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Client/Partner: Velosolutions
Sector: Cycling Infrastructure & Market Entry Strategy
Location: Wales
Year: 2025
Velosolutions wanted to strengthen its presence in Wales but needed a clear understanding of the policy landscape, funding opportunities, and local market conditions.
Play Forward was commissioned to develop a strategic report outlining how Velosolutions could position itself within the Welsh cycling and community infrastructure sectors.
We conducted a comprehensive market analysis, mapping key funding bodies, government priorities, and cycling participation trends. The final report included a communications strategy and partnership recommendations aligned with the Well-being of Future Generations Act. We then introduced Velosolutions to key contacts and built a toolkit for local groups to use.
Velosolutions now has a clear roadmap to engage with Welsh local authorities and sport partners, using a values-led narrative focused on long-term community impact and sustainability, as well as tools to support local groups to kickstart their own project. The first Velosolutions pump track is set to open in Abergele, Conwy, in November 2025.
Client/Partner: Manchester Cycling Academy
Sector: Cycling Education
Location: UK
Year: 2025
Manchester Cycling Academy delivers the Diploma in Sporting Excellence (DiSE) to aspiring elite riders. They wanted to strengthen the programme to improve student engagement, retention, and overall learning experience.
Play Forward was brought in to reshape the structure and delivery of the DiSE programme to better meet the needs of young athletes and enhance the academy’s learning culture.
We reviewed the existing curriculum, introduced new engagement methods, and aligned sessions more closely with rider development needs. The redesign included interactive learning, stronger links between theory and practice, and clearer communication pathways between students, tutors, and coaches.
The refreshed DiSE programme now offers a more cohesive and motivating experience, with early feedback showing improved attendance, satisfaction, and retention among students — strengthening the Academy’s position as a leading centre for dual-career development in cycling.
Organisation: British Cycling - led by Robbie George (Director, Play Forward - then Education Delivery Manager at British Cycling)
Partner: Total Computers
Year: 2021–2023
Sector: Coach Development, Inclusion & Workforce Strategy
The Total Computers Scholarship successfully supported a cohort of 41 coaches from diverse backgrounds to begin or progress their coaching career, enriching the breadth and inclusivity of the coaching community, with many going on to land permanent roles within British Cycling. It also demonstrated how strategic partnerships with values-driven corporate sponsors can directly contribute to workforce growth and social impact in sport.
The Total Computers Scholarship Programme was established to widen access to coaching within cycling by supporting individuals from underrepresented groups to gain British Cycling coaching qualifications. The initiative aimed to make the sport’s coaching workforce more diverse, representative, and sustainable.
As British Cycling’s Education Delivery Manager, I led the design and implementation of the scholarship — shaping the partnership with Total Computers, defining the programme framework, and overseeing national rollout. The project required aligning the sponsor’s CSR goals with British Cycling’s long-term workforce development strategy.
I developed the concept and structure of the scholarship, including eligibility criteria, application processes, mentoring support, and course delivery coordination. The programme combined financial assistance with tailored guidance to help aspiring coaches achieve their qualifications and transition into active roles within the talent and performance coaching space. This included working closely with Great Britain Cycling Team
The Total Computers Scholarship successfully supported a new cohort of 41coaches from diverse backgrounds to enter the sport, enriching the breadth and inclusivity of the coaching community, with many going on to land permanent roles within British Cycling. It also demonstrated how strategic partnerships with values-driven corporate sponsors can directly contribute to workforce growth and social impact in sport.
Organisation: Welsh Cycling - led by Robbie George (Director, Play Forward - then Director of Development & Participation at Welsh Cycling)
Partner: Frog Bikes, Tyre Glider
Year: 2023–2025
Sector: Participation, Community Development & Youth Engagement
Festiva was created to inspire a new generation to discover the joy of cycling. Designed as a fun, inclusive entry point into the sport, the programme offered local events and activities that encouraged children and families to ride together — without the barriers of traditional club or race environments.
As part of my leadership role at Welsh Cycling, I designed and launched the Festiva programme from concept to delivery. The aim was to create a welcoming, scalable model that introduced cycling to young riders in a playful, community-driven way.
The programme combined accessible event formats, family-friendly environments, and partnerships with local clubs and organisers. Marketing and delivery focused on fun, participation, confidence-as well as friendly competition, helping to reframe how young people experience cycling.
In its first year, Festiva engaged over 2,500 participants, with 91% under the age of 12 and 84% new to the sport, having never been part of a cycling club. The programme successfully broadened Welsh Cycling’s reach to new audiences and demonstrated how inclusive event design can grow grassroots participation at scale.