Athlete Medical Scheme (AMS)
A practical guide to understanding what the buyer really wants and how to build a winning response.
More than just healthcare
At first glance, this tender may seem like it’s all about providing healthcare services.
But it's more than that.
The UK Sports Council is looking for a partner who can deliver peace of mind for athletes.
They're seeking a service that ensures athletes can perform at their best without worrying about medical issues.
The contract will cover the administration and management of the Athlete Medical Scheme, access to a healthcare provider network, claims handling and performance reporting.
Remember who you're trying to convince
The end users here aren't just any group.
They're elite athletes who rely on quick, effective medical support to stay at the top of their game.
If I were evaluating bids, I'd be looking for proposals that demonstrate a deep understanding of the pressures and demands on athletes.
It's not just about providing healthcare.
It's about supporting performance and recovery in a timely manner.
Don't just focus on the mechanics
Most bidders will detail how they'll handle claims or manage the provider network.
That's necessary, but it won't differentiate you.
I'd focus on how you'll ensure the quality of care remains consistently high across the board.
How you plan to provide timely access to specialists or treatment facilities.
That's what will make your submission stand out.
Think about long-term relationships
This isn't a short-term contract.
It's a commitment from 2027 to potentially 2031.
I'd be interested in hearing how you plan to build and maintain relationships with both athletes and healthcare providers over the entire term.
Consistency is key.
And it's what the Council will be looking for.
Pay attention to what they say
UK Sport is clear about the models they're open to: a fully insured model, a trust-based model or both.
They’re also clear that the scheme must include management information and performance reporting.
This tells me they're looking for transparency and accountability.
Your response should clearly outline how you'll meet these expectations.
Evidence always beats promises
One thing I learned in the public sector is the importance of backing up your claims.
If you have prior experience with similar schemes, showcase it.
Provide evidence like:
- Case studies of successful medical schemes
- Testimonials from other organisations
- Data on response times and service quality
This will carry more weight than promises alone.
Show how you'll make life easier for UK Sport
Every contract creates some level of work for the client.
The best suppliers minimise this.
If I were writing this tender, I'd explain how my processes will streamline administration and reduce the workload for UK Sport.
It's about making their life easier, not just delivering a service.
One thing I'd keep reminding myself
Remember, this scheme is about the athletes.
Every decision UK Sport makes will be with them in mind.
I'd keep that at the forefront of my submission.
Ask yourself, "Does this proposal truly serve the athletes?" If it doesn't, rethink it.
Common mistakes
Avoid submissions that:
- Fail to address both model options
- Lack evidence of past success in similar schemes
- Don't demonstrate understanding of elite athletic needs
- Focus solely on cost rather than quality and reliability
- Ignore the importance of management information and reporting
- Overlook the need for a strong provider network
- Neglect to explain how you'll maintain service standards over time
My Final Thoughts
UK Sport is not just looking for a healthcare provider but a partner they can trust to support their athletes effectively.
With a contract value of £11,500,000 over three years, extendable to four, it's clear they're investing in quality.
Quality likely carries significant weight in their evaluation.
A focus on the written submission that highlights evidence, reliability and a genuine understanding of athletes' needs will be crucial.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.