Who We Are

Project Ginger is a specialist leadership consultancy founded by three senior leaders whose combined careers span over eight decades at the intersection of power, scrutiny and performance — across corporate, political, public sector and board-level environments.

Between them, our founders have developed more than 2,000 senior leaders and bring the operational discipline to translate ambition into results that hold.

The Project Ginger team is driven by our purpose and ethos: unashamedly focused on outcomes and value creation. We are hard-wired to own problems, and we don't relent until world-class outcomes are delivered — passionate about people, pragmatic in our dedication to delivering what works for our clients.

We bring an instinctive, deep understanding of complex systems, partnership models, and formal and informal governance. Combined with our personal skills and emotional intelligence, this gives us real political awareness — an understanding of internal democracies and influence models that matters when a programme has to work within, and around, a live organisational integration.

What Matters To Us


• Value creation and outcomes.
• The acceptance that perfection does not exist and never has — and a deep understanding of what excellence is.
• Leading with courage, curiosity and optimism.
• Accepting, and offering, challenge and our own vulnerabilities.
• The drive for growth and learning.
• The generation of unrivalled levels of trust, through love, generosity of spirit and kindness.

Our Character

We are not wallflowers. As women from, and of, the North, we have character and grit — and we are not apologetic about being different.


Meet Our Founders

Alison Byrom

Lorna Fitzsimons

Michele Carr

Co-Founder and CEO
Chief Operating Officer

Co-Founder and CEO
Creator, The Ginger System

Co-Founder and CEO
Principal, Executive Leadership Practice

Alison ensures ambition translates into disciplined execution. She brings structure, rigour and operational clarity to our work, underpinning sustainable growth and trusted client relationships.

With over two decades' experience across high-growth organisations, regeneration, education and health, she understands that leadership decisions shape real outcomes for people and communities.

Calm, methodical and highly professional, she builds systems that enable consistent performance.

She combines integrity, loyalty and clear judgement with a deep understanding of what world-class delivery requires.

Her personal experience of significant health challenge sharpened her focus on resilience, energy management and disciplined prioritisation.

She reminds leaders that sustainable success is built on clarity, rhythm and focus.

Lorna brings over four decades of senior leadership experience across corporate, political, public service and board-level environments where decisions carried material financial, reputational and societal consequence.

Operating at the intersection of power, scrutiny and performance, she has seen leadership at its most effective — and at its most damaging. That experience shaped a clear conviction: intelligence and ambition are insufficient without character, judgement and courage.

As the Creator of The Ginger System, she reframes leadership away from the fragile pursuit of perfection and toward an unrelenting pursuit of excellence, agency and accountability.

She works alongside Chief Executives and Executive Committees to strengthen the behavioural and cultural conditions that determine whether strategy translates into results — or fails quietly through avoidance, dependency and misalignment.

Direct, perceptive and prepared to name what others will not, she creates trust quickly and challenges without theatre. She works with leaders who understand that culture is behaviour not rhetoric, and that sustained excellence requires both moral clarity and disciplined execution.

Michele is Project Ginger's lead executive and wellbeing coach, working with senior leaders to increase impact in demanding organisational environments.

Her senior public sector career placed her alongside CEOs, elected members and partnership boards navigating competing priorities and governance pressures. She understands leadership where influence matters more than hierarchy.

She has led large multi-professional teams and overseen programmes exceeding £90m, delivering through clarity of purpose and strong relationships rather than assumed authority.

Michele brings calm, diplomatic challenge to high-stakes conversations. She helps leaders cut through noise, identify what will create most value, and act with confidence and integrity.

Having supported over 1,500 leaders through coaching and leadership programmes, she is known for deep listening, sharp insight and a relentless focus on forward momentum.