Swim Against The Tide


In this fascinating conversation, Jon Dutton OBE, CEO of British Cycling, shares his incredible journey in sports management, highlighting the challenges and triumphs he has faced.

He reflects on his experiences with running the Rugby League World Cup through COVID 19 and the lessons learned in leadership, emphasising the need for trust, purpose, and continuous learning.

In his role at British Cycling, he discusses the importance of social impact, the balance between commercial success and cultural growth, and the diverse disciplines within the cycling world.

He also looks forward to the future of British Cycling, including the upcoming Tour de France Grand Depart in 2027, and the organisation's commitment to making a positive societal contribution.

Finally, he gives advice around about how to build a brilliant career by following a North Star and being as kind to yourself as you would be to other people.

The SATT Team :) 

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What is Swim Against The Tide?

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email satt@thisisaudience.com and we will be in touch.