PROJECT DELIVERY
The Finishing Line, a fulfilment and logistics company, sought to enhance operational efficiency, reduce waste, and empower its workforce to solve problems proactively. To support this ambition, Shape Associates delivered a tailored Continuous Improvement (CI) training programme to 13 staff members, led by Carl Appleton.
Rather than using its standard two-day workshop format, Shape Associates adapted its approach to a series of nine 2-hour sessions. This allowed for deeper engagement, minimal disruption, and real-time application of learning.
Shape Associates recognised that to truly support The Finishing Line, it needed to “walk the walk” and apply its own principles of flexibility, customer-centricity, and continuous improvement.
“We often encourage clients to challenge the status quo—this time, we had to take our own medicine. Adapting our delivery model was a real-time example of PDCA in action.”
— Carl Appleton, COO, Shape Associates
This shift demonstrated Shape’s commitment to co-creating solutions that work in the real world, not just in theory.
Client Feedback
“This training has helped us see our processes through a different lens. The team is energised, and we’re already seeing the benefits of applying CI thinking day-to-day.”
— Andy Mead, Managing Director, The Finishing Line
“Being part of the training myself gave me a real appreciation for the tools and mindset behind CI. It’s not just theory—it’s something we can apply immediately to improve how we work and serve our customers.”
— Josh Arrowsmith, Commercial Director, The Finishing Line
Commitment to Future Growth
The Finishing Line has shown a strong commitment to embedding CI into its culture by:
Appointing a CI Lead to champion improvement across the business.
Engaging with CI Managers in other industries to share best practices and build a network of continuous learning.
Planning ongoing bite-size training to keep CI alive and relevant in daily operations.
This proactive approach ensures that CI is not a one-off initiative but a long-term strategy for operational excellence.
LESSONS LEARNED
By adapting its delivery model and embracing its own CI philosophy, Shape Associates demonstrated agility, authenticity, and a deep understanding of client needs. The phased approach not only met operational requirements but also laid the groundwork for a sustainable CI culture at The Finishing Line.
This case exemplifies how “walking the walk” and applying CI principles internally can enhance credibility, deepen impact, and build lasting partnerships. With leadership commitment and a clear roadmap, The Finishing Line is well-positioned to drive continuous improvement for years to come.
