England Athletics Appoints Skylab As Digital Partner

Digital innovation agency Skylab has been appointed as the long-term digital partner for England Athletics, the membership and development body for grassroots athletics and running in England. Skylab has been tasked with creating the new England Athletics digital strategy as well as the design and build of the new website.

Having developed a new strategic plan for the sport in 2017, England Athletics recognised that embracing digital innovation to move the sport, and the work it delivers, forward will play a vital part in its success.  Chris Jones, CEO of England Athletics says, “Part of our on-going review process highlighted that we needed to streamline how we operate digitally to help our member clubs and athletes access our services, programmes and discounts as quickly, efficiently and in as personalised a fashion as possible.

“Our new website is designed to cater for everyone and reflect our key values of ‘Pride, Integrity and Inclusivity’ by ensuring that everyone has access to the information they need, when they need it. Grassroots athletics and running is a highly diverse sport with many different events and disciplines so everyone needs to access different information digitally:  there’s no such thing as a ‘typical’ athlete or runner!

“Developed through working in partnership with Skylab, our new website reflects the key principles of our digital strategy and is fully responsive, easy to navigate and presents information in a user-friendly format. We are continuing to work to evolve our website to bring together other parts of our digital pathway to give our member clubs and athletes, the best possible experience of our work.” 

Nigel Collier, CEO of Skylab said, “Digital innovation and strategic partnerships are at the core of what we do and with a 13-year heritage in digital strategy, websites and web applications for the sport, health and leisure sectors, including working for many national associations and world federations, our experience and expertise is a great fit with England Athletics’ strategic plan. We are looking forward to architecting the digital transformation of England Athletics and working together in a long-term partnership.”

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