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features

Life lessons: Huw Edwards

Remember when there was mass hostility about London hosting the 2012 Olympics? Huw Edwards, CEO of UK Active, was there. He talks to Kath Hudson about the lessons he learned

Published in Health Club Management 2024 issue 2

With the exception of the pandemic, the toughest part of my career – and an experience I wouldn’t swap for the world – was my time spent working for the London 2012 Olympic Delivery Authority (ODA). I led the organisation’s political and business engagement from 2006 to 2012, first as government and business relations manager, and then as the head of dignitary and ministerial management for the government’s Olympic Executive under the Department for Digital, Culture, Media and Sport.

Having worked previously in the Mayor’s Office for the Greater London Authority, it was a fantastic opportunity to really challenge myself in that political landscape. For us as a team it was a hugely challenging proposition: taking on a project of unparalleled size, which had a hard deadline, against a backdrop of collective distrust and even hostility.

When we first went to the site it was hard to conceive that such a highly contaminated, barren wasteland could be transformed into a vibrant Olympic Park, however, the government had assembled a team of world-class individuals, who had clarity of approach about what they were going to deliver and how they were going to get there. On a day-to-day basis I was absorbing all this incredible knowledge, experience and expertise from those who were working above me.

The first 12 to 18 months were the most difficult. Everyone felt on the back foot, because of changes to budgets and the lack of confidence externally. As most of that time was spent clearing and decontaminating the site it was hard to show progress to stakeholders and the media. We could never take our eye off the ball, but it did make us very resilient.

The end of the beginning
The turning point came in spring 2008 when the construction of the Olympic Stadium began and we could show people we were making progress, were ahead of schedule and on track to deliver. The whole perception of the Games changed overnight.

Being part of that team taught me hugely invaluable life lessons. There were so many learnings from six years of working with world-class people, who were consummate professionals in delivery and leadership, such as clear communication, being strategic about setting milestones and delivering on them, as well as getting stakeholder engagement.

I’ve endeavoured to apply those lessons to my role at UK Active, where we have a responsibility to provide strong leadership for the sector, making these areas crucial for success. These lessons have proven to be invaluable in helping me to guide the team and our members as we navigated the major national challenges posed by both the pandemic and the energy crisis, as well as our strategic growth more generally. Stakeholder engagement and collaboration have been crucial at every step of this journey and at the end of the day it’s all about building relationships and trust.

My experience with the Olympics taught me how to build a team of people who have clarity about what needs to be delivered and how everybody in the team needs to understand the part they play when going on that journey. If you have a brilliant team of people who are completely committed to supporting each other to get to that destination, you've got a chance.

Perspective is another thing I learned. When you’re dealing with what seems to be a crisis the first thing is to work out whether or not it's actually a crisis, because the majority of the time it’s not. More often than not there's a solution. Just keep learning from mistakes, learning from life and moving forward.

Standout moments
There were so many stand-out moments from that time. The late Queen coming to the park and planting the first tree, so many state visits, including the Chilean president – about two or three weeks after the Chilean miners were rescued. He brought us gifts of gravel from the mine, which was a surreal experience.

I was back at the office helping to coordinate operations from HQ on ‘Super Saturday’, but I had the opportunity to go to the incredible environment of the velodrome and watched the closing ceremony with Damian Lewis, which was brilliant to witness, as the conclusion of such a successful and inspiring sporting event.

I believe the London 2012 Olympics was a celebration of the very best of the UK. That’s how I felt when I watched Danny Boyle’s opening ceremony.


I know what good looks like when we achieve government engagement – how to take the government on the journey, show them what’s possible and really sell the vision. It’s about understanding their motivations and challenges and then helping to present the solutions and strategies for them to invest in. I know how to succeed and how to create the environments for change.

It was humbling and an honour to be involved in helping to deliver such a significant international event at that time.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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features

Life lessons: Huw Edwards

Remember when there was mass hostility about London hosting the 2012 Olympics? Huw Edwards, CEO of UK Active, was there. He talks to Kath Hudson about the lessons he learned

Published in Health Club Management 2024 issue 2

With the exception of the pandemic, the toughest part of my career – and an experience I wouldn’t swap for the world – was my time spent working for the London 2012 Olympic Delivery Authority (ODA). I led the organisation’s political and business engagement from 2006 to 2012, first as government and business relations manager, and then as the head of dignitary and ministerial management for the government’s Olympic Executive under the Department for Digital, Culture, Media and Sport.

Having worked previously in the Mayor’s Office for the Greater London Authority, it was a fantastic opportunity to really challenge myself in that political landscape. For us as a team it was a hugely challenging proposition: taking on a project of unparalleled size, which had a hard deadline, against a backdrop of collective distrust and even hostility.

When we first went to the site it was hard to conceive that such a highly contaminated, barren wasteland could be transformed into a vibrant Olympic Park, however, the government had assembled a team of world-class individuals, who had clarity of approach about what they were going to deliver and how they were going to get there. On a day-to-day basis I was absorbing all this incredible knowledge, experience and expertise from those who were working above me.

The first 12 to 18 months were the most difficult. Everyone felt on the back foot, because of changes to budgets and the lack of confidence externally. As most of that time was spent clearing and decontaminating the site it was hard to show progress to stakeholders and the media. We could never take our eye off the ball, but it did make us very resilient.

The end of the beginning
The turning point came in spring 2008 when the construction of the Olympic Stadium began and we could show people we were making progress, were ahead of schedule and on track to deliver. The whole perception of the Games changed overnight.

Being part of that team taught me hugely invaluable life lessons. There were so many learnings from six years of working with world-class people, who were consummate professionals in delivery and leadership, such as clear communication, being strategic about setting milestones and delivering on them, as well as getting stakeholder engagement.

I’ve endeavoured to apply those lessons to my role at UK Active, where we have a responsibility to provide strong leadership for the sector, making these areas crucial for success. These lessons have proven to be invaluable in helping me to guide the team and our members as we navigated the major national challenges posed by both the pandemic and the energy crisis, as well as our strategic growth more generally. Stakeholder engagement and collaboration have been crucial at every step of this journey and at the end of the day it’s all about building relationships and trust.

My experience with the Olympics taught me how to build a team of people who have clarity about what needs to be delivered and how everybody in the team needs to understand the part they play when going on that journey. If you have a brilliant team of people who are completely committed to supporting each other to get to that destination, you've got a chance.

Perspective is another thing I learned. When you’re dealing with what seems to be a crisis the first thing is to work out whether or not it's actually a crisis, because the majority of the time it’s not. More often than not there's a solution. Just keep learning from mistakes, learning from life and moving forward.

Standout moments
There were so many stand-out moments from that time. The late Queen coming to the park and planting the first tree, so many state visits, including the Chilean president – about two or three weeks after the Chilean miners were rescued. He brought us gifts of gravel from the mine, which was a surreal experience.

I was back at the office helping to coordinate operations from HQ on ‘Super Saturday’, but I had the opportunity to go to the incredible environment of the velodrome and watched the closing ceremony with Damian Lewis, which was brilliant to witness, as the conclusion of such a successful and inspiring sporting event.

I believe the London 2012 Olympics was a celebration of the very best of the UK. That’s how I felt when I watched Danny Boyle’s opening ceremony.


I know what good looks like when we achieve government engagement – how to take the government on the journey, show them what’s possible and really sell the vision. It’s about understanding their motivations and challenges and then helping to present the solutions and strategies for them to invest in. I know how to succeed and how to create the environments for change.

It was humbling and an honour to be involved in helping to deliver such a significant international event at that time.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

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Bold move

Our results showed a greater than 60 per cent reduction in falls for individuals who actively participated in Bold’s programme
App analysis

Check your form

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Profile

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Profile

Sohail Rashid

My vision was to create a platform that could improve the sport for lifters at all levels and attract more people, similar to how Strava, Peloton and Zwift have in other sports
Ageing

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Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
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Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
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Physical activity monitors boost activity levels

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Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features