Spotlight On Ross Wingfield

With a background as a GB judo international and rugby prop forward, Ross Wingfield brings the resilience and strategic insight honed in sports to his work in business transformation. Now a retired rugby referee and coach, he channels this expertise into impactful change projects, including a current role with NHS England.??

Through his work with smart/tasking, Ross is focused on driving efficiencies and digitalisation in primary care. His work spans Health and Care, Local Government, and Pharmaceuticals, where his insights guide meaningful, lasting transformation. As one of our Client Partners, we recently sat down to ask him some questions about his experience and advice.?

1. How does your experience in competitive sports influence your approach to leadership and driving organisational change???

My sports background shaped my leadership approach by emphasising adaptability, resilience, and leading by example. I believe in ensuring each team member understands their unique role, especially in fast-paced environments where small, incremental changes encourage growth more effectively than big, sweeping changes.?

Working with the scrum at Farnham RUFC taught me that success comes from every individual fulfilling their role, with clear communication and small adjustments unlocking team potential. This approach - focusing on collaboration and continual improvement - has been key for me in driving sustainable success in both sport and business.?

2. When working with companies on change and transformation initiatives, what are the first steps you take to identify and prioritise key areas for growth???

Start with a diagnostic assessment?

Take time to review current processes, workflows, and data to understand where any pain points might be. Frameworks like SWOT or PESTLE can help assess the organisation’s position and the factors impacting it from the outside.?

Engage key stakeholders?

Connect with leaders, team members, and clients to gather a wide range of insights. Asking open-ended questions can really help coax out their vision, any concerns, and ideas for improvement.?

Identify areas for improvement in processes?

Break down workflows to pinpoint any inefficiencies or bottlenecks. Mapping out processes or using Lean techniques can clarify each step in important workflows.??

Define clear, measurable goals?

Set short – and long-term goals that align with the organisations’ vision. Make sure they’re SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) to track progress effectively.?

Develop an action plan with quick wins and long-term strategies?

Identify a few ‘quick wins’ to show some early successes and build momentum. Tools like Gantt chats and RACI matrices can be useful for tracking progress and capturing lessons learned.?

3. What are some of the most common challenges you see organisations face when implementing changes, and how do you help them overcome these obstacles???

One of the most common challenges I see when organisations implement change is employee resistance. I find it essential to engage employees from the very beginning, explaining how the change will benefit both them and the organisation. Encouraging a sense of ownership and providing space for their feedback helps reduce resistance and builds trust. Highlighting ‘quick wins’ also shows early positive outcomes, and selecting team champions to advocate for the change can further gain support.??

Another challenge is poor communication. I work closely with leaders to develop a transparent communication plan that ensures clear, consistent messaging across all levels. Having a reliable flow of information prevents misunderstandings and keeps everyone aligned.??

A lack of clear goals can also hinder progress, especially in environments where siloed working is still common. To address this, I often facilitate workshops with stakeholders to create a shared vision and define measurable goals. This cross-functional collaboration is invaluable!??

I could go on! Resource constraints and skills gaps are also frequent challenges, and tracking progress correctly is so important because it helps everyone stay focused on delivering results and allows people to celebrate achievements along the way.??

4. In your experience, what small, incremental changes tend to have the biggest impact on a company’s growth and adaptability???

With so much data available, I recommend focusing on three or four key data sources that align with your goals and can be reviewed monthly. By tracking these regularly, small adjustments can drive progress toward success. To keep everyone aligned, share updates on these metrics in a monthly meeting with all staff.?

5. How do you keep teams motivated and engaged during complex transformation projects???

For me, a successful transformation project starts with building a solid foundation with my stakeholders (PID). Once this is in place, I identify the “pillars” - key staff and super-users- who are prepared to challenge me and others. These individuals buy into the change and provide updates on those needing extra support. I see them as the backroom staff in sports or the military: coaches, physiotherapists, kit-men, Corporals, Warrant Officers, and Captains, each essential to the mission.?

Building a strong team around you, where everyone knows their roles, understands the need for change, adheres to timelines, and encourages others to transform, is crucial. Specific tools to support KPIs and timelines, along with regular reviews and adjustments, help maintain motivation and engagement.?

6. If you could give one piece of advice to leaders looking to build a culture of continuous learning and development, what would it be??

Funnily enough, my advice would be to “lead by example.”?

When leaders actively engage in learning, seek feedback, and commit to growth, they set a strong example that learning is valued and essential to the organisation’s culture of change. Creating an environment where mistakes are viewed as learning opportunities - not failure- also builds trust and encourages continuous improvement.?