We’re incredibly proud to share that Qualified to Advise (QTA) has won Gold for Best Online Distance Learning Programme at the 2025 Learning Technologies Awards.

QTA is our training programme for wellness and customer service, but it’s so much more than that — it brings our purpose of ‘adding quality years to life’ to the forefront of our consultations with customers. Designed to equip our colleagues with the confidence, knowledge and scientific credibility to deliver personalised, ethical, wellness advice, QTA plays a vital role in supporting both our customers’ wellness and our business aspirations.

Over the past year, QTA underwent the most significant transformation in its 12-year history. Reimagined as a fully digital, inclusive and engaging learning experience, the programme now blends evidence-based wellness education with real-world application — ensuring colleagues can learn flexibly, retain knowledge, and apply it confidently on the shop floor.

The impact speaks for itself. Stores with fully QTA-qualified teams consistently see higher conversion, stronger customer satisfaction, and improved basket size. More importantly, QTA reinforces our ethos: moving beyond product selling to become trusted wellness advisors, helping customers live healthier lives.

This Gold award is recognition of the incredible work behind QTA — and a proud moment for a programme that continues to shape colleague capability, customer trust, and our mission to add quality years to life.

Gerald Pearce 

Director of Learning & Development at Holland & Barrett