Coloplast employees learn the secrets of Olympic success : Sport boosts the performance of marketing people

Purpose – This paper aims to describe the policies that have helped UK medical‐device company Coloplast to earn a place in the Sunday Times list of the top 100 companies to work for. Design/methodology/approach – The paper explains the reasons for the policies, the form they take and the results they are achieving. Findings – The paper details a two‐day team‐building sports event for 112 sales and marketing staff; National Vocational Qualification training for distribution‐center employees; and policies on internal communications and benefits. Practical implications – The paper reveals how, taken together, these policies have created a committed, loyal and happy workforce. Social implications – The paper highlights initiatives that help to ensure that Coloplast employees – who liaise closely with patients using the company's dressing, catheters and other devices – feel proud to work for the business. Originality/value – The paper reveals a number of successful human‐resource management initiatives at a medium‐size company.