Learning & expertise
Take the knowledge of the best coaches and specialists and make it personal, adaptive and available at scale — from grassroots to elite.
A personal consultancy for the next era of sport
AI will transform every aspect of sport.
From a child getting better coaching to a global club understanding every fan individually, the next wave of AI will change how sport is played, learned, managed, experienced and sold.
The opportunity is enormous. So is the risk of moving too slowly.
I help sports organisations understand what is changing now, decide where to move, and turn ideas into practical products and experiences.
The Shift
This is not another technology cycle.
01
Every part of sport will be affected.
Performance, learning, fan engagement, ticketing, retail, sponsorship, administration, analytics, operations — there is almost no department that will remain untouched.
02
Expertise can finally move from the few to the many.
Sport has never had enough great coaches or experts for the millions who participate. AI can amplify scarce expertise and make genuinely personalised development available at scale.
03
Personalisation will replace the one-size-fits-all fan experience.
Clubs know far more about their supporters than their websites, content libraries and product experiences currently reflect. AI makes individual experiences practical.
04
Speed is now a strategic advantage.
Products that once took a year and major investment can now be explored, prototyped and launched in months. Smaller organisations can move faster; larger organisations cannot assume scale will protect them.
05
AI is both an efficiency engine and an innovation engine.
It can make organisations smarter and more productive — but the bigger prize is new learning, new experiences, new products and new ways for people to engage with sport.
The opportunity
Better sport at every level.
I am most excited by what happens when AI stops being a technology project and becomes part of the sporting experience itself — helping people learn, perform, participate, engage and make better decisions.
New experiences
Create a new generation of personalised products, services and experiences for athletes and fans — built faster, at lower cost and around the individual.
Operations & administration
Make complex sporting operations smarter and more efficient — from scheduling and resources to memberships, expenses and competitions.
Marketing & commercial intelligence
Understand audiences better through richer analysis, smarter segmentation and clearer ROI — improving how sport attracts, engages and monetises its customers.
40 years of technology in sport
1980s
Computing
Technology begins changing how sport is run.
1990s
The web
Every club, league and organisation suddenly needs a digital presence.
2000s
Social media
Sport moves from publishing to fans to having a direct, continuous relationship with them.
2010s
Mobile + data
Everything becomes immediate, measurable and increasingly personalised.
2020s
AI
Technology enhances decisions, automates processes and unlocks new possibilities.
40 years. Five major technology shifts.
AI is the next one — and it is happening now.
Why me, why now
I have never been more excited about technology in sport.
I have spent around four decades working across technology and sport — from the early web and Arsenal’s digital presence to sports platforms, learning, refereeing technology, analytics and AI products.
I have lived through major technology shifts before. The web changed how sport presented itself. Social media changed how sport communicated. Mobile and data changed how sport operated and understood its audiences. AI is another shift of comparable significance — and it is happening now.
At this stage of my career, this consultancy is as much passion as business opportunity. I want to sit with people in sport, understand what they are trying to achieve and help them see possibilities they may not yet have considered.
I am deliberately keeping this personal. You work with me, not a consulting team. I can challenge strategy, shape concepts, help turn ideas into working products and, where useful, work alongside your team to get something moving.
How I can help
Start with the opportunity. Then make it real.
Every organisation starts somewhere different. Some need to challenge their strategy. Some have a product or experience they want to rethink. Others simply want to understand what AI now makes possible.
01 · DISCOVER
AI opportunity review
A focused review of your organisation, current strategy, customer experience and operations to identify where AI can create value or reduce risk.
02 · IMAGINE
Innovation & ideation
Workshops and concept development around new fan products, learning experiences, internal tools, data applications or entirely new propositions.
03 · PROVE
Rapid prototyping
Turn an idea into a tangible prototype quickly so stakeholders can see it, challenge it, test it and make a better decision.
04 · DELIVER
Product & transformation support
Help shape priorities, product direction and delivery alongside your existing team, founders, developers or specialist partners.
START A CONVERSATION
Let’s explore what’s possible.
If you have an idea, challenge or ambition in sport, I’d love to hear about it.