Crista Cullen Joins Edwin Doran as Performance Director

Crista Cullen MBE joins Edwin Doran Sports Travel as Performance Director.

Press release:  18th September 2017

Cullen, with an impressive 171 international hockey caps for England and GB Olympic bronze and gold medals under her belt, joins Edwin Doran Sports Travel’s leadership team. As Performance Director she will work across both sales and operations teams to carefully monitor customer feedback, fixture and sports delivery with specific focus on our fixture matching and coaching products.

Managing Director, Sam Seward:
“Our typical customer feedback score is over 94% but as any athlete will tell you, that leaves much room for improvement. It’s wonderful having Crista on board to help drive our culture of always trying to improve, it’s the numerous little touches that result in the perfect tour, which is what we’re always seeking to deliver. Crista is a special person and she brings a level of energy and professionalism to any team she is part of. We’re all very much looking forward to working with her.”

As an Olympian and sports performance expert, Crista will also be working across all the MasterClass event programmes in the UK and Europe also to ensure staff are operating at peak performance levels.

Edwin Doran Operations Director, Steve Ludnow explains:
“Here at our Operations centre in Hampton, Middlesex we have a team of 30 dedicated staff who are responsible for arranging in excess of 3,500 individual fixtures both in the UK and abroad each year. It’s great to have Crista’s input both looking in detail at our critical sports matching content as well as ensuring we keep our own high-performance culture in the office and on tour.”

Crista herself added:
“Edwin Doran & their sister company Gullivers Sports Travel are household names in sports travel, whether you are a young school athlete or an experienced Olympian. I’m looking forward to spending time with our customers, reviewing itineraries and programmes in detail and giving my insights as someone who has undertaken years of sports travel to ensure we stay at the top of our game.”

Read more about Crista here:

Edwin Doran Sports Travel are headquartered in Hampton, Middlesex and organize tours for schools, colleges and universities. Established in Twickenham in 1974, the company is recognized as the first choice operator for schools sports tours. They are fully assured members of the Schools Travel Forum (STF) as well as holding IATA and ATOL licenses while being members of ABTA.