In this episode of the 5Thread Podcast, I’m joined by Steve Muturi, founder of Ni Wakati Sports Africa. Based in Nairobi, Steve is building opportunities for young people in Kenya through grassroots and emerging sports, from jump rope and dodgeball to esports and freestyle trampolining.

We talk about:

*Why access to play is a right, not a privilege

*How grassroots sport can be more innovative and dynamic than traditional systems

*The challenges and opportunities of second-hand clothing markets in Africa

*Turning denim waste into sustainable dodgeballs

*Creating entrepreneurial and digital skills pathways through sport

*The power of partnerships to scale impact

Steve’s passion is contagious, this episode is a reminder of how powerful grassroots innovation can be in breaking down barriers, creating joy, and opening up career pathways for young people. For more information follow Steve via Linkedin or via Instagram niwakatisports

In this episode, I sit down with Neil Meredith, an industry leader in the world of sport and tech who often finds himself bridging the gap between innovative start-ups, brands, and football clubs. While Neil doesn’t come from a sustainability background, he’s developed a deep understanding over the years of what it means to shift from irresponsible to responsible practices, particularly when it comes to product and partnerships in football.

We dive into the evolution he’s witnessed across his career, the operational challenges clubs face, and why there can be a disconnect between communication between smaller brands and large clubs. Despite the constraints, Neil believes that football really does care about sustainability—it just needs to navigate a complex landscape to make it happen.

What makes this conversation especially meaningful is Neil’s grounded, down-to-earth approach and the ability to see sustainability from all sides - both understanding the commercial constraints but also the opportunities. We talk not only about the practical side of the industry but also about how important communication and skills such as resilience, empathy, and kindness are. Qualities that are often overlooked but crucial to making real change in the day-to-day business of sport.

If you're curious about how sustainability meets football, and what it takes to make change from the inside out, this one’s a must-listen.

I’m joined by Ben Hardy-Jones, Sustainability Lead at the Desert Vipers. Ben is responsible for measuring and reducing the Desert Vipers' environmental impact, identifying ways to drive widespread sustainability efforts within the community and through partnerships, and championing sustainability to mass audiences through media.

In this episode, we discuss kit, and why it has been a key focus for the Desert Vipers over this past season. We talked about how being new to the industry gave Ben a fresh perspective, why 94% of their plastic footprint came from kit, and how he’s navigated partnerships, commercial pressures, and fan expectations while keeping sustainability front and centre.

Ben gives us an honest, insightful look at what it really takes to embed sustainability into a fast-moving, high-profile sporting organisation. From tackling plastic in kit and reshaping supply chains to navigating internal buy-in and the complexity of sponsorship logistics, this episode is packed with practical lessons for anyone working at the intersection of sport and sustainability.

We explore why being new to the industry can be a superpower, the hidden environmental impact of sports kit, and how to build trust with suppliers, staff, and players. Ben talks about making brave decisions in uncertain conditions, why iteration often beats perfection in sustainability work, and how kit redistribution can create meaningful social impact.

This conversation goes beyond carbon metrics and annual reports. It’s about taking bold action, staying honest about what’s within your control, and being willing to iterate, fail, and try again. If you work in sport, sustainability, or anywhere between the two, this one is packed with insights you won’t want to miss.

🔗 Connect with Ben: Ben Hardy-Jones on LinkedIn

In this episode of the 5THREAD Podcast, I’m joined by Simon Gresswell, a seasoned expert in sports licensing and merchandising, to explore why the traditional football shirt business model is ripe for disruption.

Simon shares his journey into the world of licensing, reflecting on how the industry has evolved alongside the rise of digital platforms and e-commerce. We discuss the growing need for sustainability in sports merchandise and how sports organisations can adopt more responsible practices while still remaining commercially viable. The episode also touches on how digital transformation has shifted consumer behaviour, redefining what fans expect from sports merchandise and why Simon believes there will always be a place for physical products. He also explains why giving something away for free might just be one of the best investments a brand can make to engage its fans.

Whether you're in the business of sport or simply curious about the systems behind the products that bear your club's name, this is a thought-provoking episode not to be missed.

Welcome to Season 3! I’m joined by Jo Redfern, Founder of Futrhood Media and a specialist in Gen Z & Gen Alpha media strategy across platforms like YouTube, Roblox, TikTok. With a wealth of experience across brands like Disney, BBC, and WWE, Jo brings a unique perspective on the future of fandom and why sport must move faster to keep up.

We dive into the seismic shifts in how young audiences connect with sport, what traditional rights holders are getting wrong, and how organisations can reimagine their digital strategies to stay relevant in a rapidly evolving landscape.

Whether you're in sport, media, or digital marketing, this episode is packed with insights on:

✅ Why Gen Z and Gen Alpha consume sport differently — and what that means for your content

✅ The power of story, identity, and community in modern fandom

✅ What sport can learn from entertainment and creator culture to stay culturally relevant

✅ How to build digital ecosystems that actually engage younger audiences

✅ The monetisation models of tomorrow (and why waiting is no longer an option)

I learned so much recording this episode. What sets Jo apart is her practical approach; she breaks complex trends into actionable takeaways you can start using straight away.

🔗 Connect with Jo on LinkedIn: https://www.linkedin.com/in/joredfern/

In this special three-part bonus episode, I sit down with Jessica Reed-Robbins, an NLP Master Trainer and Breakthrough Coach, to explore the deep connections between our belief systems, resilience, and how we can apply mindset tools to navigate challenges.

🔹 Part 1: What is NLP & How Can We Use It?

Neuro-Linguistic Programming (NLP) is a powerful tool for transformation—but what exactly is it? Jess explains NLP in simple terms and offers real-world applications to help you improve communication, reframe challenges, and unlock your potential.

🔹 Part 2: Resilience & Empowerment for Changemakers

Working in sustainability can be tough. Burnout, frustration, and feeling like progress is slow are common challenges. Jess shares powerful mindset shifts and practical strategies to help sustainability professionals stay resilient, motivated, and impactful.

🔹 Part 3: The Power of Childhood Beliefs

How do the experiences and messages we receive as children shape our self-belief, resilience, and even our approach to sustainability? Jess unpacks the psychology behind our thought patterns and how we can rewire them for success.

Whether you're in sustainability, leadership, or just looking for ways to feel more in control of your mindset, this conversation is packed with insights and actionable takeaways.

📌 Find out more about Jess and her resources at https://www.reed-robbins.com/

🎧 Tune in now and let’s dive in! 🚀

In this special three-part bonus episode, I sit down with Jessica Reed-Robbins, an NLP Master Trainer and Breakthrough Coach, to explore the deep connections between our belief systems, resilience, and how we can apply mindset tools to navigate challenges.

🔹 Part 1: What is NLP & How Can We Use It?

Neuro-Linguistic Programming (NLP) is a powerful tool for transformation—but what exactly is it? Jess explains NLP in simple terms and offers real-world applications to help you improve communication, reframe challenges, and unlock your potential.

🔹 Part 2: Resilience & Empowerment for Changemakers

Working in sustainability can be tough. Burnout, frustration, and feeling like progress is slow are common challenges. Jess shares powerful mindset shifts and practical strategies to help sustainability professionals stay resilient, motivated, and impactful.

🔹 Part 3: The Power of Childhood Beliefs

How do the experiences and messages we receive as children shape our self-belief, resilience, and even our approach to sustainability? Jess unpacks the psychology behind our thought patterns and how we can rewire them for success.

Whether you're in sustainability, leadership, or just looking for ways to feel more in control of your mindset, this conversation is packed with insights and actionable takeaways.

📌 Find out more about Jess and her resources at https://www.reed-robbins.com/

🎧 Tune in now and let’s dive in! 🚀

In this special three-part bonus episode, I sit down with Jessica Reed-Robbins, an NLP Master Trainer and Breakthrough Coach, to explore the deep connections between our belief systems, resilience, and how we can apply mindset tools to navigate challenges.

🔹 Part 1: What is NLP & How Can We Use It?

Neuro-Linguistic Programming (NLP) is a powerful tool for transformation—but what exactly is it? Jess explains NLP in simple terms and offers real-world applications to help you improve communication, reframe challenges, and unlock your potential.

🔹 Part 2: Resilience & Empowerment for Changemakers

Working in sustainability can be tough. Burnout, frustration, and feeling like progress is slow are common challenges. Jess shares powerful mindset shifts and practical strategies to help sustainability professionals stay resilient, motivated, and impactful.

🔹 Part 3: The Power of Childhood Beliefs

How do the experiences and messages we receive as children shape our self-belief, resilience, and even our approach to sustainability? Jess unpacks the psychology behind our thought patterns and how we can rewire them for success.

Whether you're in sustainability, leadership, or just looking for ways to feel more in control of your mindset, this conversation is packed with insights and actionable takeaways.

📌 Find out more about Jess and her resources at https://www.reed-robbins.com/

🎧 Tune in now and let’s dive in! 🚀

In the final episode of Season 2, the 5THREAD podcast welcomes Neil Smith, founder of Charity Boots. Charity Boots is a charitable initiative that collects unwanted, used, and new football boots and donates them to underprivileged children in the UK and around the world. In this episode, we explore the environmental impact of extending the life of football boots—complex, multi-component items that currently cannot be recycled.

Neil discusses the importance of reducing financial barriers to participation in sport by providing children with essential equipment and highlights the role of clubs and brands in promoting sustainability. From grassroots initiatives to large football clubs like Everton, Charity Boots makes a powerful case for community-driven environmental solutions.

If you're passionate about sustainability in sports or want to know how you can help keep football boots out of landfills, this episode is a must-listen!

In this episode of the 5THREAD Podcast, Gavin Fernie Jones, founder of One Tree at a Time and Re-Action, shares his journey from working in the ski rental industry to becoming a community leader in sustainability. Set against the backdrop of the French Alps, Gavin reflects on the visible impacts of climate change and how it inspired his mission to reduce waste through upcycling and repair.

Gavin began his initiative with a simple event—a repair day held in response to the impending quiet period caused by Brexit-related uncertainties. With friends repairing clothing and selling secondhand ski gear. This marked the beginning of Gavin’s commitment to building a sustainable, community-centred model, where people actively participate in reducing environmental impact.

Gavin discusses his experience with reusing ski uniforms by patching over branded logos to extend the life of these garments. By diverting waste, especially from the ski industry, and making sports gear more accessible, Gavin’s work emphasizes the importance of reuse, repair, and community engagement. His approach has not only tackled waste but has also fostered a strong sense of belonging in the local community.

A significant part of the conversation focuses on how Gavin and his team opened a community space, funded by ski gear waste, where locals can learn skills such as bike servicing and clothing repairs. This hands-on approach promotes education and creativity when it comes to product life extention, with members of the community contributing in their unique ways—whether by designing patches or teaching repair techniques.

Gavin’s approach is deeply rooted in social sustainability, providing people with the tools and skills to become more self-sufficient while reducing waste. He highlights how creating accessible spaces, like the free children’s clothing rail outside his shop, helps lower barriers to entry for sports like skiing, which can often be prohibitively expensive.

The conversation also explores how Gavin’s work connects to the broader environmental movement. He acknowledges that while waste reduction is vital, the real change comes from altering consumption habits and fostering deeper connections with nature. This holistic view of sustainability goes beyond metrics like carbon emissions, focusing instead on the social value created through community-building efforts.

Throughout the podcast, Gavin’s leadership style emerges as one driven by collaboration, creativity, and a willingness to embrace failure. He emphasizes that building a sustainable future requires systemic change, and this often means being flexible, learning from mistakes, and continuously evolving.

Gavin concludes by discussing Re-Action, a collective of over 40 organizations working across the globe to reduce waste, share ideas, and foster community-based solutions. This initiative exemplifies the power of grassroots movements in creating long-lasting change, driven by shared values rather than profit. By giving local communities the freedom to shape their own approaches, Re-Action encourages creativity and autonomy, allowing diverse solutions to emerge.

In summary, this episode highlights the importance of community-driven sustainability, where individuals and businesses come together to rethink their impact on the environment. Gavin’s story serves as an inspiring example of how small, localized efforts can spark significant change, transforming not only how we use products but also how we engage with each other and the natural world.