Vicky Norman

Vicky Norman

Senior Lecturer in Sport Business Management


I have worked in the sports industry for the last 11 years, before that completing my undergrad at Sheffield Hallam. My roles included general sports development, coach education, swimming specific development and working alongside volunteers to improve the customer experience. In 2009 my role with the ASA became more business focused, as I was tasked with working alongside leisure providers to improve access and participation within swimming. In 2011 I completed my MSc in Managing Sports Development at Sheffield Hallam.

I am a recent addition to the Sports Business Management team.


After finishing university in 2005 I worked for Doncaster MBC for three years in the Active Doncaster unit. My roles included coach and teacher education, deployment of coaches into schools to deliver high quality PE and after school activities and the management of coach mentoring schemes.

In 2008 I moved to work for the NGB, the Amateur Swimming Association, and due to changes in Government policy and strategic direction I held a number of roles including, Regional Development Officer for the North East, club and volunteer development, County Swimming Coordinator for West Yorkshire for the Free Swimming campaign and then finally Aquatics Officer, dealing with the business needs of leisure providers in Yorkshire and Humber.

My 11 years in sports development has led me to work with a number of partners including the Swimming Trust, CSP's, Sporting Equals, Sport England, the Youth Sports Trust and Education partners.

I started my career as a Lecturer in Sport Business Management at Sheffield Hallam University in May 2015.

My areas of interest include volunteer development, behaviour change and the adult participation agenda, the effects of Government policy on the sports industry.


Subject area

Sport Business Management


Level 4 - Developing Management and Leadership Practice
The Management of Sport in Society
Level 5 - Event Management, Design and Innovation
Managing the Development of Sport in the UK
Level 6 - International Sports Development


Journal articles

Clarke, J., & Norman, V. (2021). Transforming whose lives? The portrayal of international sport for development volunteering by UK Higher Education Institutions. Sport, Education and Society.

Conference papers

Norman, V., & Jacobi, M. (2017). A brain to pick, an ear to listen and a push in the right direction? In UKAT Annual Conference, Leeds, 1 July 2017.

Cancel event

Are you sure you want to cancel your place on Saturday 12 November?