Hannah Ingram-Moore, the daughter of Covid hero Captain Sir Tom Moore, has faced criticism for her new online persona as a TikTok 'resilience coach'. Ingram-Moore, 54, who was chief executive of the Captain Tom Foundation on an £85,000 salary, has been sharing daily motivational videos she calls 'Moore moments'. Critics have pointed to her past controversies, including the use of charity funds for a now-demolished spa complex at her home and failing to donate a portion of a £1.5m book deal to charity as promised.
The TikTok videos feature Ingram-Moore delivering self-help advice, such as 'Trust your instinct, you know more than you think' and 'Your power lies in how you steady yourself'. She has also launched a podcast on 'reinvention, resilience, grief, leadership, legacy, pressure and hope'. However, many viewers have been sceptical, with comments questioning her credibility given the Charity Commission's damning report into the Captain Tom Foundation.
In November last year, the Charity Commission published its investigation findings, citing 'serious and repeated' instances of misconduct and mismanagement by Ingram-Moore and her husband Colin. The report also found that the family had personally benefited from the foundation and had 'misleading' the public. Ingram-Moore dismissed the findings as 'selective storytelling' and claimed the commission had a 'predetermined agenda'.
Despite the backlash, Ingram-Moore continues to promote her services as a 'resilience leader, philanthropist and public speaker' on her website, offering to help others 'rebuild trust, control your narrative and emerge stronger' after reputational damage. She has defended her father's legacy, stating that £38.9m raised by Captain Sir Tom went entirely to NHS charities, and has urged her followers to 'believe in' themselves.
