Who is our guest?

In this episode of The Active Code, we explore why diversification has become essential for organisations working in PE, school sport and children’s activity. Steven Brown from JB Sport and Education reflects on the organisation’s 17–18 year journey, sharing how it has grown from core PE, swimming, holiday camps and school sport delivery into a wider education partner. From training and workforce development to enrichment, SEND support, alternative provision and wraparound care, Steven explains how listening to schools, spotting emerging needs and staying committed to quality have shaped the organisation’s evolution.

What do we discuss?

• Why diversification has been key to JB Sport and Education’s growth
• How schools’ needs are changing across PE, sport and wider education
• The importance of listening to customers and understanding real school challenges
• Why alternative provision, enrichment and SEND support are growing areas of need
• How training helps build a highly skilled workforce in PE and school sport
• The importance of testing new ideas carefully before scaling them
• How organisations can grow while staying focused on quality and impact

Who is our guest?

Matt Nowell is a seasoned professional with over 25 years of experience in people management, including roles at EY People Consulting and IBM Consulting. With a deep-rooted passion for sports and its profound impact on leadership and teamwork, Matt has combined his love for physical activity with extensive corporate expertise to foster growth and connection in organisations. His keen interest in behavioural science, understanding how people think, act, and work, has been central to his career trajectory, influencing the way he approaches leadership and organisational challenges.

Having witnessed firsthand how organisations often struggle to bridge strategy with reality, Matt has been a pivotal figure in promoting wellness, collaboration, and effective communication. Currently, at StoryLabs Creative, Matt partners with HR and business leaders to rethink work from the ground up. Using design thinking, storytelling, and operational innovation, he equips organisations with the tools to tackle real challenges, whether it’s improving collaboration, fixing broken ways of working or designing experiences that drive actionable business outcomes.

What do we discuss?

• The importance of collaboration in sports
• Challenges in managing people
• The role of well-being in leadership
• Engaging remote workers
• The impact of technology on leadership
• AI and the future of work
• Physical activity and the younger generation
• The importance of measuring progress
• Generational gaps in the workplace
• Evolving leadership development
• Redefining employee experience
• Measuring outcomes and engagement
• The role of storytelling in leadership
• Beyond surveys: Real-time employee feedback

Who is our guest?

Ben Hazeldine is a passionate entrepreneur and respected leader in the children’s sports coaching sector. Inspired by his parents, both athletes and educators, Ben combined his love for sports with a commitment to education to launch Future Stars Coaching in 2009. His vision is to provide high-quality, engaging sports education for children.

Since then, Ben has grown the business into a thriving franchise network, with 14 territories now delivering activities to over 25,000 children every week. His innovative approach includes developing training programmes for PE teachers, raising the standard of school sports provision, and building strong partnerships with schools and community clubs.

Ben’s ability to spot opportunities and adapt—whether by embracing new funding models or using modern marketing strategies—has been key to his success. His leadership style centres on clear expectations, high standards, and supporting others to grow.

What do we discuss?

-From passion to profession

-The evolution of apprenticeships

-Early challenges and breakthroughs

-Defining moments and growth

-Franchising Future Stars Coaching

-Leadership evolution and team building

-Measuring success and continuous improvement

-Delegation and trust in leadership

-Staying ahead in a competitive sector

-Future goals