Coaching: Not Just For Sports

How Roger Pemberton Helped Premier Education Group Double Revenues and Transform Company Culture

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Coaching is not just for sports

Premier Education Group is the UK's largest children's coaching and physical activity company, delivering over 25,000 sport and physical activity sessions every month through its network of franchisees. So, with such an impressive history of growth since 1999, why would this business consider using a coach in 2015?

Since 1999, Premier Education has been dedicated to redefining the standards of excellent sport and physical education, working closely with schools nationwide to inspire children to lead healthy, active and fun lives. In 2012, Premier Education became an accredited training provider, offering qualified coaches and instructors the opportunity to gain additional qualifications and skills in the workplace. This dedication to nurturing talent and providing industry-leading training set Premier Education apart in the market. However, despite their success, the company faced various challenges over the years – all on the shoulders of the man at the helm.

The first beat

It was during one such challenging period that Premier Education's Chief Executive, David Batch, received a cold call from Action Coach Roger Pemberton. Roger had reached out to David with an offer of coaching funded through grant money. Intrigued by the prospect of access to valuable coaching and a range of business strategies and tactics, David agreed to the offer. From the beginning, David recognised Roger possessed first-hand business experience alongside the coaching system he used, this wasn’t just theory. This practical approach impressed David, leading him to continue working with Roger even beyond the initial funded coaching sessions.

In the early days, the coaching focused on one-to-one sessions with David. He was leading the business through acquisitions and growth including the expansion of their franchise network with every responsibility ultimately falling to him. Roger explained the importance of surrounding yourself with a high-performing team and, within two years, the coaching expanded to include Premier Education's directors, aiming to transfer knowledge, skills and responsibilities from David to a team of senior leaders. 

Amy Burdett, joined as Head of HR & Facilities and part of the senior leadership team, “I received coaching from Roger on business and strategic planning. Through the coaching process, I gained a deeper understanding of key performance indicators and financial management, enabling me to exercise greater control over my department's growth. It’s been a game changer for me.”

A winning culture

Over the course of nearly 10 years, Premier Education faced significant challenges, including the disruptive impact of COVID-19 and typical operational obstacles. However, one constant positive factor throughout these challenges was Roger and the coaching he provided. 

“Through Roger's coaching since January 2015, Premier Education experienced substantial growth with revenues more than doubling and by employing key tools developed by Roger, our team remain focused and efficient. The coaching not only impacted the organisation's performance but also transformed our culture, creating a more enjoyable and harmonious work environment,” said David.

In April 2023, Premier Education Group's efforts were recognised when they won the Best Company Culture award at the BizX Awards. The impact of Roger's strategies was not limited to the central team; they also began rolling out these coaching methodologies and business strategies across their franchise network of 50+ businesses. Each franchisee, with turnovers ranging from £200,000 to £2 million, experienced increased efficiency, positive revenue growth and improved business management. 

“Without the support of our Action Coach Roger over these years, I’m sure we would have grown as a business, but I don’t think we would have achieved the same outstanding progress as we have. Looking to the future, we’ve set ambitious growth targets, aiming to double our revenues across our network of over 1,000 people working in schools every day over the next three years. Our franchisees also have ambitious targets of 25% growth annually for the next three years, which would result in significant revenue transformation for Premier Education Group and our franchisees’ individual businesses,” explained David.

Recognising Roger's invaluable contributions, he has now become a non-executive director for the group, solidifying his role in advising the organisation. Moreover, with the recent acquisition of the Sweaty Mama franchise, Roger's expertise is crucial in integrating the brand into Premier Education's established working practices and team culture.

“Roger's coaching has had a profound impact on me both personally and professionally. The rhythm of the business, a concept introduced by Roger, greatly improved my work-life balance and reduced work-related stress. This positive change extended to all our employees, ultimately shaping our culture. Today, Premier Education Group thrives due in part to the rhythm being ingrained into our operations, providing employees with the time and space to commit to culture practices that contribute to the company's overall success,” added David.

The coach perspective

"Premier Education Group's coaching journey has been transformative. Through being open and responsive to coaching, they’ve experienced substantial growth, increased efficiency and a positive impact on the franchise network's businesses. Coaching has not only benefited the organisation financially but also improved the overall work culture and employee satisfaction. Premier Education is poised for further growth and success in the future – I look forward to being part of the team."

Would you like to build a business by helping others thrive and succeed? Speak to one of our advisors today and discover what an ActionCOACH franchise could do for you.