About the Driving Instructors Association

The Driving Instructors Association (DIA) is the largest professional membership body for driver and rider trainers in the United Kingdom. We provide support, representation, professional development and training for driving instructors, rider trainers and road safety professionals, helping them succeed in an ever-changing industry.

Support for Driver Trainers

The DIA is more than just a membership organisation. We are a community of ADIs, rider trainers and driver education professionals working together to raise standards across the industry.

We provide lobbying, representation and support for our members, maintaining close relationships with policy makers, regulators and key decision-makers in road safety and driver training.

Through our involvement with organisations such as the Department for Transport's Road Safety Delivery Group and the Road Safety Observatory Board, we help ensure our members' voices are heard and their concerns are addressed.

Our expertise and industry connections allow us to provide practical, up-to-date advice and guidance to support professional driver trainers throughout their careers.

Training & Professional Development

Professional development is an essential part of being a successful driver trainer. Through the DIA Academy, we offer a wide range of training courses, assessments, webinars and development opportunities delivered by experienced industry professionals.

Our training programmes include classroom-based learning, in-car coaching, online courses and specialist assessments. Whether you are looking to improve your instructional skills, expand your services or stay up to date with industry developments, we provide flexible learning opportunities that fit around your business.

We also deliver advanced driver training and assessment services for individual motorists, businesses and fleet operators both within the UK and internationally.

Membership Benefits

DIA membership is designed to provide practical support, professional protection and ongoing development throughout your career.

£25 million Professional Indemnity and Public Liability Insurance
Expert legal assistance and guidance
ADI Helpdesk support
Monthly Driver Trainer magazine
Free webinars and professional development opportunities
Exclusive member discounts for home and business services
Industry representation and advocacy
Access to training, assessments and specialist resources

When you become a DIA member, you gain access to a trusted network of professionals, expert support when you need it most and the resources to help your business thrive.

Supporting, Protecting and Developing Driver Trainers

At the DIA, we work every day to provide the highest levels of support, representation, training and professional development for driver and rider trainers. Our mission is to help raise standards, strengthen professionalism and support our members throughout every stage of their careers.

Become a DIA Member

Meet the Team

Our DIA team comprises professionals with diverse skills and expertise, all working together to provide you with the best possible support and guidance. We are here to assist you with any queries or concerns you may have, and are committed to ensuring that you receive the highest level of service from our team.

Olivia Baldock-Ward

Head of Training and Advisory Services

Olivia is a Grade A ADI with over 23 years experience, including roles as a Fleet and ORDIT trainer. She supported ADIs during the introduction of the Standards Check and has continued to offer expert guidance ever since.

At the DIA, Olivia leads our training and advisory services, managing the DIA Academy, Helpdesk, and wider development projects. She oversees training content, quality assurance, and member support across the driver and rider training sectors.

Sara Everett-Skinner

Helpdesk Advisor

Sara Everett-Skinner, our Helpdesk and Community Manager, provides expert advice and support to members. From pupil issues to standards checks and business concerns, Sara’s communication skills and attention to detail ensure you get the guidance you need, every step of the way.

Graham Hooper

Head of Driver Training Development

Graham has worked in driver education since 1995 and is known for his coaching-led approach to training. An ORDIT-registered trainer with advanced qualifications in coaching and instruction, he delivers CPD courses, instructor training, and occupational road risk sessions.

At the DIA, Graham delivers a range of practical, behaviour-focused training to support ADIs and improve road safety across the industry.

Sidra Asif

Training Co-ordinator

Sidra coordinates our training programmes, using her expertise to ensure each session is well organised and effective. With her strong organisational skills and commitment to quality, Sidra ensures that all participants receive a valuable and engaging training experience.

Billy Lynch

Membership and Customer Services Executive

Billy oversees DIA Shop orders to ensure timely fulfilment and exceptional customer satisfaction. With his strong attention to detail and communication skills, he maximises the shop’s profitability. Billy is committed to delivering exceptional customer service at all times.

Andy Brown

Membership and Sales Executive

Andy supports members with enquiries, applications, renewals and DIA services. His friendly and helpful approach ensures members receive clear advice and a high standard of service. He also helps members find the products and services that best meet their needs.

Carly Brookfield

Chief Executive

Carly, our chief executive, brings a wealth of experience in developing professional membership bodies. With a background in diverse sectors such as healthcare, education, and finance, Carly has a proven track record of delivering exceptional results. Her expertise in leading organisations to success is highly valuable in her role at our company. With her strong leadership skills and strategic thinking, Carly is committed to driving our organisation to new heights.

Matt Russell

Managing Director

Matt, the Managing Director of DIA Group, shapes the strategic vision while championing design and technology to enrich our digital presence. He oversees day-to-day operations, ensuring seamless systems, and leads marketing, publishing, and stakeholder relationships to drive the organisation forward.

Kate Barnes

Finance manager

Kate is responsible for managing our finance-related tasks, including accounts and invoicing. With her expertise in financial management and attention to detail, Kate ensures that our finances are handled efficiently and effectively.

Adam Trimby

Creative Designer

Adam plays a key role in designing and maintaining the visual elements of our magazines and websites. With his expertise in design and technology, Adam ensures that our digital platforms have an engaging and visually appealing look and feel.

Are you interested in working with the Driving Instructors Association?

Join the dynamic DIA team and help us drive driver and rider training forward. We’re always on the lookout for dedicated Approved Driving Instructors (ADIs) and Rider Trainers who are passionate about making a difference in the industry and supporting our professional members. We’re also interested in hearing from PDIs just entering the profession who may be interested in developing their career within the UK’s largest professional association for driver and rider trainers.

DIA Group

The DIA Group includes an internationally respected accrediting body for driver training and testing and one of the UK’s leading advanced motoring testing and training brands. We are also the leading publisher of driver training titles.

Read more about our wider activities by visiting our group websites.