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About Play Forward
Our Vision
Our Mission
Our Mission
We'll create a world where everyone knows that from first steps to the top step, sport is for all.
Let’s play!
Our Mission
Our Mission
Our Mission
We're inspiring people to move more, play more, and enjoy sport for life.
Our Values
Our Mission
Our Values
Innovation, integrity, quality and impact.
We bring our best so others can be theirs.
Our Philosophy
Our Philosophy
Our Philosophy
We provide playful solutions for a more active world.
Play is more than our name – it’s our way of working. We bring bold, playful, and collaborative approaches that help people and organisations move forward with purpose.
We believe getting active shouldn’t be complicated. That’s why we create practical, engaging solutions – from consultancy and coaching to our Skill Squad programmes – that make movement more accessible, more inclusive, and a whole lot more fun.
Our Principles
Our Philosophy
Our Philosophy
Our principles guide everything we do.
They’re the foundation of how we work, the standards we hold ourselves to, and the promise we make to every child, parent and partner we support.
We help
We listen
We facilitate
We innovate
We deliver
We learn
We play!
how it started
Hi
Play Forward Ltd was founded by Robbie George, a dynamic leader with 22 years of experience in sport, leisure, and tourism, including a decade in National Governing Bodies in several leadership positions, as well as several degrees in sport development, management and coaching.
Robbie has coached and guided activity across the world, including in France, Netherlands, Belgium, Australia and the US, and from grassroots to football academies in the UK, including men, women, boys and girls - as well as experience delivering activity in schools, colleges and universities.
Robbie is passionate about growing participation and performance in sport, with a strong focus on innovation, inclusivity, and long-term sustainability.
"Coaching was the first thing I ever did where I thought "this is what I want to do with my life". Over time I came to realise what I enjoy is helping people get better. The joy of seeing a child learn something for the first time or fall in love with a new sport or hobby is so rewarding.
I'm fascinated by skill acquisition, coaching, and the wider impact of sport development. Becoming a father to two amazing children, now 8 and 6, has given me a front-row seat to how young people experience sport – from how they learn and grow, to how different clubs and environments shape their relationship with being active. I've also seen how families and communities engage with sport in very different ways. Some love it, some feel left out.
Play Forward was born from these insights as well as my experiences in sport. We work with organisations across the sport sector to design, develop, and deliver projects and strategies that make sport more engaging, inclusive, and effective. Whether it’s supporting organisations, coaches, clubs, or communities – we help turn ideas into impact. Let’s play!""
Brief bio: our founder
- Likes: cycling (all forms), football, tennis, gardening, hiking, camping, festivals, aviation.
- Passionate about: sport development, active lives, environmental sustainability.
- Qualifications: Msc Sport Coaching, BA (Hons) Sport Development & Coaching, PGDiP Management Practice, UEFA B (Level 3 in Coaching Football), The FA Youth Award, National Standards Instructor Trainer (Bikeability), Ride Leadership Award Level 2.
FORGED IN MANCHESTER
Spearheading a sport revolution
Play Forward was born in Manchester—a city built on bold ideas, radical shifts, and world-changing innovation. From the spinning jenny to the microchip, this is a place that’s never settled for the status quo.
We’re bringing that same energy to play, movement and sport: through fresh ideas, playful content, and exciting programmes that make being active fun for everyone.
Prior experience with...
Organisations shown mainly reflect work delivered prior to founding Play Forward SDC