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Funding community sport

How to develop a sustainable business model for providers of sport and physical activity
How can governing bodies, enterprises, charities and other providers of community sport and physical activity generate the income required to deliver their work


4th September 2019, University of Hertfordshire

Strategies, policies, experiences, real stories and successes to be told, lessons to be learnt, ideas and experiences to be shared

Svend Elkjaer, Founder/Director Sports Marketing Network

Chair and It’s all about change in community sport and physical activity

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Svend Elkjaer is founder and director of the Sports Marketing Network, a leading consultancy and information provider with community sport and physical activity. Being described as ‘a positive disruptor’ Svend has worked across the UK and Denmark with all types of providers and funders helping them to become vibrant, visible and viable

Melanie Antao, Specialist Advisor for Funding, London Sport

How to secure new public-sector funding

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Melanie Antao supports the physical activity and sport infrastructure and networks across London to access existing funding resources, bring in new resources and make the whole process of securing funds simpler. She leads on major funding opportunities for London Sport, either as lead applicant or partner with other stakeholders.

Ken Masser, Chief Executive, Rossendale Leisure Trust

Generating a surplus through innovation and transformation

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Formerly a restructuring consultant at accountancy firm KPMG, Ken Masser was appointed Chief Executive of Rossendale Leisure Trust (a social enterprise managing sports facilities and programmes in the Lancashire borough) in 2015. He is also Executive Board member of Community Leisure UK, the trade association for Leisure Trusts in the UK, and programme advisor to the Pennine Lancashire Sport England Local Delivery Pilot.

Melissa Anderson, Managing Director, Valleys Gymnastics Academy

From 100 members to vibrant and visible community sports enterprise with more than 2500 members

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Melissa Anderson is Managing Director of VGA Ltd. She has led the organisation to be the single largest gymnastics club in Wales and one of the largest in the UK. Melissa is also currently working with Us Girls Wales and Welsh Gymnastics. Prior to taking on her role as MD she was a Lecturer at Cardiff Metropolitan University.

Matt Smith, Chief Executive, Key Fund

How can alternative forms of finance be used to develop trading activity in community and social enterprises within the sports and physical activity

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Matt Smith originally joined the Key Fund in 2002 as an Investment Officer, but went on to hold a number of roles within the team, until he was appointed as Fund Manager in 2007; a position he filled for 6 years. In 2013 he was seconded to the Big Lottery Fund to work in their social investment team on the development of a number of new activities. He returned to Key Fund in 2015 and was appointed CEO in early 2016.

Simon Plumb, Marketing Consultant – The SPA Group Ltd

Organic fundraising for sports clubs – The Power of Adult Panto

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Simon Plumb is a marketing and PR consultant based in Lymm, Cheshire. He has written and produced the Lymm Panto for over 30 years and has a wealth of experience in helping sports clubs become more than the sum of their parts.

Navjeet Sira, Director of Design and Impact, Change Foundation

How to sustain challenging and innovative work

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Navjeet Sira is a specialist in designing sport for social projects for young people with 15 years of experience in international sport for development. Recently developing projects for the Lawn Tennis Association, FIFA 2022 World Cup and South African Rugby legend Bryan Habana’s foundation. Founder of the Women’s Sport Activist Academy.

Karl Lingham, Chief Executive Officer for the Hertfordshire Football Association

How governing bodies can help their clubs become more enterprising

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Karl Lingham is Chief Executive Officer for the Hertfordshire Football Association and is responsible for the delivery of the FA National Game Strategy in the County. Karl was previously the County Football Development Manager, managing the football development team and overseeing facility investment into grassroots football. Prior to that Karl worked for the Football Association of Wales Trust in Cardiff.

Tony Jameson-Allen FRSA, Co-founder & Director, Sporting Memories Network CIC &
The Sporting Memories Foundation

Strength in Numbers

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A former professional golfer, European tour caddie and psychiatric nurse Tony Jameson-Allen combined his skills and experience, passion for sport and the wellbeing of older people in co-founding Sporting Memories.