Client: Parkdean Resorts – the UK’s largest holiday park operator 
Programme: Supercharged Leadership (Running annually since 2019) 
Scope: Upskill c.20 Heads of Departments (HODs) to transition from Managers to Leaders 
Impact: Successfully developed future GMs and regional support leaders 
Duration: 3 months, over 7 intensive days across 3 residential modules 
 

The Challenge 

Parkdean Resorts needed to do more than just maintain their parks—they needed a leadership revolution. With the complexity of running a holiday park and the growing expectation for people-focused leadership, the traditional “command and control” style was no longer cutting it. They needed future GMs and regional leaders who could strike a balance between commercial acumen and genuine, human-centric leadership. 
 
They turned to Purple Story to develop and deliver a programme that would reshape their Heads of Departments (HODs) into leaders capable of transforming performance through people. The goal was to ensure that Parkdean’s managers were not just running the show but elevating their teams to be high-performing, self-sufficient, and ultimately more commercially successful. 
 

What We Delivered 

Purple Story designed the Supercharged Leadership Programme to specifically meet Parkdean’s objectives. This programme has been running annually for 5 years, continually refreshed to meet the business's evolving challenges. Each year, we work with cohorts of 20 HODs, from various functions, providing tailored content and real-time solutions to help them transition from operational managers to people-first leaders. 
 

The Supercharged Leadership Journey 

Step 1: Self-Awareness is the Foundation 
We kicked off with a deep dive into self-awareness. Each delegate explored their leadership style, behaviours, and the impact these have on their teams. We believe that understanding yourself is the essential first step in leading others effectively. For many, this part of the programme proved transformative. Delegates often remarked, “Why didn’t I learn this 15 years ago?” They left with a renewed understanding of themselves, able to identify how their behaviours directly influence team performance. 
 
Step 2: Moving from Operator to Leader 
Next, we shifted focus to transitioning from an operational mindset to true leadership. Parkdean’s traditional model of micromanagement and control was not sustainable in a people-focused future. We helped delegates see that leadership is about empowering others, giving them ownership, and developing their decision-making abilities. Delegates learned to communicate with clarity and purpose, to motivate and inspire their teams, and to give up micromanagement in favour of delegating with trust and confidence. The most common result? The realisation that they had been approaching leadership through a limited lens, and that there was a more effective, people-driven way to achieve success. 
 
Step 3: Building Relationships and Group Work 
A unique feature of the Supercharged Leadership programme is its highly interactive and group-centric approach. We structured activities and group challenges where delegates could share their experiences, learn from each other, and build bonds with colleagues they wouldn’t normally work with. These relationships extend far beyond the programme—many cohorts stay in touch for years, forming a supportive network across the business. For Parkdean, this group dynamic is a key success factor. Each delegate benefits from different perspectives, which they bring back to their teams, enhancing collaboration across departments. 
 
Step 4: Real-World Application and Commercial Focus 
The final phase of the programme combined people leadership with real-world commercial focus. Parkdean’s future GMs need to not only lead people but also make sound business decisions. Through practical, scenario-based activities, we ensured that delegates could apply their newfound leadership skills in a commercial context. This is where we bridged the gap between “knowing” and “doing.” The programme culminated in real-life simulations and team-based challenges where delegates had the opportunity to put their skills into action, all with a focus on delivering results for the business. 
 

Results for Parkdean Resorts 

The impact of Supercharged Leadership has been clear. The programme has consistently produced future GMs and leaders for Parkdean. By combining people-first leadership with commercial intelligence, Parkdean’s HODs are now equipped to lead teams more effectively, drive performance, and take on greater responsibilities within the business. For Parkdean, this programme isn’t just about developing skills—it’s about investing in a pipeline of future leaders who can adapt, inspire, and drive the business forward. 
 

Lessons Learned 

At Purple Story, we push delegates to see beyond their comfort zones. For Parkdean, this meant challenging their HODs to rethink leadership entirely. It wasn’t always easy, but by encouraging them to embrace discomfort, we unlocked their potential to grow. Take Rich, a Maintenance Manager, as an example. Initially sceptical about leadership development, Rich struggled to engage in early sessions. However, after a pivotal one-on-one conversation, he began to see the value in pushing himself out of his comfort zone. By the end of the programme, Rich was delivering a personal, impactful presentation that highlighted his growth. His newfound confidence not only changed his approach to leadership but transformed his team’s performance. 
 

Final thoughts 

Supercharged Leadership was more than a training programme for Parkdean—it was a fundamental shift in how their leaders operate. By focusing on self-awareness, empowerment, collaboration, and commercial acumen, we gave Parkdean the leadership edge they needed to thrive in an ever-changing business landscape. 
 
(Insert delegate testimonial here) 
 
 
 
 
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