Business Development Team

The Business Development team, led by Parkwood Leisure’s Sales and Marketing Director, Joanne Martin, is dedicated to working with local authorities to find the right management solutions for their leisure facilities. Due to considerable success, Parkwood Leisure has more than doubled in size since 2004, which has brought with it a wealth of business development experience.

By ensuring each business opportunity is dealt with in an individual way, the business development team is able to evaluate client requirements and offer the best bespoke solution and provide high quality leisure management services to each and every client.

Joanne Martin - Sales and Marketing Director

Joanne offers a diverse breadth of knowledge in the leisure industry. Following her mathematics degree at the University of Sussex, Joanne worked as the Sports Development Manager for the University of Wales, Cardiff and later as the Special Events Manager for the luxurious and high profile Celtic Manor Resort in South Wales.

After delivering a number of prestigious sports and entertainment events for the Celtic Manor Resort, Joanne joined Parkwood Leisure in 2009 as Assistant Regional Director for the South West overseeing 20 varied leisure and culture venues, including the commissioning of a new £30m PFI leisure Centre in Bristol.

Now responsible for both the Business Development team and the Sales and Marketing Department, Joanne is able to draw on her commercial and operational experience whilst utilising 20 years’ success in sports development, events management, sponsorship generation, sales and marketing.

Joanne holds a BSc (Hons) in Mathematics, is NEBOSH qualified to Distinction level, holds a PRINCE2 Project Management Certificate and is a certified National Pool Plant Operator.

Joanne is social secretary and an active member of the Ladies Masters Rowing Squad in Worcester, she enjoys cycling, circuits and keeping fit.

Laura Fish - Business Development Analyst

Laura joined the Business Development team in March 2017, having previously worked in the Financial Accounts team of Parkwood Leisure since October 2015. Laura is a fully qualified Chartered Certified Accountant and brings with her significant knowledge and experience of financial modelling and contract review.

In June 2012 Laura gained Distinction* Distinction* Level 3 BTEC National Diploma in Sport (equivalent to two A* A Levels). Laura then chose to study for her accountancy qualification, she worked hard and was able to combine her two passions of sport and accountancy by gaining employment with Parkwood Leisure.

Laura’s main responsibilities are to ensure financial robustness of models used in bid submissions, lead tender processes, research and analysis of key business areas and development of new business opportunities. Laura has previously worked for a range of organisations including Sanctuary Housing and Hoople Ltd.

Laura is a qualified UKCC Level 1 netball coach, holds a Level 3 Certificate in Higher Sports Leaderships and was nominated for Young Good Citizen of the Year 2011.

Laura is a keen netball player and currently plays for Luctonians Netball Club in Leominster, as well as being involved in running the Hereford County Netball squad. 

Kevin Darley - Business Development Manager

Kevin joined Parkwood Leisure as Business Development Manager in August 2017. He provides a wide range of operational knowledge, including a proven track record of business growth within the sport and leisure industry.

Graduating from University of Hull with a Sport & Leisure Degree (BA Hons), most noticeably receiving a 1st class award for his dissertation on Sport, Activity and Leisure acting as a vehicle for improving social integration and engagement.

He begun his career with Greens Health & Fitness as a Sales Manager in the Leicestershire region before moving into the West Yorkshire district as a Deputy General Manager for Nuffield Health. Whilst managing the daily challenges of running a successful health club, Kevin particularly assisted in working within a new business model which was cost effective and oversaw strong commercial success. Proving his business acumen and ability to adapt to any given local market, he was appointed as General Manager of Nuffield Health in 2016. Kevin swiftly acted on behavioural change and business strategy which saw improvements in service delivery and business growth across all departments.

Kevin continues to be involved in a number of sports and outdoor activities, participating in squash, swimming, mountain climbing and playing for Loughborough Town Football Club.

Richard Bradford - Tenders Manager

Richard joined the Parkwood Leisure Business Development Team in May 2017 following a successful sports development career. He brings with a wealth of experience in this field. Initially with Walsall Council, Richard operated as Club Development Officer and led the Sports Coaching team delivering high quality provision to schools across the Borough before joining the Amateur Swimming Association (ASA) as an Area Swimming Manager covering London. Working closely with major Leisure Operators, Richard worked to develop all areas of swimming in the Capital.

Following this, he moved to Dubai as Business Manager for one of the premier swimming providers in the UAE imparting the latest industry knowledge to take the business forward. Following his return to the UK in 2015, Richard re-joined the ASA as an ASM covering the South East and subsequently the Birmingham area, continuing to develop swimming by improving the quality of provision and through ground breaking initiatives such as the ASA’s consumer behaviour change research.

Richard has a Masters Degree in Sports Development and a BSc. (Hons) in Sports Science with Leisure Management. He enjoys fitness and is a keen swimmer. Richard also volunteers for the British Olympic Association (Team GB) and was a key member of the support team for both the London and Rio Olympics.