Our Strategy 2024-2025

We are proud to publish our new strategy for 2024 – 2025 and our long-term vision.

It summarises the approach we intend to take over the next two years, gives an overview of the way we’ll work and outlines how we’ll measure our impact.

Our Priorities

In setting our missions, we will be working towards our overarching vision: A sporting community which fosters a safe environment for all athletes and has the protection and welfare of women at its heart.

Our priorities as an organisation are rooted to our three missions: Educate; Advocate; Support.

From our experience these are the focused ways in which Kyniska can make the biggest steps to achieving our vision. We are explicit about our actions and impact while remaining ambitious in our mission statement and targets to bring our vision closer to reality. We have learned during our first few years that our scope has to stay focused to deliver quality and impactful work while remaining agile and responsive, with our relatively limited resources.

Mhairi Maclennan, Co-founder and CEO

“Since our launch three years ago, there’s been a significant shift in the conversation about prioritising welfare and wellbeing for everyone in sport. We’re here to ensure that words become action”

Kate Seary, Co-founder & Director

"We are still seeing a devastating number of athletes suffering abuse in sport. Over the next two years, we are committing to challenge the culture and structures that fail to protect the athletes it is set up to serve.”

For media enquiries, contact kate.seary@kyniskaadvocacy.com