Get to know the Optimal Movement team committed
to providing you with individual service and care.
Meet the Team
Joe has been working in the sports therapy field since 2008, after graduating from the University of Birmingham with a Bachelor’s degree in Sports Therapy, primarily focusing his attention in the areas of soft tissue therapy, manipulations, acupuncture and taping techniques. Never one to rest on his laurels, Joe is constantly striving to improve his service through learning the latest research and incorporating this into his treatment plans. Taking a very individualised approach whilst utilising his knowledge on movement patterns of the human body, Joe will find the most effective way to treat the majority of musculoskeletal conditions.
Sports Injuries, Sports Massage Therapy, Kinesiology Taping, Acupuncture, Spinal Manipulations, Endurance Coaching
- Bachelor of Science (BSc) in Sports Therapy — Birmingham University
- VTCT Level 3 Diploma Sports Massage Therapy — Warwick College
- Kinesiology Taping Techniques Diploma
- Hip & Groin Masterclass Diploma
- Spinal Manipulation Qualification
- Instrumental Soft Tissue Massage Qualification
- Neurokinetic Therapy Level 1
- Leadership in Running Fitness
Oli has been working within the sports industry since 2010, after graduating from Loughborough University with a First Class BSc in Sport and Exercise Science. During his time at Loughborough, Oli became a qualified Sports Massage Therapist and was soon the personal massage therapist to multiple international and Olympic athletes. Whilst on an athletics scholarship at the University of Alabama, training alongside some of the best athletes in the world, Oli completed his Master’s degree and subsequently went on to complete qualifications in Personal Training and Exercise Referrals. Oli specialises in progressing clients beyond an injury setback and does this through utilising physical, psychological and nutritional methods.
Sports Science, Exercise Physiology, Sports Massage Therapy, Gym Instructing, Personal Training, Sports Nutrition, Sports Psychology
- Bachelor of Science (BSc) in Sports Science — Loughborough University
- Master of Science (MSc) in Sports Marketing — University of Alabama
- International Member – American Society of Exercise Physiology
- Associate Member – Clinical Exercise Physiology Association
- Myofascial Cupping Diploma
- Level 3 Sports Massage Therapy — Loughborough College
- Level 3 Personal Trainer
Sports Massage Therapist
Caroline has a level 5 qualification in Soft Tissue Therapy gained from The Oxford School of Sports Massage and is also a member of, and registered with, the ISRM. As well as working with the Team at Optimal Movement, Caroline also works at the Lilleshall Physiotherapy and Sports Rehab Clinic which gives her experience with elite and amateur athletes and various people from all walks of life.
Caroline has always been passionate about sports, health and well-being and is an active horse-rider. She is aware of the need to protect and repair the body from the general wear and tear associated with day to day life and chosen leisure pursuits. Caroline also has a keen interest in runners and the injuries they can sustain. She utilises her knowledge and experience to help clients keep injuries at bay whilst suggesting rehabilitation and strengthening exercise to enhance their performance.
Very much a people person, Caroline loves the client interaction and helping people on their journey to recovery. From general day to day aches and pains from sitting in an office to supporting fitness enthusiasts, competitive and recreational athletes with physical well-being and injury prevention.
Sports and Remedial Massage Therapy, Postural Assessments, Injury Assessments, Kinesiology Taping, Muscle Energy Techniques, Soft Tissue Release, Neuromuscular Techniques, Rehab and Exercise Plans
- Level 5 in Soft Tissue Therapy
- Kineiology Taping Diploma
Running & Triathlon Coach
Sharon is a Level 3 Personal Trainer and a Leader in Running Fitness. She has a passion for health, wellbeing and running. She is also a wife and a mum of two boys so understands the challenges of staying fit and training towards a goal, whilst also juggling the pressures of children, family, work and home. She has a background in primary school teaching where she felt very passionate about encouraging children to be the best they could be. This passion is now translated into her coaching; and just as the one size fits all concept definitely did not apply to a class of 30 children, it is just as impractical and unrealistic with clients. The move from teaching to the fitness industry was not a conscious leap for Sharon, but more evolutionary. Fitness was becoming more than just an interest or a hobby; it was embedded in her life and the teacher within her wanted to move towards imparting health and fitness advice and motivating others towards their fitness goals.
Personal Training, Fitness Testing, Group Training, Nutrition, Endurance Training Plans
- Level 3 in Fitness Instructing and Personal Training
- Advanced Fitness Testing
- Bootcamp and Circuit Group Training
- Leader in Running Fitness
- Advanced Diploma in Nutrition and Weight Management
Dr Jenna Middleton
Jenna is a General Practitioner who trained in Newcastle-upon-Tyne and Edinburgh before moving down to Shropshire in 2008. She has worked in practices across Telford and Shropshire and is now based at The Beeches Medical Practice in Bayston Hill, Shrewsbury. During her undergraduate training she had a rare opportunity to work with in a Sports Injury Clinic in Edinburgh and was linked with both the Scotland Rugby Team and the Hibernian football team for a short time. Over the past 10 years her priorities have been becoming established as a GP as well as becoming a mum to 3 daughters. After having her third daughter she took up running. She enjoys road running as an escape from the chaos of home life and has completed 5 half marathons and 4 10K races. She hopes one day to complete a marathon faster than her husband managed his first one!
- Bachelor of Medicine (University of Newcastle Upon Tyne 2004)
- Diploma of the Royal College of Obstetricians and Gynaecologists (2007)
- Diploma of the Faculty of Sexual and Reproductive Healthcare (2008)
- Membership of the Royal College of General Practitioners (2008)
Optimal Movement are pleased to be able to offer services and advice from professionals who share our passion for health and fitness. Our Experts are on hand to assist you in areas such as nutrition, strength and conditioning, returning to sport after illness and motivation. For more information on how our experts can help you in your sport and fitness goals, please read their blog posts, check out their websites or get in touch!
Strength and Conditioning Coach
James began his strength and conditioning career at Saracens Rugby Club before subsequently working with the English Institute of Sport, Archery Great Britain, British Fencing and UKAthletics athletes.
Athletic development is James’s passion and he has spent time researching running economy and training adaptations among elite level and amateur athletes. A former elite level middle-distance runner himself, he is able to offer his own perspective alongside the latest scientific research to help develop sporting performance.
Qualifications & Experience
- Strength and Conditioning Coach – British Fencing
- Strength and Conditioning Coach – Saracens Rugby Club
- Master of Science (MSc) in Strength and Conditioning – Middlesex University
- Bachelor of Science (BSc) Sports Science and Mathematics – Loughborough University
Sarah is a UK qualified dietitian, and has been working full time in London since graduating with a First Class MSc in Dietetics from Kings College London. As a full time clinical dietitian Sarah has developed her dietetic skills in many areas including renal, weight management, nutritional support and maternal health – to name a few. She is currently working as a critical care specialist dietitian.
As someone who enjoys to be fit and active Sarah completed her first marathon last year. Sports nutrition is an area of interest for her, and she is actively striving to increase her knowledge in this diverse area. Diets can have a major impact on how we all feel, and can even be used in the treatment of clinical conditions. Sarah believes strongly in ‘Food First’ – most people can get the nutrition the body needs from natural food sources and a varied diet. She will always listen to your individual story and develop a realistic plan to help you achieve your goals, whatever they may be.
- MSc Dietetics First Class – Kings College London
- BSc Nutritional Sciences First Class Honours – University College Cork
- Registered with Health and Care Professions Council
- Behaviour Change Skills training part 1 with Dympna Pearson
- Diploma in “Food as Medicine: Food, Exercise and the Gut” – Monash University
Professional Triathlon Coach
Ed Beech is an IRONMAN, TrainingPeaks & British Triathlon Federation Certified Coach based in Shrewsbury Shropshire. Being somewhere between 17 & 18 stone in weight, he decided things needed to change. He cut out the junk food and started walking and swimming before work. Cycling followed soon after. As weight continued to drop off he joined a local running club. Realising he was doing all three disciplines he decided he was going to enter his first triathlon in 2013. Since then he has successfully completed many Triathlons from Sprint all the way through to Iron distance, the highlights being 5 half ironman finishes in sub 5 hours.
Since then, Ed has completed multiple coaching qualifications and now coaches multiple triathletes around the world. As an IRONMAN & British Triathlon Federation Certified Coach and having been a coached athlete himself, he knows how important the Athlete / Coach relationship is and how being guided in the correct way can help take you to the next level so that you can be your very best.
- IRONMAN Certified Coach
- TrainingPeaks Certified Level 1 Coach
- TrainingPeaks Certified Level 2 Coach
- British Triathlon Federation: Level 1 Coach
- British Triathlon Federation: Level 2 Coach
Between 2008 and 2010, Joe became Midland Champion over 800 metres in successive years and qualified for multiple International Qualifiers. Oli meanwhile ran 1min48s for 800 metres and finished 3rd in the National 800 metre final as an under 23, enabling him to compete in International races such as the Amsterdam Open and Danish Games.
Whilst Oli was at Loughborough (followed by Alabama) training among some of the fastest runners in the world, Joe gradually changed focus to concentrate on longer distance races. In 2012 he ran a 30min36s for 10k then followed this up with a 70min and 2nd place finish at the Shrewsbury Half Marathon in 2013. Oli went on to spend a period of years competing at a high level in Triathlons, in 2015 winning the Vitality World Triathlon in London among others.
Joe and Oli were regularly seeing each other for treatment and guidance on staying injury-free whilst improving their performances (two heads are better than one!) and it was from fairly early on when they both concluded that they would form a partnership to help assist the residents of Shrewsbury and the surrounding area in their sporting performances and everyday physical activities.
It is far too easy to group people together (runners, cyclists, office workers etc.) and prematurely conclude that they all have similar issues and will all respond well to the same treatment. This is simply not the case. Optimal Movement take an individualised approach to every person, trying to uncover the reason for a particular muscular-skeletal problem and putting in the framework that will eliminate the problem and also prevent it from reappearing in the future. It is for this reason that Joe and Oli are constantly striving to enhance their knowledge and be able to provide a huge range of treatment techniques (soft tissue massage, acupuncture, strength and conditioning, nutritional advice etc.)
Encountering different training philosophies and learning first-hand about the approaches of some of the world’s best athletes led to the conclusion that there was no single successful way to train for an endurance event. Joe and Oli both believe that individualisation is crucial when composing a training plan, and have followed this approach in recent years in regards to their own training. This is something that is clearly demonstrated in the Optimal Movement coaching service for Endurance sports. Although two runners, cyclists or swimmers may be at the same level of performance, they may not necessarily adapt to the same training methods in the same way.
The constant “noise” within the sporting and physical activity communities (magazines, blogs, health enthusiasts etc.) has resulted in a lot of mistakes being made by individuals believing that what works for one person will also work for them. It is Optimal Movement’s aim is to eliminate these mistakes and ensure the local community excel in their sports as well as enjoying them to their full potential.
Learn more about the services provided by our team.
We're going to start by asking a question: "When training for an endurance event which is most important: Mileage or Technique?" They're both very important aspects of run training and it's unlikely that you'll be able to reach high mileage without a decent level of...read more
An optimally functioning ankle is important for everyone, but even more so for anyone participating in sports. When talking about the ankle joint it’s hard not to include the foot alongside the limb that sits on top of it. These two complex systems of bones,...read more
We often see injuries originating from an unstable and uncoordinated pelvis and spine. One of the key muscle groups that help to keep this region of our body happy are the glutes (gluteus maximus, medius, and minimus). One of the most powerful groups of muscles in the...read more