Business Ambassadors

Our Business Ambassadors are committed and passionate individuals who work with the ROS to help increase awareness of osteoporosis and bone health, and the issues surrounding the condition. They are key influencers who champion our charity, support the charity’s strategic direction and aims, and encourage others to support the charity.

Ben Atfield

Ben Atfield is a business leader with over 25 years' experience working in Westminster and Brussels. His firm, Ellwood Atfield, is the leading boutique headhunter specialising in Public Policy and Corporate Communications.

Ben is also known for the Westminster events he has organised, and guest hosted. These include The Political Cartoon of the Year Awards and many others with prominent politicians including Angela Rayner, Boris Johnson, Ed Balls, David Cameron, Yvette Cooper and George Osborne to name a few.

Ben has first-hand experience of osteoporosis, diagnosed in 2023 after a collapsed vertebrae aged 56. A keen hiker (he completed 500km of the ancient pilgrim route, the Via Francigena) and like many seemingly healthy and fit men, he did not know that osteoporosis could happen to him.

Anthony (‘Mac’) Mckeever

Mac has worked in healthcare nationally, regionally and locally for more than 40 years, combining business skills and public service values. Helping deliver reform and improve services for patients has always been a particular focus. So, having worked with the ROS to launch a Fracture Liaison Service in Mid & South Essex, he is keen to see bone health prioritised in a similar way across the UK.

Originally a 'fast stream' Civil Servant, Mac joined the NHS in 1987, and has spent decades as a CEO, helping turnaround performance at several hospitals and commissioning organisations.

Prior to taking on some commercial roles, Mac served on the NHS Future Forum in 2011, returning to work around the NHS four years later. He recently retired from his ‘day job’ as the CEO of an Integrated Care Board and is now working independently through his own company. Alongside coaching and advisory work, he is fulfilling a non-executive role with a Community Interest Company established by 4 Primary Care Networks in Sutton, South West London.

Ruth Sunderland MA, FRSA

Ruth Sunderland is an award-winning journalist and one of the UK’s leading national newspaper columnists covering economics and finance. She has numerous big name interviews, features, investigations, campaigns and scoops under her belt. Ruth is also an accomplished broadcaster who has presented documentaries on Radio 4’s flagship ‘Analysis’ and ‘In Business’ programmes and appeared on ‘From Our Own Correspondent’ as well as being a regular guest on Ian King Live on Sky and appears in Strictly Business, the Mail’s in-house business debate programme.

Ruth won the Business Journalist of the Year award in 2022 from the London Press Club. She is a Fellow of the Royal Society of Arts and a Freeman of the City of London.

Ruth was diagnosed with osteoporosis after an accident whilst training for one of her regular half marathons. She was shocked and terrified. A turning point for her was joining the ROS and speaking to one of the brilliant specialist nurses. 

Ruth quickly decided to use her platform as Group Business Editor of the Daily Mail and Mail on Sunday to try to raise awareness, challenge harmful stereotypes, campaign for better diagnosis and research, and to combat dangerous misinformation.