Andy Reed OBE joins ICON Training as Ambassador

Press Release

Andy Reed OBE joins ICON Training as Ambassador

Sport and leisure industry training provider ICON Training has signed an agreement with the respected industry leader and former MP Andy Reed OBE. The agreement will see Reed act as an Ambassador for ICON, highlighting relevant opportunities with potential partners and stakeholders, advising the senior leadership team on policy and lecturing on ICON Training award-winning management programmes.

Andy Reed OBE was the Labour and Co-operative MP for Loughborough for 13 years and advised on sport policy in Parliament. He has had a long and distinguished career in the sport and leisure sector working across policy development, strategy and management roles and he has also been an advisor, lecturer, trustee and board member. Andy holds a Professorship in Sport Policy and Development at Liverpool JM University and also works with the Institute of Sport Business at Loughborough University.

He is Director and Co-Founder of the UK’s only independent Think Tank dedicated to sports policy. He has been a World Vision Trustee, an Independent Board Member of the Special Olympics GB and recently was tasked by the Sports Minister to review the role of CSP’s in the new landscape. His appraisal was then published and endorsed by DCMS and Sport England earlier this year.

In addition to his current role as Director of Saje Impact, a boutique agency offering a range of advisory services to sports bodies, NGB’s, social enterprises and faith charities, Reed also serves on various sport and charity boards in a voluntary capacity. He was awarded an OBE in the Queen’s Honour List in 2012 for Services to Sport and the Community.

Gary Denton, Managing Director, ICON Training says: “Our relationship with Andy began in 2015 when I met him for an informal coffee and we quickly realised we not only shared an obsession for sport, but also a real passion to use the benefits that sport and physical activity can offer, to make a real difference to people’s lives. He brings an unprecedented amount of industry experience to the table and we feel very privileged to be working alongside him. We feel a great deal of connection with Andy and believe our values and ambitions for the sector, both now and beyond, align very much with his vision.”

Andy Reed, OBE, ICON: “Since my first meeting with the ICON team I have been impressed by their passion, dedication and commitment. I’ve seen them out in the field working with clients and can see how flexible and adaptable they are to the needs of both the employers and the learners that they work with. What really impressed me the most about ICON is that they are not just in it for their own financial gains. Revenue streams are of course important, but I got a real sense of their commitment to take things up a notch and to professionalise the sport and leisure sector as a whole, for everyone, from the ground up.”


Initial collaborative projects will include work with Local Enterpise Partnerships to offer awarding education at a local level.