The 36-year-old Cambridge graduate, who represented Britain in three Olympics, including winning a bronze medal in the double sculls at the 2004 Games, was chosen from a short-list of three candidates following a three-month search conducted by the BOA.

Winckless, who won gold at the World Championships in the quad sculls in 2005 and 2006, will lead a Commission that has been set-up to provide the voice and perspective of athletes in advising the BOA Board and management team on all matters relating to Olympic operations, performance and policy.

Winckless, who retired from top-class rowing last year, is the managing director of SK Win Ltd, where she uses her proven ability to inspire and motivate in a coaching and leadership role. 

In the lead up to the Beijing 2008 Olympic Games, Winckless spent six months working with the BOA while recuperating from injury.

During this period she employed her negotiation and management skills to organise a highly successful athlete conference, which helped to prepare over 100 potential team members for Beijing.

Winckless has gained widespread experience of working on behalf of her peers, she holds positions of athlete-focused responsibility in organisations including the Dame Kelly Holmes Legacy Trust, Central Council for Physical Recreation (CCPR) and UK Sport.

She was elected Athlete Representative by fellow GB rowing team members following the Sydney 2000 Olympics and retained the role until 2008.

She said: "It is an honour and a privilege for me to accept this role.

"During my sporting career and subsequently, I have consistently pursued new challenges and opportunities.

"Through my time as an international competitor and my various roles at the BOA, UK Sport and the Dame Kelly Holmes Legacy Trust I have developed a broad understanding of both the current sporting landscape in the UK and the needs of athletes on the ground."

Colin Moynihan, the chairman of the BOA, said: "I welcome the appointment of Sarah Winckless as the BOA’s first Athletes’ Commission chair with great enthusiasm and look forward to her contributions at board level.

"The creation of an in-house Athletes’ Commission, on the recommendation of the International Olympic Committee, demonstrates the BOA’s commitment to ensuring that athletes have a meaningful voice in decision making concerning all aspects of the BOA’s operations.

"I’d like to take this opportunity to thank the independent British Athletes Commission for their hard work and their continued support and cooperation, in particular Karen Pickering who has performed an excellent service representing British athletes and communicating with the BOA leadership for many years."

The Athletes’ Commission will consist of 12 members, including Olympians past and present, with representation from both summer and winter sports.

The aim is to have a mix of male and female athletes, team sports and individual sports, with up to eight athletes who are either still competing or within four years of retirement, and a further four members who have been retired for between four and 12 years.

Elections for the Athletes’ Commission members will take place in June and the first meeting is expected to take place in September 2010.

The first term will run through the London 2012 Olympic Games until December 2012.

Andy Hunt, the chief executive of the BOA, said: "Sarah brings with her a unique combination of Olympic experience, having competed in the last three summer Games, together with solid business acumen.

"I am certain that she will lead the Athletes’ Commission with dynamism and ensure that the athlete voice is effectively communicated in BOA decision-making at board and management level.

“At a time of unparalleled opportunity for British Olympic sport, the introduction of an Athletes’ Commission is a significant step forward for the BOA and I’m really looking forward to the vital contributions and perspective that Sarah, on behalf of the Commission, will bring to our team."

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