Former England Rugby Captain Dylan Hartley to Drive Elite Performance in Security Services

Assist Security Group (ASG), a provider of bespoke security services to prestige and luxury brands, has appointed Dylan Hartley, former England Rugby Captain, as a Non-Executive Director and Performance Lead at its subsidiary, ASG Protect.

Hartley brings a wealth of experience in elite performance from his tenure as England rugby's most capped hooker and as captain, with an 85% win rate. His insights into leadership, resilience, and fostering a high-performance culture will be invaluable in driving ASG's mission to provide security protection, said Troy Hewitt, CEO of ASG:

"Dylan is working with Jonathan Thomas, a partner at ASG Protect and a former Royal Marine; Jonathan’s military background and understanding of high-pressure environments complement Dylan's elite sports experience, creating a powerful combination of skills and knowledge.

"This initiative will drive innovation and excellence in security management and training. Security teams face a range of complex and demanding security challenges, requiring a proactive, adaptable and resilient approach. By leveraging new perspectives and experiences from sports, the military and commerce, we aim to set new benchmarks in the industry for effective security to protect people, physical assets and brands."

ASG Protect's clients include Arbor, London's new sustainable workspace on the South Bank, Bonhams auction house, the iconic London Eye observation wheel, and the Londoner Hotel. Hartley and Thomas will deliver ASG's 6-Point Framework, which focuses on People, Partnership, Protection, Prevention, Presentation, and Planning, to provide a comprehensive and tailored approach to security.

"I am delighted to join ASG and contribute to the mission of providing a new standard in security protection performance," said Dylan Hartley. "I believe that the principles of elite performance can significantly help the security industry. I look forward to working with the talented team at ASG to deliver exceptional results for security service users."

Thomas says that the elite performance principles the ASG team is using include:

- Pressure training: Exposing teams to stressful situations during training to elevate their default response under real pressure.

- Mental health support: ASG is partnering with PTSD Resolution to provide Trauma Awareness Training for Employers (TATE), equipping team leaders with the skills to support staff following critical incidents.

- Simplicity and focus: Communicating clear, concise messages and reinforcing them constantly to help security teams execute with precision and to adapt to changing circumstances.

- Intelligent preparation: Investing in understanding a client and the venue or event's specific risk profile to develop tailored strategies.

About ASG

ASG provides bespoke security services to the luxury hotels and retail sectors, tourist and entertainment venues, as well as to corporate offices, managing agents and hospitals. ASG offers an interactive 'Coffee & Catch-Up' - a free workshop for businesses to find out about the options and opportunities to optimise safety and security using elite principles. To learn more, visit www.assistsecurity.co.uk, email info@assistsecurity.co.uk, or call 0208 543 6670.

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Editors notes

GENERAL SERVICES PROFILE

Assist Security Group (ASG) is a leading provider of bespoke security solutions across a range of industries including luxury hotels and retail, estate management and corporate offices, tourist entertainment and event management, hospital facilities, and security training. With over 30 years of experience delivering protection and support, ASG takes a consultative approach to understand each client's unique needs and situational risks.

ASG's mission is to provide best-in-class, tailored services led by experts in each division. Aligned with its 6-Point Framework of Protection, Prevention, Presentation, Planning, People and Partnership, ASG develops strategies that protect clients' people and assets, striving to meet and exceed expectations.

Whether providing on-site security personnel, close protection services, corporate intelligence or CCTV monitoring, ASG brings together the right people and leading technologies. The focus is on building trusted partnerships, mitigating risks, and enabling clients to operate securely and successfully.

From boutique retail stores to large-scale events, hospitals to luxury hotels, ASG has become a preferred security partner by blending operational excellence with a personable, collaborative approach. With expertise across specialised divisions, ASG’s solutions are carefully designed to match each client's brand, culture and objectives.