Welcome to Advance Sports, a leading sports company delivering physical education to primary schools. Our company started life as Veness Sports in 2012, and since then, our exciting and innovative approach to sports coaching and physical education has assisted multiple schools across the west midlands.
As we have grown, we have developed a strong reputation for offering a wide range of physical education subjects covering the whole national curriculum. At Advance Sports, the children are always at the heart of everything we do. We take immense pleasure in providing the bespoke services and coaching techniques children need to improve their physical skills while staying true to our 'child first approach'. Our deep knowledge of physical education enables us to share it with children in a fun and engaging way while delivering bespoke and age-appropriate lessons. Whether providing alternative sports programs to suit everyone's needs or offering Continued Professional Development (CPD) to school staff, we always strive to assist schools in achieving an excellent physical education curriculum.
Our focus is to ensure that every child who joins our program enters a world of fun and enjoyment of physical activity while developing essential skills and achieving their full potential. So come and experience the best in physical education with Advance Sports.
Est. 2012
Sam Veness
Hi, I'm Sam Veness, the Director and Co-Founder of Advance Sports. Over the past 15 years, I have been lucky to be surrounded by professionals and children throughout my career, enabling me to grow as a sports coach and a person.
At Advance Sports, which I founded in 2018, we've been delivering the national curriculum to primary schools while upskilling teaching staff through Continued Professional Development (CPD). Our team is committed to providing high-quality lessons that are progressive, adaptable, and centred on the well-being of the children we work with.
My journey has involved leadership roles, project management, and a strategic approach to delivering results. I pride myself on my ability to foster continuous improvement, identify areas for development, and coordinate inter-school sporting activities. I also have experience creating PE curriculum maps and leading PE as a subject.
I have significant experience working with early years groups, including facilitating Kinder Gym and leading the Busy Feet programme designed to promote physical activity and developmental skills in young children.
Children are my passion, and I have dedicated the past five years to studying Psychology. This has enhanced my understanding of children and what goes on in their incredible minds. This knowledge has been invaluable in my work, allowing me to connect with and support the children I coach on a deeper level.
I love taking on physical challenges and testing my endurance in my spare time. Recently, George and I completed the London Marathon together!
It was all a dream! I started sports coaching at age 17 and fell in love with being able to make an impact on young people’s lives through coaching physical education and sport. Over a decade later, I’ve learnt a thing or two, and I still love my job! I spend my days playing games, teaching new skills, and watching kids grow and improve - what's not to love?
I take my job seriously. I always look for ways to help develop the children I work with strengths and overcome challenges. I work tirelessly to create fun, engaging lessons that motivate and excite them.
My love for physical challenges doesn't stop with my job - I'm always looking for new ways to push myself outside work. I'm a big fan of running (I have run 2/6 world marathon majors - London & Berlin), football, and being generally active. When I'm not being active, you can usually find me listening to music or catching a show at the theatre. I am also a School governor at a local primary school - Arrow Valley First School.
I enjoy spending time with my family and friends and taking my sausage dog Ziggy for a walk. The relationships in my life keep me grounded and happy.
So that's me - a Physical Education Specialist who's serious about helping kids grow but never takes himself too seriously.
George Adams
From a young age I always saw myself teaching PE (not just for the great tan in the summer).
After finishing my degree, I landed my first job delivering PE in primary schools - fast forward 10 years with a one year break to travel, it is still a job I love doing. I teach every sport as if it’s my favourite, in the hopes that this enthusiasm makes the children excited for each lesson. I get to see first hand how sport can have such a huge impact on young people's lives, whether it is seeing children stand out for the skills they have or seeing a child grow in confidence from lesson to lesson.
Away from work I enjoy playing football (or any other sport I’ve got a chance at winning in), going on too many holidays and have recently got a dog named Zazu.
Katherine Christopher
I've always loved being active! From an early age, I immersed myself in dance and gymnastics, later studying Musical Theatre at Stratford-upon-Avon College.
I started teaching Zumba in 2019 with just one class a week, and after becoming a mum in 2020, it became my mission to turn Zumba into my full-time career. Once lockdown restrictions lifted, I expanded to three adult evening classes a week, quickly filling up. But I knew something was missing—I wanted to bring the joy of Zumba to kids, too!
In 2023, I trained as a Zumba Kids instructor, followed by Zumbini in 2024, and I’ve loved every second. From birthday parties to special events and weekly classes, it’s been incredible to witness the confidence, self-esteem, and happiness that fun fitness can bring to people’s lives.
I feel so lucky to do a job I love, and even more fortunate that I get to share my passion for fitness with children, helping them discover the joy of movement from an early age!
Charley Barker-Watson
I attended Bromsgrove NEW College, where I earned a BTEC in Performing Arts. I then moved to Manchester to pursue a BA Honours degree in Dance, which led to opportunities at prestigious institutions like Trinity Laban and with Motionhouse. After graduating, I built a teaching foundation by assisting in dance classes while performing in various shows and productions.
I have extensive experience in Contemporary, Lyrical, Jazz, Freestyle, Tap, Ballet, and Musical Theatre. I completed all IDTA Ballet exams and earned my Level 4 Teaching Diploma in Ballet with distinction. I have been teaching children and adults of all abilities ever since and am also a fully certified Acrobatic Arts instructor, qualifying in 2019.
With over 10 years of teaching experience, I specialize in Ballet, Contemporary, Musical Theatre, Tap, and Acrobatics. My latest achievement is opening my new dance school, Innovate Dance Academy, where I aim to train dancers to the best of their ability while fostering a fun, friendly, and inclusive environment for children to build confidence, friendships, and new skills.
Rianne Hawkins
By Daisy - age 8
By Phoebe - age 5
