The challenge
Once Trade Union Reps have completed their training, they understand the theory, know the techniques, but then they have to start using those skills in the real world.
Newly trained reps can find this daunting. Social hurdles become barriers. The gap between “I’ve done the course” and “I’m ready to recruit” can feel impossibly wide.
What we built
Rep Coach was built as a safe space to practise before the stakes are real. It’s an AI-powered training tool where reps can run through organising scenarios (recruitment conversations, strike ballot discussions, workplace issues) with an AI actor that responds like real co-workers would.
Reps build their own scenarios, practise their persuasion techniques on different personas they might meet in the workplace, and get feedback on what worked and what to refine.
Working in partnership with trade union organisers and tested extensively with real reps, we built Rep Coach with support from the TUC and in collaboration with Campaign Lab to bridge that gap between training and confident action.
Why this matters
RepCoach matters because organising is hard. Even experienced reps told us they’d use a tool like this to keep their skills sharp. As one established rep put it: “sometimes we need the practice.”
For newer reps, the impact is even clearer. One told us: “For someone like myself who has social hurdles to get over, that can be quite daunting. I can say ‘right, I’ve done the course’ but who do I go to for that little bit more support?”
Most importantly, it’s making reps think differently about their conversations. As one rep reflected: “It’s certainly making me think about how I’m wording things to hopefully have the end result of recruiting somebody.”
Looking forward
We’re not done yet. We’re building towards a future where every union rep has access to continuous, flexible practice opportunities, where confidence isn’t built on the job, but before you walk onto the “shop floor”.
Because collective action happens with confidence. And confidence comes from practice.