London Transport Museum appoints Sarah Fellingham-Adkin as its new Enterprise Director

London Transport Museum has announced Sarah Fellingham-Adkin as its new Enterprise Director. Sarah will lead the Museum’s commercial and enterprise strategy, developing the Museum’s popular retail offer and Hidden London tours, and its venue hire and filming. Sarah will play a key part in enabling the Museum to deliver on its mission, demonstrating the powerful link between transport and London, past, present and future and sharing this journey of innovation, design and change.

Sarah has a strong track record of developing teams and transforming landmark London and national organisations into world-leading commercial spaces across both the public and private sectors. Whilst significantly growing income and profit margin at the Natural History Museum and National Theatre, Sarah ensured the visitor experience and core organisational objectives remained well balanced. Most recently her current role with AXA Investment Management included the establishment at 22 Bishopsgate of Convene’s first UK conference and events space, and the development and opening of Horizon 22, London’s highest free public viewing platform.

The Museum made a sector-leading recovery from the Covid 19 pandemic and has recently embarked on its five-year strategy focused on future growth. The enterprise businesses Sarah will lead on are a critical part in the Museum’s sustainability and future plans.
Under the leadership of new Director and CEO Elizabeth McKay, Sarah joins Ruth Brockbank (Chief Financial Officer), Christopher Nix (Director of Content), Claire Williamson (Director of Audiences & Development), Fenella Goodhart (Director of Learning & Participation), and Tom Campbell (Director of Estate & Customer Experience) as part of the Museum’s Senior Leadership Team. 

Sarah Fellingham-Adkin, Enterprise Director, London Transport Museum said: 
‘It is a privilege to join the team at London Transport Museum at such an exciting time to help to deliver the new strategy. I look forward to working with the team, our partners, and stakeholders, to continue to build on the many commercial successes of recent years.’

Elizabeth McKay, Director and CEO, London Transport Museum, said:
‘I look forward to working with Sarah Fellingham-Adkin as the Museum’s new Enterprise Director. As a cultural entrepreneur and innovator with a strong track record shaping world-leading commercial spaces across both the public and private sectors, Sarah will be a brilliant asset to the team. Her appointment comes at an exciting period of change and growth.’ 

The award-winning London Transport Museum in Covent Garden welcomes around 480,000 visitors each year, with an additional 250,000 people visiting its shop. It also runs a programme of Hidden London tours, which invite people to explore where history happened, offering exclusive access to disused Tube stations and secret locations usually off-limits to the public on the city’s transport network.

The Museum was granted charitable status in 2007. It receives funding through visitor admission income, trading activity, sponsorship, trusts, foundations, public funding and individual giving. In 2022, the Museum was named Visitor Attraction of the Year in the London Tourism Awards, and its Hidden London tours were named Tiqets Best Hidden Gem in the UK and Best Hidden Gem globally.