Set up in 2016, YP Potential CIC is a division of The Apprentice Academy. Working with partners, we support inner city projects designed to build young people’s self-esteem, increase aspiration and tackle social issues.

Our primary mission is to tackle young people’s limiting self-beliefs, particularly those who struggle in education, face social or economic barriers.  As well as sponsoring programmes ourselves, we also work with partners to co-fund projects.

To date we have worked with over 450 young people in projects ranging from music programmes for young people excluded from main stream education, to inner city football club, to climbing programmes, music therapy, to a youth club and dance programmes.

YP Model.PNG

Jim Clarke

CSR Director

Jim is Co-founder of The Apprentice Academy and part of the Future Talent Team. Alongside his role at The Apprentice Academy, Jim is also CSR Director responsible for overseeing YP Potential social outreach programmes.


Alex Staniforth


Alex is a 21-year old motivational speaker, ambassador, author and adventurer. He has attempted to climb Mount Everest twice – both attempts were thwarted by disaster in the 2014 avalanche and 2015 Nepal earthquake. Suffering Epilepsy, bullying, mental health problems and a stammer as a child, he regularly speaks about his experiences to young people.


Richard Winslad

Finance Director

Richard is Finance Director for the Axon Moore Group; prior to joining Axon Moore, Richard qualified with PwC and is member of the Institute of Chartered Accountants. Richard supports YP in all financial related aspects.