TAFi Logo
TAFi Logo
Share a Story
About

A platform for the people who shape the sport.

TAFi preserves the past, celebrates the present and helps build a more inclusive future for the sport. We are dedicated to preserving the stories, celebrating the people and driving meaningful change across athletics.

What we do

TAFi is a year-round media, events and impact platform dedicated to recognising the people, ideas and communities shaping a more inclusive future for athletics.

Founded by Joel Campbell and Michael Facey, TAFi began with a simple belief: the people who sustain athletics deserve to be seen, heard and remembered.

From athletes and coaches to officials, volunteers, administrators, families, media professionals and community leaders, TAFi celebrates the complete ecosystem behind the sport.

Through original storytelling, live experiences, public recognition and community-led impact, we connect the people driving change and help ensure their contribution becomes part of athletics history.

Our Pillars

One purpose. Three distinct pillars.

TAFi operates across three connected areas, each with its own role.

Media: TAFi Media tells the stories shaping athletics. Through news, interviews, films, podcasts and original editorial content, we bring greater visibility to the people, experiences and ideas that are often overlooked.

Events: TAFi Events brings the athletics community together. Our Awards, Leadership Forum and live experiences create space for recognition, conversation, collaboration and meaningful relationships across the sport.

Impact: TAFi Impact preserves community heritage and delivers projects created for public benefit. Through story collection, community partnerships, exhibitions and initiatives, this work ensures that important contributions to inclusive athletics are not lost. Community and grant-funded programmes are delivered independently through TAFi’s designated community organisation, The TAFI Foundation.

A short history

Where we've been.

  • 2024
    TAFi is founded to celebrate the people making athletics more inclusive.
  • 2025
    The first TAFi Awards take place, honouring coaches, officials, volunteers and clubs.
  • 2026
    The Leadership Forum is launched; the community programme is piloted.
  • 2026
    The TAFi Podcast launches. Editorial and research work begin.
  • 2027
    TAFi becomes a year-round media, community and events platform.
    • Meet the team
    The team behind the future of athletics recognition where every contribution to track and field excellence is celebrated.
    Michael Facey

    Co-Founder

    Founder of Sports media agency Nuffin'Long TV, Founder & CEO of Digital Design & Data Analytics company Facemasters. Founder & CEO of chairitable foundation Help Mental Health CIC | Michael is Digital Data Expert with over 10 years of experience in journalism, video production, and digital design.

    A stellar background in events across the sports and entertainment sectors, understanding the link between fitness and wellbeing and passionate about helping brands connect authentically with their audiences.

    Joel Campbell

    Co-Founder

    With over two decades in and around the business of front line sports, lifestyle and entertainment journalism, Joel Campbell has harnessed experience that allows him to move seamlessly from the business of solely reporting on global sport to influencing sport and the delivery of sport at every level.

    Determined to tell the stories of those whose voices have been subdued, the foundation of Joel’s work is always underpinned by an inherent responsibility to help foster an egalitarian environment wherever possible.

    An author, documentary maker and co-founder of BCOMS, an independent organisation helping to develop the next generation of sports media professionals through its Masterclass programmes, TAFI is the next step in his journey to bring about positive social cohesion.

    Lorna Dwyer

    Currently Senior Athlete Support Co-ordinator (Olympics) & Equality Diversity & Inclusion Lead at UK Athletics. Lorna celebrates 19 years at UK Athletics this year.

    She has operational experience in supporting British Athletics World Class Programme athletes into and beyond their most successful European, World & Olympic Games.

    Karen Forbes

    An experienced Event Manager with a passion for track and field athletics and a love of sport in general. Holding a wealth of logistical experience within British Athletics working on the UK's track and field world class televised events.

    Karen has skills in project management, in particular, athlete logistics. A decade of Major Events experience, Olympics, World Championships in Athletics 2017 Visa Entry Manager. Including World Indoor and European Indoor Championships, London Marathon and Cross-Country events. Recently the World Athletics Indoor Championships 2024, Glasgow.

    Michael Facey

    Co-Founder

    Founder of Sports media agency Nuffin'Long TV, Founder & CEO of Digital Design & Data Analytics company Facemasters. Founder & CEO of chairitable foundation Help Mental Health CIC | Michael is Digital Data Expert with over 10 years of experience in journalism, video production, and digital design.

    A stellar background in events across the sports and entertainment sectors, understanding the link between fitness and wellbeing and passionate about helping brands connect authentically with their audiences.

    Joel Campbell

    Co-Founder

    With over two decades in and around the business of front line sports, lifestyle and entertainment journalism, Joel Campbell has harnessed experience that allows him to move seamlessly from the business of solely reporting on global sport to influencing sport and the delivery of sport at every level.

    Determined to tell the stories of those whose voices have been subdued, the foundation of Joel’s work is always underpinned by an inherent responsibility to help foster an egalitarian environment wherever possible. An author, documentary maker and co-founder of BCOMS, an independent organisation helping to develop the next generation of sports media professionals through its Masterclass programmes, TAFI is the next step in his journey to bring about positive social cohesion.

    Lorna Dwyer

    Currently Senior Athlete Support Co-ordinator (Olympics) & Equality Diversity & Inclusion Lead at UK Athletics. Lorna celebrates 19 years at UK Athletics this year.

    She has operational experience in supporting British Athletics World Class Programme athletes into and beyond their most successful European, World & Olympic Games.

    Karen Forbes

    An experienced Event Manager with a passion for track and field athletics and a love of sport in general. Holding a wealth of logistical experience within British Athletics working on the UK's track and field world class televised events.

    Karen has skills in project management, in particular, athlete logistics. A decade of Major Events experience, Olympics, World Championships in Athletics 2017 Visa Entry Manager. Including World Indoor and European Indoor Championships, London Marathon and Cross-Country events. Recently the World Athletics Indoor Championships 2024, Glasgow.

    One Aim

    Our Mission

    To increase recognition, representation and belonging across athletics by preserving important stories, creating meaningful platforms and celebrating the people whose contributions move the sport forward.

    We believe athletics becomes stronger when every part of its community is valued—not only those standing on the podium.

    Legal

    TAFi Awards is a registered company in England and Wales. The public-facing brand is TAFi; our community work is delivered under the Community pillar with a legal constituation called The TAFI Foundation.

    Get in touch