How One CEO Channeled His Purpose to Improve Air Travel for Wheelchair Users

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  • Meet Joshua Wintersgill, CEO of ableMove, revolutionizing travel accessibility for wheelchair users.
  • Discover his journey from personal struggle to founding a company dedicated to inclusive aviation solutions.
  • Inspired by Simon’s concept of The Golden Circle, Joshua’s mission is to empower disabled individuals worldwide.

At first glance, Joshua Wintersgill, CEO of the UK-based company ableMove, seems like a pretty normal guy. He enjoys coffee and tea, likes hiking in the Malvern Hills near his UK home, and shares his space with a cat named Larla. Despite his ambition to compete as an air-rifle Olympian for Team GB in the 2028 Paralympic Games in Los Angeles, if you were to ask about his surprising talent, he would proudly tout his ability to (almost) wiggle his ears. His favorite piece of advice, given to him by his Nan, is: “Put ‘can’t’ in your pocket and pull out ‘try’.”

Josh is also a visionary. He is an entrepreneur and a staunch advocate for accessibility and inclusivity in the aviation industry. Driven by personal challenges as someone who uses a wheelchair, Josh sought to find solutions to his own struggles and extend them to others who faced similar difficulties when traveling with disabilities. When asked about the catalyst for his career path, he recalled, “After reading Simon’s book Start with WHY over a bottle of Corona back in 2017, while on holiday in Tenerife, I reflected on a particularly bad experience traveling by air as a wheelchair user.”

“After that holiday,” he says, “I decided to design a product that would aim to improve the way wheelchair users are transferred on and off an aircraft, and that’s how it all started.” 

Josh founded ableMove the subsequent year. Following his recognition with the Stelios UK Disabled Entrepreneur Award and securing an investment from entrepreneur Sir Stelios Haji-Ioannou, he propelled his venture forward, initially concentrating on enhancing the flying experience for wheelchair users worldwide with innovations such as the Airport Bag. Today, ableMove has broadened its product range to encompass various affordable accessories aiding wheelchair users not only in travel but in everyday life, including straps, harnesses, and slings for convenient and comfortable transport.

Josh attributes much of his inspiration to the teachings of our founder and Chief Optimist, Simon Sinek, experiencing a profound shift in his life upon grasping Simon’s concept of the Golden Circle. Through delving deeper into his WHY, Joshua embarked on a remarkable journey that not only provided him with a clearer purpose but also motivated him to assist others and make a meaningful impact.

For more information on the work he and his team are undertaking, you can visit ableMove’s website here.

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The Optimism Library

Certified WHY Coach Program Framework

Learn the exact process Simon Sinek uses to help people discover their WHY and guide them to inspire others.

What You’ll Learn

By the end of the program, you’ll be able to:

  • Explain The Golden Circle and its components — WHY, HOWs, and WHATs
  • Guide someone through a WHY Discovery process that leads to a resonant WHY statement and actionable HOWs
  • Help people use their Golden Circle to make better decisions and create positive change in their careers and lives

You’ll also develop essential human skills you can use every day:

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  • Asking better questions
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How You’ll Learn

The program includes four structured units combining independent learning, live training, and practice:

Day 1 – The Foundation

  • Get to know The Golden Circle 
  • Find out what it means to bring a Golden Circle to life
  • Learn what a WHY Discovery is, how it works, and what the benefits are

Day 2 – The Human Skills

  • Hone the human skills to guide someone through a WHY Discovery:
    • Creating psychological safety
    • Asking effective questions
    • Engaging in active listening

Day 3 – The Process in Practice

  • Learn notetaking strategies that will help you facilitate a WHY Discovery session
  • Develop the analytic and collaborative skills you need to help someone identify and articulate their WHY and HOWs

Day 4 – The Golden Circle in Action

  • Apply everything you’ve learned to facilitate a full WHY Discovery
  • Learn how to wrap up a session
  • Prepare for your next steps to becoming a Certified WHY Coach

Program Details

Format: 4 live classes + independent learning + group practice

Duration: ~ 8-10  hours per unit (including independent learning and live classes) plus ~5 hours to complete the final exam

Certification Requirements:

  • Complete independent work
  • Attend and participate in all live sessions 
  • Pass a final exam and performance assessment

Your Support Team

  • Regular updates and reminders
  • Opportunities to ask questions
  • Personalized feedback from master trainers
  • Ongoing support through your final evaluation

Program and Participation Terms and Conditions

Our mission is to create a supportive learning environment where we grow together to help others. By joining, you agree to show up in service to one another.

Professional Expectations

  • Attend and participate in ALL live classes in their entirety.
  • Complete ALL assigned online coursework.
  • Must be fluent in English.
  • Show up to live classes, community spaces, and group work with respect, kindness, and gratitude.
  • Support your fellow participants with a service mindset.
  • Keep all personal stories shared during the WHY Discovery process confidential.
  • Approach the WHY Discovery journey with empathy, integrity, and care for those you serve.

Participant Cancellation and Transfer Policy

  • Cancel up to 10 days before your cohort start date: Full refund.
  • Cancel less than 10 days before: We’re unable to offer a refund at this stage.
  • Transfer up to 7 days before: You may transfer your spot to another participant for a $200 (USD) fee.

Recording and Photography

  • Participants may not record or screenshot sessions.
  • The Company will record sessions and make them available internally for 30 days.
  • By joining, you understand you may appear on screen and agree that recordings and photos may be used by the Company for program or marketing purposes.

If you prefer not to be included, please contact the team before the first session at [email protected].

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A spark is something quite small and, by itself, not very powerful. But a spark has the ability to ignite. An idea is like a spark; alone it is just a set of words, but it too can ignite. A great idea can inspire others to dream bigger. Let us all work together to ignite something greater than ourselves.

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