Our Journey

Believe In Greatness

Our journey began in 2020 when we reflected on our own experiences and realised the importance of having role models who demonstrate that anything is possible with hard work. Starting small, we focused on using athletics as a vehicle to help children aged 4-15 develop their physical capabilities and work on soft skills like rapport building and communication, which led to a focus on well-being.
As we spoke to students and employees, we recognised that there was much more work to be done and additional ways to inspire the next generation. We possess a unique set of skills, relatable life experiences, and a track record of delivering results and impacting lives.

Educational institutions often neglect to teach speaking and listening skills. Unfortunately, many schools and universities still do not understand the benefits of encouraging pupils to be confident speakers, and they seldom evaluate the quality of students’ verbal contributions in lessons. This lack of communication with parents stunts their children’s voice development. Once individuals start their careers, speaking becomes a continued issue that is avoided.

At Believe in Greatness, we’re dedicated to helping individuals become better communicators by fostering an environment of honesty, openness, and embracing diversity. Our methods are tailored to different needs, whether you’re someone who feels unsure when talking to others or aiming to advance your career.

Our ultimate goal goes beyond just tackling public speaking anxiety; it’s about building a society that’s more inclusive, genuine, and connected. In today’s world, we often admire those who are smooth-talking and charismatic. The conventional way of gaining confidence involves pretending until it becomes real.

But we have a different perspective. We believe this approach can lead to suppressing our true selves as we try to fit society’s expectations of confidence. The danger is that we may lose our humanity and turn into robotic beings. Our mission is to encourage our students to embrace their imperfections, insecurities, and self-doubt, cultivating a deeper sense of confidence that allows them to communicate genuinely and openly, without the need for pretense


Gordon Williams

Gordon Williams, the co-founder of Believe in Greatness, was born in London and struggled with a lack of confidence and insecurity. He preferred to stay within his comfort zone due to the fear of failure. In March 2019, he was put on furlough and began searching for new roles. Despite making over 200 job applications, he faced countless rejections.


frederick afrifa

Frederick Afrifa

Frederick Afrifa, the co-founder of Believe in Greatness, has an inspiring story that has led him to help others overcome their own insecurities and anxieties. Born in Milan, Frederick moved to the UK at the age of 13 with no knowledge of the English language. This experience left him feeling anxious and insecure, but he found solace in athletics, which he started in 2011 and eventually signed a professional contract in 2018.


Jason Iheuko

Jason Iheuko, Chief Operating Officer (COO) and Chief Financial Officer (CFO) of Believe in Greatness, serving as a member on the board of directors.

Born and raised in South London. Aside from utilising his mind for critical thinking and data analytics; stepping away from his desk, Jason has always had a natural affinity of working with young adults and children.

Since joining Believe in Greatness early 2022, Jason has been consistent in using his creative vision to further propel the company’s values to positively impact communities in the South London area.

Jason’s vibrant, energetic and high-spirited personality has led him to inspire and motivate a multitude of children to grow in confidence and self-esteem.

Nurturing the next generation to embrace their authenticity and to unlock their unique potential” – Coach Jason.


Luke Walters

Luke is an accomplished account manager and dedicated trainer at Believe In Greatness. His academic background in History laid the foundation for his journey into becoming a qualified public speaking coach. Although Luke has always possessed natural confidence as a speaker and relished addressing large audiences, a challenging experience with public speaking left an indelible mark on him. This setback led him to retreat from speaking opportunities and even caused him to withdraw from social interactions, isolating himself. 

During this phase, Luke missed numerous valuable opportunities that he knew he was fully capable of seizing. However, his determination to conquer his fear and invest in personal growth prevailed. Luke’s transformation began when he undertook the comprehensive public speaking course at Believe In Greatness, an experience that profoundly changed his life.

His personal journey from fear to triumph inspired him to return to the organisation as a trainer. With his firsthand understanding of the course’s challenges and his remarkable ability to overcome his own fears, Luke is passionately committed to helping others discover their greatness.

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