Joel Lavery

Joel Lavery boasts 25 years of senior leadership experience in sports, culture, and major events, with a strong focus on strategy, policy, and partnerships. He is a former British heavyweight taekwondo champion and GB team member, deeply committed to promoting the positive impact of sports on individuals and communities.

Beginning his career in local government, he later joined British Cycling, where he spearheaded the expansion of the award-winning Skyride ‘inspiration to participation’ initiative across the UK. As Head of Partnerships and Major Events, he played a pivotal role in creating a ground-breaking ‘societal partnership’ with HSBC UK and shaping British Cycling’s major event strategy.

Currently, he serves as the sports sector lead for the Birmingham 2022 Commonwealth Games £24m Business and Tourism Programme, focused on elevating the West Midlands region’s profile and driving trade, tourism, and investment. His responsibilities include promoting the region nationally and internationally and securing a pipeline of major sporting events, including the successful bid for SportAccord in Birmingham and the West Midlands in 2024.