4 months, 12 sessions, 1 leadership mastery series
POWERED BY S13DULO
BE THE STANDARD COMBINES THE ELITE ASPECTS OF SPORT AND BUSINESS TO FOCUS ON YOU AS AN INDIVIDUAL.
Be The Standard is an elite leadership development group of like-minded individuals, designed to promote and support personal reflection, self-awareness, growth and development.
In their quest for elite performance, sports organisations have the very best support systems that exist. Business leaders, on the other hand, do not have access to these support mechanisms and in many cases, are left to navigate high-pressure environments alone.
Be The Standard bridges that gap; because better people make better leaders.
We provide access to proven sports techniques and apply them to a business setting, helping our members to create a better version of themselves, become a better leader and ultimately, build a better business. This education and knowledge forges behavioural changes that begin at home and manifest themselves throughout an organisation.
Our members have access to an elite network of business leaders, along with guidance on nutrition, stress management, and leadership techniques to enhance personal and professional growth. Members also have the chance to meet, learn from and connect with renowned individuals such as Gary Neville, Karen Brady, David Haye, and Eddie Hearn.
BETTER PEOPLE MAKE BETTER LEADERS
POWERED by s13DULO - THE UNION OF ELITE PRACTISES FROM THE WORLD OF BUSINESS & SPORT
Be the Standard is created by the needs of every business owner, and turned into a reality by Paul Cheetham-Karcz and Kevin Sinfield CBE.
Kevin Sinfield CBE
- CO-FOUNDER OF BE THE STANDARD
- Seven-time Super League champion as captain of Leeds Rhinos
- Received the Order of the British Empire MBE in 2014, and was named CBE in 2023
- Captained his club to 3 x World Club Championships
- Runner-up for the BBC Sports Personality of the Year Award
- Former captain of his country, England
- Individual golden boot winner
PAUL CHEETHAM-KARCZ
- CO-FOUNDER OF BE THE STANDARD
- Founded a business on a credit card, taking it to an 8-figure company
- Former board member of a stock listed company
- Been involved in building businesses with a value of £000's of £millions
- Author of the book, Taking Care of Business
- Host of the podcast, Taking Care of Business
- Suffered and overcome mental health issues
JACEY NORMAND
- HOST OF BE THE STANDARD
- BBC Television presenter for 20+ years
- Worked on popular shows including Inside Out North West, BBC News and The Crimewatch Roadshow
- Freelance broadcaster
- Communications consultant and media training coach
- Chair of Downtown in Business (Manchester)
Jamie Jones Buchanan
- HOST OF BE THE STANDARD
- Former professional rugby player
- British rugby league coach
- Part of the Golden Generation
- Appointed Member of the Order of the British Empire (MBE) in the 2022 New Year Honours for services to rugby league football and the community in Leeds
- Reporter for Rugby League World
- Co-host of Rugby AM
RELATED EVENTS
join us at an upcoming event
Business Leadership Mastery Series 2026
15/09/2026 - 15/12/2026 \ 09:00 - 16:00
Sedulo Manchester, 62-66 Deansgate, Manchester, M3 2EN