Government. Preeti focuses her efforts on proving the difference sport makes to people’s lives through impact measurement and evaluation. The Football Foundation is well known for its use of innovative technology and Preeti spearheads these efforts by running Upshot, The Foundation’s online performance management system. Upshot is an online project management tool that helps community projects manage their programmes, monitor their progress and evidence their impact and is currently being used by over 750 organisations across the UK and internationally.

Preeti has worked in the sport for social change space for over 10 years, starting off at BBC Sport and working for various national and international NGOs and brands. A well-respected figure in the sport for development space, Preeti was named one of The Sport Industry Group Next Generation Leaders and chairs the BOND International Sport for Development coalition.

Lindsey is passionate about tackling inequality, promoting social justice and a charity sector that delivers on its promises. Lindsey is Director of Strategy and Impact at Street League, where she leads the Data and Insight team, ensuring these are embedded into the organisation’s decision-making, strategic planning and support for young people.

Lindsey is Chair of Well Grounded and previously co-founded and was Chair of the Homeless FA. She won the Women of the Future Award in 2017 and is currently finishing her MBA at Cass Business School, having completed her doctorate at Brunel University which looked at the sport for development sector.

Phil has spent the last decade leading and coaching agile teams to deliver large UK and international service design and technical build projects. Phil now works as a Delivery Manager and Agile Coach at Torchbox, a digital agency for socially progressive organisations and the founding developers of Wagtail.

Stephanie Brown is a Property Investor, Career Coach and Author, who continues to maintain a successful career in marketing and communications alongside her other vocations.

Originally from New Zealand, Stephanie now resides in London, United Kingdom. She has worked for over 14 years in marketing for some of the world’s most iconic brands, most notably 7 years working in various senior roles for Nike.

Stephanie is passionate about helping other people realise their potential and works with individuals to help them create the life they’ve always wanted. Her work in coaching and writing is aimed at inspiring people to discover what it is they really want from life and to take the steps to get there.

Fraser flies the line as a Captain with British Airways on the Airbus series aircraft. He is also a Training Captain and as such instructs and examines other pilots in the classroom, flight simulator and on the aircraft.

While following his flying career Fraser has also worked for a number of years with Flight Training Organisations, developing an expertise in aviation training and assessment. More specifically Fraser teaches pilots to develop a non-technical skillset to supplement that of the technical flying skills. He raises awareness of Human Factors and Performance Limitation within the operational environment and helps develop tools to combat these, enhancing performance known as Crew Resource Management.

Louisa is an international development professional passionate about harnessing the power of business to end global poverty.  In her current role as Director of Impact for the Fairtrade Foundation, she leads on the UK’s policy, partnership development and supply chain work.  She focuses on engaging key stakeholders – including big brands, retailers and donors – in tackling power imbalances and market failures that keep the producers of our food (from chocolate, tea and coffee to bananas) poor. Before joining Fairtrade, she was Head of Private Sector Development at Save the Children, where she developed and managed several sector-leading and ‘shared value’ (profit and purpose) partnerships with FMCGs, including Unilever and Reckitt Benckiser. She has an MBA from Cambridge and a PhD from York.

Piara Powar is the Executive Director of the Fare network, an international NGO working in 60+ countries in Europe, Africa, Asia and Latin America.

Fare tackles discrimination in football and uses the sport as a tool for social inclusion.

They have partnerships with UEFA, FIFA, the European Commission, UN Human Rights and many others.

Before joining the Football Foundation as CEO in 2006, Paul enjoyed a very successful career in the RAF where he saw active service in support of operations in the Falkland Islands, Afghanistan and both Gulf Wars, mostly in the operational logistics role. The Football Foundation is funded by the Premier League, The FA and the Government, who provide £62 million per year towards the development of community football facilities across the country. Up until recently, Paul was on the Global Board of the Chartered Institute of Procurement and Supply (CIPS) and was a trustee on the CIPS Foundation. He is a lay member on the House of Commons Committee on Standards and is a former Director of the Sports and Recreation Alliance. He has an MA from Kings College London and a post graduate diploma in Engineering Business Management from the University of Warwick.

Michelle Moore is an award-winning consultant, educator, strategist and former athlete with over a decade of experience leading initiatives at the intersection of sport and social change. As an expert on inclusive leadership, strategic partnerships, sport for development and innovation Michelle’s purpose is to inspire excellence supporting her UK and global clients to become high performing. Michelle works with CEO’s, individuals and senior leadership teams in organisations to create solutions steeped in strategic insight and cultural context to find new ways to challenge inequalities. Michelle is featured in The Independent ‘50 Most Influential Women in Sport 2015’, won an esteemed Changemaker award in 2015, is the winner of the 2016 UK Precious Award for ‘Outstanding Woman in Sport’ and won a prestigious Football Black List 2017 award. Her global client base includes The London Mayor’s Office, The Commonwealth Games Federation, UNICEF UK, The University of Cambridge, The BBC, The Black Cultural Archives, The University of Texas and Premier League Football. Michelle is a specialist in local government management of PE and school sport and played a key role in the London 2012 Olympic Games. Michelle is a trustee for the Runnymede Trust (the UK’s leading Race Equality Think-tank). She is the Diversity advisor to the Women’s Sport Trust board, a trustee for the high profile SportsAid charity and a senior honorary associate lecturer for the University of Worcester.

LOCATION London’s Living Room, London City Hall, 110 The Queens Walk, London, SE1 2AA

TIME/DATE 9am – 4:30pm, 19th October 2018

This event will be an intimate gathering of leaders, influencers and doers coming together to discuss the concept of failure and how we can learn from it, through a series of talks, roundtables and workshops on the day. There are only 100 tickets available so book your place now!