Business Spotlight: Strategic 10

Strategic 10 is a leadership coaching company founded by business consultants and leadership coaches Mark Williams, Tanya Semerad, Simon Pridham, and Simon Thomas, who bring together their elite sports backgrounds and a shared passion for business leadership. Working with a range of elite athletes and business leaders called ‘Associates’, Strategic 10 focuses on delivering tailored, high-performance coaching for business leaders by leveraging the mindset and leadership strategies developed by top athletes.

Joining GlobalWelsh for Business in 2024, Strategic 10 wants to connect with Welsh leaders worldwide and showcase Welsh leadership excellence on the global stage. We caught up with  Simon Thomas and Mark Williams to learn more about their unique approach and their vision for the future.

Tell us about how Strategic 10 started…

Simon: Strategic 10 was founded by a group of leaders who all share a strong connection to elite sports, particularly rugby, but also extending to other sports, such as boxing and hockey. Throughout our business careers, we saw that there were significant synergies between elite sport and executive decision-making. For example, dealing with conflict in the changing room is very similar to resolving conflict in the boardroom, and managing a high-performing individual who isn’t a team player in sport is much like managing a key employee in a business.

Through our work with top athletes, we saw how the mindset and leadership skills from elite sports could be applied to business. One of our associates, Jonathan Davies, showed us that success is not just about skills, but also how you manage yourself, handle feedback, and respond to criticism. These high-performance habits could really help business leaders too.

Along with our sports expertise, our team brings diverse experiences, having overcome both personal and professional challenges. This has shaped our coaching model, designed to help others reach their goals by combining the best of sports leadership with the demands of the business world.

What sets Strategic 10 apart, and how does it address a specific need in the market?

Simon: Strategic 10 stands out because of the unique mix of experience our associates bring. Our team includes elite athletes like Jonathan Davies, Former international Hockey player Ria Burrage-Male, Cliodhna Maloney, an Irish international rugby player with PriceWaterhouseCooper experience, Ben Breeze, Charity Leader & Former Welsh International Rugby 7’s player. This diverse blend of past and present athletes creates a dynamic offering that resonates with a wide range of business leaders.

Mark: We ensure our team is diverse to cater to the differing needs of businesses. While Jonathan’s experience is valuable, we recognise that other businesses may connect better with different associates, so we offer a variety of voices and skill sets. With varied career experiences, we bring both successes and challenges into our coaching model, helping others navigate their own journeys.

Simon: What truly sets us apart is our strong Welsh core - 80% of our team is Welsh. We're proud to represent Wales globally, showcasing the work ethic, honesty, and commitment that define our culture.

Tell us about your leadership coaching programme…

Simon: Our leadership coaching programme addresses common challenges like misalignment, limited skills, and conflict within senior leadership and executive teams. These issues are very common and often cultural, a result of balancing work and life or handling stress.

We offer tailored workshops, both individual and group, that focus on coaching and mentoring to enhance leadership performance. Our elite athletes bring their top-level experience to help leaders apply sports principles to business, through one-on-one sessions, group workshops, or even informal settings like a round of golf.

Mark: Our programmes are bespoke, designed to meet each client’s specific needs with measurable results. We ensure the coaching directly impacts KPIs, such as improving team performance or achieving a set business goal.

Can you share an example of success so far?

Simon: Our biggest success so far has been transforming elite athletes into world-class business mentors and coaches. One example is Jonathan Davies, who initially wasn’t sure how to translate his elite sports experience into the business world. After our coaching, he now feels confident leading C-level conversations.

But our approach isn’t just about coaching - it’s based on certified, proven high-performance methodologies used by top global executives. Led by Tanya, our coaching is scientifically backed and results-driven. We focus on incremental, measurable change, tied to clear KPIs, ensuring that our associates can make a tangible impact in the business world and continue to grow as effective business mentors.

Why did you join GlobalWelsh, and how can we support your journey?

Simon: I’ve been a GlobalWelsh member for a few years, joining whilst I was living in the US and working in tech. I joined because I saw it as a great organisation to showcase the potential of Welsh professionals globally. I had to leave Wales to build my career, and I’m passionate about being part of  GlobalWelsh and being able to highlight what Wales can offer to the world.

Mark: I share the same sentiment. Living in England myself, I remain proud of my Welsh roots and see GlobalWelsh as an excellent way to connect with others who want to see Wales succeed across various sectors, whether it’s business, culture, or sports.

Simon: We want to help Welsh leaders worldwide realise they can work with elite talent, not just for inspiration but for tangible business impact. It’s about connecting with other influential Welsh leaders globally and showcasing the high-performance coaching we provide.

What are your ambitions for the next year?

Simon: Our goal is to build a strong foundation and earn the trust of both our associates and clients. Within the next year, we hope to have five or six core clients, a lean, high-impact operation, and a reputation for delivering value while representing Welsh excellence. 

Mark: Ultimately, it's about taking the journey and seeing where it leads. If we can add real value to our clients, associates and put Wales on the map, we’ll consider it a real success.

REGISTER FOR STRATEGIC 10 & GLOBALWELSH PRESENT: ELITE PERFORMANCE IN BUSINESS >>

CONNECT WITH STRATEGIC 10 VIA GLOBALWELSH >>