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Who We Are

arena4finance offers online training, coaching and mentoring to help business managers in the service sector understand and interpret financial information.

Debra Adams

Debra Adams is the founder of the business, a leading practitioner in developing courses for improving financial know how and commercial acumen in the service sectors. She is the author of the highly acclaimed textbook 'Strategic Management Accounting for the Hospitality, Tourism and Leisure Industries' now available here in 2nd edition. The third edition is to be published by Goodfellow Publishing in 2020.

Debra leads a team of experts who can design and deliver courses and training to meet a range of professional development needs.

Through our online courses, webinars and seminars, we help our learners to gain an improved insight into:

* understanding basic accounting principles
* how to interpret and use financial information to improve profitability
* planning and forecasting
* improving costing and pricing
* revenue management and data analysis
* asset management and investment strategies

We aim to equip our learners so they are able to make better business decisions, have the ability to interpret information and above all, to develop more profitable and efficient businesses.

We do all of this by offering a range of open and bespoke training courses for businesses in the service sector. To support our learners we also offer support after training by providing access to a variety of resources online via our Learning Management System with online tutor support, bite sized learning content, links to external resources and more.

Courses can be delivered online or onsite or at a location to suit your business. We can also assist with accreditation, programme development and hosting online content using our secure learning management systems.


Contact us for a chat
– we can help you to achieve your business training objectives.

Sue Callard

Sue Callard is an experienced education administrator working with our learners, tutors and partners to ensure the smooth running of all our courses. Following a career which commenced with a customer focused role with Disneyland Paris, Sue now specialises in the application of Learning Technology to improve the learners experience.

She has been busy developing our new online platforms with elearning tools and content for deep learning and assessment. She has specialist knowledge in the use of a variety of learning tools including Moodle, Blackboard, Camtasia, Mahara, Questionmark and Dreamweaver.

Gill Sommerseth


Gill Sommerseth has held various academic administration roles in higher education with Bournemouth University and brings a wealth of knowledge to the team.

Gill focuses on looking after our learners throughout their journey with us, from enrolment to completion and beyond! She is a whizz with databases and managing records and keeps us all in order.

A keen runner, she enjoys watersports in the summer and skiing in the winter!

Who We Work With