EPISODE · May 20, 2026 · 37 MIN
Why Starting A Charity Is A Good Thing with Gilly Norton
from SHIFT HAPPENS · host Claudia Mahler, Gilly Norton
Gilly Norton founded SWV to support wounded veterans, first responders, and war correspondents. What started with therapeutic ski trips to Klosters, CH, evolved quickly into employment support, pain clinics, and mentoring when veterans revealed their biggest challenge: finding work despite their injuries. Recognizing that conventional PTSD treatments were failing, Gilly raised $1.5 million to fund the UK's first MDMA-assisted therapy trial for veterans. Despite regulatory hurdles, the initiative gained backing from General Nick Carter and national media attention. Gilly is now lobbying to make research more accessible and affordable. Apart from the Ski Program in Switzerland, SWV also runs annual ski programs, the Rivers Employment Initiative, and a global political risk conference. Gilly's key message: the human cost of war doesn't end when the conflict does—PTSD affects people of all ages, with an average patient age of just 36. To learn more about how to support SVW visit their website: Supporting Wounded Veterans Instagram: @supportingwoundedveterans ********** To learn more about SHIFT HAPPENS, click here To learn more about Claudia's business SHIFT HAPPENS.Curated Conversations and her Salons in New York, Zurich and Berlin, click here You can also connect with Claudia on Instagram @shifthappens.podcast and LinkedIn at ClaudiaMahlerNYC This podcast is created, produced and hosted by Claudia Mahler.
What this episode covers
Gilly Norton founded SWV (Supporting Wounded Veterans) as a Charity more then 15 years ago. Soldiers returned from frontlines and were in acute need of pain management support, mentoring, employment support. Gilly and team went to work. They raised funds and organized a Skiing Week in the Swiss mountains, in the village of Klosters. SWV started pain clinics in the UK, worked with donors, other foundations, the government to increase the funding for clinical trials on PTSD and other necessary measures. Asked what the main challenges are: people are often declaring problems "too difficult to solve," but one needs to stick to it, be consistent, raise funds wherever possible and maintain the momentum through long development cycles. Gilly emphasizes the "magical atmosphere" created when people unite to genuinely change someone's life—"not often in a life you get the chance". Success requires believing in the mission and "keeping the faith" through setbacks
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Why Starting A Charity Is A Good Thing with Gilly Norton
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