Elaine Limond

Elaine's Profile

Job title

Vice Dean - Business School

Academic qualifications

BA hons., PGCE, MSc, EMBA


0121 604 1000


Building on my career within sport I then moved into business, focussing on leadership, coaching and high-performance cultures, firstly as Deputy Dean (strategy, recruitment and innovation), and now Vice-dean for the Business school, where I also developed the higher apprenticeship Coaching professional programme.  

I embarked on my journey in higher education and sports with a Bachelor's degree in Sport Studies from Northumbria University. Following this, I gained valuable experience in the fitness and sports industries across the United Kingdom, Canada and Australia.

My commitment to education led me to pursue a Postgraduate Certificate in Education (PGCE) at Nottingham Trent University, where I honed my teaching skills. Subsequently, I joined the academic team at University College Birmingham as a Lecturer, specialising in the BTEC Sport programmes. Over time, I progressed to assume leadership roles within the higher education sports portfolio, initially as an Assistant Dean and later as the Acting Dean of Sport.

In parallel with my teaching responsibilities, I devoted myself to developing my coaching career within performance sport, focusing primarily on Rugby Union. It was a distinct privilege to serve as assistant coach for England U20 women, and I earned my Level 4 coaching qualification shortly after this. Eager to enhance my expertise, I pursued a Master of Science in Coaching from Loughborough University and, more recently,  completed an Executive MBA at Aston Business School.

My professional journey took an exciting turn in late 2019 as I transitioned into the business sector, where I concentrated on leadership, coaching, and cultivating high-performance cultures. I began this new chapter as the Deputy Dean responsible for strategy, recruitment, and innovation. Today, I am honoured to serve as the Vice-Dean of the Business School, overseeing various aspects of our academic and professional endeavours. Within this role, I also took the initiative to develop the higher apprenticeship Coaching Professional program.

My career has been a dynamic blend of academic and practical experiences, each building upon the other to shape my expertise in leadership, coaching, and high-performance environments.


  • Leadership
  • Business coaching
  • High performance cultures
  • Organisational cultures

Research interests and scholarly activity

  • Coaching behaviour
  • Group cohesion/dynamics
  • High performance cultures/leadership

External engagements

  • independent governor at FE/HE institute.
  • European Mentoring and Coaching Council (EMCC) member and project lead - spotlight series(cpd focus)
  • External examiner and chief external examiner - various institutes
  • Office for Students - lead assessor (B3 conditions) 
Students at UCB

Business School

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