Sheona Southern re-appointed to BWL Board

BWL is pleased to confirm the re-appointment of Sheona Southern as an Independent Non-Executive Director of the BWL Board.

Sheona was first appointed to the Board in August 2022 and, following the completion of her first four-year term, has been re-appointed for a second and final four-year term from 17 August 2026 to 16 August 2030, in accordance with BWL’s Articles of Association. 

Sheona is an experienced senior leader with more than 25 years’ experience across the commercial and not-for-profit sectors, with particular expertise in strategic marketing, business growth and organisational transformation. She previously spent almost eight years as Managing Director of Marketing Manchester, where she was responsible for promoting Greater Manchester nationally and internationally to visitors, investors, businesses and major events. 

Since joining BWL, Sheona has brought significant commercial, strategic and marketing expertise to the Board and has played an important role in the development of the organisation’s strategic direction, including through her leadership of BWL’s Strategy and Marketing Group. 

Her re-appointment provides valuable continuity as BWL moves into the delivery of its Find Your Strong 2026 – 2030 strategy, with a focus on growing our sports, strengthening the organisation and creating sustainable long-term impact. 

Sheona Southern said: ‘I’m delighted to continue serving on the BWL Board for a second term. It has been a privilege to support the organisation over the past four years and to see the progress that has been made. With Find Your Strong now in place, this is an exciting time for BWL. I look forward to continuing to work with the Board and wider team to turn our ambitions into meaningful and sustainable impact for the sport.’ 

BWL Chair Rupinder Ashworth said: ‘We are delighted that Sheona has agreed to continue serving on the Board. She brings considerable experience, insight and constructive challenge to our discussions and has made a valuable contribution over the past four years. Her knowledge of the organisation, together with her strategic and commercial experience, will be particularly valuable as we move from developing our new strategy into delivering it.’ 

Sheona’s second and final term will conclude on 16 August 2030.