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Powering Potential,

Shaping Futures.

2021-24 Strategy

SCROLL TO READ MORE

our purpose

We are here to equip young people with the positive behaviours and mindset they need to tackle the disadvantage they face due to inequality in their everyday lives. Our programmes improve their wellbeing, help them build healthy relationships and unlock the confidence, self-esteem and resilience needed to achieve in education, work and life.

world Class athletes are

inspirational mentors

and role models.

Coming from a background where a coaching and mentoring culture is embedded into everyday life, it’s widely recognised that sport requires a high degree of discipline, responsibility and perseverance. Athletes have proven leadership qualities, positive mind-set, communications skills, achievement of goals and resilience when dealing with the highs and lows of competitive sport and life. We harness these unique experiences, and provide training which enables our athletes to pass them on to the young people we work with.

Power Potential, Shaping Futures

A MESSAGE

FROM THE chair

all young people must

have an equal opportunity

to be the best version

of themselves

Developed and launched during the most challenging period in modern history, Dame Kelly Holmes Trust’s new ten-year ambition begins with this three-year strategic plan to improve the health and wellbeing of young people across the UK facing challenges in their everyday lives.

The pandemic has been a catalyst to accelerate and highlight the pre-existing issues and challenges of inequality faced by many young people. Our belief in them remains un-wavering pre, during and post pandemic; all young people must have an equal opportunity to be the best version of themselves.

“Attending AQA Unlocking Potential gave me the confidence and motivation to go
to university and get on the path to my dream job.”

– Sophie

Confidence, self-esteem

and resilience

Working across the UK, we have a team of exceptional, world class athletes who, using training provided by the Trust, utilise their own unique experiences to unlock the potential of the young people we exist for. Delivering the Trust’s transformational programmes, this team equips young people with the positive behaviours and mindset to enhance their wellbeing, build healthy relationships and unlock the confidence, self-esteem and resilience to achieve in education, work and life.

10,000

Over the next three years we will build on our longstanding experience and foundations to deliver against our ambition to support 10,000 young people, over ten years, who face disadvantage due to inequality in their everyday lives.

We will help them to become the best version of themselves. We are doubling down on our impact and reach, digitalising our programme offers to reach young people regardless of their postcode. This enables us to provide continuity of support and care to those who need us most. Importantly, we are committed to amplify and be shaped by the voice of our beneficiaries throughout the Trust.

The years ahead will continue to throw challenges in our way, but with the commitment, skills and passion of the board, staff team, our athletes and partners, we are confident that we will play a crucial role in the lives of those we support, as we recover from the pandemic.

Ed Bracher

CHAIR

“Over the last year attending get on track has really given me something to look forward to, it’s given me a purpose in life”

– Myles

OUR COMMITMENTS:

AT THE HEART of

EVERYTHING WE DO

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

young people

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

athletes

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Governance & Financial Sustainability

Underpinned by our five Strategic Objectives

1

Deliver Impactful Programmes

2

To be Shaped by Young People

3

Strengthen our Commitment to Athletes

4

strengthen our core, sustain our future

5

Amplify our Voice, Grow our Community

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Commitment to Young People

Working tirelessly to ensure all young people have an equal opportunity to be the best version of themselves

Since the pandemic, the issues for young people facing disadvantage due to inequality in their everyday lives have amplified. The recent 2021 Prince’s Trust Youth Index published in January, highlights these stark findings: ​

56

%

feel anxious

rising to 64% for NEETs

26

%

feel “unable to cope with life”

since the pandemic, increasing to 40% among NEETs

50

%

say their mental health has worsened

since the start of the pandemic

37

%

feel powerless

to change their own future

1 in 5

HAVE experienced suicidal thoughts

since the pandemic began, rising to 28% for NEETs

(*ref - www.princes-trust.org.uk/about-the-trust/news-views/tesco-youth-index-2021)

Adolescence and early adulthood are important stages of life, marked by several transitions, including:

Moving from primary to secondary school
The move from education into employment
Greater influence from peers and people outside the family
Living independently and understanding finance and housing
Young people making health decisions for themselves

Without adequate support, any of these transitions may lead to increased vulnerability for a young person.

The Trust is perfectly placed to offer packages of support to help guide young people though these transitions. Each package of support and delivery model appropriately designed for their stage of adolescence.
Big issues faced by young people:

Loneliness and Isolation

Engaging or re-engaging at school or with peers

Dented aspirations and ambition

Declining mental and physical wellbeing

Disconnection

Our athlete mentors will work with our young people to:

Inspire and empower

Build new relationships

Develop a sense OF purpose and passion

Improve wellbeing

Identify and set goals

Improve behaviours

Understand local opportunities

Make positive contributions to society

Our Commitment to Young People will be underpinned by these strategic objectives:

1

Deliver
Impactful programmes
Deliver Impactful programmes

2

To be Shaped
by Young
People
To be Shaped by
Young People

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

Commitment to athletes

world class athletes working with young people is a powerful formula

All our athlete mentors have been through challenges in their own lives and careers, and young people often see similarities to their own lives. This helps our athletes to quickly connect to them.

Thirteen years of using this model has shown us that it works, but we’re not the only ones to recognise this. Independent research conducted by Professor David Lavallee and Dr Pete Coffee at the University of Stirling demonstrated athletes have an ability to be high performing beyond their chosen sport across a diverse range of roles, including youth work.

Coming from a background where a coaching and mentoring culture is embedded into everyday life, it’s widely recognised that sport requires a high degree of discipline, responsibility and perseverance. We believe that it is these attitudes and characteristics that make athletes so effective as role models and inspirational mentors to our young people.

3

Strengthen
Our Commitment
to Athletes
strengthen our commitment to athletes

Young People’s Experience With Athletes

“With hard work and determination you can achieve any goal you set yourself”

Jenna Downing
Inline skating

“a small dedicated group is capable of great things”

Serena Guthrie
Netball

"There is no such word as can't"

David Hill
Swimming and Para Triathlon

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Commitment to Governance & Financial Sustainability

Alongside our commitment to young people as beneficiaries and athletes as the key to delivery, sits our Commitment to Governance & Financial Sustainability.

Survived, Stabilised and Ready to Thrive:

Over the last 3 years we have shown our own resilience as an organisation and now we move forwards.
Delivering what we do best - We have refocused our delivery model to concentrate solely on what we do best, whilst ensuring we can measure and prove our impact. We will stay true to our beliefs and values and our focus will remain sharply on achieving our ambition.
Responding and adapting - We responded quickly during the pandemic, so we could continue delivering blended virtual activity and wellbeing based mentoring programmes and providing digital access kits for those who need it. We will continue to respond to the needs of our beneficiaries with the best offer for them and in the most appropriate model.
Transformed governance - We are operating to the highest standards of the Sport England, UK Sport Governance Code, evidenced by our recent BDO governance assurance audit. We will continue to operate to these standards and our commitment to Equality, Diversity & Inclusion.

4

strengthen our core, sustain
our future
strengthen our core, sustain our future

Your Inspiration.
your challenge.
their future.

A Starting Block is the person, place or moment that inspired you to become who you are today. Not every young person has the opportunity or inspiration to unlock their potential and find their Starting Block in life.

The Starting Blocks Challenge aims to change what’s possible for those young people who are facing challenges in their everyday lives. Get sponsored to run, walk, swim or ride the distance back to where your story started or invent a challenge of your own. We want people to share their story and inspire others to take up the challenge. Find out more about Starting Blocks and how you can get involved.

Coming soon

COMING SOON

Telling our story

We want to tell the world about the amazing achievements our young people are making and the impact we are having on transforming young lives. Crucially we don’t want to be always telling these stories ourselves. We want to empower the young people we work with and the athletes who deliver our programmes to tell these stories to a wider audience.

5

Amplify our Voice, Grow our Community
Amplify our Voice and Grow our Community

Measuring

our progress

To measure our performance against the five strategic objectives we will regularly ask ourselves:

What is the impact of our work on the young people we work with?

Is our delivery model effective, efficient and evidence-based, and does it meet our
stakeholders’ needs?

What is the impact of our work on the athletes we work with?

Do young people and athletes have meaningful input into our planning and decision-making processes?

Is our staff team passionate and committed, with the right skill mix to drive forward our work?

Do we have a strong and recognised voice in relevant local, regional and national debates?

Are our financial resources sufficient, flexible and sustainable enough to support our mission?

“Since attending get on track , I’ve moved into my new place, landed a great job and had my first book published in April 2021.”

– Hannah

Our Financial

Projections

TOTal Income:
FY 21-22

£1,247,318

FY 22-23

£1,603,779

FY 23-24

£1,538,034

From our

partners:

Chris Perks, Executive Director of Local Delivery
Sport England
"The Trust’s commitment to tackling inequality and disadvantage faced by many young people has been evident since our funding relationship began in 2012. Their athlete mentor led programme enables young people to experience physical and mental wellbeing benefits that taking part in sport and physical activity bring. The positive behavioural changes seen in the young people they work with has enabled many to find training and employment opportunities and to develop stronger social and community connections."
James Goode, Unlocking Potential programme manager
AQA
"We’ve run the AQA Unlocking Potential programme for 10 years in partnership with the Trust. It continues to impress and produce fantastic results for those that take part, their schools and their local communities. The athlete mentors engage and inspire the young people they’re working with and always get the best out of them. From small beginnings we’ve now grown the programme to reach 80 students across 20 schools each year. This not only helps their school but has a positive impact in the local community through the social action projects they deliver."
David Shaw, Head of Growth & Business Development
Sanctuary Supported Living
"We’re very pleased to be partnering with the Dame Kelly Holmes Trust. Many of the young people we support have benefited from working with the Trust’s world class athletes. From getting fitter and more active, to being inspired to plan for their future. As well as improving their mental, emotional and physical wellbeing. This partnership is especially crucial at a time when young people are feeling the impact of loneliness, disrupted education and a disconnection from existing support networks in the wake of Covid-19."

Our history

Since 2008 we have trained over 400 World Class Athletes to deliver transformational programmes for over 6,000 young people, helping to unlock their potential.

Dame Kelly Holmes wins Double Gold at the Athens Olympics
and understands the impact athletes can have beyond the sporting arena if they can be supported and developed effectively.
On the eve of the Beijing Games, Dame Kelly Holmes
launches the Trust.
Her ambition is to harness the high performing attitudes and behaviours of world class athletes to transform young lives.
Dame Kelly Holmes Trust launches its partnership with education charity AQA
aiming to transform lives of students facing hardship in schools across England, Scotland and Wales through the AQA Unlocking Potential programme.
Our community based transformational programme Get on Track expands
thanks to Sport England and National Lottery funding to reach 42 areas across England.
Off the back of London 2012, the Trust teams up with BP
to deliver the BP Young Leaders Programme in Scotland, in advance of the Glasgow Commonwealth Games.
Our school based On Track to Achieve programme is developed
in collaboration with United Learning, bringing our Education offering to a wider audience.
The Trust launches its first Get on Track programmes in Scotland and Wales,
following support from players of People’s Postcode Lottery.
We launch the Go the Extra Mile campaign with the Minister for Employment
to increase opportunities for young people to thrive in the workplace.
Dame Kelly Holmes Trust announces that our work has contributed over £23 million
in social value to the UK since the London 2012 Games.
We deliver our first programmes in Northern Ireland,
working in partnership with the Department for Communities on our Young Ambassadors and Young Leaders programme.
We launch our Get on Track for Wellbeing programmes in partnership with Sport England,
working with 700 young people in eight coastal communities around England.
The pandemic hits and we react quickly, offering our programmes virtually
where possible, therefore continuing to support young people at a critical time in their lives.
We launch our ten year ambition to support 10,000 young people over the next ten years.
Starting Blocks Challenge is launched, the biggest fundraising programme in our history.

Powering Potential,
Shaping Futures

Thank you for taking the time to read through our 2021 – 2024 Strategy.

Our goal is to enable young people to be the best they can be. We can’t do this alone. We are actively seeking new partners, opportunities for collaboration and innovative ways of working.  If our plans, purpose and intent chime with you, please do connect with us at the Trust and we can tackle the youth inequality crisis together.

If you would like to talk to us about becoming a supporter, please get in touch

To our website

Loneliness and Isolation

Engaging or re-engaging at school or with peers

Dented aspirations and ambition

Declining mental and physical wellbeing

Disconnection