YOU’VE got to hand it to the disgraced daughter of Captain Tom – she’s undoubtedly inherited his genes when it comes to refusing to quit.
But where his resilience inspired £39m of -busting , continues to brazenly cash in on his name for her own self-gain.
Twenty months on from the humiliation of being branded a cheat who fleeced Tom’s , she has remodelled herself from a ‘life coach’ to a ‘resilience coach’ and is peddling her bizarre philosophies on .
I broke the story that engulfed Ms Ingram-Moore and her husband in scandal – revealing a secret spa to bag .
Last year, the pair were outed by The Charity Commission for pocketing a , then giving none to his charity.
As much as anyone, I was fascinated to see how she had re-branded herself to yet again profit from .
Hannah’s most shameless TikTok vids, coined ‘Moore’ Moments, are a deliberate and blatant pun on her dad’s name.
Designed to be inspirational, the ‘Moore’ Moments contain throw-away wisdom.
The pick of them being when Hannah bizarrely rides a shopping centre escalator and urges followers to show “kindness... It’s the one thing we never run out of.”;
Another ‘Moore moment’ recorded just last month suggests she has doubled down on her never-ending lack of self-awareness.
“The last few years have tested me,”; she says.
“The criticism, the judgement, the noise. But here is what I have learnt: self-doubt gets louder when you are under pressure.
“Confidence, that comes you from keeping going quietly, consistently, even when people doubt you.
“You don’t have to prove them wrong. You just have to believe in yourself.”;
Far from ignoring her troubled past – she now appears to be cashing in on it, writing on her website: “You don’t need another advisor; you need a Resilience Leader who has walked it, who knows what it’s like to feel pressure and still move forward.”;
And, to an extent, she is right. Few people can claim to have encountered the storm of public anger she has faced in recent years.
But does that qualify her as a public speaker? Hannah seems to think so.
She claims she is “one of the few speakers who can speak openly and honestly about reputational damage—how to handle it, recover, and ultimately turn adversity into an opportunity for reinvention.”;
She ironically even tells visitors tohannahingrammoore.com that “sincerity”; has been the secret of her success.
But despite her upbeat TikTok and website content, her critics don’t appear to be buying it.
Hannah’s seeming total immunity to public continues to infuriate users as she drops into their feeds.
“You say it with such conviction, you’re an inspiration to all of us aspiring con artists,”; blasts one.
“Can you recommend someone who can build an extension?”; quips another.
Away from the online world, the reality of Hannah’s situation appears less settled and serene than her posts would have you believe.
After 15 months, she has been unable to sell her – despite using Captain Tom’s image in the brochure literature.
The criticism, the judgement, the noise. But here is what I have learnt: self-doubt gets louder when you are under pressure
Hannah Ingram-Moore
At least £300,000 has been knocked off the price, and it has been taken off , although it remains for sale with a local agent.
Earlier this year it was reported the family firm Club Nook was teetering on the verge of collapse with just £149 on the , in a further blow.
Ms Ingram-Moore has made fresh attempts to cash in on the Captain Tom name, releasing a £22 book about her experiences on .It yet again name-checks her national hero dad and will be the first of ten, she claims.
Neighbours – who now have no contact with the family – remember Hannah as the woman who flagrantly ignored council orders and built an eyesore spa building in her garden.
And when she appealed the decision to tear down the new build her reason infuriated them even more – she didn’t want to put back that had stood there before.
‘She does my head in’
These former friends are only too aware of Hannah’s incredulous online musings.
“She does my head in,”; one said.
“She’s just a reminder to us all of so much bad feeling and embarrassment. We want to remember Tom and his garden for the remarkable achievements. Not everything turning sour.”;
Asked about Hannah’s TikToks the neighbour added: “None of these things she says make any sense.”;
And a scroll through Hannah’s clips quickly reveal the source of their confusion.
In one video, she baffles viewers from a plane seat, saying: “No-one is you, and that is your power. You are still writing your story, so don’t stop now.”;
In another clip – ridiculed by laughing locals – she advises from a park: “Trust your instinct. You know more than you think.”;
One neighbour, clear on the source of Hannah’s problem, blasts: “It’s so cringe-worthy it’s laughable.
“Her problem was exactly that she trusted her instincts. She listens to them too much. Maybe if she had filtered them with some self-control she wouldn’t have gotten herself in such a mess.”;
The good name and what he achieved, your greed destroyed his memory
Critic
Beloved Sir Tom raised £38.9 million for the NHS, including Gift Aid, by walking 100 laps of his garden before his 100th birthday at the height of the .
He was knighted by the during a unique open-air ceremony at in 2020.
The Charity Commission opened a case into the foundation shortly after the 100-year-old died in 2021.
It then launched its inquiry in June 2022. Hannah’s earliest TikTok clips date back to the same time – with her appearing in front of a portrait of Captain Tom in her first video.
In another early clip, Hannah tearfully told: “I still find it hard to believe how it all unfolded. Looking back now.”;
Tone deaf
But neighbours roll their eyes at what they simply see as yet more hypocrisy and opportunism.
By 2024, the Charity Commission found the family had plundered Captain Tom’s memory for their benefit – pocketing £80,000 in costs and an £85,000 nine-month salary for Ms Ingram-Moore as charity CEO as well as their cut of the £1.5million deal.
They potentially pocketed thousands more in gin, book and merchandise royalties, although no figures have been revealed.
But none of that appeared to humble Hannah.
After the Charity Commission report was revealed, the Ingram Moores ranted they had been treated “unfairly and unjustly”;, and accused the Charity Commission of “selective storytelling”; with a “predetermined agenda”;.
At the same time Hannah’s website continued to advertise life-coaching packages starting from £1,450. After our reporting revealed this, brands quickly distanced themselves from her.
Royal grocers Fortnum and Mason and watch giant Swatch both cut ties and ordered her to take down logos from her website. chains Laura Ashley and Gap both took action.
So what of Hannah Ingram Moore’s future and hopes for TikTok success?
“No idea,”; comes the reply most frequently from locals.
The anger and frustration she has made herself a lightning rod for seem to show no sign of abating, however.
One critic fumed: “The good name and what he achieved, your greed destroyed his memory.”; I can’t believe she’s spouting this nonsense. A disgrace to her father,”; another said.
Awful you’re using his legacy to get rich, the truth will out. No moment’s best with you
TikTok viewer
What is undoubted, however, is that Hannah steadfastly keeps going – just as her father, Captain Tom, completed his famous walk around the garden the family shared.
A clue to her resilience perhaps might lie in her most recent TikTok post, where she tells anyone who will watch “focus on what you can control, not what you can’t”; as she walks down a street.
After her undoubted rollercoaster that perhaps, finally, represents good advice for her to move on. But critics say that is exactly the attitude that prevents her showing any remorse.
Under every criticism on TikTok Hannah continues to write: “NHS Charities got £38.9m – fact check.”;
So will her Moore Moments take-off online? So far the reaction suggestions no.
As one viewer wrote: “Awful you’re using his legacy to get rich, the truth will out. No moment’s best with you.”;
Another added: “You would think she’d want to keep a very low profile, but instead she’s passing herself off as a wellness guru. She certainly has a sense of humour.”;
One particularly angry TikToker summed up the mood online, blasting: “Waiting for you to stop trying to connect to the general public.
“You are tone deaf to the voices of the country who feel you let them down. What we can control is when we buy a book with 100% going to the NHS.
“We feel betrayed as you and yours got the cut. You know the truth. Try to move away from social media, it is better for you and yours in the long term.”;
Neighbours’ hopes remain more simple: that when the Ingram-Moore’s finally sell their home and move on, the village of Marston Moretaine, in , will be left with the legacy of Captain Tom to cherish as its own.
Still, “you won’t catch me taking life coachingadvice from her”; confirmed one villager.
Ms Ingram-Moore has been approached for comment.
