“We need to reflect the diversity of the region and go further”

Hosted by Andy Street, Mayor of the West Midlands, an audience at this year’s International Women’s Day at Millennium Point were able to hear how companies across sport, arts and culture are breaking the bias.

The West Midlands Combined Authority, welcomed a panel of speakers to discuss their ways of encouraging diversity.

The audience heard from;

• Craig Flindall – Chief Operating Officer, Warwickshire County Cricket Club
• Annie Hairsine – Commonwealth Games Director of Strategic Programmes & CEO office
• Genea Lynch – Tech Entrepreneur, Co-Founder & Director at Captivate Reality
• Chris Sudworth – Birmingham Hippodrome

Q) What is your organisation doing to encourage grassroots participation and engage a diverse audience?

Chris Sudworth – Birmingham Hippodrome
“Our previous CEO made sure diversity is at the heart of everything we do. She made us consider, ‘what are you really doing for your city?’

“Birmingham is the youngest city in Europe and the most diverse in the UK, so we need to be reflective of the city and inspire people.

“We have a programme, reaching out and working with schools and 80% of the schools we work in are in the top 10 deprivation centres in the UK.”

“We also have a new musical which will premiere in Handsworth Park called ‘To the Streets’. It tells the story of how race regulation came into being, with music from Tim Sutton and writing by Roy Williams, the story shows major events such as the Bristol bus boycott.”

Craig Flindall – Chief Operating Officer, Warwickshire County Cricket Club
“At Edgbaston, we want to step away from the white, male and pale look cricket has. We want to put men’s and women’s cricket games on equal footing.

“We’ve just launched a multi-faith charter and will be adding places in the ground for those who want to enjoy the cricket but may not want to be around alcohol.

“When people come to the stadium, we really just want them to feel welcome, safe and secure.”

Q) – What lessons have you taken from the recent Olympics and how will these games be inclusive and leave a great legacy?

Annie Hairsine – Commonwealth Games Director of Strategic Programmes & CEO office

“We’ve been able to learn as to how they have treated covid and what we can implement to keep people safe.

“We’ve sold in excess of 1million tickets and many more will be made available to local communities.

“Also, in a first for the games, there are more medals for women than there are for men.”

Craig Flindall – Chief Operating Officer, Warwickshire County Cricket Club

“We want to deliver a legacy for Birmingham and the West Midlands. Legacy is easy to say but it’s very hard to deliver.

“We want to ensure there are programmes, products and services available for after the games, so if someone is inspired they can become an umpire, or take part in playing.

“This year is the first time women’s cricket will be in the games as well.”

Q) What can your organisation do to engage with more people and have a more diverse workforce?

Genea Lynch – Tech Entrepreneur, Co-Founder & Director at Captivate Reality
“I think that diversity can be achieved by getting involved in programmes that promote it. For example, I’ve been involved in Niyo Enterprise, which holds disruptor bootcamps specifically for black female developers.

“I know I’m a minority in the sector as a black woman, so by getting involved with groups at a grassroots level I try to say to people, if I can do it then you can do it yourself.

“I love this sector and I belong in this sector.”

Craig Flindall – Chief Operating Officer, Warwickshire County Cricket Club
“We had no diversity in 2011, now we have 3 female directors. This is in line with government guidelines but is that enough – no.

“We need to reflect the diversity of the region and go further and we need our ethnic diverse pathways to translate into getting women and girls into the sport.”

Annie Hairsine – Commonwealth Games Director of Strategic Programmes & CEO office

“Our organising committee is only together for a maximum of four to five years. We were specifically challenged with the makeup of our board and by working with our partners, we now have that.

“We have also recruited a diverse staff base and created mentoring programmes to hopefully set up a future board.

“Diversity needs to be reflected from the top down and bottom-up.”