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MEET THE TEAM

We work on communication in all its forms, guided by experience in what helps ideas land, decisions move forward, and organisations stay aligned—inside the business and in the outside world.

What experience looks like in practice

For over 35 years, The Word Gym has maintained that profit and sustainability are not mutually exclusive—especially in uncertain times. We see it as our responsibility to craft beautiful words, create impactful content, and streamline communications for companies that share our values.

We help businesses connect, influence, and thrive by bringing together people, content and research. Our teams are made of hand-picked specialists who love what they do.

With insights spanning multiple generations, we approach challenges with a depth of understanding that sets us apart. There’s strength in this continuity, and because we’re part of the creative industry, the whole family moves forward with a common goal—to create something truly unique.

THIS IS US

Bill Maslen

Managing Director and Chief of Making it Make Sense

With a First-Class Honours degree in French and German from Oxford University, Bill began his career as a simultaneous conference interpreter before transitioning into management roles with international language service providers. He has coordinated global operations across Europe, Hong Kong, Singapore, The Middle East and the USA, gaining extensive experience in international business communication.

In 1990, he founded The Word Gym, initially focusing on transcreation—the adaptation of advertising and marketing copy for global audiences. Over time, he established himself as a leading copywriter, crafting compelling campaigns, brochures and editorial content for high-profile clients. His expertise spans manufacturing, telecoms, IT, finance, consumer electronics and the automotive industry, and he works with global brands to refine their messaging and positioning.

Beyond writing, Bill is an experienced public speaker, mentor and trainer. He has delivered lectures, presentations, and workshops for international organisations, sharing insights on communication strategy, branding, multicultural communication and the power of language.

Lois Thomas

Operations Director and Voice of Reason

With over 30 years of experience, a BSc in Occupational Psychology and postgrad degree in Management and Leadership, Lois has spent her career helping organisations to align communication with business direction and strengthen leadership capability. As Operations Director at The Word Gym, she has led projects for global brands, optimising multilingual marketing messages across cultures and markets. Lois also designs and delivers management training, organisational change programmes, and strategic consultancy for major institutions such as NGOs, universities and corporate clients.

Her background spans HR leadership, research, financial management and professional development, with roles in manufacturing and news/media organisations as well as local government and higher-education institutions. She has extensive experience in performance management, negotiation, and delivering training programmes.

Beyond her professional work, Lois is an active mentor, coach and voluntary leader in youth and sports organisations, contributing her skills to community development and international social initiatives.

Amber Maslen

Content Specialist

A former professional canoe slalom athlete, Amber brings over a decade of international competition experience to the table—this has honed her leadership, problem-solving and mentoring skills. Transitioning from sport, she has built a dynamic career in content creation, communications and business operations, with a strong focus on writing, marketing, project coordination and producing.

With a degree in English Literature and Linguistics, plus qualifications in coaching and digital marketing, Amber blends academic insight with hands-on expertise. Her producing skills span campaign development, multimedia content creation and event coordination, ensuring impactful storytelling across platforms.

Guided by values of loyalty, environmental responsibility and dedication, Amber applies her adaptability and energy to every challenge, making an impact in both business and creative industries.

The Extended Word Gym Team

Specialists in multiple fields

Behind every Word Gym project is a carefully assembled team of specialists.

We work with a trusted network of senior experts—strategists, researchers, translators, editors, designers, writers, copywriters, facilitators and subject-matter specialists—each chosen for their depth of experience and their ability to work thoughtfully with complex material.

They are not interchangeable resources. They are people we’ve built long-standing relationships with over many years—professionals who understand the importance of accuracy, context and human judgement in communication.

Depending on the challenge, we bring together the right mix of expertise to ensure work is rigorous, credible and genuinely useful to the people it’s intended for.

This flexible model allows us to stay focused, responsive, and honest—drawing on deep specialist knowledge without unnecessary layers, and always keeping responsibility and accountability clearly with us.

All good communication starts with a conversation

Before messages, materials, or plans—there’s a conversation worth having.

If you’re wrestling with a communication challenge, or simply want a fresh perspective, we’d be glad to talk.

First, we slow things down. Then, we look at what’s really happening. From there, it becomes easier to see what’s needed—and whether we’re the right people to help.

There’s no sales pitch. No pressure. Just an open, considered conversation focused on what might help next.