Case Study: BMW

The Long Term Partnership

Sporting Edge has supported BMW since the London 2012 Olympics when we designed and delivered a high performance workshop series which took the lessons from elite sport into their business. The programme was delivered across numerous departments and helped BMW’s leaders and teams to become more resilient, focused and successful – all attributes which corporate athletes share with their Olympic peers.

The Current Challenge

Following successful sales results in 2015, BMW Sales Director Richard Hudson was looking for a fresh impact for the 2016 Annual Sales Conference in Liverpool. With over 400 key representatives attending, this needed to be an inspiring and engaging event for the delegates. Sporting Edge were approached to design and deliver a bespoke solution which not only captured the imagination of the sales teams but also equipped the audience with practical tools and techniques that they could share with their own regional teams.

The Solution

Following UK MD Graeme Greive’s welcome address, Jeremy Snape delivered a powerful keynote speech entitled ‘The Winning Mindset’ which illustrated how the world’s best sports performers develop ambitious goals and then focus on delivering them. With a blend of personal insight, theory and video content from Sporting Edge’s exclusive Performance Zone library, the feedback from the event was excellent.

Bespoke Workshops

In addition to the keynote speech Michael Caulfield and Jeremy delivered 2 x 60 minute “break out” sessions which allowed greater interaction and discussion on how to develop a high performance culture in business.

Digital Content and Cascade
Like many executives, BMW’s sales network manage multiple priorities and timelines so the time they have available to invest in formal learning is limited. Sporting Edge’s Digital Performance Zone was the perfect way for the leaders to cascade the inspirational thinking from the conference events back into their own businesses. With personal access to over 300 video insights, the executives were able to share the video insights and activities with their teams which maintained the momentum for an extended period.


Richard Hudson - BMW Sales Director Video: Richard Hudson
Sales Director, BMW Group UK

“We've worked with Sporting Edge for several years now at BMW. We've seen a positive shift in mindset and results.”

Richard Hudson, Sales Director BMW Group UK