I'm an operator working across the four pillars of a more professional sports industry.
Most operators in sports specialize in one pillar. I believe the interesting problems live at the intersections — where talent meets strategy, where commercial thinking meets storytelling, where innovation meets business models.
That's where I work. Not as a theorist, but as a hands-on operator.
Building and growing the next generation of sports industry professionals. Teaching, mentoring, advising on talent development inside organizations, and contributing to industry-level education.
Positioning, market entry, commercial focus, and go-to-market planning for sports organizations and sports-tech startups ready to grow.
Fractional CMO work, brand building, demand generation, and commercial storytelling for clubs, leagues, startups, and athletes.
Helping sports organizations turn technology adoption into a competitive advantage, from AI-powered marketing to embedded tech solutions.
Founder & Fractional CMO
Your sports business growth partner. Helping clubs, leagues, startups, and athletes grow faster, win new markets, and build winning brand strategies — without the cost of a full-time CMO.
Advisor
Helping sports businesses and organizations open new markets, build go-to-market strategy, and land their first commercial wins in new territories.
Co-Founder
Embedded white-label technology solutions for sports organizations that want to make innovation a core asset of how they operate.
Executive Director & Academic Coordinator, Master's in Sports Management
Helping build the next generation of talent for the sports industry.
Ambassador, Spain
Representing the global sports innovation network and accelerating technology adoption in the Spanish sports market.
I've spent over a decade in the business of sport. I was Content, Communications and Demand Generation Director at World Football Summit, where I helped launch events globally and built thought leadership for the football industry. Before and since, I've consulted for sports organizations and sports-tech startups across multiple markets, worked in the fitness industry, taught sports marketing at university level, and served as a jury member for international sports marketing awards.
All this has driven me to believe in the huge business potential of the sports industry. It just needs people to make it happen.
I write The Ballketing Letter — reflections on sports business and strategy, and the lessons any business professional can draw from the world of sport. Because sport is one of the most competitive, emotionally complex, and commercially underestimated industries on earth.
Read the latest issue →If you're working on a sports business problem at any of the four pillars — talent, strategy, marketing, or innovation — I'd like to hear about it.
Thanks — I'll be in touch.
Your message has been received.