AMI — Association of Mountaineering Instructors
Marketing training and strategy workshops for the national body for mountaineering instructors — delivered at the AMI Annual AGM to members ranging from self-employed instructors to national travel companies.
The Context.
The Association of Mountaineering Instructors is the professional body for climbing and outdoor instructors across the UK. Its members range from self-employed guides and coaches to national outdoor travel companies — all operating in a sector where credibility and personal reputation are everything.
Following a local workshop, AMI invited Anchor & Dash to deliver a series of marketing training sessions at their national Annual AGM, contributing to members' continued professional development.
The Challenge.
Members with exceptional technical expertise but limited marketing confidence
Diverse audience — from solo self-employed instructors to larger outdoor businesses — requiring a flexible, relevant approach
Sessions needed to be practical and immediately actionable, not theoretical
Outcomes needed to count toward CPD accreditation
Marketing needed to feel relevant to people who had built careers on credibility, not self-promotion
The Outcome.
Two workshop sessions delivered at the AMI Annual AGM — covering brand messaging, social media strategy and practical marketing planning. Every attendee left with a workbook and a personalised marketing plan.
"The best money I have spent on my business so far." — AMI Member
"Absolute gold dust." — AMI Member
"Thoroughly recommended, loads of good trickery." — AMI Memb
STRATEGY.
Workshop design built around the specific challenges of self-employed outdoor professionals
Brand messaging development tailored to individual instructor businesses
Social media strategy frameworks adapted for different business sizes and models
Practical marketing planning — actionable from the session itself
SYSTEMS.
Two full workshop sessions delivered at national AGM
Custom workbooks developed for each attendee
Personalised marketing plans produced during the sessions
Social media training and strategy frameworks provided
Ongoing strategic direction available post-workshop
SCALE.
National reach — members from across the UK in attendance
CPD accreditation achieved for all participants
Immediate implementation — attendees putting learning into practice from day one
Consistent feedback confirming practical, commercial value
If your business has vision and momentum but lacks strategic marketing architecture, we can help.