“From the outset, we made it clear it was personal…”

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Akin Thomas, CEO of AKD Solutions.


In 2020, UK Sport, Sport England, Sport Wales, Sport Scotland and Sport Northern Ireland commissioned us to undertake groundbreaking research – #TellYourStory. With the murder of George Floyd, a catalyst, they had joined forces to commit to Tackling Racism And Racial Inequalities In Sport (TRARIIS) across their nations. Their goal – to develop a collective plan to help build sporting communities that are racially equitable and inclusive.

We interviewed hundreds of Black, Asian, and ethnically diverse people who shared their experiences of accessing, involvement in, or exclusion from sport. The interviewees ranged from grassroots participants, parents and supporters to elite athletes, coaches, sports media and the wider sports workforce.

The stories our research team heard were challenging, traumatic, encouraging and inspiring, and we thank everyone who shared their experiences.

We committed to ensuring that their voices were heard by the Councils in a way that was authentic and sensitive. The result -#TellYourStory – is a report that many have described as one of the most important of its kind undertaken in sport.

We encourage you to download the report and read, but more importantly act upon the findings.

Find out more

#TellYourStory is just the beginning of change. Do you want to know more?

The Elephant in the Room

The relevance of context, leadership and doing DEIB right: Akin Thomas CEO and Founder AKD Solutions Ltd. The Elephant in the Room Podcast In a recent conversation with Akin Thomas we spoke about the role of context and how it

AKD Solutions (AKD) is an
international organisational change consultancy
whose purpose is to stimulate brilliance.

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