Be The Standard

You become the Average of the people you spend your time with

A constant reminder from Kevin Sinfield CBE

Be The Standard

Elite leadership. Personal growth. Real conversations.

Be The Standard is an elite leadership development group that brings together the best of sport and business to support self-awareness, personal reflection, and high performance under pressure.

Jamie Jones-Buchanan serves as a host and ambassador for the group, helping create a space where vulnerability, challenge, and transformation go hand-in-hand.

His lived experience from elite sport to supporting the community and now CEO of Leeds Rhinos brings a grounded, people-first perspective to every monthly meet-up.