The challenge 

In February 2025, This is Milk was commissioned by Sport Wales to support the Welsh Judo Association (WJA) through a Governance and Culture Review.
​The project aligned with Sport Wales’ commitment to strengthening governance standards across the sporting ecosystem in Wales.​​​

The
approach

Using the Sport Wales Governance Guidance as a foundation, This is Milk developed a methodology anchored around 12 elements of good governance, covering areas such as transparency, accountability, inclusivity, and effectiveness.

The purpose of the review was to:
Provide WJA with a clear understanding of their governance strengths and areas for improvement.

Create a set of actionable recommendations that would enable WJA to make informed decisions.

Support the ongoing evolution of WJA’s structures, processes, and cultural behaviours to foster a more resilient, inclusive, and future-ready organisation.
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Methodology rooted in co-creation: 
The project was guided by a user-centred and collaborative approach to ensure credibility, trust, and ownership of the outcomes.
Key principles included:

Best Practice Alignment
The Sport Wales governance guidelines were used as the benchmark. This meant that WJA’s findings could be compared across the broader Sport Wales ecosystem, providing a clear standard of accountability and enabling sector-wide learning.

Transparency
The review process was fully shared with both Sport Wales (SW) and WJA. Drafts, findings, and frameworks were communicated early for feedback, ensuring no surprises and building confidence in the approach.

Inclusivity
Perspectives were gathered from a wide range of stakeholders – from board members and coaches to athletes and administrators. Each viewpoint was treated as equally valid and essential in shaping the governance and cultural landscape.

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This co-creation method helped embed a sense of shared responsibility and buy-in for the outcomes.

Outcomes

The review delivered tangible and strategic benefits for WJA:​
Comprehensive Governance & Culture Report

• A detailed analysis of WJA’s governance practices against Sport Wales standards.
• Clear recommendations for improvement with prioritisation guidance.
• Strong evidence base for WJA’s next steps.

Reusable Governance Framework

• A structured review methodology that can be applied across other sporting bodies.
• Provided Sport Wales with a consistent tool to benchmark governance across its ecosystem.

Board Development Tools

• A board deck with structured activities to guide immediate discussions.
• Tools for reflection, prioritisation, and action planning at the governance level.

Cultural Change Foundations

• Highlighted behaviours and practices that influence organisational culture.
• Offered practical recommendations to build an inclusive, transparent, and resilient culture within WJA.

Sector-wide Contribution

• By piloting this governance and culture review, the WJA project created a model that can influence broader change across Welsh sport.

Impact

​​This project demonstrates how collaborative governance reviews can drive cultural transformation and strengthen organisational resilience.
By combining best practice governance principles with inclusive stakeholder engagement, This is Milk enabled the WJA to take meaningful steps towards building a sustainable and progressive governance structure.
The work highlights the power of transparency, inclusivity, and evidence-based decision-making to create impact not only for one organisation but across an entire sporting ecosystem.

Word from our client

“Thanks so much for all your work here. It has been a pleasure to be involved in such a well-organised and thoughtfully considered approach.”

​— Chris Emsley, Chair, Welsh Judo Association