about - The Outstanding Society

Our Story

The Outstanding Society was the idea of Camilla Trimble who owned a Care Home in Dorset.

Having achieved an Outstanding CQC rating, Camilla identified other like-minded ‘Outstanding’ providers to promote sharing best practice within adult social care throughout England.

The core team was formed of Camilla Trimble, James Rycroft, Russell Leese and Zoe Fry.

There have been several conferences since the Society’s formation and we have been extremely honoured to have welcomed some fantastic speakers

The Society wishes to thank Camilla Trimble for her commitment in setting up the OS back in 2014. Camilla is no longer involved with the Society, but we would like to acknowledge the immense contribution she made.

In 2021, we formed the OS into a Community Interest Company and, since then, have welcomed some fantastic new Directors to the board.

Since April 2021, we have held virtual monthly meetings with some fantastic keynote speakers.

The Society welcomes all providers to sign up to be a member and encourages Outstanding Providers to become Contributors to the OS.

You do not have to be outstanding to join; you just have to want to share and learn from others in the sector who are focused on being the best they can……… Best of all, it’s free!

Executive Directors

Zoë Fry OBE, RN, BSc

Zoë’s love for the older generation started in her teens when she worked in nursing homes as a care assistant. This led her to train to become a nurse and start her career initially in the NHS. She had several clinical roles, working her way up to become a ward sister and then a Matron in Medicine while working on her Nursing Degree. Zoë then became a General Manager in the NHS, where she gained many business management skills. In 2008, Zoë completed the purchase of Valerie Manor, a small residential home registered for 15 residents. She soon extended and managed the project, extending the home to 23 beds and becoming dual-registered to provide much-needed nursing care.

In 2015, Zoë was delighted that Valerie Manor became the first home in West Sussex to receive an Outstanding rating from the CQC and then again in 2017, receiving an Outstanding rating in 4 out of 5 of the KLOE’s including ‘safe’.

While owning Valerie Manor the team won several awards including the National Care team of the year, Independent Individual Care Home, Care Home Innovation and Best Nursing Care.

In 2021 Zoë made the difficult decision to sell Valerie Manor and focus on the Outstanding Society and be a positive voice for the Social Care profession.

In 2023 Zoe was recognised for Services in Social Care and Services to Nursing by being awarded an OBE in the Kings Birthday Honours List. Zoe feels privileged to work in Social Care.

James Rycroft

Managing Director – VIDA Healthcare

James has worked in Social Care since 2005 and is committed to improving the lifestyle and well-being of residents living with Dementia.

Vida Healthcare was established in 2010 and specialise in designing, developing, and operating bespoke care homes. Over the years Vida have created 300 beds and offer care for residents at every stage of their journey with Dementia. Each of the three homes have now achieved “Outstanding” ratings and continue to challenge every aspect of their service in order to ensure residents receive the very best of care.

In 2023, Vida opened their Vida Academy building, which offers continuous training and mentoring to all Vida staff. James is particularly focused on career development and offers clear pathways for everyone wishing to progress within social care.

Non-Executive Directors

Samantha Crawley

Chief Executive Officer – Bracebridge Care

Samantha is a positive, proactive, and dynamic professional. She has a highly successful background spanning over 20 years in sales, marketing, operational delivery and business development within the care home sector. A Master NLP Practitioner, Hypnotherapy and Business Coach, Samantha loves to share information and mentor future leaders.

Having held senior positions in the sector’s larger providers, such as Barchester Healthcare, Anchor Trust, Sanctuary Group and Excelcare, Samantha has the ideal experience to develop the Bracebridge Care portfolio – and the knowledge required to ensure its success.

Samantha is a non-exec Director of The Outstanding Society, Samantha was awarded The Social Care Leadership award in 2023 and in 2024 was awarded the Leading Women in Care Award – Businesswoman of the year (Care Homes). Samantha was awarded the Chief Nurse Social Care Award in December 2022 for people who go above and beyond their roles.

Sanjay Dhrona

Managing Director, The Close Care Home

In eight years, Sanjay’s journey in Social Care have been a complete roller coaster. Leaving a career in hospitality and events, he took over a once great care home, which was faced with 2 embargoes, 2 warning notices an inadequate rating.

The Close Care Home, now sits with a full outstanding rating and counts titles like Care Home of Year, Best Individual Care home and Small Care provider of the Year in its many accolades.

Sanjay is a passionate advocate of sharing knowledge and best practice and is highly committed to increasing and improving DE&I practices in the social care space.

Sanjay is proud to be a director of the Outstanding Society, whose mission is to promote and uplift the ASC sector with best practice and advocacy.

Ruth French

Operations Director – Stow Healthcare

Prior to joining Stow Healthcare in 2011, Ruth spent a decade working for Central Government (Department for Trade and Industry, later Business, Innovation and Skills, and the Cabinet Office) in London. Ruth led government policy on Trade and Climate Change and Gas Supply Infrastructure amongst other roles. She was part of the European Secretariat, headed by the Prime Minister’s Europe Advisor, which oversaw the UK’s Presidency of the EU in 2005.

Since joining Stow Healthcare, a family business that she runs with her brother, Ruth has been focused on change management. Stow Healthcare generally acquires failed homes and turns them into homes with an Outstanding rating. Four of Stow’s eight homes are now rated Outstanding. Ruth’s background in policy making and people management have supported the phenomenal growth of the company. Her focus is on providing a family feel, quality care, and staff who are passionate about their career.

During the course of decade, Stow Healthcare has been recognised at national level, winning Care Provider/Care Group of the Year multiple times. Ruth was named Operations Manager of the Year in 2016, and Rising Star of the Year at the 2021 Laing Buisson awards. Ruth has also been part of national Workforce Development award success, which is something she is passionate about.

Ruth holds an honours degree in German and Italian with European Studies and a L5 qualification in Health and Social Care Leadership

Caroline Cosh

Managing Director – Clifton Homecare

Caroline Cosh has been involved in the social care sector since the age of 11. Caroline’s family owned a residential home which she worked at whilst attending school, college and university. During that time Caroline carried out every role within the Residential home, later being approved by CQC to become Registered Manager.

In 2004 Caroline joined North West Ambulance Service (NWAS) as an Emergency Medical Technician, becoming a Paramedic in 2007. Caroline and her mother set up a Domiciliary Care company; Clifton Homecare Limited in 2013 after selling the Residential home. Caroline is Managing Director for the business which is located in Lancashire, whilst continuing to work as a Paramedic for NWAS. Caroline takes responsibility for regulatory compliance, quality assurance, policy and procedure, Human Resources and staff training and development at Clifton Homecare.

Caroline feels proud not only to support clients living on the Fylde Coast but also to work alongside a team of truly dedicated, caring, compassionate and professional staff.

Caroline utilises her knowledge and experience to upskill her staff team, enabling the company to meet the ever-changing needs of the community and this has been reflected in 2 CQC inspections where the company was rated Outstanding. To date Clifton Homecare has won many awards including The BIBAs New Business of the Year Award (2016), The BIBAs Employer of the Year award (2023), Fylde Business Awards; Active Workplace of the Year (2023), The Department for Health and Social care’s team award, recognition for outstanding contributions that teams have on the lives of people they care for.

Caroline works closely with The Lancashire and South Cumbria ICB representing social care in strategic regional meetings such as Apprenticeships and T level delivery and support. She has also developed strong ties locally with prominent care leaders including her Constituency MP helping ensure the voice of the care sector is heard.

Caroline has completed a BSC in Equine Science and Business Management, a Post Graduate Diploma in Equine Health and Welfare, Level 5 in Health and Social Care Leadership, a Diploma in Paramedic Science and various Charted Management Institute Coaching and Mentoring and Leadership qualifications.

Lara Bywater

Director – LDC Care Company

Lara Bywater has led LDC Care Co to become one of the leading specialist providers of care and support services to some of the most complex individuals within the sector today. Throughout this journey, Lara has ensured that the original family values upon which the company was built remain the true foundations of the organisation as it looks today.

To support this, Lara has placed herself at the centre of conversations which support the development of the care sector and those it supports and employs, and has represented its interests at a national level to ensure its voice and vital messages are heard.