Our History

Performance Psychology

The Lane4 Group journey began on 19 September 1988, when British swimmer, Adrian Moorhouse lined up for the final of the 100 metres breaststroke at the Seoul Olympic Games. Having qualified in the fastest time, Adrian was in lane 4, traditionally set aside for the fastest heat winner, which gave him a small but potentially crucial advantage over his competitors.


Adrian came home with the Gold medal. And although he didn't realise it at the time, with the perfect name for the business he would co-found just a few years later with leading performance psychologist Professor Graham Jones and business executive Adrian Hutchinson.

"After the Barcelona Olympics (8th in the breaststroke final) and my competitive retirement I was asked to do motivational speeches. I met a few sports psychologists to understand what made people succeed or perform at a better level and was fascinated to know how performance in sport and business might transfer. On retirement I didn't really know what I wanted to do and had to think about all the things that I was good at as a sportsman - apart from swimming 100m Breaststroke. I'd had the discipline to train hard, set goals and react to feedback."

Adrian Moorhouse

Since launching in 1995, Lane4 has become a leader in the field of organisational development, internal communications and engagement.  With an outstanding track record in achievement in the three interlocking areas of business, psychology and elite sport, we believe that winning does not happen by chance.

In March 2013, Lane4 launched its new brand: Comment8, an internal communications and engagement consultancy. Comment8 is based on the philosophy that at its most effective, communication can shift thinking and create deep behaviour change within organisations. Visit www.comment8engage.com to find out more.