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Richmond Yorkshire Community Interest Company

Coast to Coast Passport Lead opportunity

30 Oct 2026

In just two seasons, the Coast to Coast Passport (c2cpassport.com) has found a large following among walkers from all over the world. They love the idea behind it: collecting unique Passport Stamps as they trek across some of the most beautiful scenery Northern England has to offer.

The Passport, an initiative of Richmond Yorkshire CIC, has been built so far on the efforts of part-time staff and a handful of dedicated volunteers. We're now looking for the person who will take it forward: someone who can turn a much-loved project into a thriving, self-sustaining enterprise, without losing an ounce of the warmth that walkers love it for.

If you have a genuine love of long-distance walking, and you know how to build a commercial venture around the values of social enterprise, this could be the role you've been waiting for.

The 2027 editions of the Passport are in production. The C2C Passport Lead will be expected to pick up the reins of the project in preparation for the launch of the new walking season that begins the latter half of March.

The Details

  • Reports to: A nominated Director of the Richmond Yorkshire CIC Board
  • Contract: Freelance / self-employed. Substantial, part-time, reflecting the seasonal shape of the work
  • Location: Home or hybrid, within reasonable reach of Richmond, Yorkshire, with occasional travel along the Trail
  • Remuneration: Day rate or retainer, to be agreed, plus a potential performance-related bonus for new revenue secured, principally new sponsorship
  • Closing date: Monday 14 December 2026

About the Passport

The Coast to Coast Passport lets walkers collect stamps at over 80 Stamping Agents along the route and earn a personalised certificate on completion. It has drawn together public funding from every local authority along the route, a major contribution from Natural England, and a growing roster of commercial partners, all built on the back of the recently completed £5.5 million upgrade of the Trail itself.

The network of Stamping Agents continues to grow, and walkers write in unprompted with warm feedback. From 2027, a free Companion App, co-produced with the Coast to Coast Trail Partnership, will let both Passport holders and casual walkers log their journeys digitally.

About the Role

This is a freelance leadership role, not a back-office job. You'll take personal ownership of the Passport as a self-sustaining enterprise with a strong social purpose: growing its commercial income, deepening its network of partners and sponsors, and making sure every walker's experience stays as positive and upbeat.

You won't be doing everything yourself. Part of the role is working out what administrative and operational support the project needs in addition to the existing team, potentially. You will be expected to work closely with the volunteers who have made this initiative so successful and nurture them while, at the same time, recruiting more individuals who wish to get involved.

A working knowledge of the Coast to Coast Trail would be a big advantage. Being an active walker yourself would help even more: you'll need to understand, instinctively, what makes someone want to take on 190 miles of England on foot.

Register Your Interest

To register an expression of interest, please email Judith Harwood at admin@richmondyorkshire.co.uk by Monday 14 December 2026.

In your email, please give us a short profile of yourself: your background, the ventures or projects you have led, your connection with walking and the outdoors, and what draws you to the Coast to Coast Passport. You're welcome to attach your CV.

Before you apply, we strongly recommend that you email Judith (on the above email address) and arrange to have an initial conversation about the role.

Your details will be seen only by those involved in the recruitment, and will be kept for six months, then deleted. If you would like your details removed sooner, just let us know at the same address.

What You'll Be Doing

Leading the Passport's growth and sustainability

  • Take overall ownership of the Passport as a commercial enterprise with a strong social purpose, accountable to the Richmond Yorkshire CIC Board for its ongoing growth.
  • Work out what administrative and operational support you need as leader of the project, such as bookkeeping, correspondence and design help, and put the right arrangements in place, keeping an eye on quality and cost.

Building relationships that matter

  • Sell the Passport's mission directly to walkers, to local businesses along the route, and to national brands who want to be associated with encouraging people onto the Trail.
  • Maintain and grow relationships with the public funding bodies who backed the Passport in its first two years.
  • Build the closest possible working relationship with the holiday companies who market the Coast to Coast, increasingly the Passport's most important customer group.
  • Keep a strong working relationship with the Coast to Coast Trail Partnership, the organisation that maintains the route itself.

Delivering the Passport and the App

  • Take personal responsibility for delivering the printed Passport, in both Full and Mini editions, from 2028 onwards, hitting print deadlines ahead of each walking season.
  • Grow the network of Stamping Agents and the advertising revenue that comes with it.
  • Oversee the copy and design of both printed editions, bringing in freelance writers and designers as needed.
  • Make sure the Companion App evolves alongside the printed Passports, working closely with the Trail Partnership.

Keeping the walker experience friendly and genuine

  • Make sure every enquiry from walkers, Agents, sponsors and partners gets a prompt, personal response.
  • Make sure Passports go out quickly to anyone who orders one, and that Completion Certificates reach walkers promptly once they've finished the Trail.

What We're Looking For

Essential

  • A proven track record of leading or growing a commercial venture that also does real social or community good.
  • Strong, credible sales and relationship-building skills, equally at home with an individual walker, a small local business, a national brand or a public funding body.
  • A genuine understanding of the long-distance walking community that you can evidence from your experience.
  • Excellent written and verbal communication, including briefing designers, printers and videographers to a professional standard.
  • The organisation and judgement to work out what support a growing project needs, and the initiative to put it in place.
  • Sound financial literacy: comfortable managing a budget and taking a commercial view of pricing, sponsorship and partnership deals.

Desirable

  • A working knowledge of the Coast to Coast Trail.
  • Experience running or growing a membership, licensing or agent network.
  • Experience commissioning print production and/or digital app content.
  • Existing relationships in the walking holiday, outdoor retail or tourism sectors.

A note on the bonus

The performance-related bonus rewards new revenue brought to the Passport, principally new sponsorship. Renewals from existing Stamping Agents and advertisers are treated as core income and do not attract a bonus.

Ready to talk?

If this sounds like you, email Judith Harwood at admin@richmondyorkshire.co.uk with your profile and, if you wish, your CV.

Coast to Coast Passport Lead opportunity
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