WHO WE ARE
We believe that every individual has unique talents and abilities that should be nurtured and developed.
With our focus on creating a supportive and inclusive community, we strive to empower individuals to reach their full potential and achieve their personal and professional goals.
Our Mission
As the National Youth Sports Association, NYSA Sweden, we believe our mission is to shape a new world for sport and education.
Our goal is to support the potential in everyone and provide them with the best tools and environment for their personal growth and development.
Through our programs, we aim to strengthen young people’s employability in sports or other careers and help them gain transferable skills which can be applied in real life.
Our Values
Our values work as the company toolkit that enables us to commit to, support and develop each individual we work alongside.
1
Innovation – By challenging the “status quo” of sport and education we ensure that we can constantly evolve and meet the changing needs of our team and customers.
2
Empathy – We embrace the world’s diversity and infuse it with empathy to ensure we are always curious with a desire to know and understand others.
3
Integrity – As a socially driven enterprise we will always lead with moral courage. We believe integrity is the critical connection between our ethics and moral action.
4
Empowerment – People are the centre of everything we do, so we will always work to empower the next generation to take ownership of their sport, education & lives.
Our Values
Our values work as the company toolkit that enables us to commit to, support and develop each individual we work alongside.
Innovation
By challenging the “status quo” of sport and education we ensure that we can constantly evolve and meet the changing needs of our team and customers.
Empathy
We embrace the world’s diversity and infuse it with empathy to ensure we are always curious with a desire to know and understand others.
Integrity
As a socially driven enterprise we will always lead with moral courage. We believe integrity is the critical connection between our ethics and moral action.
Empowerment
People are the centre of everything we do, so we will always work to empower the next generation to take ownership of their sport, education & lives.
Sustainable Development Goals
The 2030 Agenda for Sustainable Development, adopted by all United Nations Member States in 2015, provides a shared blueprint for peace and prosperity for people and the planet, now and into the future. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries – developed and developing – in a global partnership.
Through NYSAs mission we strive to support all human beings to fulfil their potential in dignity and equality and in a healthy environment.
Meet the team
As a team, our goal is to support the potential in everyone and provide them with the best tools and environment for their personal growth and development.
We embrace diversity and have a specialist team with experience within different types of sporting organisations, educational establishments, NGOs, universities, sports federations, and sports clubs, as well as with governmental bodies.
Owen Southgate
Founder, International Director
Innovative educator and sport development specialist passionate about empowering youth through dual careers, play, and creativity. Blends sport, entrepreneurship, and education to challenge norms and foster lifelong learning.
Lucy Southgate
Chief Operations Officer
Motivated professional with a proven record of results across industries. Adaptable, proactive, and passionate about learning, leadership, and collaboration. Committed to empowering others, fostering inclusivity, and building a legacy of leaders.
Nikoo Herafmaher
Recruitment Manager & Student Services
Dedicated education and VISA advisor with experience in international recruitment and media strategy. Passionate about empowering students through personalized guidance and teamwork.
Ben Tew
Relations Manager & Athlete Coordinator
A motivated and dedicated professional and leader from a strong background in teaching, sport and coaching. Enthusiastic and energetic about creating positive environments for people to develop, learn and enjoy their sport, education and life.
Geri Junghausz
Business Development Officer
Aspiring business professional and current student, passionate about innovation, growth, and building meaningful partnerships. Supports development initiatives with fresh perspective and entrepreneurial spirit.
Kristoffer Pilmalm
Project Development Officer
Experienced football professional with a sports science background, passionate about community, teamwork, and long-term development. Focused on inclusive, sustainable structures and values-driven results.
Simon Forsberg
Project Development Officer
Passionate about inspiring young people to follow their dreams, with a strong background in high-level sports. Energetic, social, and driven, with a constant desire to learn, grow, and take on new challenges every day.
Yoana Ivanova
Media & Content Developer
A creative professional with a background in New Media Design, working across graphic design, branding, website development, and social media to deliver engaging visual content.
George Cork
Esports Development Officer
Visionary esports education leader with expertise in curriculum design, industry partnerships, and academic innovation. Passionate about empowering students and redefining the intersection of gaming and education.
Conor Heeney
Performance Sport Analyst
Experienced performance coach specializing in strength & conditioning, sport science, and athlete development across combat. Committed to advancing athlete performance through evidence-based training and interdisciplinary collaboration.
Ben Voyce
Strength & Conditioning Coach
High-performance strength & conditioning coach with dual roles in elite women’s football and academia. Specializes in athlete development, load management, and bridging cutting-edge sport science with practical application at the highest level.
Interns
Hossein Taromirad
IFA Program Developer
Zeinab Alamgard
IFA Program Developer
Jack Jolland
Business & Project Developer
Leonarda Baltina
Sport Developer
Anass Kherraz
Marketing & Project Developer
Vala Armani
Financial Developer