FMG Consulting is one of the leading specialist management consultancy companies in the UK. We provide clients with business and operational solutions in the sport and leisure sector, including strategy, delivery and organisational development.

Our Expertise

FMG CONSULTING specialise in delivering practical solutions for a range of diverse projects.

How we can help

FMG's depth of experience and unique approach makes us the ideal partner to work with across a range of disciplines.

Select project type for details


Getting the foundations right is so important to the success of a project or the delivery of service outcomes. We are recognised as leaders in insight, facility and physical activity strategies, procurement strategies and management options appraisals which ensure our projects start with the most appropriate building blocks that can deliver successful capital and revenue interventions for clients.


Following the development of the strategy, we are experienced in the full spectrum of project delivery, with an unrivalled and unique mix of skills and experience that ensures we can deliver the right solutions for our clients.

Organisational Development

One of the things that sets FMG apart is the experience of our team. As experienced ex-CEOs and senior leisure professionals we have transferred services from local authorities and developed them into thriving successful commercial organisations. We are therefore able to support other similar organisations and individuals through their journey.



We utilise in-depth primary and secondary market research techniques to provide insight to organisations. We help them understand their current and future potential customers and develop actionable, outcomes-focused strategies based on an in-depth knowledge of communities and places and the associated barriers and opportunities.


A crucial part of our insight and strategy development for organisations is consulting with key internal and external stakeholders as well as current and potential future customers. Our consultation techniques include online surveys, one to one and small group interviews, workshops and focus groups.

Facility Strategy

We help local authorities and governing bodies of sport develop strategic plans for the future provision of sport and leisure facilities in their area or sport. Our approach is fully compliant with Sport England’s Assessing Needs and Opportunities Guidance (ANOG) and will deliver a robust, evidence-based approach to meeting current and future need, within a financially sustainable portfolio.

Physical Activity

Our strategy work includes developing physical activity strategies for our local government clients which define local outcomes, deliver in-depth insight and recommend revenue and capital interventions which are tangible, deliverable and sustainable. Our approach is fully compliant with Sport England’s Strategic Outcomes Planning Guidance (SOPG).

Management Options

Providing a bespoke analysis of the different management arrangements available for our clients. Our approach reflects clients' specific requirements relating to their overall outcomes, risk transfer, capital investment, control and ownership criteria and affordability. We utilise our direct experience of operating under and establishing the full range of management models to provide direct, experience-based recommendations.


Facility development

Establishing local demand for facilities and services is essential. We investigate the market using our insight techniques, national datasets, our own database of information and operational experience to establish the local need, market gaps and opportunities, ensuring a demand-led facility mix to provide confidence and viability to our proposals. Our long-established partnerships with architects, engineers and cost consultants means that we can cover all aspects of the appraisal.

Business case

The business case is the key component in the decision-making process for new investment. Our approach is HM Treasury compliant and is based on their ‘Five Case Model'. This approach ensures that our client considers a comprehensive list of options supported by detailed forecasts of the risks, economic value, financial and commercial issues to ensure the selected option is achievable, deliverable and affordable.

Procurement & negotiation

We provide clients with market-leading advice and support with their procurement strategy, tender documentation, project management, commercial positions, tender evaluation and negotiation strategy, which can help drive cost savings and transform services for the benefit of both users and clients alike.

Business planning

Our business planning service covers both sport and leisure operations which may be part of an existing facility or new standalone developments. Our focus is to provide our clients with clear information, assumptions and financial analysis that makes decision-making simple. Our fully audited business plan model calculates the income and expenditure of each facility using first principles considering opening hours, pricing and programming, levels of participation, industry benchmark data as well as our plethora of direct operational experience.

Financial modelling

To capture the financial impact of a project, our financial model takes into account the capital costs, capital funding, lifecycle costs, funding costs, net revenue costs, risk values, optimism bias, project financing, cash flow and IRR/NPV. Our fully audited financial models also provide scenario and sensitivity analysis that test the value for money assessment and comparisons.

Interim management

What sets us apart is our direct operational experience. Many of our team members have significant operational backgrounds in senior management, Director and CEO roles for private, public and third sector operators. We offer interim management services to local authorities, leisure trusts and private sector operators, with a focus on operational and financial turnaround and improved performance.

Operational reviews

We utilise our senior level operational experience to review businesses and provide bespoke, tangible, deliverable action plans based on real-world experience and not just theory. Our reviews cover all levels of an organisation from day to day customer-facing operational services to strategic management and board-level efficiency.

Contract Monitoring

Having transferred numerous services out from local authorities to Trusts and local authority trading companies, we have led whole company cultural and behavioural change programmes, delivering compelling development sessions that embed the new effective culture bringing operational and service improvements and financial results.

Organisational Development


We can support your team every step of the way providing onsite and bespoke training for all staff or a select group, helping them to thrive in a period of uncertainty and change.


Our experience as CEOs working closely with Boards in a variety of environments and organisational models, coupled with our experience as Non-Executive Directors and Trustees on local and national bodies and NGBs means that we are well placed to support you in a Governance Review and development programme. We have been on both sides of the fence and can provide a comprehensive and effective programme of support.


Our experienced consultants can support and mentor aspiring or newly appointed CEOs, MDs or senior operations staff. Having been in the same position themselves they know the pitfalls, shortcuts and can act as a great sounding board.

Cultural & behavioural change

Having transferred numerous services out from local authority to Trusts, we have led whole company cultural and behavioural change programmes, delivering compelling development sessions that embed the new effective culture bringing improvement operational, service and financial results.

Our Track Record - Case Studies Client Feedback

We are proud of our achievements and the many positive results which have come from our collaborations with clients on very different projects, each with there own unique requirements.

Here are a few examples that will give you an insight into our work; along with the feedback we have been given by our commissioners.

STRATEGY: Health and Physical Activity

Concord Sports Centre, Sheffield 2

New facilities at Concord Sports Centre, Sheffield

The National Centre for Sport and Exercise Medicine (NCSEM) brings together clinical services, sport and exercise specialists and health professionals to make it easier for physical activity to become part of the treatment for a range of chronic health conditions.


West Lancashire Health Hub

STRATEGY: West Lancashire Health Hub

FMG were appointed by West Lancashire Borough Council with funding from Sport England to undertake an assessment of investment into two separate joint health hubs between the local authority and the local Clinic Commission Group.


Liberty Leisure

DELIVERY: Local Authority Controlled Company

Broxtowe Borough Council appointed FMG to support the development of a Local Authority Controlled Company. The services covered included leisure centres, sports development, events and museums.


Queen's Park Sports Centre

DELIVERY: Funding and Investment

Chesterfield BC appointed FMG to prepare a business case for the development of a new Queen's Park Sports Centre. The current facility was more than 40 years old and had a leaking pool tank, high energy and maintenance costs and a lack of modern changing facilities.


Efficiency and Shared Services 1

DELIVERY: Efficiency and Shared Services

Cherwell DC and South Northants DC are neighbouring local authorities that had shared corporate services. They commissioned FMG to carry out feasibility work to see how they could enhance leisure facilities at two centres.


Wokingham Leisure 1

DELIVERY: Wokingham Leisure Management Contract

The Council has been a long term partner of the Council, working on a range of feasibility studies, a review of the management arrangements, new business cases and a procurement of a new leisure operator.


Dacorum Sports Trust


Dacorum Sports Trust were in need of cultural change, to become more commercial in outlook and to maximise innovation within the workforce. An FMG Director worked with the Executive Team to understand and develop a company-wide cultural change and management development programme.


Rubicon Leisure Limited


As Rubicon Leisure transferred out from its local authority, FMG worked with the top tier of managers and the Board of non-executive directors to prepare and support them in new ways of working. This included corporate staff as well as managers from sports facilities, theatre, museum and outdoor activity sites.


OUR TRACK RECORD - Client Testimonials

FMG have been fortunate enough to partner many different clients from the various sectors within the sport and leisure industry; from both the public and private sector and including key players such as Sport England.


"We have worked in partnership with FMG for over 5 years and they have supported the development of our leisure facility strategy, business planning, feasibility studies and procurement across our sport, leisure and countryside service. We have found their combined mix of financial and leisure operational experience makes them head and shoulders above their peers. Always very detailed analysis and high quality outputs."

Wokingham Borough Council


"Over a number of years we have been and continue to be very pleased with the excellent quality of work provided by FMG. The team offers a real personal touch with a wealth of knowledge and has often gone above and beyond. FMG have completed strategic, financial and operational pieces of work that have been key to our service development and provision. The work has always been well researched and detailed in their findings and recommendations."

Derby City Council


"I look forward to continuing to work in the future and would be happy to recommend FMG Consulting to other potential clients considering facility developments or procurement projects."

Sport England


"The final report fully met the requirements of the brief and provided us with a professional, honest and informative appraisal of our current leisure service and the future management options available to us. We believe that this demonstrates the value of investing in high quality consultants and look forward to working with your company again in the near future."

Ipswich Borough Council


"The staff at the Council found your team to be helpful, knowledgeable and professional at all times, responding to queries promptly and keeping us informed at regular intervals. The report is an excellent piece of work which fulfilled all of our requirements."

Fenland District Council


"We are very pleased with the quality of work and the level of detail produced by FMG for our clients. They have the ability to get inside projects quickly, understand the key issues and produce comprehensive outputs which produce robust and bankable projects for our clients. Their commercial and financial approach to finding solutions is second to none."

Alliance Leisure Services Ltd


"Their advice on how to improve the cashflow and profitability of the project proved very useful in reshaping the scheme. Their positive and helpful attitude was greatly appreciated by our team and we would not hesitate to use them again or recommend them to others."

Neptune Wirral Ltd


"FMG produced an investment strategy for the acquisition of a motor racing circuit which was comprehensive and robust. Their financial model and advice helped with negotiating the commercial arrangements associated with the purchase of the business. Their understanding of our objectives and their approach exceeded our expectations and we would not hesitate to use them again or recommend them to others."

Clarke Karts


"We were very pleased with the outcome of the procurement process which almost exactly mirrored the projections in your business case."

London Borough of Lewisham


"The sessions were great fun and inspirational, and the fact that some staff were involved in the design and delivery of the sessions really helped build our own capacity and understanding for the future."

Dacorum Sports Trust


"We were so impressed with the support we received, in a very experienced and professional manner. It has made a huge difference to how we progress and has basically given us a short cut to where we want to get to!"

Rubicon Leisure Ltd

Working with you - for the success of your project

Kevin Godden

Kevin Godden Managing Director

Kevin is a qualified accountant who has vast experience and sector knowledge of strategy, facility development, finance and procurement gained from projects in the UK and abroad.

Kevin's areas of interest include leisure, stadia, arenas and sports facilities. His passion is classic cars and his pride and joy are his 1953 Morris Minor and MG cars.

Damien Adams

Damien Adams Director

Damien has worked in the sport and leisure industry for 15 years. He has managed numerous major projects for governing bodies, local authorities, operators, developers and sports clubs. He is a specialist in management options appraisals, feasibility studies and procurement processes.

Outside of work, Damien enjoys travelling, live music and is a passionate amateur sportsman.

Emma Madden

Emma Madden Director

Emma is a procurement specialist having developed the standard leisure procurement toolkit and delivered the full range of procurement processes in the leisure and sports sector.

Emma is one of the founding directors of the company. She is a keen sportswoman and most weekends can be found pitch side cheering on her children.

Darren Lamb

Darren Lamb Director

Darren has extensive sport and leisure management experience in the leisure trust and local authority sectors. He has over 25 years senior management experience including being Chief Executive of a multi-contract leisure trust in the north of England. Areas of expertise include operational management, business growth, strategy and partnership development. He has experience of leisure asset transfers, joint ventures and company mergers and is a Fellow of CIMSPA. Darren enjoys time with his family, playing piano in a band and following his son - an international golfer.

Tim Mills

Tim Mills

Tim has been in senior management roles in the sport and leisure sector for over 20 years, including more than ten years as Director of Business Development for a major leisure trust. He has also worked in the local authority and private sectors and his particular areas of expertise include business planning, operational management, facility feasibility studies, tender preparation and partnership development. In his spare time, Tim enjoys family life combined with a mix of tennis, squash, golf and cricket.

David Hearn

David Hearn

David is strong in people leadership; combining a consultative and advisory approach, proven commercial skills and project-leading abilities. He helps organisations to maximise their ROI's, engage diverse stakeholder groups and deliver targeted goals, in sometimes politically charged environments. He has a background in contract management and operational improvement within the sport and leisure sector. He is a co-opted Trustee of Lewes based leisure operator Wave Leisure. Outside of work, his passions include reading, researching and getting outdoors.

Nick Page

Nick Page

Nick has worked at FMG since leaving University in 2011 where he gained a 2:1 in Sports Science. Working across various projects whilst at FMG, Nick has specialised in delivering facility feasibility studies, business planning, business cases and strategy projects for various partners from the voluntary sector through to NGB’s. Nick has a particular interest in football and has been a key part of FMG’s football consulting team.

Outside of work, he plays cricket for his local club and is a season ticket holder at Tottenham Hotspur.

Dave Cove

Dave Cove

Dave has over 30 years' experience in the leisure industry, 14 as a CEO of a successful leisure trust known for its innovation and strong community engagement. Dave also has a wealth of experience of boards as a Non-Executive Director including; The Sports Council Trust Company, The Football Foundation Grants Panel, Sports Leaders UK, Wycombe Wanderers FC Foundation and British Surfing.

He loves to travel and been involved in the building of a school in Nepal.

John Bates

John Bates

John joined the team at FMG in January 2020 having worked in the sport and leisure industry for over 35 years. He has a finance background and a thorough understanding of Leisure Contract Management having worked as a Regional Director and a Business Development Director for one of the leading leisure management companies.

John is a keen sportsman, with a single figure golf handicap, representing Berkshire Over 60's cricket team and is a qualified FA referee.

Beatrice Wheatley

Beatrice Wheatley

Beatrice has worked for FMG since leaving University where she gained a 1st Class Law Degree with Honours. Since joining FMG, Beatrice has worked on numerous strategy and facility development projects and is particularly experienced in consultation, data and business analysis, and the procurement of public sector leisure services.

Outside of work, Beatrice is a member of her local running club and a keen equestrian, often competing on her horse, Marty.

oliver Hitchcox

Oliver Hitchcox

Oliver has over 10 years’ experience working within sport development, with a background in facility development and strategic modelling. He enjoys delivering community led projects that help to increase participation within sport and physical activity.

Outside of work he enjoys spending time with his family, traveling, going to the gym, football and live music.

Louis Thompson

Louis Thompson

Louis is a data scientist for FMG, specialising in data-driven solutions to complex problems. A graduate in Physics, he has extensive experience with tackling varied real-world problems as well as a proven track record in developing new tools and techniques. He’s otherwise passionate about health and fitness, as an avid gym-goer.

Simon Burnett

Simon Burnett

Simon is a Director of Consulting at FMG and our strategic lead for Health and Wellbeing. He is a highly experienced ex-local authority officer with more than 35 years’ experience of managing services and developing strategic partnerships in the leisure, culture, health, wellbeing, social care, education, employment, regeneration and community sectors.

A keen sportsman and swimmer, Simon as swum all the lakes in the Lake District and also enjoys playing rugby.

billie early


Billie is a Project Manager working on one of FMG’s international projects with other colleagues. She has a Masters Distinction in Contemporary History, and she enjoys using creative and strategic problem-solving to manage projects. She is a great communicator and organiser.

Gabriel Ortiz

Gabriel Ortiz

Gabriel has a 1st Class BSc(Hons) in Sport Management and a Distinction for an MSc in Sport Management, Politics, and International Development. Gabriel experience includes demographic analysis, strategic reviews and business planning and analysis. He has worked on a range of projects, from feasibility studies to strategic reviews and the procurement of public sector leisure services.

In his spare time, Gabriel has a passion for football, film, and exploring different languages and cultures.

Shicksha Bhinda

Shicksha Bhinda

Shicksha has joined the team as a junior data scientist to support and develop our data insight work and sports planning models. She is currently studying Data Science and Computing and has a great passion for numbers and statistics.

She is a keen badminton player and has represented her country in this sport. Shicksha also enjoys morning runs.

What sets us apart

Our why?

We all fundamentally believe in the positive power of sport, leisure and physical activity and the difference this can make to individuals' lives.

We are passionate about working with our clients to deliver solutions that bring about behavioural changes in order that everyone can share in the benefits that this positive power can bring.

Our approach

Our foundation is based on sector knowledge, skills and experience delivered directly from consultants who have recently worked at very senior levels in public, private and third sector organisations within the sport and leisure industry. Therefore, we are able to provide focused, operationally-sound strategy, delivery and training solutions. Our team understands from a delivery perspective the issues facing clients as well as options and practical solutions.

Our values

We have many values that set us apart from our competition including:


By developing better services, constantly seeking to improve customer satisfaction, and increasing the productivity of everyone in the company.


In how we do business with clients that ensures our clients are happy with the quality and the value of our work to their organisations.


All members of the company are encouraged to think outside the box, to express themselves and to deliver the unreasonable ambition.

Environmental Responsibility

Our carbon footprint is kept to a minimum; we use public transport and video conferencing, limit printing and offset carbon where possible.


You'll find us very approachable and happy to have a chat

If you'd like to find out more about FMG or have a project you'd like to discuss in more detail, please feel free to contact us via one of the following options. We look forward to hearing from you.

How you can find us:

FMG Consulting Limited
Bank House, Market Square
Congleton, Cheshire CW12 1ET

Tel: 0330 4000 481

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Find more about us and see what we're up to on LinkedIn and Twitter.

Registered in England & Wales. No: 07309324     VAT No: GB993 4841 72

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