London, UK – 01/07/2025
One of the UK’s most innovative youth sport initiatives has entered a new era. Formerly known as the ‘East London Sport Talent Pathway (ELSTP)’, the programme has officially relaunched as ‘Flete — a bold rebrand shaped by the voices of its young athletes. The announcement follows the confirmation of a new £615,000 investment from Sport England, securing the future of the programme through to 2027.
Launched in 2022, the programme was developed to address the underrepresentation of young people from global majority communities, lower-income backgrounds, and non-traditional sporting schools in elite talent pathways. Over its first two years, it has provided over 100 athletes aged 11–18 with access to strength & conditioning, medical support, sport psychology, lifestyle coaching, and multi-sport experience days — completely free of charge.
With 18 athletes now competing internationally for England, Great Britain or their home nations across sports including cycling, fencing, volleyball, basketball, and football, the programme is delivering on its promise to diversify the future of elite sport in the UK.
A Brand Shaped by Young People
The rebrand from ELSTP to ‘Flete reflects a broader shift in the programme’s identity and ambition. The new name — coined by fusing fleet (a fast-moving group) and athlete — was the top choice of the programme’s athletes in a multi-phase co-creation process led by creative agency Dark Horses and youth engagement experts Livity.
Louis Annan, Head of Programme, explains:
“This wasn’t about designing a logo and calling it a day. This was about building a brand that reflected how our athletes saw themselves — as a collective, as a movement, and as something more than an acronym. ‘Flete is agile, aspirational, and rooted in the voices of the young people we serve. It’s something they can proudly wear, say, and represent.”
The co-creation process included in-person workshops, online testing sessions, and creative feedback loops, giving athletes full influence over the naming, visual identity, colours, and brand tone. The new look — a dynamic logomark with an upward tilt, a bold red gradient, and graffiti-inspired typography — is already being rolled out across apparel, social media, and promotional materials.
Phase 2: Expanding the Vision
The new £615,000 Sport England investment will support ‘Flete through its second phase of delivery, with a focus on deepening impact and improving long-term athlete progression. Key developments over the next three years include:
- Enhanced Talent Development Support: New offers in nutrition, menstrual health, career mentorship, and personal branding, in addition to existing services.
- Talent Transfer Pathways: Continued delivery of multi-sport experience days, helping athletes discover new disciplines and transition into alternative NGB pathways.
- Parent & Family Education: The launch of a structured parent/carer support programme focused on wellbeing, communication, and navigating elite sport.
- Women & Girls Strategy: Expanding single-sex sessions, tailored support, and targeted recruitment to increase representation and retention of girls and young women.
- Deeper NGB Collaboration: Strengthening ties with national and regional sport governing bodies to ensure clear, accessible progression routes for cohort athletes.
Micah Watson-Gayle, Project Officer leading on Athlete Recruitment & NGB Partnerships, said:
“’Flete is about unlocking potential, but also about making systems more accessible. Our job is to find the right athletes — and ensure there’s a clear path forward. We’re not just preparing them for performance. We’re giving them visibility and opportunity where there was once a gap.”
Heaven Bowman, Project Officer leading on Parent Engagement and the Women & Girls strand, added:
“We’ve learned that talent can’t flourish in isolation. Parents, carers, and siblings are often the invisible backbone of the athlete journey. ‘Flete recognises that — and this next phase allows us to support not just the athletes, but the families behind them. For our girls especially, it’s crucial they see this as a space where they belong and can lead.”
A New Chapter, Rooted in Purpose
The new identity was formally launched on June 4th at Hackney Picturehouse, during the exclusive premiere of the short documentary “No Athlete Is An Island”. The screening brought together athletes, families, coaches, and funders, culminating in a surprise reveal — with every guest discovering a ‘Flete-branded t-shirt hidden under their seat.
Louis Annan, reflecting on the event, shared:
“That moment was about more than branding. It was about saying — this is yours. We’ve spent two years building trust, building systems, and building belief. With the support of Sport England, our community, and our incredible delivery team, ‘Flete now has the identity, platform, and momentum to inspire even more young people — not just in East London, but across the country.”
NOTES TO EDITORS
- Flete East London is a Sport England-funded prototype delivered in partnership with the University of East London.
- The programme was formerly known as the East London Sport Talent Pathway (ELSTP).
- Athletes currently span sports including cycling, fencing, football, basketball, boxing, swimming, handball, rowing, taekwondo, and volleyball.
- 50%+ of athletes come from low-income households; 65%+ identify as Black, Asian or ethnically mixed.
- Phase 2 funding runs from June 2025 to July 2027.
For press enquiries, interviews or images, please contact:
Louis Annan
l.g.annan@uel.ac.uk
07930221126
‘Flete East London
