In 2000, Sturgess relocated to London, where he joined Serco as Adviser to the Board and then from January 2003, as Executive Director of the Serco Institute, whose purpose is "to foster the development of sustainable public service markets through an outward-facing programme of research and communication". In that capacity, he played a leading role in the establishment of the Public Services Strategy Board, the UK's first industry association representing the public service industry, underneath the umbrella of the Confederation of British Industry. He continued to serve as adviser to the Public Services Strategy Board until 2011.