We’re excited to share the latest episode of Inside Norse, with inspiring leader Ian Thornton OBE.
Host Paul Pawa leads a thoughtful conversation about purpose, partnership and the long‑term impact of investing in communities with Ian Thornton, Chief Executive of Norwich City Community Sports Foundation, and Justin Galliford, CEO of Norse Group.
In episode 13 of Inside Norse, Ian shares his personal journey with the Community Sports Foundation, which began when he was just 14 years old. What started as an early connection has grown into a lifetime commitment, leading him to the role of Chief Executive. But for Ian, titles have never mattered. What continues to drive him is seeing people grow in confidence, watching them smile, and knowing they feel part of something that stays with them long after the session ends.
That people-first mindset runs through everything the Community Sports Foundation does. From supporting young people and working with over-55s, to delivering meaningful activities for people living with dementia and creating genuinely inclusive opportunities through sport, the approach remains refreshingly straightforward. It’s about showing up, making a real difference, and supporting people at every stage of life while strengthening the communities around them.
Ian talks passionately about the unique power of sport, and football in particular, to bring people together. It’s a universal language that cuts across backgrounds and circumstances, opening doors and creating connections that might not otherwise exist.
That shared belief in the power of community sits at the heart of the strategic partnership between Norse Group and the Community Sports Foundation. By bringing together Norse’s commercial expertise with the Foundation’s grassroots delivery, the partnership is built around shared values and shared goals. Both organisations are focused on improving lives, and by working together, they’re able to achieve far more than they could alone.
Justin reflects on Norse Group’s role as a publicly owned organisation and what that responsibility means in practice. Being a good ambassador for its shareholder means doing the right thing for the communities it serves. The work taking place in Norfolk is already proving to be a strong example, with the potential for joint venture partners to adapt and replicate similar approaches in their own regions.
Employee involvement plays a big role too. From helping choose which programmes to support to taking part in events like Run Norwich through running or volunteering, Norse colleagues are encouraged to get involved in ways that feel personal and meaningful.
Initiatives like Onside show just how deep that impact can be, supporting young people facing real challenges and giving them the time, guidance and encouragement they need to build confidence and resilience. Meanwhile, Active Canaries brings together the Foundation and Norse Group’s catering teams to link food education with physical activity. Through football role models and hands-on learning, more than 12,000 young people have explored the connection between nutrition, movement and wellbeing in a way that feels fun, relatable and accessible.
What comes through most clearly is that the strategic partnership between the Community Sports Foundation and Norse Group isn’t static. It’s evolving. Built on strong footings, shaped by learning, and driven by a shared, long-term commitment to supporting people and communities across the region.
Watch the full episode on YouTube or listen on Spotify, and Amazon Music.
