Children’s athletics coach who stretched herself wins coveted business award

07-September-2023

A London woman who faced one hurdle after another when she set up her children’s sports business has won a major industry award.

Sam McDermott, owner of Mini Athletics South East London, is the recipient of a Great British Franchisee Award, the most prestigious accolade in the highly-competitive sector.

“Taking over the business at the very beginning of the pandemic meant I faced some significant challenges,” says Sam, who couldn’t hold face-to-face classes because of lockdown restrictions.

“Initially I ran Zoom sessions, often attended by more than 200 children, which was completely out of my comfort zone and very daunting.

“Some children didn’t have access to outside space so such sessions were an important way to keep them active and give a brief respite to parents.

“We even had a nationwide virtual Home Sports Day, helping to bring a sports day to children across the country who were missing out on such events.

“I’d never even met my customers face to face, so using video as a way to get to know them was crucial.”

No sooner had she emerged from the pandemic than her business was hit by the cost-of-living crisis.

Faced with rising venue costs, she decided instead to operate in schools and nurseries, using their spaces free of charge, which reduced her overheads and increased her profit while making sessions accessible to more children.

The franchise operated in four venues across four postcodes when Sam bought it but she’s expanded it to seven areas and nine venues with 24 classes a week.

“I worked in the finance industry for 15 years, as a Vice President for a global asset management company, and first discovered Mini Athletics sessions when I became a parent,” Sam says.

“I could see the benefits immediately and loved that it provides a positive, non-pressured experience.

“So when the opportunity came up to buy the South East London business I grabbed it with both hands.”

She’s even inspired one of her staff to buy another Mini Athletics franchise, which came as no surprise to Kirk Bowyer, the brand’s Co-founder and Director.

“With her remarkable track record, Sam has exemplified the true ethos of a Mini Athletics franchisee, guiding her team through the trials of the pandemic while inspiring countless children and her coaching staff,” he says.

• The Great British Franchisee Awards are run by whichfranchise, supported by Lloyds Bank, D&T, IBB Law, AMO Consulting and Chantry Group. https://www.whichfranchise.com/awards/