How York Community Stadium is set to provide a ' live, working classroom' for new business leaders

The York Stadium Management Company (York SMC) has also picked up some silverware of its own and, under executive director Martin Jesper, it is preparing to launch an Education & Training Centre, offering a hybrid learning environment for students who want to work behind the scenes in elite sport. York SMC scooped the ‘Community Impact Turnaround of the Year Award 2025’, in recognition for its transformation of the LNER Community Stadium over the past four years.

The national award, presented at the Institute for Turnaround (IFT) Annual Awards Ceremony in London, celebrates organisations that demonstrate leadership and innovation in the face of challenges.

"Winning the IFT award was fantastic; we were up against tough competition and seasoned professionals,’’ Mr Jesper said. “It was a massive recognition for numerous individuals involved in delivering the transformation and has enhanced our reputation and credibility with key stakeholders, including the City of York Council. The turnaround award from the IFT was for Community Impact. Not only did we bring in significant additional income and pitch usage, we also brought national and global awareness to the quality of the stadium that strengthens its community links and reputation.”

As a not-for-profit enterprise, all revenue generated by York SMC is re-invested into the stadium’s infrastructure and facilities, with the aim of driving improvements rather than depleting reserves by redistributing funds to private enterprises.

Mr Jesper is passionate about providing opportunities for young people. He said the stadium, which opened in 2021, took on an additional 100 workers during the Women's Rugby World Cup. The average age of these new recruits was 17.

"The young staff that come to us are often extremely shy in their first working role and it is simply fantastic to watch them mature into young adults in the space of a few months. Being asked to stand in front of thousands of passionate fans, and deal with the situation calmly, makes them grow up very quickly.

"It's lovely to see how they develop as people. After the Women’s Rugby League World Cup 2021 put us on the map, it was clear that the size of our stadium is ideal for many fixtures across different sports.

"If you put 8,500 people into a 20,000 stadium, people rattle around. This is our sweet spot. We don't have to go chasing stadium users because they come to us because it's the ideal size.”

Mr Jesper, who holds an MsC in Sports Directorship from the University of Salford, was previously chief executive of Darlington FC, a club that had been on a rollercoaster ride before he arrived.

"The club had just come out of administration for the third time in nine years,’’ he recalled. “They had lost their stadium and were playing in Bishop Auckland and I was asked by one of my professional contacts if I fancied getting involved.

"I loved it so much; which is why I then went out looking at other opportunities including a period of time at Hearts in Edinburgh and advising several other football, rugby and cricket clubs.”

"From being a youngster, all I wanted to do was play sport. Any sport! In the end, sport was what I did for fun.

"Now working in a sports environment has helped me re-connect with something that was so important to me growing up."

Which brings us to plans for the Education & Training Centre, which is set to provide pathways into careers in business, commercial and operational management roles within sport, while strengthening the company’s role in developing skills and opportunity within York.

Mr Jesper said the first cohort of around 20 students is set to arrive in September 2026.

He said the first year will be about “proof of concept” and thereafter it will look for Department for Education funding.

He added: “ Our Education and Training College initiative is aimed at giving people choices; built on a passion for sport that inspires and motivates learning and personal development.

"Students will get skills that will help them in any sector. Their CV will stand out because they’ll also leave us with vocational experience and a range of life skills qualifications.

"They will have more than one piece of paper to show to prospective employers that they are both qualified and highly employable.

"Plus they'll earn while they learn,’’ he added. “This idea has evolved over the last two and half years based on our experiences educating people about how sport works behind the scenes in the stadium and also has potential for delivery into grassroots sports clubs – in any sport – and adults keen to understand how sport really works.

"And all delivered from the inspirational environment of the LNER Community Stadium which provides a live, working classroom at every fixture that really enhances students' learning experiences.”

"In terms of my legacy here, I would like to be remembered for having made a lasting difference to the community through the college initiative, which will inspire youngsters to pursue their passion for sport generally, regardless of whether they have exceptional talent on the pitch or the court.“ “I'm fortunate to have learned so much and had so much experience.

"If I can share that with other people it will give them a chance to do something they love.“