Anthony Lawton: In-Depth Experience & Strategic Network.

A Career Dedicated to Transforming Public Services

For almost two decades, Anthony Lawton has been at the forefront of driving meaningful change within complex public sector environments, particularly in health. A qualified Management Accountant (ACMA) with a deep specialisation in cognitive and behavioural science, Anthony combines rigorous analytical thinking with a profound understanding of the human dynamics that underpin successful transformation. His career is marked by a relentless pursuit of solutions to 'wicked problems' – turning insightful analysis into practical, impactful action.

Core Philosophy & Approach

Anthony's approach is grounded in the conviction that sustainable improvement comes from empowering those closest to the work and fostering a culture of genuine listening and co-creation. He is renowned for his ability to:

    • Unblock Change Programmes: Identifying and dismantling the often-hidden barriers that stifle progress.

    • Improve Organisational Culture: Moving teams from a state of 'Overheating' towards 'Empowered Flow' by fostering psychological safety and collaborative working.

    • Translate Complex Analysis into Actionable Strategy: Making sense of intricate data and frontline experiences to provide clear, strategic direction.

Leverage Insight-Driven Innovation: Utilising tools like the AI-powered Insight-Genie to accelerate understanding and reform.

Key Experience & Milestones (Summary)

  • Managing Director, Front Foot MI Ltd (May 2005 – Present)

    • Founder of FitToCare and designer/creator of Insight-Genie (launched Summer 2024), a pioneering qualitative analysis platform combining stakeholder engagement and AI-powered synthesis to drive strategic clarity in public services.

    • Led numerous high-impact evaluations and transformation projects across the NHS and education sectors, helping senior leaders identify hidden barriers, understand frontline priorities, and implement systemic change.

    • Developed innovative toolkits such as the Menopause Optimal Pathway Toolkit (2024), supporting GPs and ICSs with improved care models and workforce engagement – demonstrating a practical application of insight to solve specific service challenges.

      Testimonial:

      • "Anthony is incredibly enthusiastic, well organised, and innovative and engages teams/experts extremely well, leading to effective problem solving and great consensus solutions." - Matthew Inada-Kim, National Clinical Advisor Sepsis NHS England

  • National Programme Advisor – Menopause, NHS England (Feb 2021 – Dec 2024)

    • Advised the Senior Responsible Owner (SRO) on national strategy, data valuation, behaviour change methodologies, and business case modelling for the National Menopause Programme.

    • Pioneered the embedding of psychological and data-led approaches into national pathway reform, influencing how services are designed and delivered at scale.

      Testimonial:

      • "I have had the pleasure of working with Mr Lawton over the past 3 years. He has been truly amazing... His knowledge of technology blew us all away and his hard work and dedication to our projects were second to none." - Janice Rymer MD FRCOG FRANZCOG FHEA, National Menopause Programme CRG Chair (NHSE)

  • Health Economist & Change Consultant, Various NHS Clients (2013 – Present)

    • Delivered sophisticated economic scenarios and behavioural insight models for NHS RightCare and various pharmaceutical partners, enabling more informed investment and service design decisions.

    • Developed segmentation models, conducted strategic reviews, and designed prescribing pathways and GP competency systems, contributing to more efficient and effective healthcare delivery.

  • Other Previous Roles: NHS RightCare Associate, roles in CCGs, Programme Director Points4Life)

    Testimonial:

      • "Using Ayoa with Anthony in the driving seat has provided us with a dynamic tool to stimulate our thinking... a motivating and exciting new way of working." - Bernadette Bailey, Programme Lead, NHS Cheshire CCG (or other relevant quotes for specific roles)

Education, Qualifications & Publications

  • Education & Professional Qualifications:

    • ACMA (CIMA), 1999 – First Time Pass

    • BA (Hons) Accounting & Financial Management, University of Sheffield – 2:1 + Two University Prizes

    • Qualified Values Consultant, Barrett Values Centre (2012)

    • Prince2 Foundation & Practitioner (2013)

    • Creating Behaviour Change, Wesleyan University (95% pass, 2021)

  • Authored Books:

    • Fit to Care: Insights from the Nursing Frontline (Oct 2024)

      • "A practical manifesto for improving patient care by empowering nursing teams and unblocking system waste." (Available on Amazon)

    • The AI Strategic Edge for Public Sector Leaders (Apr 2025)

      • "A roadmap for implementing AI-driven knowledge management to reduce overload and improve strategic decision-making in public services." (Available on Amazon)

Enhanced Capability Through Strategic Partnerships

FitToCare, under Anthony Lawton's leadership, believes in bringing the optimal blend of expertise to every client engagement. While Anthony personally steers all Insight-Genie implementations and strategic consultancy, we maintain a robust network of trusted, specialist partners. This ensures we can provide comprehensive support and scale our capacity to meet your specific transformation needs.

  • Our Partners Bring Expertise:

    • Deep Clinical Specialisms & Service Redesign: (Leveraging partners like Sue Thomas, Ruth Stross for their specific clinical insights if they act in this capacity for larger projects) "Access to experienced clinicians and service leads who understand the nuances of specific care pathways.

    • Advanced Data Analytics & AI Implementation: Beyond Insight-Genie's diagnostic capabilities, we can bring in partners for advanced predictive modelling or bespoke AI solution development.

    • Systemic Psychotherapy & Organisational Development: Specialist support for complex team dynamics, cultural interventions, and enhancing psychological safety at scale.

    • Large-Scale Change & Programme Management: Proven methodologies for delivering system-wide change, ensuring insights translate into effective execution and sustainable impact, focusing on Work 5.0 principles, values-based leadership, and flow.

    • Workforce Wellbeing & Mental Health Solutions: Scalable, evidence-based tools and programmes to improve staff mental wellbeing, team cohesion, and foster cultures of psychological safety, co-created with the NHS.

Commitment to Quality:
All our partners are carefully selected for their proven expertise, alignment with FitToCare's values, and commitment to delivering tangible results for the public sector. We manage all collaborations transparently, ensuring seamless integration and a unified approach for you.

What Leaders Say:

Endorsements from Across the Sector:

“I have had the pleasure of working with Mr Lawton over the past 3 years. He has been truly amazing. Despite not having a women's health background he quickly grasped the clinical situations and was able to convert this knowledge into a clinical and treatment pathway that included all the many factors that can make management so difficult and yet he converted it into simple graphics. His knowledge of technology blew us all away and his hard work and dedication to our projects were second to none. He was a delight to work with and was really compassionate about women's health, and I would jump at the chance to work with him again.“
– Janice Rymer MD FRCOG FRANZCOG FHEA. National Menopause Programme CRG Chair (NHSE) / Professor of Obstetrics and Gynaecology / Dean of Student Affairs King’s College London, School of Medical Education / National Specialty Advisor for Gynaecology for NHSE/I

“I have found him to be a dedicated and highly effective professional, well-regarded by peers and senior NHS professionals alike. He is a skilled communicator with strong analytical and creative thinking skills coupled with an innovative approach to work this is a very powerful combination of skills. A highly-experienced project manager he brings to any project dedication as well as substantial service improvement and change management experience; this is coupled with leadership and service understanding from working in a range of Clinical Commissioning Groups and industry. He has a can-do approach to all the work he does. Specific skills: Strategic thinker and planner Leadership development Team builder and motivator Analytical and creative thinker Confident and compelling speaker. I would not hesitate to recommend him.”
– Sue Thomas, CEO Wilmington Healthcare, 13th September 2017

“Anthony Lawton carried out a review of our MS Specialist nurse programme across the two months in 2019. He worked diligently to identify and engage with the key internal and external stakeholders before carrying out a robust root and branch review of the existing programme. His intellectual rigour was impressive while he was good at keeping the two key commissioners up to date with his findings. His review discovered a number of alternative options for the programme as well as more than a dozen tangible improvements that could be made without additional cost. I would have no hesitation in recommending Anthony’s review services.”
– David Martin, MS Trust CEO

Connect With Anthony

If Anthony's experience and approach resonate with your organisation's needs, please don't hesitate to reach out to discuss how FitToCare and Insight-Genie can support your transformation journey.


Book a complimentary, no-obligation 'Clarity Call' to:

  • Discuss your current pain points and strategic priorities.

  • Understand how Insight-Genie can provide the crucial insights you need.

  • Explore if our approach is the right fit to help you cool your system and empower your people.