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Keynote & Featured Speakers

ASAP are delighted to be announcing our keynote speakers who will speak over December 5th and 6th



Jim Lawless


Jim Lawless is an internationally renowned speaker and adviser who has inspired people within some of the world’s leading companies to take astute risks and adapt for change and high performance.

An untested theory for change has little worth. Jim Lawless’ own remarkable story shows how his own framework can and does deliver outstanding and unique results.

This is the framework that enabled Jim to become a jockey in just 12 months, and step into the record books as the first Briton to dive lower than 100m on a single breath.

But this is not about achieving the impossible. It is about helping delegates achieve what they have convinced themselves is impossible. And about helping your enterprise encourage people to reach their full potential.


Jim Lawless is one of the world’s leading keynote speakers. Over half a million people on five continents have been entertained and inspired by Jim’s presentations and many more by his bestselling book “Taming Tigers” (Random House).

Jim acts as an elite team coach at board level and serves as a non-executive board chairman. He has advised companies globally on creating cultural change and elite teams. He has designed and implemented successful change programmes in companies including Apple, Barclaycard, Atos, Axa, BT, Aramark, Skrill Group and Badminton England.

He insists on testing his principles on himself before advising others, using “Taming Tigers” to become Britain’s deepest freediver. He is the first Briton to dive below the magic 100m barrier on a single breath of air.

In response to an audience challenge, he proved “Taming Tigers” by becoming a jockey in 12 months. At the outset he was 3 stone (20kg) too heavy and could not ride.

These adventures – and the lessons he learned – bring him and his methodology immediate credibility with audiences on all continents.

Jim holds a Bachelor of Laws degree, qualified as a solicitor and practiced commercial law in the City of London and in a major IT company before founding Taming Tigers Limited (formerly “Optimise”).

He was elected a Fellow of the Royal Society for the Arts in 2008 in recognition of his business writing.

Day 2 – 1330-1415

Andy Edwards

Andy Edwards is an inspiring and motivating professional speaker, trainer and coach who delivers memorable material on Business Relationships, Understanding Others, Influence, Attitude and Teams.

Having studied Marketing and lectured on the CIM Marketing Diploma at Bournemouth University, Andy further qualified in Behavioural Psychology and Psychometrics, and has a National Diploma in Coaching.

As the founder of Re£ationomic$ (creating tangible value from business relationships), Andy runs training, speaking, personal development and coaching-based events in the UK, Europe USA and the Middle East.  These focus on Client Relationships, Team Relationships and Self Relationship (Motivation).  Andy also wrote and developed the ‘Yoo’ personal development programme for people looking to make (or facing) a change in their lives.

As a leadership trainer, Andy has a unique and effective behavioural approach – and identifies the link between World Class Leadership and Delighted customers.  He also founded ‘Project 20’ another distinctive approach – this time to leadership productivity and business results.

He has written dozens of magazine articles, guest blogs, and ebooks and regularly contributes to National journals, Radio shows and ‘Guest Lecture’ slots.  He was also guest presenter on ‘Stars Of Science’ the pan-Arabian reality TV show.

Andy is qualified to deliver a number of psychometric instruments including Insights, Prism and Clarity 4D.  He has an excellent knowledge of other psychological and communication models including Neuro-Linguistic Programming (NLP) and Transactional Analysis (TA). He has worked with many commercial household names including JP Morgan, Stannah, Co Op, De Vere, Barclays, Simply Health, Glion,  Sony and British Gas (to name but a few).

In the public sector, Andy has worked with The NHS, The British Embassy (UAE), The Highways Agency, The National Apprenticeship Service, Business Link, Primary Care Trusts, and many Local Authorities.

Renowned Doctor of Psychology & Neuroscience, Dr Dave Richards BA, MA, PhD, FRSA says: “Andy is an engaging and entertaining speaker, trainer and coach – whose understanding of how to apply the Insights’ psychometric model founded upon Jungian psychology, is second to none.”

A sought-after key-note speaker, master-class presenter, trainer and coach, Andy is regularly booked for National Conferences, Staff Conventions/away-days and AGM’s for talks which are motivational, engaging, thought-provoking and fun.

When not working, Andy enjoys the company of close friends – and being besotted by his daughter, Rosie, who arrived late 2008.

Day 2 – 1435 – 1520

Stephen Frost

Global Inclusion and Leadership Expert

Globally recognised, diversity and inclusion expert Stephen Frost helps organisations understand, lead and deliver inclusion systemically, adding measurable value to their bottom line.

Stephen is the CEO and Founder of Frost Included, and has worked with hundreds of clients to embed inclusive leadership into their decision-making. In his keynote talks and workshops, Stephen delivers and facilitates honest and fresh conversations to build an essential foundation for the important work of diversity and inclusion to occur. He helps attendees to understand diversity and inclusion, and provides solutions for organisations to lead inclusively.

From 2007-2012 Stephen designed, led and implemented the inclusion programs for the London Olympic and Paralympic Games as Head of Diversity and Inclusion for the London Organising Committee (LOCOG). In this role, he was responsible for 22 programs across a 200,000 person workforce, £1.1 billion procurement spend, and 57 delivery functions. These ranged from inclusivity in an 11 million ticket program, to accessibility at 134 separate venues. His team managed a series of recruitment outreach action plans that achieved unprecedented workforce inclusion. The LOCOG Business Charter set new standards in supplier diversity and LOCOG became the first organisation in the UK to achieve the Diversity Works for London Gold Standard and Advanced Level of the Equality Standard for Sport.

From 2004-2007 Stephen established and led the workplace team at Stonewall, Europe’s largest LGBT equality organisation; establishing and growing the Diversity Champions program to over 300 members, launching the UK’s first lesbian and gay recruitment guide, establishing the LGBT Leadership Program and developing the Workplace Equality Index, which has become a standard across many leading UK and global employers.

Stephen started his career in advertising, where he worked on disability and age awareness campaigns, and has worked in consultancy and communications in the USA, Greece, Tanzania, China and Brazil.

He was a Hertford College Scholar at Oxford and a Fulbright Scholar at Harvard. He was elected recipient of the 2010 Peter Robertson Award for Equality and Diversity Champions and in 2014 he was named one of the top 100 influential LGBT people in the UK. And, is a Young Global Leader by the World Economic Forum.

He teaches Inclusive Leadership at Harvard University Business School in the US, Singapore Management University, and Paris Institute of Political Studies (Sciences Po) in France. Stephen has served as an expert advisor to the British Government, The White House, and KPMG’s Diversity and Inclusion Program.

Stephen is the author of The Inclusion Imperative: How Real Inclusion Creates Better Business and Builds Better Societies (Kogan Page, 2014), Inclusive Talent Management: How Business Can Thrive in an Age of Diversity (Kogan Page, 2016), and Building an Inclusive Organisation: Leveraging the Power of Your Diverse Workforce (Kogan Page, forthcoming, 2019).