About our Founder & CEO

Dumi Senda

Described as “an inspirational Black leader in a sector with limited racial diversity”.

the Rags to impact coach

Dumi is a qualified coach accredited by the International Coaching Federation (ICF) and a senior diversity, equity and inclusion (DE&I) specialist with extensive experience working with organisations across several sectors and continents – ranging from small to medium enterprises (SMEs) to top global organisations such as LinkedIn, Goldman Sachs, and Google, among several others.

Known as “The Rags to Impact Coach”, Dumi went from peasant life with little prospects in rural Zimbabwe and worked as a labourer for 10 years in the UK, having quit his education due to experiencing racism and bias in the workplace.

What had felt like a “dark period” in his life led Dumi to discover his passion for activism. When he was not working long shifts in warehouses and nursing homes, Dumi travelled up and down the UK to perform poetry, highlighting human rights abuses in his native country Zimbabwe. This led to him being invited to speak at the UN Geneva HQ on two occasions, which further amplified his voice as an advocate for diversity, equity and inclusion (DE&I) in communities and organisations.

Realising that his passion alone would not take him far and that lack of qualifications was impeding his progress, Dumi took himself back to university at the age of 33 where he studied with people at least 10 years his junior. Despite his many handicaps, including becoming a new father at the beginning of his academic journey, Dumi worked hard and graduated top of his department and received two Dean’s Special Awards for the Best Research Project and “excellence in applied academics” from Leeds Beckett University.

He was then accepted into the University of Oxford for a master’s degree, a remarkable achievement for someone of his lived experience and background. On completing his master’s at Oxford, Dumi held senior leadership roles in several organisations that champion workplace DE&I in the UK and internationally. This gave him an in-depth understanding of what is working well and where DE&I services need improving to give clients better results.

Over the years, Dumi has shared the stage with global leaders such as Members of the European Parliament (MEPs), former President of Zambia Guy Scott, and King Letsie 111 of Lesotho among others. He has been invited to the UK Prime Minister’s official residence, No. 10 Downing Street, in recognition of his impact on workplace DE&I.

Dumi holds an MSc degree in African Studies from the University of Oxford and a BA in International Relations and Peace Studies from Leeds Beckett University.

Dumi has been invited to the UK Prime Minister’s official residence, 10 Downing Street, for his impact in broadening workplace DE&I.
Dumi has been awarded the Zimbabwean Achievers Award for his service to developing communities and individuals.
Dumi Senda delivering DE&I training.

Get in touch

Dumi is always available for side collaborations and talks worldwide. If you want to chat about D&I, leadership, and team building, don’t hesitate in reaching out.

There is no problem people cannot solve when they come together with a common vision to create a world where the best expressions of who they are and desire to be are respected, protected and supported.

Dumi Senda

Let’s build inclusion together.