Read our new brochure:

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

“Thank you all for such a great morning at the stadium. It was brilliantly organised by SMART Way Forward and all the families loved it! Sport is very bonding and a day focussed on sports with such skilled athletes is something we would normally only dream of! It is terrific to have that much fun […]

How we work

SMART Way Forward is a specialist sales, management & training consultancy predominantly working within the sport, health, leisure & fitness industry.

Our training workshops and programmes are bespoke and tailored specifically to meet your needs. After an initial assessment day, we discuss and review the main areas for improvement against your existing targets and KPI’s (key performance indicators). We then design a programme which focuses on developing individual and team skills in areas such as sales, management and customer service.

Due to our extensive experience, we also deliver coach development workshops to a number of sports clubs, sports national governing bodies (NGBs), county sports partnerships (CSPs), universities and sports organisations around the UK.

The areas which we specialise in make up the ‘SMART’ in SMART Way Forward:

S – Sales Management
M – Motivation
A – Advertising & Marketing
R – Resource Management
T – Training, CPD and Coach Development

Over the years we have worked with various equipment manufacturers, sports clubs, leisure centres, sports centres, universities, trade associations, local authorities, sports National Governing Bodies (NGBs), County Sports Partnerships (CSPs) and sports event organisers. We have successfully helped them all to either form an effective business strategy, achieve their individual or team goals, exceed their sales targets or simply helped them become more confident, efficient and proactive in their roles. We believe you should always  try to be the best that you can be.

Our standard rates are very reasonable and competitive, as we pride ourselves on spending time with your staff, sharing our knowledge and experiences, before helping them to improve their skills. We have set rates for a quarter day, half day and full day of consultancy. However rates may vary slightly depending upon your location, the preparation time required, level of commitment, time of delivery (e.g. during working hours, after 6pm or at weekends) and the length of contract term agreed.

To view a list showing some of the organisations, associations and sports clubs we have worked with, please click on the following link


Nadeem Shaikh, managing director of SMART Way ForwardPeople are the most important asset within any company. Therefore, making sure you have the right people, with the right skills, in the right positions, sharing the same vision, is an essential part of business success.

“At SMART Way Forward, we can train and develop your people so they have the skills and knowledge to deal with every sales or management situation in a calm, controlled, professional manner. Being reactive is sometimes much easier than being proactive, so having the skills to understand both are vital if you want to make the most of every opportunity.” – Nadeem Shaikh, Managing director


SMART equipment

Our experienced team of consultants at SMART Way Forward have delivered presentations and workshops in a variety of different sports and business environments. This includes workshop and seminar rooms, conference rooms, university and college class rooms, lecture theatres, sports halls, main halls, indoor and outdoor sports pitches, sports colleges, high performance centres, sports and leisure centres.

However, we understand that not all these locations can provide the necessary equipment required to deliver an effective seminar or workshop. Therefore, as long as you can provide the room, the seating, electric plug sockets, wifi or hard wire internet access, we are happy to provide and use our own equipment, such as projector screens, projectors, laptops, wireless microphones and audio speakers.


Recruitment Partners

SMART Way Forward are proud to support LAPS (Life After Professional Sport). Please see the details below for further information.

LAPS: Life After Professional Sport, is the career resource platform for current and former sports professionals and elite athletes. Sport professionals are highly sought after by employers in a huge number of sectors. The very characteristics that have put them at the top of their sports career are the same traits employers find desirable. There are thousands of rewarding careers out there, and LAPS has been set up by sports and recruitment experts to help connect sports professionals with organisations who wish to employ former elite athletes. Find out more at

SMART Way Forward are proud to be the management, leadership, sales & customer service training partner for Reuben Sinclair.

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


Your worst experiences teach you the best life lessons you’ll ever learn