She will be responsible for building partnerships with local organisations, schools and community groups, developing new projects that meet community needs, and supporting the financial sustainability of the charity. She will oversee and grow The Dugout youth club, work to expand community access to facilities at The Optima Stadium, and lead on new fundraising initiatives.

Sally will work closely with charity trustees Bridget Bolland, Andy Kynaston, Oli Bliss, and Alex Crowther.

She most recently worked as Physical Activity Coordinator at Voluntary Action North Somerset, where she led the re-launch and delivery of the Go4Free scheme in partnership with North Somerset Council. The two-year programme increased participation in physical activity among groups who were typically less active, including individuals living with long-term health conditions and disabilities.

Her earlier career included work with North Somerset Council in quality monitoring and adult safeguarding, and The University of Bristol as a Fitness Adviser supporting staff and student wellbeing. Prior to this, Sally spent more than 20 years at Lloyds Banking Group in business analysis and project delivery roles.

When Sally is not working for the charity she runs her mobile personal training business, supporting women to improve their fitness and health.  Sally has a BSc (Hons) degree in Sport, Fitness and Coaching and when she has time, you can find her playing padel tennis.

Speaking about the appointment, Alex Crowther,  Trustee of Seagulls in the Community, said:

“Sally is exactly the right person to help us take the next steps.

 

“She knows the community incredibly well and has already made a real difference through her previous work.

 

“I’m looking forward to her building on the momentum created by Andy Kynaston over the past 12 months – I’m really pleased Andy will be continuing with the charity as a trustee and our safeguarding officer.”

Sally added:

“I’m excited to work alongside the club at such an exciting time and to help strengthen our connection with the local community.

 

“Together, we have a fantastic opportunity to support groups in improving health and wellbeing, creating positive impact that reaches far beyond the pitch.”

Since relaunching in 2023, Seagulls in the Community, the official charity of Weston-super-Mare AFC, has grown rapidly and continues to make a positive impact in Weston. Its projects include the Dugout Youth Club, Sport in Mind football and Friendship Friday. The organisation has raised funds for multiple local charities, has been named the Mayor’s Charity of the Year 2025/26, and proudly works with Weston Ability to help ensure football is accessible to everyone.

You can contact Sally on email: sally.kingston@seagullsitc.org