ashmei Ambassador Day 2017: an ambassador’s eye view

Last year I had the pleasure of being involved in the ambassador day at ashmei HQ, which is part of the recruitment process for new brand ambassadors. The brand run the programme as a way of helping tell its’ story to the wider world and engaging with like-minded athletes. It was nice to be on the other side of the table as I have obviously been through the process myself in order to be selected. I can fully relate to that feeling of wanting to make a good impression and the desire to make the final cut for team ashmei. The ambassador programme has developed over the last two years and the brand is becoming stronger – which, of course, means competition out there is tough. Because of that, it becomes even harder for the team to select the next group of ambassadors each year.

So… having experienced the ambassador day from both sides now, I thought it might be helpful to share my hints and tips for those selected to attend this year’s ambassador day on Saturday 25th March.

ashmei HQ

Enjoy yourself.

Of course, some of you may be nervous. It is to be expected and I know I was. It was maybe because I didn't know anyone and I really didn't know what to expect.

Once I arrived though my nerves settled and I enjoyed myself enormously. I got to meet new people, heard about their running, cycling and triathlon experiences. Not forgetting the ashmei team, of course. When I think back, one of the most positive aspects of the day was the chance to form new friendships.

Think of it as an informal second interview. Your application stood out from the hundreds of other applications. You’ve done the hard part of getting an invite, now it’s your time to shine.


Before you even get to ashmei HQ I’d think about a couple of things

  • Your application
  • Your uniqueness
  • Your social media channels
  • Your self-presentation

Remind yourself of what you said in your applications, just in case you are asked about it on the day. Think about why your application has caught the brand’s eye and why you have been invited to the ambassador day.

Don’t forget that you’ve been invited to ashmei HQ out of hundreds of other hopefuls. Ask yourself what is it you feel has made your application stand out from the crowd? Each ambassador brings something unique to the team, offering a different set of skills and experiences. If you have a rough idea of what your uniqueness is, you can use this to your advantage on the day.

Think about ways you can improve your social media channels and the content you publish to the world. What can you offer ashmei that someone else might not? What angle does your Blog / Instagram / Twitter account take? Is it about your adventures? Is it about general fitness? If you aren’t sure what your angle is, maybe find one to help you stand out even more. Think about the quality of your images. Are they stylish, different and interesting? Bear in mind, sometimes, less really is more.

On the day itself you are likely to be standing in a room with other applicants. You will all be wearing running kit which, unless you’re in ashmei kit, is pretty similar looking. But it’s still important to think about your self-presentation. You need to think about yourself as a brand. Sell yourself to ashmei but don’t go over the top.


Speak to the ambassadors. Speak to the ashmei team - and speak with the other applicants.
It’s important you don’t get stuck in one group all day. It’s very easy to do. If you get too comfortable, you will get to know that one group and probably feel safe, but this is not the time to play it safe. You need to get noticed and stand out from the others. Some of you may have made a significant journey to attend this day, don’t waste this opportunity.

trail shoes

There is usually a short run involved in the day. Bring trail shoes - you’ll be glad you did!
This is another great opportunity to speak with the team. It’s not a race, no prizes are given for being the first to get to the top of the hill or back to HQ. Have a think how you should use this time as wisely as you can. Be bold, be brave.

If  you haven't applied to be an ashmei ambassador for 2017 there is still time! Apply today (closing date 28th February 2017)


Owain Williams

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