LEGOLAND® Windsor

Mads Ryder has worked for the LEGO Company since 1990 after studying Business and Law. In 2001 he was appointed Senior Vice President of all LEGOLAND® Parks worldwide, alongside this he became Managing Director of LEGOLAND Windsor in 2003 and is responsible for overseeing the day-to-day management of the park.

  • No. of employees: 130 - 1100
  • Business Sector: Leisure
  • Business Activities: Children's Theme Park
  • Location: Windsor

Drivers for leadership

Accutely aware of LEGOLAND's need to protect its safety reputation, the Board had limited technical health and safety expertise to cope with the increase in legislation and there was a realisation that they needed to equip themselves with the necessary tools. Upon advice from the HSE and Environmental Health Officers, Mads Ryder, Martin Kring and their team drove forward a huge culture change programme, led from the top.

How were arrangements developed?

The Board initially appointed Alan Carruthers as Health and Safety Manager to advise on the process (this service was previously provided by an external consultancy).
Consultations with employee and GMB representatives and HSE followed, alongside benchmarking against other organisations and reading guidance on corporate governance.

Current board arrangements

The Operations Director, Martin Kring, has formal accountability for health and safety, as he is responsible for the day-to-day operations of the park and has first hand experience of the issues.
However, all Board members have responsibility and support an open door policy where health and safety is concerned. The structure has not altered at Board level, but the appointment of a Health and Safety Team, led by Alan, who then reports directly to Martin, is indicative of the cultural shift and financial investment.

What was done?

The Board, convinced of the business need to manage health and safety, lacked the expertise or technical knowledge on how to make improvements. Alan therefore provided them with training in Health and Safety Management.
Workforce involvement was also recognised as being important. Weekly communications meetings were instigated and chaired by the Operations Director. All employees are encouraged to participate.
The philosophy is that there is no hierarchy where health and safety is concerned.
Furthermore, all Board members rotate the duty of Park Director for the day where they take full responsibility for the running of the park. This allows them to understand the health and safety risks and also allows employees to engage with Directors.

What does the Director do?

  • Funding and commitment to create a cohesive health and safety strategy and culture, across the parks
  • High visibility of all board members, who share an active interest in health and safety throughout the parks
  • Created an open "no-blame" culture where any employee can knock at any of their doors
  • Director led communication meetings, held twice a month, which are open to all employees in the park

Benefits of leadership

  • Customer satisfaction health and safety ratings remaining consistently high
  • 48% reduction in minor accidents and an 80% reduction in RIDDORs, (Reporting of Injuries, Diseases and Dangerous Occurance Regulations), over the last 3 years
  • Seasonal staff returning to the park year on year thus reducing recruitment costs

Value of leadership

  • Funding and commitment to create a cohesive health and safety strategy and culture, across the parks
  • Actively involved all Directors in the day-to-day running of the park so they are aware of their responsibilities and are highly visible to all employees
  • Demystified health and safety for all and made it an integral part of the day to day running of the park
  • Improved relationships with external regulators

Martin's message to other Directors is...

"I can only say to others in our position that paying lip service to health and safety is not an option. Companies who fail to take it seriously could face damaging consequences. We operate the very highest safety standards and ensure that we protect the quality reputation of LEGO brand, both in our Parks and in our toy products."

Director's engagement

Mads and Martin are known as being extremely approachable, and encourage an 'open door policy'. Martin is determined that where health and safety is concerned, risks must be reduced. At times, this has meant rides remaining closed even when guests complain profusely. He is willing to take decisions and is comfortable with his responsibilities.

"Without the Directors leadership and support, I could not work effectively in my role."
Alan Carruthers, Health & Safety Manager, LEGOLAND® Windsor

"Quality for a LEGOLAND park means safety. Not only safety because it is a company value to look after our employees but because we are about families with children & for this target group, safety is the most important factor."
Mads Ryder, MD, LEGOLAND