**Hannah Ingram-Moore Pursues New Path as “Resilience Coach” Following Captain Tom Charity Scandal**
Hannah Ingram-Moore, daughter of the late Captain Sir Tom Moore, has taken a strikingly different direction in her professional life, emerging as a self-styled “resilience coach” and social media personality. This surprising career shift follows the much-publicised controversy surrounding her management of the Captain Tom Foundation, a charity established in the wake of her father’s remarkable pandemic fundraising efforts.
Captain Tom became a national hero in 2020, capturing the nation’s hearts during the first COVID-19 lockdown by walking laps in his garden. His determination inspired donations totalling nearly £40 million for NHS charities, and he was subsequently knighted for his service to the country. However, the glow of that success was dimmed by subsequent revelations about the Captain Tom Foundation, notably concerning the role Hannah Ingram-Moore played as director.
An investigation by the Charity Commission posed serious questions about Ingram-Moore’s stewardship, highlighting instances where she personally benefited from the charity and failed to channel any proceeds from Captain Tom’s books to the foundation, despite previous assurances. The commission also scrutinised significant expenses and questioned decisions regarding family earnings and use of the Captain Tom brand, causing a considerable public backlash.
Amidst negative press and being labelled a “charity fraudster” by critics, Ingram-Moore has since undertaken a public reinvention. Utilising the TikTok platform, she has begun offering motivational guidance and advice, frequently referencing her turbulent experiences in recent years. Her TikTok content, now shared under the brand “Moore Moments”—a deliberate nod to her familial legacy—aims to position her as an authority on perseverance and overcoming adversity.
In one of her recent videos, posted on 24 June, Ingram-Moore candidly addressed the scrutiny she has faced. “The last few years have tested me,” she reflects, before suggesting that criticism and self-doubt often intensify under pressure. “Confidence comes from keeping going, even when people doubt you. You don’t have to prove them wrong; you just have to believe in yourself and trust your truth,” she told her audience.
Despite attracting approximately 24,000 views, the video’s reception has been mixed at best. Positive comments have been vastly outnumbered by critical responses, with many users questioning her credibility and asking pointed questions about her motives. “Sounds like you have convinced yourself of your version of the ‘truth’,” read one comment, while others were more direct in their criticism. Nevertheless, a small number of followers offered support, applauding her dedication to her late father’s memory.
Outside the world of social media, Ingram-Moore has also launched a personal website positioning herself as a sought-after motivational speaker. She offers “executive life coaching” with individual consultations starting at £50 and multi-session packages reaching up to £725, all payable in advance. Her marketing draws heavily on her association with Captain Tom, even incorporating his reputed phrase “tomorrow will be a good day” as part of her brand.
The online venture appears to be in its early stages. Hannah’s TikTok account has amassed just over 10,700 followers, with most videos receiving modest viewership in the low thousands—far from the viral success she might have hoped for. However, she seems intent on establishing herself in the personal development field, seeking to translate hard-learned lessons into advice for others.
The public and media response to Ingram-Moore’s reinvention remains sceptical, with many questioning whether her focus should return to addressing concerns regarding the Captain Tom Foundation. Nevertheless, the episode is a notable example of how individuals embroiled in controversy attempt to reclaim their narratives and reposition themselves for a second act.
As the story continues to develop, questions remain about the future of the Captain Tom Foundation and the public’s willingness to embrace Ingram-Moore’s new persona. For now, her journey from charity executive under fire to TikTok life coach stands as a striking reflection of the power—and pitfalls—of modern publicity and personal branding.