National Director Nominees 2025_2026
We received six strong nominations for the 3 National Director positions. This means that members will need to vote. The vote will be an online vote. The vote will close at 11:59 on Sunday 21st December 2025. Members will be sent links to vote via email on 22nd November.
Please note that NO extra publicity for any candidate will be permitted outside of his or her own ‘pen portrait’ posted on the pbE website.
As a reminder, for the National Director(s), we are looking for candidates who can bring significant relevant sport, business and governance capability. Strategic thinkers with expertise in one or more of the following: sports/events management; strategic marketing with technology bias, facility development or fundraising; governance & risk Management; legal expertise.
Sport knowledge and Experience, including Pickleball:
Kelly Olsen’s background makes her an exceptional fit for the Pickleball England Board Director role. With over 25
years of senior leadership experience across global organisations. She brings expertise in governance, technology
strategy, and operational transformation; key competencies sought by Pickleball England.
Career details including business skills and experiences:
Technologically confident, Kelly has led digital transformation initiatives and championed the use of digital platforms to drive engagement and efficiency — directly aligning with the role’s focus on PickleBook adoption and digital capability building.
Throughout her career, Kelly has been a bridge between strategy and delivery shaping diverse teams to ensure inclusivity. Active in ‘Women in Tech’ encouraging women to enter the profession, an industry judge and sponsor/events committee member of the annual Raspberry Pi Competition challenging 8 to 18year-olds to design technology that would make the world a better place using their STEM skills.
Kelly is an active Pickleballer with a PbE Leaders qualification and plans to develop as a referee in 2026.
Experience of working on Boards and/or as a Director:
She is a Non-exec Director at RICS; a board member, shaping governance structures and aligning digital strategies with business goals. Her experience advising boards on risk management, compliance, and transformation directly aligns
with the organisation’s need for robust governance and oversight in line with the Sport England Code for Sports Governance. Kelly is Co-chair of Rhapsody Chorus responsible for this competing chorus’ strategy, alignment with its governing body, finances, events and membership.
What would you like to see PbE achieve during your term?
• Growth in local clubs, facilities and volunteers, more people having engaged in the curriculum and elite player development plans are working well
• Additional investment from private individuals or companies increasing the number of dedicated indoor facilities
• Feedback that Tournaments and Events are inclusive, well run and support diversity in the sport
• The Regional Directors Steering Committee is aligned, sharing best practice and solving challenges collectively
Sport knowledge and Experience, including Pickleball:
Founder Member of Warwickshire Pickleball Club. Played league tennis and badminton, Captain a Pickleball club league side. Level 4 Hockey Coach – experience at national and international level since 1989. Currently Head Coach to an England Masters Team preparing for European and World Cups in 2026.
Trained at Chelsea College of PE (Brighton University). Senior Development Manager – England Hockey National Development. Director – Badminton England.
CEO ISPAL (morphed into CIMSPA)
Career details including business skills and experiences:
Former PE Teacher
Experienced with developing national development programmes – increasing participation, coaching, coaches and working with partners to increase facilities
Experienced in working with Local Government Sports Programmes, delivering their outcomes/targets
Managed budgets, team leader
Worked with volunteers – developing club programmes – Safeguarding, Clubmark
Delivered outcomes within time frames
Experience of working on Boards and/or as a Director:
Prepared Board Meeting Agendas, delivered policies, income creation
Board Member of the Play Inspection Association
Operated within a professional and volunteer Board at Badminton England
National recognition for my work within the Equity Framework
Regular meetings DCMS, MP for Sport and other government offices for sport
Experienced in company governance
What would you like to see PbE achieve during your term?
Pickleball recognised nationally and internationally – medalling
Increase coaching and coaches
Establish commercial relationships with sponsors and facility providers
Increase numbers of affiliated clubs and members
Develop dedicated schools’ programmes
Improve inroads in areas of deprivation, women and multicultural communities
Meet compliance – Sport England Governance
Sport knowledge and Experience, including Pickleball:
I am passionate about sport at all levels, I have demonstrated this throughout my life, playing competitive sports to a county & national level, enjoying playing sport socially and through my work and my life long career in the Sport and Leisure industry.
I have recently discovered a passion for Pickleball, playing weekly with friends and work colleagues, and have advocated its growth across over 100 facilities throughout the UK.
I have 18 years experience in strategic management of Sport and Aquatics for GLL, the largest operator of Sport and Leisure Centres in the UK.
Career details including business skills and experiences:
In my role of Head of Sports and Aquatics, I am responsible for all aspects of associated product management across 300 facilities, this includes development of programming and product, workforce development, marketing and revenue. I have overseen growth of membership in these products from 20,000 to over 200,000 and these now exceed an annual income of £120m.
Experience of working on Boards and/or as a Director:
Although I have no specific experience of being a Director, I have sat on a number on internal and external project boards. These include working with a number of Sporting NGB’s at a CEO level and with other national stakeholders like Sport England, Mayor Of London, Team GB, LOCOG & DCMS.
I am also Chair of Community Leisure UK’s Swimming Group, Chair of The Swimming Alliance’s School Swimming Taskforce, and a member of the All Party Parliamentary Group’s for Swimming and Water Safety
What would you like to see PbE achieve during your term?
The continued growth of Pickleball as a sport, ensuring it is accessible and known to all, developing a strong development pathway to ensure access to Play/Learn/Train and Perform in Pickleball. I would also like to achieve a clear strategy around facility growth, both in the existing leisure sector and the development of purpose built facilities.
All of these strands will contribute to continued membership growth.
Sport knowledge and Experience, including Pickleball:
I have 25+ years experience, having worked for a variety of sports clubs (Chelsea, Bath rugby) and agencies.
I play football, golf, padel and run and I coach my son’s football team. I have been talking to PbE Directors for the last 2 years and attended the English OPEN in 2023.
Career details including business skills and experiences:
I am the CEO of PTI, a specialist tech and strategic consultancy working in sport. We work with major sports clubs, leagues and NGB’s including British Cycling, Basketball England and England Netball.
Experience of working on Boards and/or as a Director:
I sit on the board of PTI and was a director of the European Sponsorship Association for 4 years.
What would you like to see PbE achieve during your term?
As a new organisation I would love to see PbE learn from the mistakes of others and build a digital first approach to operations and commercialisation. A strategic approach drives efficiencies and ROI.
Sport knowledge and Experience, including Pickleball:
Age 9, I signed with Fulham FC’s academy; by 20, I was competing internationally in badminton, including as a paid athlete in Germany’s Bundesliga. Having played racket sports at an elite level, coached across all abilities, and worked at Badminton England, I bring a strong understanding of Pickleball’s challenges and opportunities. With 10+ years’ experience, I offer deep knowledge of the sports development sector, market insights, and a wide professional network.
Career details including business skills and experiences:
I’ve held leadership roles across the sports sector, within higher education, local authorities, leisure (GLL), NGBs, charities, and sports-tech. I bring visionary leadership, strategic planning and delivery, strong financial management and governance expertise, and excellent relationship management skills. With deep experience in place-based working, large-scale project management, and data, digital, and innovation expertise, the above have been applied through my work across sports development; driven by a passion for using sport to create meaningful impact for people and communities.
Experience of working on Boards and/or as a Director:
Through leadership roles, I’ve worked with and reported to sub-committees and boards across the not-for-profit sector. As Founder and Executive Director of a VC-backed sport-tech start-up, I’ve also reported to investment committees. I’ve served on the BUCS Digital Advisory Board and, since 2024, on the England Lacrosse Performance Board, supporting their journey to the LA 2028 Olympics. With a badminton playing background, I’ve served on the board of a County Badminton Association.
What would you like to see PbE achieve during your term?
- Growth: diverse participation, competitive opportunities, expanded workforce, greater facility access.
- Financial performance: increased private investment, new and enhanced public funding, sustainable revenue models.
- Professionalisation: strong governance (Code for Sports Governance), capable core staff team, sustainable national structure through County Associations.
- Long-term strategy: clear vision, objectives, and future priorities.
Sport knowledge and Experience, including Pickleball:
Sport has been central to my life – having studied Sports and Recreation Management at Loughborough University and played competitive tennis for nearly forty years as well as working/investing in sports businesses.
This year, despite still playing D1 50+ county tennis, I transitioned exclusively to Pickleball having fallen in love with the sport, and community. I now play most days and enjoy competing regularly (medalling at English Open and English Nationals).
My dedication to training and competition, and administrative / strategic involvement with my Pickleball club, reflects my passion for the sport and a desire to help it achieve its full potential in the UK.
Career details including business skills and experiences:
I am a commercially focused Chartered Accountant with almost 30 years experience in the hospitality and leisure sectors. I have held numerous senior executive and strategic roles both within large groups, such as CFO at Soho House, as well as startups, such as Sessions which I co-founded and has just been ranked among Europe’s 100 fastest-growing technology companies. I currently work part time as a senior partner within a private equity firm specialising in the leisure sector.
During my career I have led all types of fundraising, M&A transactions, legal and supplier negotiations, IP licensing agreements, property deals, as well as operational finance, strategy and governance responsibilities.
Experience of working on Boards and/or as a Director:
I have held board directorships for over 20 years and currently serve on 22 company boards, typically being the principal lead for financial, governance, legal, company secretarial and risk management matters. As an FCA-approved Compliance Officer I am experienced in oversight, regulatory frameworks, and stakeholder engagement.
What would you like to see PbE achieve during your term?
PbE to become a pre-eminent governing body in UK sports, enabling the transformation from a fast-growing niche into a top-five participation sport in the UK, whilst also retaining what is special about the Pickleball community and sport – its inclusivity,
diversity, accessibility and competitive camaraderie.
Regional Director Nominees 2025_2026
We also have four Regional Director positions that we invited nominations for.
We received nominations for two candidates for the South West Regional Director position and two for the East Midlands Regional Director position. Members in these regions will vote for their preferred candidate.
Sport knowledge and Experience, including Pickleball:
I am a qualified Pickleball Leader and Level 1 Instructor and the founder of West Northamptonshire Pickleball CIC, a successful community organisation that has introduced the sport to hundreds and secured nearly £16,000 in grants, including significant funding from Sport England. I also hold a Level 3 Personal Trainer, Leve 4 Advanced Nutrition and Level 3 Supporting Long Term Conditions qualification, demonstrating a professional understanding of health, fitness and inclusive sport participation.
Career details including business skills and experiences:
My career includes working as a qualified Business Teacher for many years and as a current Exam Board Examiner, highlighting expertise in governance, curriculum delivery, and clear communication.
Academically I hold a Business and Marketing BA (Hons) and recently graduated with a First-Class BSc (Hons) in Psychology. I am currently furthering my expertise by undertaking three Master’s qualifications in Sport and Exercise Psychology, Health Psychology and Nutrition in Practice. These advanced qualifications provide a strategic foundation in financial management, marketing and the specific psychological and physical factors that drive sports participation and community well-being.
Experience of working on Boards and/or as a Director:
As the Director of two Community Interest Companies (West Northamptonshire Pickleball CIC and Daventry Wellness & Sports CIC), I have extensive, current experience in governance, compliance and fiduciary duty. This includes managing organisational setup, securing grant funding, and coordinating volunteer activity to meet community objectives. My contributions were recognised with a Rose of Northamptonshire Award for my impact on the local community.
What would you like to see PbE achieve during your term?
I aim to serve as a vital link between the grassroots and the National Board, ensuring regional voices shape national strategy. I would focus on three areas:
- Strategic Growth: Establishing robust County Associations and increasing regional participation.
- Inclusive Programmes: Utilising my expertise in Health Psychology to develop accessible programmes for underrepresented groups.
- Digital Efficiency: Championing the adoption of PickleBook and digital tools to empower clubs and volunteers.
Sport knowledge and Experience, including Pickleball:
I have played lots of sports including football, golf, tennis and pickleball. I started playing pickleball three years ago when I introduced pickleball to my club in my role as Chair of
Hinckley Town Tennis Club.
I am an IPTPA level 1 coach. This year, I conceived of and helped run successfully the first Leicestershire and Rutland Pickleball County Championships.
My passion for sport is rooted in grassroots development, and I’ve seen firsthand how pickleball can energise communities and promote inclusive participation.
Career details including business skills and experiences:
Professionally, I work as a Senior Programme Manager in the Apprenticeship Service, where I lead strategic programmes and manage complex stakeholder relationships. My career has equipped me with strong governance, budget management, and digital transformation skills — all directly relevant to the Regional Director role.
Experience of working on Boards and/or as a Director:
I have over twenty years of committee experience:
Served as Chair of Governors at a primary school for 5 years.
Chair of Hinckley Town Tennis Club for past 3 years, leading the club to national recognition as LTA Tennis Club of the Year runner-up in 2025.
Founder of Hinckley Town Pickleball Club in 2023
These roles have honed my leadership, facilitation, and collaborative decision-making abilities across diverse teams and settings.
What would you like to see PbE achieve during your term?
During my term, I’d like to see the East Midlands area become a model of inclusive growth — expanding club networks, supporting County Associations, and increasing participation
among underrepresented groups.
I aim to strengthen regional communication, champion PickleBook adoption, and ensure our region contributes meaningfully to national strategy.
My vision is for the East Midlands area to be a vibrant, well-connected pickleball community with sustainable infrastructure and strong grassroots leadership.
Sport knowledge and Experience, including Pickleball:
I played tennis for 20 years before transitioning to Pickleball. Since 2023, I have been a founding member and director of Exeter Pickleball Club, growing membership to over 150 players with daily sessions.
I serve as lead organiser for three major tournaments: Exeter Cup 2024, Exeter Team Championship 2025, and Exeter Cup 2025. As an IPTPA Level 1 qualified coach, I have introduced hundreds to the sport. I co-founded the Exeter Pickleball youth club for children aged 9-13 and established Devon County Pickleball and the Devon County League.
I’m the Devon county representative for Pickleball England and have organised four SW doubles league events. I also work as a Pickleball streaming commentator and contributor to World Pickleball Magazine.
Career details including business skills and experiences:
I work as a Senior Planning Policy Officer for a Local Government Authority with extensive experience in strategic planning and stakeholder engagement. My skills include evidence-based decision making, data analysis, and translating research into actionable policy. I regularly deliver presentations to committees and community groups, design and manage public consultations, and handle project management and governance.
Experience of working on Boards and/or as a Director:
I have served on the five-person committee at Exeter Pickleball Club since 2023, helping establish the committee structure and constitution. In my professional role, I regularly prepare and present detailed committee reports to Local Authority committees. I bring experience in committee governance, agenda management, decision-making processes, and ensuring effective communication between committee members and stakeholders.
What would you like to see PbE achieve during your term?
I will ensure full county representation across the South West, with county representatives actively involved in setting objectives and priorities. I will offer greater club support for outreach work to sustain growth. I plan to launch initiatives expanding youth participation, including introducing pickleball into every secondary school in the region and creating clear progression pathways. I will improve communication channels between Pickleball England and grassroots clubs to ensure regional voices are heard nationally.
Sport knowledge and Experience, including Pickleball:
I have enjoyed many sports and activities including canoeing, mountain climbing, badminton and table tennis. I have assisted with the coaching of juniors in athletics, with particular emphasis on cross country events.
I began playing pickleball in 2023 and was one of the founding members of South Devon Pickleball at South Devon Tennis Club, gaining my Pickleball England leaders certificate in September 2024 and Club Instuctor (L1) certificate in September 2025.
I have been part of the team offering taster sessions to over 600 people in the last two years and have been instrumental in facilitating pickleball to over 150 people on a weekly basis.
Career details including business skills and experiences:
Now retired, but spent my working life as an electrical engineer, gaining qualifications across many differing aspects of the profession and keeping abreast of the continuously changing legislation.
I spent the last 12 years of my working life as a company director involved with the multi million pound designs of systems and installations for clients as diverse as the Ministry of Defence, local authorities and major developers throughout England, generally dealing with the major stakeholders.
Experience of working on Boards and/or as a Director:
In the past I have been an active member of the Electrical Contractors Association, have served as a school governor. I currently volunteer at Plymouth Hospitals Trust and sit on the steering committee friends of South Devon Pickleball, championing the merits of pickleball to the tennis club and the local area including Plymouth University and sports clubs.
What would you like to see PbE achieve during your term?
I would like to see more younger people encouraged to take up pickleball, for the sport to be more widely recognised and to be able to talk about pickleball without somebody saying “Pickleball! What’s that?”
North East Region Candidate - uncontested
Sport knowledge and Experience, including Pickleball:
I’ve worked in sport development for nearly 30 years, leading participation, performance, and workforce programmes across 40+ sports. I’m Vice Chair and Competitions and Coaching Secretary for Sheffield Pickleball Club, a coach at Peak Pickleball, and founder of Sheffield Pickleball Academy.
A coach of 30 years in rugby, cricket, and pickleball, I’ve mentored coaches, delivered NGB development programmes, and driven inclusive growth through strategic sport development and community engagement.
Career details including business skills and experiences:
An MBA-qualified sport leader, I’ve developed and delivered departmental strategy, business plans, and performance dashboards. I managed seven-figure budgets, led major events such as multi-sport varsity competitions involving 15,000 people, and scaled clubs through consultancy work. I use data to drive insight and decision-making and have built social media and communications strategies for Sport England projects. Collaboration underpins my approach, developing partnerships, empowering teams, and ensuring measurable impact through effective leadership and innovation.
Experience of working on Boards and/or as a Director:
I’ve served on committees in pickleball, rugby union, and rugby league, contributing to governance, strategic development, and club growth. At university level, I trained and mentored hundreds of student sport committees, equipping them with leadership, communication, and operational skills. Collaboration, clarity, and accountability guide my approach to committee work—ensuring diverse voices are heard, decisions are evidence-based, and structures enable clubs and associations to deliver quality experiences for their members.
What would you like to see PbE achieve during your term?
I’d like Pickleball England to strengthen its regional infrastructure, building connected County Associations, effective communication, and support networks for clubs and coaches. I want to grow youth engagement, expand the coaching workforce, and embed Picklebook as a digital enabler. My goal is to help Pickleball England achieve national governing body recognition by showcasing impact, supporting inclusivity, and empowering volunteers to deliver lasting growth across every region. Impact is a team sport.
North West Region
We received no nominations for the North West Region. Elaine Shallcross has agreed to continue her good work in the meantime.
Q & A
How do I vote? Eligible members will be sent an email with voting links on 22nd November. Get your vote in by 23:59 Sunday 21st December.
You will be sent an email with a voting link. You will be able to select 3 different National Director candidates you would like to vote for.
Please note that you can only vote once. Your voting link is unique to you. If you vote more than once your most recent vote will over write your first vote.
If you are resident in either the South West or East Midlands region you will also have one vote to select a Regional Director.
Why didn’t I receive an email? If you were a member of pbE as at 18th November, you should have received an email unless you have unsubscribed from our emails. Please check your junk mail/spam. Sadly, there are members that have unsubscribed from our emails. It is not possible to mail these members due to GDPR.
I didn’t receive a voting button on my email. If you are resident (according to our records) in England, you should have received a voting link. If you are resident outside of England, you would not have been sent the voting button.