Pictured above: (l-r) Steve Cronin (Yorkshire Bank), Steve Cram and Professor John Hayes at a business event in Birmingham

One of the UK's most successful middle distance runners and the voice of UK athletics went the extra mile for businesses in Birmingham.

Steve Cram attended a seminar at the Yorkshire Bank Financial Solutions Centre (FSC) in Temple Row, Birmingham, in his first event as an ambassador for Yorkshire Bank.

The gold medallist at the Commonwealth Games, European and World Championships led a questions and answers session after guests and Yorkshire Bank partners took part in a discussion by Professor John Hayes from the Leeds University Business School centred on 'Shaping Change - critical issues that can affect the outcome of change initiatives'.

Steve, who obtained his BA Honours degree from Sunderland University in 1983, said he is looking forward to using the lessons he learned in his sporting career to encourage and nurture business talent and skills.

"It is extremely rewarding to inspire businesses and pass on motivational tips which stood me in good stead throughout my time in athletics," he said.

"Training to be a top-class athlete and leading a department or business both require dedication, self-motivation and skill and the seminar in Birmingham showed there was plenty of talent at this event."  

The BBC presenter and commentator will represent Yorkshire Bank at corporate and community events across the UK as one of its ambassadors.

Higgs & Sons, the Carnell Group and Electrotest Services Limited were among the companies who took part in the day-long session which involved considering changes that had taken place in their business and then looking at how introducing economic and organisational changes could make a difference to their profit margins.

Steve Cronin, Managing Partner at Yorkshire Bank in Birmingham, said the former 1,500 and 2,000m world record holder and Professor Hayes had given valuable advice to businesses planning for their futures.

"Holding this kind of event emphasises our commitment to the business community in Birmingham because it was an opportunity for our customers to attend a workshop that stands out from the usual seminars," he said.

"Steve and Professor Hayes were engaging speakers with an interesting perspective on the importance of introducing positive changes to businesses to help organisations run more smoothly as well as grow.

"This was the first time we have held this kind of workshop and it proved to be a tremendous success."