Context and Background

JD Sports, a major player in the retail industry, is committed to supporting the well-being of its employees, encompassing mental, physical, financial, and social well-being. Phillip Montague, JD’s Well-being Business Partner, has been a key advocate for neuro-inclusion. He has collaborated closely with the company’s Diversity, Equity, and Inclusion (DEI) team to promote a workplace that supports neurodiverse colleagues and fosters an inclusive environment.

Phillip first encountered Cognassist at a neurodiversity event, and what stood out to him was the platform’s ability to provide a holistic approach to neuro-inclusion. Rather than focusing solely on specific neurodivergent conditions such as ADHD or autism, Cognassist offered solutions grounded in cognitive science, aimed at benefiting all employees, regardless of their neurodivergent status. This broader perspective aligned with JD Sports’ objective of ensuring that any strategy they implemented reached and supported as many employees as possible.

92% of Champions reaching the target confidence zone.

Ensuring they can effectively advocate for neurodiverse employees.

97%

of attendees of the manger training would recommend the course to another manager.

93%

would use Cognassist to help provide support.

Understand…

JD Sports’ Journey Towards Neuro-Inclusion with Cognassist

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 neurodiverse conditions 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 Provided

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 discipline measures when assessing performance issues and instead consider whether cognitive barriers might be at play. Managers and champions were trained to create supportive environments where all employees, neurodiverse 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 neurodiverse 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.

Testimonial and Feedback

Phillip expressed great satisfaction with Cognassist’s approach, particularly its ability to listen and adapt to JD Sports’ specific needs. He highlighted the open and collaborative relationship between JD Sports and the Cognassist team, stating:

“The willingness of Cognassist employees to listen, learn, and develop solutions has been critical. They didn’t just offer a one-size-fits-all solution; instead, they helped us figure out what would work best for our unique environment.”

He also appreciated how Cognassist helped JD Sports move beyond just compliance or trend-based diversity initiatives, focusing instead on long-term employee well-being and success.

Conclusion and Takeaways

JD Sports’ journey toward neuro-inclusion, supported by Cognassist, demonstrates how a thoughtful, educational approach can foster a more inclusive and productive workplace. By focusing on awareness and practical tools, JD has been able to make significant strides in supporting neurodiverse employees across its varied work environments.

The key takeaway for other organisations is the importance of education and gradual implementation when introducing neuro-inclusion initiatives. Building awareness first, followed by specific, actionable training, can drive lasting change in workplace culture and empower managers to support all employees better. JD Sports’ experience also highlights the value of working with partners who are willing to listen and tailor solutions to fit the company’s evolving needs.

Phillip’s vision of integrating neuro-inclusion into every aspect of JD Sports’ operations—from communication strategies to team-building activities—reflects the company’s long-term commitment to making neuro-inclusion part of its DNA.

Further reading

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