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

“Nadeem from SMART Way Forward recently delivered a coach development workshop to 20 of our athletics coaches at Bishops Stortford Running Club. The workshop was entitled ‘Planning for endurance performance’ with an emphasis on learning the essential running skills and drills required to help athletes improve results and stay injury free. We all found the workshop incredibly useful and motivating, and we will now put theory into practice to ensure we get the best from all our coaches and athletes at every training session and competition. Thanks Nadeem!”
Tim Kelly
UKA L2 Endurance Coach, Bishops Stortford Running Club

CPD Business & Coaching Conference 2013: workshops


11.30am – 12.30pm
Corporate image and Public Perception – Making your Marketing and Advertising work for you! 
Tim Purvis, Managing Director of Bentley Holland & Partners and Nadeem Shaikh, Managing Director, SMART Way Forward

Making sure your organisation is sending out the right message in the right way, in the right format is often a lot harder to organise than you think. You need to make sure your strategy not only gets the correct message across – but there is also a healthy return on your investment (ROI). Regardless of whether you are working in the Private or Public sector, you need to make sure that you position yourself properly and ensure you are perceived professionally throughout. Whether it is a new product launch, community programme, complete corporate image change, advertisement design or simply identifying a new strategy to help you penetrate a new industry sector, you must invest the time, resources and budget to ensure you message hits the mark. Marketing and Advertising does not have to cost the Earth. Striking the balance between budget, resources and time management is vital if you are going to deliver a successful campaign. However, it is all in the preparation. Remember, if you fail to plan, then you plan to fail!

This workshop will help you understand the key elements of a successful marketing and advertising strategy, when your budgets are tight and your resources are slim.


1.30pm – 2.30pm
How to use Social Media effectively within Sport and Business
Ian Wakefield, Sport Nottinghamshire County Sports Partnership

Every day, more and more Social Media networking websites provide people, sports clubs and businesses with the means to interact in real-time. Social media marketing offers a two-way relationship between your business and potential customers – it is much more personal than traditional forms of marketing and can provide instant feedback. The secret to making the most of social media marketing is to produce interesting and engaging content in order to engage and interact with your potential customers. Ian will highlight the features and benefits of social media websites such as Face book, Twitter and LinkedIn along with how easy it is to plan an effective social media strategy.

Social media does not have to be a daunting. Simple everyday marketing and general administration can ensure that you offer your customers another form of interactive communication. You can then either share information or simply tell potential customers about you, your products and services or future plans.

This workshop is a must for anyone wishes to raise their profile or engage with more people and businesses using websites such as Facebook, Twitter and LinkedIn.


2.30pm – 3.30pm
How to attract new members and customers to your club
David Wright, CEO, CFM MYZONE

New business is the lifeblood of any organisation. Whether it is bringing in new customers, targeting new clients or simply attracting more new members to your sport or health club – without new business, your organisation will struggle to generate healthy revenue, meet forecasts or exceed targets! The key is to recognise what you have to offer and how it can meets the needs of your customers and markets. The sport, leisure, health and fitness industry is very competitive, with many organisations and clubs openly competing against one another. So how can you stand out from the crowd and make yourself more attractive to your target audience?

However, once you have attracted that new customer, what can you do to make sure they keep coming up, using your facilities or buying your products and services?

In this workshop, David Wright will share their experience and strategy of how they have successfully managed to proactively source a steady stream of new customers with healthy retention.


3.45pm – 4.45pm
Using the right communication at the right to help you generate amazing results
Nadeem Shaikh, Managing Director, SMART Way Forward

Building strong relationships with customers is vital if you want to maintain a healthy partnership and a successful business. Therefore, using the correct manner in which to communicate your message is of paramount importance, especially in business.

Technology is there to help us, but it should not mask the fact the ‘people buy from people’.

Why do some people send an email when the situation requires a telephone conversation or meeting?  Alternatively, why to some people give lots of complex information over the phone and expect the other person to remember everything in matter of seconds?

Using the right communication at the right time, with the right level of detail can make a huge difference to the final outcome. The way in which you and your team communicate with customers over the phone, email or face to face, can have a huge bearing on how your company ethics are perceived. After all, we all want to experience a successful outcome rather than a steep learning curve of disappointment!

This workshop will provide some handy hints and tips to ensure you always relay your messages correctly and communicate in the right way, so that you and your business is perceived correctly in the marketplace.



11.30am – 12.30pm
Coaching Skills – Recognising potential and nurturing talent effectively
Dr Matt Long, Volunteer Endurance Coach, Birmingham University AC

We all want our athletes and players to be as successful as possible within the sporting disciplines. No sports person is ever born as the complete package – although some parents may tell us different! Every athlete and player has to train consistently, learn the skills of their sporting discipline and develop according to their chronological and biological nature. However, how does a coach, teacher or tutor identify this potential at an early age? Is it nature or nurture? The key is to spot the signs early on so you can nurture that talent from grassroots development right through to elite / championship performance. It is not easy, we all hear stories of how so many young athletes and players showed so much potential at an early age but never followed through when they became teenagers or youths.

This workshop will share genuine examples of how some of the most experienced sports coaches have recognised potential at an early age and how they have nurtured this to international championship success.


1.30pm – 2.30pm
Getting the best out of your athletes or players when delivering a coaching session
Nadeem Shaikh, Managing Director, SMART Way Forward

A successful sports coach or team manager must have excellent communication skills in order to get the best of his / her athletes or players – otherwise the whole process becomes extremely difficult. Athletes, players and coaches must be open and honest with one another, if they are to build mutual trust, respect and form a healthy working partnership.

Recognising what makes your athletes tick, or how to make them respond in a certain way can be crucial. If you can recognise the different characteristics adopted by each athlete and player before, during and after training or when in competition, then you will always know exactly what to say, how to say it and when to say it to provoke the right reaction.

Coaches must be able to relay instructions clearly and express urgency in a calm controlled focused manner. Coaches and managers must be able to communicate effectively to groups, as well as engage with athletes and players on a one‐to-one basis.

This workshop will give you a brief overview on how to use verbal, visual and written communication effectively. It will also highlight the importance of being aware of your own body language and perception on and off the sport pitch.


2.30pm – 3.30pm
The role of a County Sports Partnership (CSP)
Rob Hardwick, Coach Development Manager, Herts Sports Partnership

There are 49 County Sports Partnership (CSPs) located within England. They all play a major part in helping to deliver the strategies which have been laid out by Sport England to help the development and infrastructure of community sport. County Sports Partnerships or CSP’s as they are commonly known, have to show that they are consistently delivering a core set of services against programmes endorsed by Sport England and the National Sports Governing Bodies (NGBs). All of which are then measured and audited by Sport England on a regular basis. These core set of services include areas such as sports club development, coaching, coach education, volunteering, grassroots sports development, PE and Sport for young people within schools, facility provision, investment and funding programmes (including applications for lottery funding). There are a number of ways County Sports Partnerships (CSPs) can help you and your sports club, as they also form very good network links with schools, colleges, universities and local businesses.

This workshop will help you understand the role of a County Sports Partnership and share examples of how their services can you in yours sports club, Association or organisation.


3.45 – 4.45pm
Life after championship sport, what happens next?
Annie Page, Director of Essentii and Annie Page’s Point of Transition

In 2009, Sports Illustrated ran an article which reported that ‘by the time they have been retired for two years, 78% of former NFL players have gone bankrupt or are under financial stress because of joblessness or divorce. Within five years of retirement, an estimated 60% of former NBA players are broke!’

Shocking statistics. However, some former sports professionals begin a career in coaching in order to give something back the sport. Others like to utilise their skills, knowledge, experience, discipline and values in other areas, such as commercial business, motivational speaking, television or media. It may sound very glamorous, but this journey is full of twists and turns, financial risks, anxiety, doubt, which can often lead to a lack of confidence, self esteem, and belief if they do not have clear objectives or a structured pathway to help them on track. In addition, any sports person making a transition into business has to have a good understanding of their own identity, skills set, knowledge, value and worth. Without this, their journey will be tough, lonely, demoralising and extremely long.

This workshop is a perfect introduction to how professional championship athletes and players can make the transition from elite sportsman or woman to becoming successful in other industry sectors.


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