About Coach Dumi

Coach Dumi Senda Profile

Global Diversity, Equity and Inclusion Specialist and ICF-accredited coach.

Dumi is the incoming Diversity, Equity, and Inclusion (DE&I) Lead for BBC England.

Affectionately known as The Rags to Impact Coach, he went from working as a labourer for ten years in the UK to becoming an Oxford university MSc graduate, ICF-accredited coach, and globally renowned DE&I specialist.

He has extensive experience spanning multiple sectors and 5 continents working with organisations on transforming workplace practices and cultures. He has worked with top global brands such as the UN, Goldman Sachs, Google, LinkedIn, and Unilever to mention just a few.

In addition to running his own coaching business helping professionals and young people from marginalised backgrounds to maximise their potential, Dumi has trained 10 000+ staff and leaders across organisations on workplace inclusion. He was formerly Head of Growth & Innovation with Righttrack Learning, an organisation that specialises in People Development solutions. He has also worked as a freelance consultant with leading DE&I organisations such as the Black British Business Awards (BBBAs) and Diversity Practice. Prior to this, he was Head of Student Attraction & Alumni Engagement with Sponsors for Educational Opportunity (‘SEO’) London, a not-for-profit which helps students from under-represented backgrounds to break into competitive industries in the corporate sector at elite firms.

Dumi’s personal motto is Never let your background keep you in the background, which reflects his passion for helping others to connect with their own sense of purpose and aspiration.

He has been invited to the UK Prime Minister’s official residence No. 10 Downing Street in recognition of his impact in helping organisations broaden workplace inclusion. He was recently elected President of the Oxford Black Alumni Network (OxBAN), which works to connect Oxford alumni across the globe and to initiate and support programmes that broaden access and success for people of Black heritage at the university of Oxford. Dumi is also an international speaker, published poet, and author. He has contributed to a Penguin-published book entitled Everyday Ubuntu foreworded by the late global Human Rights icon Archbishop Desmond Tutu.


DE&I training and workshops for leaders and teams
A Diversity, Equity and Inclusion (DE&I) learning journey designed to give learners basic knowledge of key concepts, understanding and appreciation of language related to DE&I, a grip on legal responsibilities, and the necessary confidence to start the journey to build on the best practice.

DE&I diagnostics, strategy development and implementation
A DE&I learning journey for people with the positional power to influence the strategic and operational direction of a business. Developed to equip learners with a sophisticated understanding and appreciation of the broader context of workplace and societal DE&I, including the know-how to develop a compelling vision of a more inclusive workplace environment and key leadership competencies needed to drive the agenda and inspire others to follow.

Keynote addresses
An impactful and thought-provoking keynote address based on my long-term experience as a coach, speaker and influencer.

Team and group coaching
A DE&I learning journey for people with line management responsibilities, designed to equip learners with mid-level to advanced knowledge of DE&I concepts, including an understanding of behavioural, structural and cultural inequalities in the workplace, awareness of the influence of bias and the role of inclusive communication in shaping management approaches.

Client Recommendations

Nicola Mitson: Senior HR/ Employee Experience Leader, Arcus FM

Posted on LinkedIn on 22 June 2022

“I worked with Dumi on a project to launch ED&I workshops within our organisation that focussed on behaviours. Dumi was amazing to work with. His knowledge and passion are inspiring, and his delivery provokes thought. I would highly recommend it!”

Toby Lawson: Compliance Manager, Benchmark Capital

Posted on LinkedIn on 16 June 2022

“I was lucky enough to meet Dumi for an EDI training session. Throughout the session he led, encouraged, and laughed with us to make the course a positive and developmental experience.
I definitely benefited from the course and honestly felt that the time flew by. I would strongly recommend Dumi for any company Equality, Diversity and Inclusivity training.”

Ceu Mateus: Professor of Health Economics, Lancaster University/ President of the Portuguese Association of Health Economics

Posted on LinkedIn on 13 June 2022

“I attended a training session on unconscious bias facilitated by Dumi and, what can I say? It was a great session! Dumi is very knowledgeable on the topic and so engaging that the 3h flew!”