Sam Bird announced as new London Pulse CEO

London Pulse have announced that Natalie Seaton, founder and CEO has sold her majority shareholding in the company to the existing investor, Blue Sky Holdings, and has stepped down as the CEO of the company.


The Board and investors have appointed Sam Bird, the Clubs Director of Netball as the interim CEO and Sam will work with the Board and the Company’s investors who remain fully committed to the culture and values of London Pulse, and are excited about the next stage of the Club’s development.

London Pulse would like to stress that although these are difficult times for everyone, this change is not a consequence of the current circumstances and the Club’s prospects remain strong and exciting.

London Pulse would like to thank and acknowledge Natalie Seaton’s role in setting up and creating the first Superleague team in London, and the legacy, values and culture that this has created for Netball in London.

Natalie has created a committed and skilled team of staff throughout the club, which is well placed to continue its journey of growth and development. Natalie had a steadfast belief in the great potential of an elite team in London and London Pulse wishes to thank Natalie for the role she has played in bringing professional netball to London and wishes her the best for the future.

London Pulse contact for enquiries:

Sam Bird said:

“Since being appointed as Director of Netball for London Pulse last Summer, I have joined a team with huge potential, with talented staff and athletes working together at all levels of the Club. London is a special place for netball to thrive and as the interim-CEO, I am delighted to able to lead this Club forwards into its next phase of growth with the backing of supportive investors in the Club. I will be working hard during this postponement of the VNSL to maintain the existing objectives and strategy to ensure we are well placed to continue our growth with talent ID, developing a bigger fan base, working on plans for significant community engagement and providing an exciting brand of netball in our Capital City.”

On leaving London Pulse Natalie Seaton commented:

“I will forever remember my time and every experience as the founder and CEO of London Pulse, which has been very rewarding and challenging at times. I will cherish every moment and hold onto the many accomplishments that are part of mine and London Pulse’s history, and I am certain that London Pulse will continue to succeed and evolve. My thank you extends to all staff, athletes, partners and sponsors, and others who have been involved in LP since the beginning of its journey and endeavours, from conception to reality and realization. I am sure everyone involved will continue to ‘Make London Super.”