Technology and Sport

As we saw at WiTT’s January “Technology in Fashion” event, technology has an increasingly important role in many industries and sectors. In May, we focused on some of the inroads being made by technology and telecoms into the world of sport, at all levels — everything from enhancing training and improving performance to monitoring and measuring outcomes.

Our panel was chaired by WiTT board director Yasmeen Majid, and included:

  • Sam Seddon,  IBM Client Executive for Wimbledon and RFU – Sports Marketing and Innovation;
  • Sara Horne, a Biomechanics Research Fellow from Brunel University;
  • Danielle Sharkey, Associate for, and on behalf of Charles Russell Speechlys LLP;
  • Jenna Haddrell, Project Manager, IBM Global Technology Services;
  • Charlotte Hutchinson, Technical Sales, IBM Cloud; and
  • Anna Zucchini, Founder and Managing Director, Box Clever Workout.


You can find a video of the panel discussion on the WiTT YouTube channel, here:

We’d like to thank IBM for hosting our event.



Chair and Panelist biographies

Panel Chair
Yasmeen Majid, Director, WiTT

Yasmeen Majid is a Director of Women in Telecoms & Technology (WiTT), a networking group for women in the sector. She has 25+ years of transformation and leadership experience in several sectors including Telecoms, Information Technology, Regulatory Licensing, Publishing, Insurance, Higher Education, Pharma and Consultancy.

Most recently, Yasmeen led a transformation of Vodafone’s B2B Cloud & Hosting division followed by an interim role in leading Vodafone’s Global Cloud & Hosting Customer Solutions delivery team.

Previous companies/roles include Direct Line Group (Chief of Staff to COO), Multimap (Head of Change), Verideon (COO), AU-System (Head of Operations), The American University of Paris (Project Director), KPMG Canada, Bell Canada and the Ontario Ministry of Health(Canada).

Yasmeen has always had a passion for sport and has played many team and individual sports over the years.  She achieved a #5 ranking in France in squash, played varsity tennis and squash and still enjoys club league squash and tennis albeit at an entirely different level now.



Jenna Haddrell
Project Manager, IBM Global Technology Services

Jenna is part of IBM’s Global Technology Services business and is currently the IBM Project Manager accountable for the delivery of the Public Wi-Fi deployment at Wimbledon.

Previously Jenna managed a Global implementation of Remote Desktop Hosting and a first of a kind Managed Security Solution for clients within the Financial Services industry. Jenna joined IBM 9 years ago as a graduate.


Sara Horne
Research Fellow, Brunel University

Sara Horne is Research Fellow and Laboratory Manager in the Biomechanics discipline within the Sport, Health and Exercise Sciences Division at Brunel University. She gained a BA Hons in Sports Studies and MSc in Sports Sciences from West London Institute (College of Brunel University) and is currently undertaking a PhD. Sara has worked in biomechanics for many years and has extensive experience in all areas of biomechanical testing with a particular interest in the biomechanics of sports injuries.

She is also an accredited Performance Analyst with the International Society of Performance Analysis of Sport and works as a consultant with a range of sports teams and athletes. She has worked as a Performance Analyst with the Brunel Hurricanes and Glasgow Wildcats Superleague Netball squads and for the Scotland Netball squads during fifteen International Tournaments, Tours and Test matches. Sara continues to work with junior and senior elite athletes in a range of racket sports.


Charlotte Hutchinson
Technical Sales, IBM Cloud

Charlotte is a Technical Pre Sales Specialist working in the IBM Cloud. Here she is working with clients assisting them in their journey of embracing the API Economy and their shift towards a microservices based architecture. Charlotte has assisted many teams worldwide through running workshops, and events in these areas including presenting IBMs largest conference in Las Vegas offering her expertise and experience.

She is also an accredited Performance Analyst with the International Society of Performance Analysis of Sport and works as a consultant with a range of sports teams and athletes.

After having had a number of successful short engagements in her previous role as a consultant, Charlotte has gone on to be a respected and very much in-demand Subject Matter Expert. More recently Charlotte worked on the UK’s largest APIC customer implementation in the financial industry, and has written value-added bespoke code that integrates with the core product to meet complex customer requirements.

Outside of her day job Charlotte works on the IBM@Wimbledon project as a technical trojan responsible for deploying and managing a wide range of technical systems across the site during the Championships. Charlotte has been awarded the UKI Outthink Foundation award from the General Manager and been a finalist for Future CIO of the year 2017 at the Woman in IT industry awards, Rising Star of the year 2017 at the Everywoman in technology awards and named TechWomen50 from We are the City.


Sam Seddon
Wimbledon and RFU Client & Programme Executive, IBM

Sam is the IBM Wimbledon Client and Programme Executive. He has responsibility for managing the client relationship for all the services that IBM provides to The Championships as part of their role as the official IT provider to the AELTC. He also has responsibility for the award winning IBM marketing and innovation programme for the partnership with Wimbledon.

Sam is also responsible for managing the IBM sports rights relationship with the RFU where IBM are the Official Analytic Partner.

Danielle Sharkey
Associate, Charles Russell Speechlys LLP

Danielle is an Associate in the Sports Team at Charles Russell Speechlys LLP. Previously she spent eight years as legal advisor to the British Horseracing Authority (BHA) where her focus was on regulatory, governance, data protection and disciplinary matters. Danielle prosecuted a number of British horseracing’s high profile corruption and doping cases during her time with the BHA.

Danielle continues to work with a number of sports governing bodies, clubs and individuals advising on a wide range of issues including breaches of procedure, integrity, governance, safeguarding, welfare, doping and the drafting and structure of sporting Rules and Regulations.


Anna Zuccarini
Founder and Managing Director, Box Clever Workout

Raised in France to Italian parents, Anna moved to the United Kingdom in 2011 to learn English and experience a new country. She gained experience in sales and business development; and grew her international network, becoming an efficient connector within the private sector; handling the management of international projects. Anna is passionate about entrepreneurship, and has founded three start-ups, with AZuccarini, growing to three employees, and is focused on the quality of output rather than quantity.

Over the past two years, Anna has found boxing training to be beneficial in addressing both professional and personal challenges. Inspired by this, she has created a new start-up to help spread the understanding of the science of sport and the direct link in everyday life, using Boxing as a channel to build-up a championship mindset mixed with a full-body workout, and the development of a technology to increase mental peak performance – Box Clever Workout Limited. More information can be found at:

Anna is fluent in English, French and Italian, and can act as a liaison for international companies looking to expand their portfolio in the United Kingdom.