Leadership Communication Group trains professionals to communicate with clarity and conviction under pressure. Our founders learned it the hard way, in boardrooms and on the track.
Leadership Communication Group wasn’t built in a boardroom. It began on a track. In 2021 Gordon Williams and Frederick Afrifa, friends long before they were business partners, founded B.I.G Track Club, a youth athletics initiative in London built on one idea: confidence comes from discipline and structure.
They watched young people who barely spoke learn to carry themselves with presence, and they saw that the framework worked far beyond the track. So they built a training company around it, first for individuals and then for organisations.
In late 2024, one participant with a genuine fear of speaking went back to NatWest and hosted a company-wide conference. His colleagues asked what had changed. That referral led to more than 200 NatWest professionals trained, then work with Coutts, King’s College London and Bethnal Green Ventures, and today with teams in finance, pharmaceuticals and technology.
Along the way, Gordon and Frederick published Unmute Yourself, distilling the frameworks behind their work.
The B.I.G. Framework is the proprietary model at the heart of every LCG programme. It is a practical system for building influence in high-stakes environments, integrating mindset, communication skill and behavioural awareness.
Most communication training focuses on performance in the moment. The B.I.G. Framework starts earlier, developing how professionals think, prepare and show up before high-pressure conversations even begin.
Developing presence, composure and credibility so individuals earn trust quickly in high-pressure environments. This pillar focuses on how individuals regulate pressure, project authority without over-explaining and establish credibility from the first moment of an interaction. For professionals who need to establish credibility quickly and lead conversations under scrutiny.
Turning complex ideas, viewpoints and recommendations into clear, compelling messages that decision-makers understand and act on. This pillar ensures messages land with clarity and relevance, driving alignment rather than confusion. For professionals who need to influence stakeholders and articulate value clearly.
Generating commercial outcomes by turning high-stakes conversations into clear decisions, ownership and momentum. This pillar focuses on how professionals move conversations forward, handle objections and close with clarity and intent. For professionals responsible for securing buy-in and delivering measurable outcomes.
Co-founder
Gordon helps leaders communicate with clarity in high-pressure environments, but his journey into this work began from the opposite place. He could not speak until the age of four, and grew up quiet and often overlooked, someone who had something to say but no framework for saying it.
During the pandemic, he was made redundant. Rather than retreat, he treated it as a reset, investing deliberately in communication, mindset and performance. That period of focused, intentional growth led him to secure a role at JP Morgan, but the real education started once he got there.
In his first few weeks, sitting in senior management meetings, he felt the anxiety that so many capable professionals never talk about: the pressure of being in the room but not knowing how to command it. He had earned his seat. Now he had to learn how to use it.
He kept investing in his communication, and within two years he earned a promotion, recognised explicitly for his growing leadership presence and his ability to articulate value under pressure.
That experience made something undeniable. Technical ability gets you through the door, but clarity, presence and composure under pressure are what determine whether you’re actually heard. He saw the same pattern everywhere: capable professionals being overlooked not because they lacked skill, but because they lacked structured, confident communication.
Today, Gordon works with leaders across financial institutions, higher education and enterprise organisations to strengthen structured thinking, executive presence and leadership performance. He has been the person in that room, worked to find his voice, and now uses those same experiences to coach professionals doing the same.
Co-founder and global speaker
Frederick’s expertise in influence, delivery and communication psychology is rooted in a life shaped by performance and resilience. Born in Milan and raised in Brixton, he arrived in London unable to speak English. Communication was not a natural advantage. It was something he had to build.
He went on to represent Italy in athletics, earning national selection and sponsorship. At the peak of that journey, he was dropped. Overnight, the identity he had built around performance was gone.
Rebuilding from that required a different kind of discipline, not physical but psychological. A new relationship with pressure, self-worth, and what it means to show up when the ground has shifted beneath you. That experience shaped his philosophy on communication: confidence is not a personality trait. It is trained.
Frederick went on to feature on The Apprentice, where his pitch was rated by Lord Sugar as the best in the show’s history. Since then, he has become a global speaker, delivering across the UK, Nigeria, Kazakhstan and beyond, helping professionals communicate with conviction in high-stakes environments.
His work blends performance discipline with leadership capability. He understands self-doubt, scrutiny and expectation, because he has lived through them.
Together, Gordon and Frederick built Leadership Communication Group to help individuals and organisations master the moments that define careers.
The people behind LCG bring energy, structure and real-world commitment to everything we deliver. Our trainers are developed within the B.I.G. Framework, so every programme is delivered to the same standard. Our operations team runs the strategy, creative and commercial work behind the brand.
Communication Trainer
Shaunick coaches individuals and teams at LCG to find their voice and speak with ease. With a decade of experience as a Software Engineer in the tech and finance sectors, he blends technical precision with a relaxed, supportive approach. Shaunick is a firm believer that the most powerful communication happens when you stop trying to be perfect and start being yourself.
Communication Trainer
Solomon was recognised by Sir Richard Branson after winning the Virgin Pitch to Sail, delivering a presentation to over 5,000 delegates. A former investment banker, he now coaches professionals at LCG to communicate with clarity and conviction under pressure.
Creative Director
Kamil leads the creative work behind how LCG looks and sounds.
Marketing Associate
Karabo drives marketing initiatives at LCG, combining brand strategy with digital execution to strengthen how our work is communicated. She has delivered content and engagement projects across corporate and personal development sectors, focusing on building brands that resonate with real audiences. She approaches her role with a commitment to clarity, consistency and communication that reflects genuine intent.
Client Operations Associate
With over four years of experience in customer relations, Abel brings a human-centred approach that prioritises the needs, wellbeing and dignity of clients. He focuses on understanding what motivates each person, to build trust and solve problems, and believes effective communication is the cornerstone of organisational success.
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