Who we are

IMPACT was founded by Gurpri, Mie and Lucy, DEI practitioners, who believe culture change starts with people. We created IMPACT to help organisations move beyond statements and tick-box training, and instead build inclusive, human-centred practices that connect people, purpose and progress. Guided by our pillars — Culture. Connection. Change. — we combine lived experience, strategic rigour and storytelling to turn good intentions into meaningful, sustainable action.

an open notebook showing the words "people are our compass" and a compass icon on the right page.

IMPACT Values

Care

We lead with empathy, listening deeply and meeting people where they are, always putting human connection first.

Integrity

We do what we say and stand by it — with fairness, honesty, and responsibility at the heart of every decision.

Courage

We are unafraid to challenge the norm, ask hard questions, and push for the change that matters most.

Empowerment

We equip people and organisations to act with confidence, translating values into meaningful, lasting change.

Why we created IMPACT

We started IMPACT because inclusion is too often reduced to tick-box exercises, when in reality it is culture — and culture is the business.

IMPACT isn’t about performance — it’s about people.

We bring experience and empathy into every room we’re in, creating change built on honesty, trust, and the courage to start.

Let’s make the change real — and let’s do it with intention.

Why choose IMPACT

Because we know that culture change is both strategic and deeply human. Our co-founders, Mie, Gurpri and Lucy bring over 40 years of experience from football, media, charities, tech, and the arts.

We don't believe in a one-size-fits-all approach. Instead, we offer bespoke, evidence-driven strategies that are also honest and empathetic.

By blending strategic rigour with emotional intelligence, we help you create a culture that is not just successful, but also sustainable

a headshot of a smiling white woman with blonde hair.

Meet our Founders

  • Hej – I’m Mie Oestergaard (Pronounced: MiA)! Pronouns She/Her

    Co-founder of IMPACT — a global inclusion and culture Consultant with 12+ years’ experience helping organisations and individuals move from good intentions to meaningful action.

    From creating the award-winning Sky Sports News programme Tackling Racism, to delivering female leadership events and facilitating workshops for hundreds at Emirates Stadium, I’ve worked with some of the most recognisable names in sport, media and travel — including Sky Sports, Arsenal Football Club and Skyscanner. But more importantly, I’ve worked with people — always.

    I bring my lived experience into everything I do, using it to centre empathy, intersectionality, and the power of personal narrative. This work isn’t just my profession — it’s my passion.

  • I grew up on a farm in the Danish countryside, where I learnt early the value of community. In 2008 and 2009, I travelled the world — twice — for six and seven months respectively. Those journeys opened my eyes and ignited a deep commitment to justice, human connection, and culture.

    In 2010, I moved to Stoke-on-Trent to study in the UK, before settling in London — a city I’ve called home ever since (with a few detours along the way).

    In 2020, during the pandemic, I returned to Denmark for 18 months, and later moved to New York to begin a Master’s degree in Project Management at NYU for six months.

    Since 2022, I’ve been back in London — living by my values, grounded in purpose and continually evolving.

  • Hi – I’m Gurpri Kaur Bains (pronouns She/Her).

    Co-founder of IMPACT.

    Centred in the Midlands, I am a creative and holistic equality, diversity & inclusion practitioner and a rising voice in community led storytelling. I transform principles into impactful action through engaging events, powerful talks and strategic delivery across sports, arts, education and major events.

    My drive is rooted in my identity as a first-generation British Indian, coming from a working-class background and the first in my family to attend university. My lived experience of opportunity forms the foundation of my commitment to promoting inclusive leadership – showing how to lead adventurously with relevance and humility.

    I have developed and led engagement campaigns and strategic governance for three major professional football clubs, including Birmingham City FC & Wolverhampton Wanderers FC. Having led similar remits with the University of East London Students’ Union and Nottingham’s Theatre Royal & Royal Concert Hall, I bring a track record of producing innovative event concepts that broaden audience representation across multiple demographics. 

  • My journey

    My proudest achievement to date is playing a key role in helping to shape the ED&I and social value commitments of the historic Birmingham 2022 Commonwealth Games. I helped bring to life the iconic opening and closing ceremonies, the schools learning programme, and the Queen’s Baton Relay to local and global audiences. 

    This work amplifying voices continues beyond events and stadiums. I co-present the Sunday breakfast show on WCR.FM and host my own podcast, creating essential platforms for dialogue that bridges communities and industries.

    My commitment to you, is that I will leave no stone unturned as I guide you towards your North Star. Together, we’ll embed an intersectional lens into your audience and people plans, setting you up to hit governance targets, transform the workplace, creating an equitable and inclusive environment for all.

a smiling woman in a grey hoodie, wearing glasses on her head, taking a selfie in front of a snowy mountain range.

  • Hi – I’m Lucy Pepper.

    Co-founder of IMPACT — a lifelong communicator, campaigner and storyteller with an extensive career in media, football and charities.

    From forming the UK’s first all-female sports desk at the Balham & Tooting News, to producing editorial content for Millwall FC for 16 years — I’ve worked across local and national newsrooms, football clubs, and inclusion networks, always guided by a belief in fairness, creativity and using your voice to make a difference.

    I’ve created stories that connect. I’ve stood on picket lines and pitch-sides. And I’ve helped push boundaries — including securing FA approval for Millwall players to wear protest T-shirts at Wembley in support of Save Lewisham Hospital community campaign, a one-of-a-kind moment in English football history.

  • A proud south east Londoner, I’ve always been drawn to people’s stories — how they’re told, who gets to tell them, and why that matters.

    After years in newsrooms and at Millwall Football Club, I joined Women in Football as PR & Media Manager, championing visibility and equity for women in the game. I later moved into a role at the Premier League, where I continue to advocate for inclusion and better representation in sport and media.

    Along the way, I also trained as a bereavement counsellor — a journey that taught me even more about what it means to listen, to hold space, and to support people with care and clarity.

    I co-founded IMPACT to bring all of that experience together — to help organisations not just talk about values, but live them.

    Let’s make something that matters.