The former head of apprenticeships at UCAS is set to become CEO of the Association of Apprentices.
Lindsay Conroy (pictured above), who left the universities and colleges admissions service this summer, will replace Emily Rock at the association in January 2026.
The AoA is a support network for almost 50,000 apprentices, founded by the government’s former apprenticeship ambassador Jason Holt, former Lord Mayor of the City of London Sir Peter Estlin and a co-founder of venture builder Blenheim Chalcot, Charles Mindenhall.
Conroy spent four years as UCAS’ head of apprenticeships and was instrumental in the organisation’s move to add apprenticeship vacancies to its website and allocation of tariff points to apprenticeships so that they can be used for higher education applications.
Estlin, chair of AoA’s board, said: “We are delighted to welcome Lindsay as our next CEO. She brings deep experience, proven credibility, and a clear vision for growth. With Lindsay at the helm, AoA is well placed to expand its reach and impact, ensuring apprenticeships continue to thrive and contribute to the prosperity of communities and employers across the country.”
Conroy, who previously worked in multiple training providers including Learndirect, First4Skills and Haddon Training, has consulted for the 5% club – a membership body for employers chaired by AoA co-founder Jason Holt – since leaving UCAS.
She said: “I am honoured to be appointed as the next CEO of AoA. Apprenticeships have been part of my story for 25 years, and apprentices will remain at the heart of everything AoA does as we embark on this exciting next phase.
“Building on the exceptional work Emily has done to establish AoA as a community for apprentices, I am determined to amplify their collective voice – across government, employers, and providers – to shape policy and create a system that truly works for apprentices.”
Rock joined the AoA in 2020 when it was being set up and became its first chief executive in 2022.
Rock said: “Leading AoA has been an immense privilege. Together with our members, partners and supporters, we’ve built AoA into a strong national voice for apprentices and established a platform that truly champions their success. As we enter a new phase of exciting growth, I feel this is the right moment to hand over.
“I am proud to be supporting Lindsay through the transition and confident that under her leadership, AoA will go from strength to strength, helping apprentices to flourish across the country.”
Estlin added: “I want to thank Emily for her outstanding leadership in establishing AoA as the national voice for apprentices. Her commitment has built a strong foundation and a respected platform for the future.”
Rock will continue to work in apprenticeships and skills through membership body The St Martin’s Group.
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