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British universities & Colleges Sport

Keynote Speakers 2017

An overview of the keynote speakers that presented at BUCS Conference 2017 can be found below.

Jamie Edwards - Founder, Trained Brain

Jamie Edwards - BUCS ConferenceJamie Edwards is a leading peak performance coach and International Speaker - an identity he has established through his ability to help elite sports stars and organisations create the results they aspire to.  His work has been tested at the highest level of sports such as the Rugby World Cup, the Ashes, Ryder Cup, World Cup Skiing, Extreme Sports and the Premiership and he provides mental training for players at the All England Lawn Tennis Club, Wimbledon. His skills are sought by athletes from a range of sports such as Gareth Bale, Real Madrid, England No1 Joe Hart, former England Captain & World Cup rugby winner Lewis Moody MBE, Ashes hero Freddie Flintoff & Ryder Cup Star Lee Westwood along with several outstanding young Premiership footballers and World Champion downhill mountain bike team, Atherton Racing.

He has lectured at a number of universities including Imperial College, St Andrew’s, Loughborough and Oxford and is frequently called upon to provide corporate training, keynote addresses and seminars across Europe, America and Asia. It is the very skills that elite sportsmen apply that Jamie integrates into his leadership development programmes with senior leadership teams to assist with raising their own game beyond the numbers, developing their mental skills to compete and stand out in the business arena. His work has led him to consult with companies in a diverse number of fields such as leisure, software, telecommunications, direct sales, the MOD, entertainment and local government.

Bill Sweeney - CEO, British Olympic Association

Bill Sweeney - CEO - British Olympic AssociationBill Sweeney is CEO at the British Olympic Association (BOA). He joined in November 2013 and is responsible for directing the day-to-day activities of the BOA, including overseeing Rio 2016 Summer Olympic Games and the many other international, multi-sport events in which Team GB will compete. 

From 2003-2010, Sweeney served as Senior Vice President of adidas Reebok Group, where he was responsible for the global management and strategic direction of a multi-billion euro business unit. Following that Sweeney was Global Head of Business Development for PUMA AG.

Prior to his career in the Sports industry he held various senior brand management and marketing positions with Unilever, Mars, and British American Tobacco.

Baroness Sue Campbell CBE - Head of Women's Football, The FA and Chair, Youth Sport Trust

Baroness Sue Campbell CBESue Campbell trained as a physical education teacher, taught in Manchester and lectured at Leicester and Loughborough Universities. During this time, Sue represented her country as a player, a coach and a team manager. She then went on to spend four years as a regional officer with the Sports Council (now Sport England) before moving to the National Coaching Foundation (NCF).

Following 11 years as the Chief Executive of the NCF, she became Chief Executive of the Youth Sport Trust. In February 2005, Sue became Chair of that organisation. Sue was appointed Head of Women’s Football with the Football Association in March 2016. Among many honours, Sue has received 11 honorary doctorates and in June 2003, Sue was awarded a Commander of the British Empire for her services to sport.

In April 2005 she was appointed as Chair for UK Sport, following 18 months as the Reform Chair. Sue held this position for two terms until April 2013, where she presided over Team GB and Paralympic GB’s incredible performance at the London 2012 games. In December 2008 Sue was appointed to the House of Lords as an independent Crossbench Peer. Sue was awarded the Lifetime Achievement Award at the 2012 Sunday Times Sportswomen of the Year Awards.

Mark Brian, Head of Sports Programmes, BUCS and BUCS Inter-Varsity Competitions Working Group

Mark Brian - BUCS Conference 2017Mark Brian, Head of Sports Programmes at BUCS led a session presenting the outcomes of the recent student and institutional survey and key messages from this as part of the Inter-Varsity strand of the BUCS strategy.  The content additionally focussed on the proposals that the group has developed around a competition framework based on survey feedback and athlete profiling and how these proposals will be tested via NGB’s and further member and student consultation. Members supporting this session included Matt Nicholson, BUCS Student Director and Chris Anthony, University of Birmingham, who have both been heavily involved in this piece of work.

Barbara Slater - Director, BBC Sport

Barbara Slater - Director - BBC SportBarbara Slater took up her role as Director of Sport in April 2009. She had previously been Head of Production and Head of General Sports for the department. Her responsibilities include working with governing bodies to retain a broad portfolio of broadcasting rights, overseeing the planning and coverage of major sporting events and leading the sports journalism operation at BBC Sport’s new base in Salford. 

In 2012, Barbara was responsible for the BBC’s cross-platform sports coverage of the London Olympic Games - the most watched TV event in UK broadcasting history.  Barbara was awarded the ‘Inspirational Woman Prize’ at the Women in Film and Television Awards in recognition of this achievement.

Barbara joined the BBC in 1983 as a trainee assistant producer in the Natural History Unit in Bristol, but has spent most of her career as a producer in BBC Sport, specialising in outside broadcasts and overseeing the production of a range of sports including tennis and golf.  She was awarded the OBE in 2014 for her services to sports broadcasting.

She grew up in Birmingham, and was an international gymnast, competing for Great Britain at the Olympic Games in Montreal in 1976.

Julie Creffield - Founder - Too Fat to Run

Julie Creffield - BUCS ConferenceJulie Creffield is the founder and CEO of Too Fat to Run a global enterprise that helps thousands of overweight women survive and thrive in the sport of running. Julie is an award winning blogger, author, speaker and mindset coach who lost interest herself in sport back in secondary school when she realised she was rubbish at everything. However, she was inspired by the London Olympics and Paralympics coming to Stratford where she lived and set herself the goal of running a marathon in 2012 despite not being able to run for a bus.

With 3 marathons, an ultramarathon, a tough mudder and hundreds of other races under her belt she now uses social media to inspire and motivate inactive women all over the world to join her expanding tribe. Using her experience of growing a global fitness brand without an official sports qualification, she spoke about the role of social media influencers and technology in getting harder to reach people engaged, and shared some important insight into the skills and attitude required to engage this target market.

Andy Grant - Former Royal Marines Commando, Invictus Athlete, World Record Holder

Andy Grant - BUCS Conference 2017Andy Grant has been through a lot in a relatively short period of time. At 12 years old, Andy lost his mum to leukaemia, leaving him to help his dad bring up his two younger sisters. At 17, Andy decided after a year of A levels, that he needed a different challenge and was drawn into the Royal Marines by a single TV advert.

After completing the Royal Marine Commando training, he served in operation in Iraq and Afghanistan for nearly seven years, before being medically discharged after some very serious injuries in Afghanistan. Andy was blown up, five months into his tour to Afghanistan, which resulted in him spending two weeks in an induced coma and eighteen months in and out of hospital before Andy eventually decided to have his leg amputated for a better quality of life and for control of his future.

Since then, Andy has practiced what he preaches and lives each day like it is his last and certainly has got back the quality of life that he desired. Andy has climbed some of the highest mountains in the world, learnt to ski and surf, and recently became the fastest single leg amputee in the world over 10km. He plans to bring that 10km time down even further and also to become the fastest single leg amputee over 5km.




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