Our leadership

Executive Team

Experienced operators from elite sport, technology, and marketplaces – aligned around one mission: making world-class coaching radically more accessible.

Core leadership

The OneCoach executive team combines decades of experience scaling digital products, building high-performing teams, and working directly with athletes and coaches.

Serena Guthrie

Head of Partnerships

Currently England Netball captain and captain of Team Bath. Serena has been at the top of her sport for over 10 years now.

Simon Martin

Head of Operations

An ex professional Bristol and Coventry rugby player, Simon is a qualified Level 3 rugby coach and Level 3 coach mentor. He is currently head of rugby development at the All Golds RLFC.

Matthew Johnson

Coaching Advisor

Current CEO and founder of the Reading Rockets who support over 1,000 players each week from grassroots to pro. Performance Sport Director at JMA school (Now Hartland High School in Reading) and previous GB head Coach at u20 Women's European Championship level. Assistant Coach through World Student Games and England u16 and u18 levels. Coach Mentor and consultant to NGBs and clubs across GB.

Andy Baker

Executive Director

Andy is a leisure operator and sports entrepreneur with 25+ years' experience at major companies including David Lloyd Leisure, Whitbread, Vinci, Sainsbury's, Ingesport, and HKS. A former teacher, he founded Reebok Clubs, a family-focused health club chain centred on value and teenage mental health, alongside related ventures such as Hddle (multi-sport), new padel concepts, and SwimSpa (day spa chain), each run with its own CEO and board.

Jonathan Tate

Non Executive Director

Senior executive with extensive experience in running and transforming businesses, with a focus on digital and technology enablement based on 22 years as a PwC partner. Experienced NED with current roles at a private aerospace company (Chairman and Remco chair), a leading Cyber Security consulting firm (Chairman) and a start-up building an online fitness platform.

How we lead

Athlete-first thinking

Every roadmap decision is filtered through the impact it has on real athletes, parents, and coaches using OneCoach today.

Safety & trust by default

Verification, safeguarding, and transparent feedback loops are foundational to how we operate – not an afterthought.

Long-term partnerships

We aim to be a multi‑year partner for coaches, clubs, and organisations, not a short-term booking tool.

Talk to the team

Want to learn more about OneCoach, partnership opportunities, or how we verify coaches and protect athletes?