What do falconry, data science and social care have in common? For Georgia Crocker, Sales Executive at FuturU, they’re all part of a career shaped by curiosity, compassion and a deep belief in the power of learning.
We sat down with Georgia to talk about her journey so far, what motivates her, and why she believes FuturU is helping to reshape the future of care.
Can you start by telling us about your role here at FuturU?
I’m a Sales Executive supporting Sam in our Sales Team. My work mainly revolves around our social care learning platform and how it can support small and medium-sized care organisations, but I’m also involved in our regulated qualifications too.
What does a typical day look like for you?
There hasn’t been a typical day yet! I’m still fairly new, so a lot of my time is spent getting familiar with our systems, and joining demo calls and discovery sessions. I’ve been collaborating with Sam to build email sequences and create videos showcasing what we offer. And I’ve been doing a lot of outbound work, talking to potential new customers.
Have you always worked in sales?
Not at all! I was a falconer for several years, which led to my first learning and development role in the prison service. I managed L&D through a falconry programme, and taught life skills like budgeting and maintaining a routine.
After that, I moved to North Wales and worked in a transitional care home. I also worked with Newcross Healthcare as an agency support worker. Then I moved into employability, helping people with CV writing and soft skills.
Eventually, I got into sales through apprenticeship programmes and stakeholder engagement. I spent time upselling qualifications and funded training. I later joined Newcross Healthcare full-time in a client success role, which aligned with my HR background.
I’ve completed several degrees through the Open University, including HR Management and Employment Law, all self-funded. I’d just finished my Master’s when I saw FuturU’s sales role. I’d spoken to David Bernard, FuturU’s CEO, and was really drawn to the mission. It felt like the right time to make the move.
What made FuturU the right fit for you?
I always say I’m the poster girl for learning and development. I believe it’s key to job satisfaction and keeping your brain active. I’ve self-funded multiple courses and degrees, and I’m now studying data science because it fascinates me.
I feel strongly that training and qualifications should be more accessible, especially in health and social care. I’ve seen firsthand how limited career progression can be in care roles – I was hyper aware of the glass ceiling. If I could have sustained my lifestyle of birds, horses and dogs while being a support worker, I absolutely would have. But it’s an old fashioned view – of course there is progression, and I know that now.
And that’s why FuturU’s approach to making training accessible and meaningful really resonates with me.
What motivates you to do a great job?
I genuinely believe in what I’m selling. I’m not a typical salesperson driven by KPIs. For me, it’s about the product and its impact on health and social care. I’ve lived that experience, so I understand the value beyond just numbers.
Another big motivation is my brother Charlie. Charlie is autistic and lives within social care settings. The more health and social care workers we can support to upskill and build confidence, the higher likelihood that Charlie, as he moves through the system, will encounter these people and be positively impacted by them.
And what brings you joy at work?
I love meeting new people and learning about their goals. I’m seeing a shift in health and social care towards more tech-driven solutions. With my data science background, I’m excited by how we can tailor training to reflect real work environments. That kind of innovation brings me joy.
What do you get up to outside of work?
Birds, dogs and horses! I sat on a pony before I ever entered a house! I’ve always had horses. I started working with falcons at 15 and it all just came together.
Now, I shoot clays competitively with a group called Dynamic Ladies, which promotes women in field sports. I’ve got a cocker spaniel and a dachshund – the spaniel works under falcons and the dachshund is in training.
I also have an owl, a peregrine falcon and a horse, named Steven. Steven competes in working hunter trials and we’re trying scent hunting this year – no animals harmed, just following a scent trail.
What’s been your biggest learning moment in your career so far?
Starting my degree in data science. I never thought I’d be able to do it. I’d done psychology, history, politics, HR – all very traditional. But I realised I’m methodical and love working with data.
I reached out to the Open University and found I could get funding for a second STEM degree to promote women in STEM. It was a Eureka moment. It’s changed how I approach everything – from reporting to pipelines. I’m now driven by process, not just outcomes.
Finally, what excites you most about the future of FuturU?
Story-based learning is really exciting. I’ve been creating videos using our courses and seeing how engaging that format is. I love the idea of training that mirrors someone’s actual work environment, and the positive impact that has on knowledge retention and confidence to apply that knowledge in real-life situations.
We’re using machine learning and AI really well, and I’m excited to see how that evolves. I live in a rural area, and FuturU is making high-quality training accessible in places like mine. That’s a game-changer.
