"Years of arts training has paved way for my creative career, but not a day goes by where I don’t draw upon the skills learned through performing arts. Facing Lord Sugar in the boardroom on the BBC Apprentice was my catalyst to create a place where performing arts can help other people learn something valuable about themselves. Like Shakespeare said all the world’s a stage and at Amplify we are creatively developing the next generation." (Jemma Bird, Founding Principal)