How to create inclusivity?
Challenge
Before engaging with Cognassist, JD Sports faced a significant challenge: creating an inclusive work environment across its diverse range of work settings. From high-energy retail stores with loud music and bright lights to distribution centres, corporate offices, and creative studios, each environment presented unique obstacles for neurodiverse employees. These spaces could be overwhelming or unsuitable for colleagues with different cognitive needs, making it difficult for them to perform at their best.
In addition, many employees were not fully aware of the broad range of cognitive diversities represented in all workplaces and how these might affect colleagues’ performance. Without proper education and training, neurodiverse employees could be misunderstood as being disengaged or unproductive when, in reality, they were facing environmental or cognitive barriers.
Solution
Cognassist provided a comprehensive neuro-inclusion training program tailored to JD Sports’ needs. The solution involved two key components: neuro-inclusion manager training and neuro-inclusion champion training. These programs were designed to educate JD Sports’ managers and champions on how to recognise, support, and adapt to the needs of neurodiverse colleagues.
The training focused on broadening perspectives around neurodiversity and equipping managers with the tools to foster more inclusive conversations. It encouraged them to look beyond traditional disciplinary measures when assessing performance issues, and instead consider whether cognitive barriers might be a factor. Managers and champions were trained to create supportive environments where all employees, neuro-different or not, could thrive.
Phillip praised Cognassist’s flexibility in allowing JD Sports to roll out the training in a phased approach, starting with a focus on education and awareness before moving to more widespread implementation. This step-by-step process enabled the company to introduce neuro-inclusion thoughtfully, ensuring buy-in from key stakeholders.
Results and Impact
The training programs have had a notable impact on JD Sports. Phillip reported that the courses were among the most sought-after in the company, with strong attendance and engagement from employees. Feedback from participants has been overwhelmingly positive. Many managers shared how the training shifted their perspective on employee performance, helping them understand that behaviours they previously interpreted as laziness or obstructiveness might stem from cognitive challenges.
This new approach has led to more productive conversations between managers and colleagues, fostering a more supportive workplace culture. Furthermore, employees who completed the neuro-inclusion champion training felt empowered to share their knowledge and insights with their teams, driving a ripple effect of understanding and inclusion across the organisation.
