About me and why I’m so passionate about this work
Hello, I’m Josie
I’m a mum. Sport enthusiast. Coach. Match official. Volunteer. I've stood on a lot of sidelines and I've seen what happens when sport gets it right for kids, and when it goes terribly wrong.
In my professional life, I'm a strategic consultant with over 25 years of global experience in DEI, insights and culture change. I help organisations stop talking about their values and start living them to turn intent into measurable, lasting action.
Sport is where my heart is.
The flashy, high end, big budget world of sport? Yes.
But also loudly & unapologetically… yes to grassroots. Yes to the community clubs and rainy weekend pitches where the real foundations are laid. Where children learn who they are, how to lose, how to belong, and why they want to keep coming back.
That's the sport I believe in. And that's the gap I built Kin & Kind to fill. Kin: the power of each other. Kind: the power of how we show up.
I’ve worked with boards, leaders, volunteers and organisations navigating complex cultural change. With professional and lived experience spanning across sector, brand & community I understand the view from the Zoom exec meeting room and from the cold, muddy touchline.
If you care about the future of youth sport, let's talk. I'd love to build something better, together.
Meet Freya, one of the brilliant consultants we love to work with
Hello, I’m Freya
I am a qualitative researcher with over a decade of experience bridging the gap between complex human behaviour and organisational strategy. My work is powered by Behavioural Science, ensuring deep, rich insights translate into clear recommendations.
A personal and professional goal of mine it to support everyone - especially women and girls - to find their place in sport and build a healthy relationship with physical activity from a young age.
I’ve worked across a range of public and private sector clients, across a host of challenges - most notably behaviour change, brand strategy and comms development, audience understanding, customer experience and behavioural journey mapping.
I bring applied behavioural science expertise across core frameworks (COM-B, B=MAP, context model) and a host of principles. I can support wider conversations through Bsci consultancy and workshops.
I have a wealth of experience across qualitative methodologies - IDIs, paired depths, groups, observation, intercepts, online platforms, behavioural journeys/diaries, ethnography - running projects from foundational review and hypothesis development, to delivery of debriefs, workshops and co-creation sessions. My experience spans UK and International work, quick turnaround and longitudinal studies, and moderating a range of audiences across sensitive topics.
How we roll
Small, relationship & values driven
Deep culture and people focus by starting from the inside-out
Bespoke partnerships to create solutions together
We work with National Governing Bodies, community clubs and organisations focused on youth experience, inclusion, and culture
insight, ideas, community, Impact.
At out core, we believe that stronger communities grow through sport; and in turn sport nurtures, connects and acts as the foundation of thriving communities.
We work alongside the people who power grassroots environments; coaches, volunteers, leaders, young people themselves to turn insight into practical change.
Our approach is grounded in lived experience, community connection and a deep understanding of what helps young people in sport, confident and able to thrive.
Through consultancy, research & insights, capability‑building and storytelling, we help organisations create environments where participation is possible, leadership is nurtured and belonging becomes the norm.
This is sport shaped from the ground up, informed by evidence, driven by people, and built for lasting impact.