the approach:
This is where the energy levels come alive!
I thrive in developing sporting programmes tailored to target audiences, ensuring that the end product is appropriate for diverse needs.. With meticulous research and a strength in understanding the end user, I create programmes that resonate with specific demographics, whether it's adults seeking recreational opportunities, youngsters having their first introduction to sport, or individuals looking to help out for the first time.
My dedication to creating tailored sporting programmes ensures that participants not only enjoy the activities but also experience personal growth, enhancing their overall well-being through sports.
As part of this work, it's important to embed monitoring and evaluation into the implementation to ensure the offer remains fit for purpose, flexible and adaptable.
why work in this way?
Research suggests that sporting provision has not developed as quickly as the rest of society, with activities such as gaming, social media and online shopping providing the autonomy and immediate dopamine hit that people often crave (Statista, 2024). The desire for more flexible choices and social opportunities are taking precedence over formal, long formats of sporting provision, making it even more prevalent to evolve and adapt to the needs of society (Sport England, 2022). .
Below are some examples of sport development projects.
Welsh Judo Association
Black Ferns Rugby World Cup
2025
During the Women's Rugby World Cup 2025 in England, I was appointed as the Team Liaison Officer for the Black Ferns for the duration of the tournament. Taking a two month break from developing sport in Wales, I immersed myself in a high performing team who led themselves and those around them with humility, integrity and humanity.
Building strong relationships with Rugby World Cup Organising Committee, Black Ferns Management, players, stadium management, accommodation and travel teams to ensure all operations ran smoothly.
Lifestyle
Welsh Rugby Union
2017-18
Wales Rugby League
EURO Legacy Project
2025
As part of the Welsh Government's EURO25 Partner Fund, I managed, monitored and measured HER GOAL | GÔL HI on behalf of the Boys and Girls Clubs of Wales.
This project was designed to enable and empower girls from coalfields communities to participate in a youth exchange to Germany and Switzerland, collaborate and connect with UEFA, Ashoka, the FAW and other national partners to maximise the impact of the Euros. Check out the impact report.
Lifestyle
Football Association of Wales
2018-21
As part of my role at the FA Wales, I developed and led the creation of Huddle, an introductory football programme aimed at girls aged 4-11 who are new to football. Now with thousands of new girls experiences of football across the country,
Huddle has become the number one way to engage girls in the sport. It was built on the principles that providing that the environment is fun, it provides an opportunity for girls to make or be with their friends, then the football skills will follow.
Welsh Boxing
Welsh Athletics
2025-26
The Welsh Athletics team required project management support to grow and develop grassroots athletics for the youngest audiences.
I spent 6 months reviewing existing programmes, understanding the club network and identified the key blockers to developing the sport.
In spring 2026, Athletix was born - a flexible, fun introduction to run, jump and throw. This programme was co-created by the communities who will be delivering it, with some key early adopters on board to trial, test and review the model.
Lifestyle
Tutor, educator & facilitator
2019-present
I am a coach educator and training facilitator for various topics including Sports Leaders in Gymnastics, Anti-Racism training and REACT Mental Health training.
I hold a Certificate in Sport Governance and am committed to continually developing my knowledge and skills. My expertise is in youth leadership, targeted interventions and female engagement.
