Why We Have Ambassadors
Primal Mentality CIC is built on people who inspire others—not personalities.
Our ambassadors use their experience, influence and passion to inspire children, support families and help more people discover the life-changing benefits of fishing, nature and outdoor wellbeing.
Meet Our Sporting Ambassadors
Professional sports people who support our mission and help inspire our community.
Tony Hibbert
Former Everton FC Player • Primal Mentality Sporting Ambassador
⭐ Former Everton Football Club player
⭐ Passionate carp angler and outdoor enthusiast
⭐ Supporting children and young people through outdoor wellbeing
⭐ Proud Sporting Ambassador for Primal Mentality CIC
"I'm proud to support Primal Mentality CIC and the incredible work they're doing to inspire young people through fishing and the outdoors. Spending time outside can make a real difference, and I'm delighted to be part of helping more people discover that.
Former Everton Football Club defender, Tony Hibbert enjoyed an outstanding professional career built on commitment, hard work and loyalty. Away from football, Tony has developed a real passion for angling and understands the positive impact that time outdoors can have on both physical and mental wellbeing.
As a Sporting Ambassador for Primal Mentality CIC, Tony is proud to support our mission of helping children, young people and families build confidence, resilience and life skills through fishing, nature and outdoor experiences. He is passionate about encouraging the next generation to spend more time outdoors, discover new opportunities and enjoy everything angling has to offer.
England Ladies Carp Team Ambassador
Professional sports people who support our mission and help inspire our community.
Ellen Beedham
England Ladies Carp Team
⭐ Captain of the England Women's Carp Team
⭐ 2026 Women's World Carp Fishing Champion
⭐Passionate about inspiring more women and girls into angling
A passionate carp angler and proud Captain of the England Women's Carp Team. Fishing has been a huge part of my life for many years, providing opportunities, friendships and unforgettable experiences that have shaped who I am today.
Since joining the England team in 2016, I've had the privilege of competing in World Championships across Europe. The defining moment of my angling journey came in 2026 when my fishing partner, Kayleigh Dowd, and I were crowned Women's World Carp Fishing Champions in Latvia, winning Individual Gold and helping Team England secure the Team Silver Medal.
For me, carp fishing is about so much more than catching fish. It's the adventure, the teamwork, the lifelong friendships, the early mornings, the late nights and the memories made along the way that make this sport so special.
Whether I'm representing my country or enjoying a quiet session on the bank, I feel incredibly grateful for everything angling has given me. Through my role as a Primal Mentality CIC Ambassador, I'm proud to help inspire more women, girls and young people to discover the confidence, opportunities and enjoyment that fishing can bring.
England Ladies Carp Team Ambassador
Professional sports people who support our mission and help inspire our community.
Nikki Gordon
England Ladies Carp Team
⭐ Proud member of the England Ladies Carp Team
⭐ World Championship Team Silver Medallist
⭐Passionate about inspiring the next generation of competitive anglers
Competitive carp fishing has become a huge part of my life since winning the BCAC Mixed Pairs in 2021. That achievement gave me the confidence to push myself further, and after attending my first Ladies Carp Academy in 2022, I was honoured to be selected for the England Ladies Carp Team in 2023
Since then, I've proudly represented England at three World Championships, achieving individual finishes of 6th, 10th and 10th. One of my proudest moments came when the England Ladies Carp Team secured the Team Silver Medal at the World Championships in Latvia. I've also been fortunate to be part of the England team that has won two of the last three Tri-Nations competitions.
Representing my country is something I never take for granted, and I hope my journey shows that with dedication and hard work, anything is possible. Every competition continues to teach me something new, both on and off the bank
I'm passionate about encouraging more people to get involved in competitive angling and helping to inspire the next generation of anglers. Through my role as a Primal Mentality CIC Ambassador, I'm proud to support an organisation that uses angling to improve wellbeing, build confidence and create opportunities for young people to thrive.
England Ladies Carp Team Ambassador
Professional sports people who support our mission and help inspire our community.
Toni Bevilacqua
England Ladies Carp Team
⭐ Proud member of the England Ladies Carp Team
⭐ International carp angler with over 15 years' experience
⭐ Passionate about encouraging more women and young people into angling
Carp fishing has been a huge part of my life for more than 15 years. From learning my craft on small village ponds to fishing some of Europe's largest venues, the journey has been incredible.
Whether I'm sharing adventures with friends, competing in international matches or enjoying time on the bank on my own, carp fishing has become far more than a hobby—it's a true passion that has shaped my life.
For many years I looked up to the women representing England, dreaming that one day I might have the opportunity to wear the England shirt myself. I'm proud to have now represented the Angling Trust England Ladies Carp Team for the past five years, competing internationally and celebrating some fantastic team achievements.
One of the things I value most is helping to make angling more inclusive. We are passionate about creating welcoming, supportive environments where women, children and families can discover the enjoyment, confidence and friendships that fishing brings.
England Ladies Carp Team Ambassador
Professional sports people who support our mission and help inspire our community.
Lillian May
England Ladies Carp Team
⭐ Proud member of the England Women's Carp Team
⭐ Youngest female carp angler to represent England at World Championship level
⭐Passionate about inspiring the next generation through angling
Passionate about fishing, nature and the outdoors since I first picked up a fishing rod at just five years old. Ever since then, angling has been a huge part of my life, taking me on incredible adventures and introducing me to lifelong friends.3
As a proud member of the England Women's Carp Team, I'm honoured to be the youngest female carp angler to represent England on the world stage. I've also been fortunate to compete in a number of prestigious competitions, including the British Carp Angling Championships, the Youth Challenge Carp Cup, the BCAC Mixed Pairs, the Forces Carp Classic and Kontender 2025.
For me, angling is about much more than catching fish. It's about spending time in nature, continually learning, challenging yourself and sharing unforgettable moments with others who love the sport
I'm passionate about helping others discover everything fishing has to offer and hope to inspire the next generation of young anglers to pick up a rod, build confidence and create their own amazing memories through angling. As a Primal Mentality CIC Ambassador, I'm proud to support an organisation that is changing lives through angling, nature and outdoor learning.
Meet Our Youth Ambassadors
Inspiring the next generation of anglers and outdoor enthusiasts.
Rowan Bennington
Primal Mentality Youth Ambassador
Amelia Rose
Primal Mentality Youth Ambassador
About Amelia
⭐ Inspiring young anglers across the UK
⭐ Front cover of Angling Times
⭐ Biggest Fish Winner – England Ladies Carp Team Fundraiser
⭐ Winner of The Fish N Show 2026 – 229.2lb
"I love every opportunity to get out on the bank and challenge myself.
Fishing has given me so many amazing experiences, helped me build confidence and introduced me to some incredible people along the way. Every session is a chance to learn something new, and I enjoy encouraging other young people to have a go too. As a Primal Mentality CIC Ambassador, I hope to show that with passion, determination and a positive attitude, anyone can enjoy everything that angling has to offer."
About Rowan
⭐ Young angler from Norfolk
⭐ Fox International angler
⭐ Featured in Fox carp fishing content
⭐ Passionate about angling, wildlife and the outdoors
"Fishing has been a huge part of my life from a very young age.
It has taught me patience, confidence and respect for nature, while giving me some amazing experiences along the way. From catching tiny sticklebacks with a net to targeting carp on the famous French gravel pits and canals, angling is something I truly love. As a Primal Mentality CIC Ambassador, I hope to inspire more people of all ages to get outdoors, try fishing and experience the positivity, focus and enjoyment that angling can bring."
Every ambassador plays an important role in helping us inspire, support and grow our community.
Why Become An Ambassador?
Every ambassador plays an important role in helping us inspire, support and grow our community.
