North East based children’s charity Heel & Toe has announced the appointment of Amanda Tweedy as its new Chief Executive. Amanda succeeds the charity’s Founder and former Chief Executive, Doug Long, who is preparing for retirement after 18 years of service.
Doug will remain with the organisation as Executive Director until September, to ensure a smooth leadership transition. The succession has been carefully planned over the past couple of years, following Douglas’s decision to step down and pass leadership to Amanda as the charity enters its 18th year.
Heel & Toe Children’s Charity was established in 2008 after Doug was approached by his friend, and charity Co-Founder Paul Bannister, to help set up a charity providing free therapy services to children with cerebral palsy. From humble beginnings supporting just four children in a port-a-cabin in Spennymoor, the charity has grown significantly over the years under Doug’s leadership, and now owns two dedicated Therapy Centres in Pelton and Perkinsville, Chester le Street.
Today, Heel & Toe provides free and subsidised therapy services to around 180 disabled children each week.
Amanda joined Heel & Toe in 2011, bringing extensive experience in fundraising, event management and public relations. She began her career at the charity as Fundraising & Development Officer and progressed through several senior roles, including Fundraising Executive and Fundraising Manager, as the organisation expanded. Recognised by Doug and the Board of Trustees as the natural successor, Amanda was appointed Deputy Chief Executive before officially assuming the Chief Executive role on 1st January 2026.
Heel & Toe’s Chairman Paul Gilsenan commented: “On behalf of the Board of Trustees, I am delighted to congratulate Amanda on her appointment as our new Chief Executive. Amanda brings exceptional experience, passion, and commitment to our mission, and we are confident that her leadership will guide the charity into an exciting new chapter.
We look forward to working closely with Amanda as we continue to strengthen our impact, support our community, and build on the important work already underway. Her vision and energy will be invaluable as we move forward, and we are thrilled to welcome her into this key role.”
The charity has faced significant challenges in recent years, particularly following the Covid pandemic. Financial recovery was slow, requiring the use of reserves over the past three years, and rising overheads combined with the cost of living crisis led to unavoidable redundancies at the end of 2024. However, 2025 marked a turning point, with improved financial stability and renewed optimism for the future.
Commenting on her appointment, Amanda Tweedy said: “It is an incredibly exciting time to take on the role of Chief Executive at Heel & Toe, particularly with the launch of new therapy services and the recruitment of additional therapy staff. We are confident that the charity has weathered the storm and that the future looks brighter. I am proud to be leading such a dedicated team, supported by our valued sponsors, corporate partners, families and supporters.
“Doug and I have worked closely together over the past couple of years, giving me a strong understanding of the charity as a whole. I am extremely grateful for the trust and confidence placed in me by Doug and the Trustees, and I am committed to building on the strong foundations he has created.”
Doug added: “When we started Heel & Toe in 2008, our dream was simple – to give any child across the North East, therapy they desperately needed to enhance their lives and health, free.
Seeing that vision grow and after 18 years the hundreds of children we have helped has been worth all the hard work and commitment it takes to run a successful charity. I am proud to leave behind a charity built on compassion, resilience and community spirit – a legacy that will continue to change lives for children across the North East for many years to come.”
Heel & Toe Children’s Charity is not government funded and needs to raise £900,000 every year to keep its Therapy Centres open and continue delivering free and subsidised weekly therapies. The charity provides a vital lifeline to families across the region, offering specialist therapies that are often unavailable on the NHS.
Services available at Heel & Toe include physiotherapy, rebound therapy, hydrotherapy, hippotherapy, massage therapy and sensory integration. The charity has also recently launched a new group therapy service for children with special educational needs, running on Mondays, Wednesdays and Fridays. The movement therapy sessions are FREE and open to any child in the North East who would like to attend.
For further information on Heel & Toe’s therapy services, fundraising events or how to support the charity, visit: www.heelandtoe.org.uk.
