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Our new company brochure is now available for you to read online. You can also download a pdf version here.

“Not only did we learn new skills and gain an understanding of how to become more customer focussed, we also had great fun as a team thanks to the upbeat, energetic and engaging training program provided by Smart Way Forward.” Andy Lovell General Sales Manager, TigerTurf (UK) Ltd

About us

Nadeem Shaikh, SMART Way Forward Managing Director

Nadeem Shaikh, SMART Way Forward Managing Director, at the Virgin London Marathon 2011

SMART Way Forward is a specialist leadership, management, sales, customer service and coach development training consultancy, with a team which works specifically within the sport, leisure, health and fitness industry.

The company was founded in 2011 by Managing Director Nadeem Shaikh, to bring together his wealth of experience in sales, management and training, with his great passion and enthusiasm for sport.

A former track and road runner, Nadeem has represented his County, Region and Country at a number of different international competitions, including the European Junior & Senior Clubs Cup Championships. Nadeem balanced top-level competition with carving out a highly successful business career; holding sales, senior management and directorship positions within companies including Disney, Dudley Stationery, Micro Warehouse, Reed Elsevier, Leisure Media and The Nichem Group.

He holds qualifications in leisure studies, retail, sales, marketing and distribution, together with a number of business diplomas – including a European Business Certificate in Business, Retail, Sales & Marketing.

After hanging up his competitive running shoes, Nadeem remained with Shaftesbury Barnet Harriers, the club he has been a member of for over 30 years, becoming a fully qualified UKA Level 3 Performance Endurance Coach. He currently coaches several potential future Olympians, who have shown great promise over 800, 3000 and 5000 metres.  Nadeem is also an established coach on the National Coach Development Programme (NCDP) with England Athletics.

In 2000 Nadeem helped train Blue Peter presenter Simon Thomas to run the London Marathon, and ran alongside him carrying a tv camera. His Blue Peter badge still sits proudly alongside his other athletics trophies & memorabilia.

Nadeem also sits on the Shaftesbury Barnet Harriers committee, with responsibility for the promotion and organization of road racing events. This includes recruiting and managing more than 80 volunteers for various events within the London Marathon Portfolio – including the Virgin Money Giving London Marathon, Mini London Marathon, The Adidas Women’s 5k Challenge, The Corporate City Race, The BUPA 10k and The London Lord Mayor’s Mile race.

In November 2011, Nadeem was appointed Vice President of Shaftesbury Barnet Harriers on a three-year term in recognition of his achievements and contribution during his time with the club.

At the London 2012 Olympics and Paralympics Games, Nadeem was an official Olympics Games Maker Team Leader. He managed and coordinated teams of up 45 marshals at any one time, at events such as the men’s, women’s and Paralympics road cycling events and the men’s and women’s road marathons.

Since London 2012, Nadeem has helped many athletes and coaches of all ages and abilities achieve their dreams and aspirations. He works with many athletics clubs in London, Hertfordshire, Bedfordshire, Buckinghamshire and Cambridge and is very established and reputed within the athletics community. He has coached and worked with many athletes, quite a few of whom have now successfully represented Team GB and medalled at various international/elite competitions.

Nadeem and his team at SMART Way Forward are very well respected and established within the UK sports industry. Together they have built up a very impressive list of contacts over the years, including those working at senior management level within local authorities, national sports governing bodies (NGBs), active partnerships (formally known as county sports partnerships), leisure operators, various sports clubs, universities, colleges and sports academies. They also have excellent working relationships with a variety of nationwide sports associations and government organisations.

In 2016, London based recruitment agency Reuben Sinclair interviewed Nadeem as an inspirational leader for their ‘Inside Scoop’ feature.  The objective was to provide candidates with an insight into Nadeem’s career and journey, along with his work ethic as Managing Director of SMART Way Forward.

Read Reuben Sinclair’s interview with SMART Way Forward managing director, Nadeem Shaikh


Anything can be achieved with PMA – Positive Mental Attitude