Understand where you are and measure what matters.

Firetail’s Sports Purpose Readiness Assessment  helps organisations to map where you are now, diagnose “weak spots” and opportunity areas, and focus efforts where they can have greatest impact.

Each organisation is assessed across several dimensions, with tailored indicators for each:

• Leadership and Governance: Does the board actively champion social purpose?

• Commercial fit: Is there alignment between commercial considerations and social impact activities?

• Partnerships and Stakeholders: Are the right actors engaged (local gov, sponsors, communities)?

• Audience and Participation: Are key audiences engaged meaningfully and inclusively?

• Infrastructure and Access: Are access barriers addressed equitably?

• Impact and Learning: Are outcomes measured, shared, and used to improve?

Embedding purpose into strategy, operations, governance, and communications.

A strong impact strategy transforms purpose from a side ambition into a core driver of organisational direction. When social and commercial activities align, they amplify one another, creating shared value that neither could achieve alone.

Going further than the Readiness Assessment, the impact strategy development process:

• Conducts a 360° assessment of organisational strategy, priorities, audiences, and stakeholders.

• Maps current internal readiness alongside opportunities in the external landscape, including funder and sponsor priorities.

• Diagnoses where strategy, purpose, and impact are aligned — and where gaps or tensions exist

• Equips leaders and teams with the clarity and confidence to define the outcomes they want to achieve and the pathways to get there.

• Supports the creation of a theory of change and strategic framework that connect day-to-day activities to long-term social impact.

Read about our work with the British Paralympic Association here.

Measuring impact, learning fast, and improving what you do.

Firetail’s Impact Assessment turns activity into evidence and evidence into better decisions. We build robust, proportionate evaluation systems that prioritise learning, help you iterate, and demonstrate value to partners and sponsors.

What this looks like in practice:

• Robust evaluation. Clear questions, indicators, and methods tailored to your programmes, audiences, and context.

• Practical data systems. Simple, reliable ways to collect, store, and analyse data, from baseline to follow-up, without overburdening teams.

• Impact you can report. Compelling, transparent reporting that combines numbers with stories; ready-made assets for funders, sponsors, boards, and media.

• Learning that sticks. Cycles of reflection to surface what works, what doesn’t, and why, which then feed changes into plans and budgets.

• Continuous improvement. Clear recommendations and decision prompts so teams can prioritise, stop or scale activities, and strengthen delivery.

• Capability building. Coaching and templates to embed a learning culture across the organisation, ensuring good practice endures beyond the project.

Outcomes you can expect include a structured understanding of your impact, credible and compelling evidence for partners, and a confident, replicable way to improve performance over time.