Helping founders, leaders & investors drive growth by leveraging my extensive operational and management expertise. 

With over 25 years of experience, I tap into a broad sports industry ecosystem. This network includes rights holders, event organisers, brands, tech platforms and diverse discipline specialists.

Clients & Partners

Founder Services

Guiding founders, CEOs and senior leadership teams as a strategic advisor, one-to-one mentor or board member and help improve process, commerciality and quality.

  • Support on raising investment or closing a round

  • Company governance & operations

  • Coaching & mentoring (individual or leadership teams)

  • Growth strategy, partnerships & commercialisation

  • Acquisition, JV & franchise considerations, process & delivery

  • Introductions to trusted strategic partners, investors, industry contacts, potential key hires

Investor Services

Counselling HNWs, family offices and VCs, guiding and elevating priority projects, in an (advisory) board, fractional or project-specific capacity.

  • SportsTech startup/early stage research & introduction

  • Critical feedback & counsel on similar investments

  • Senior operational and commercial support for backed founders

  • Broad or focused guidance e.g. partnerships, go to market strategy, exit 

  • Trusted network introductions

  • Acquisition, JV & franchise considerations, process & delivery

Case Studies

  • The world’s first sports loyalty programme, getting people active and rewarded.

    Learn more

  • Push the boundaries of your performance with the world's most accurate sweat sensor.

    Learn more

  • Five of the UK's largest mass participation (running, triathlon & cycling) events.

    Learn more

Testimonials

  • ‘’Matt has the rare ability to connect dots that others can’t see, to the benefit of people, brands and businesses. He brings calm, experience and considered insight to challenging commercial situations, and has a knack for making the complex both simple and actionable. He is a senior creator of value, and someone you really want at the table when the hard stuff needs to get done.’’

    John Allert CEO, INEOS Grenadiers

  • "Matt is a versatile catalyst unlocking human potential, equally adept at nurturing individual growth and orchestrating team success. He seamlessly integrates into any fast pace growth environment, bringing a unique blend of leadership acumen and performance optimization expertise to elevate both management and frontline operations.”

    Rauno Miljand Managing Partner, Metaplanet

  • “Matt has been nothing short of an amazing addition to the team. The way he comes in, spends time to understand the company, the team, the product and the objectives and applies genuine sage advice has been instrumental as to how we shape our company going forward. As a CEO, Matt is an invaluable part of my performance team. I have such comfort knowing that he has my back as I navigate the extreme journey that lies ahead.”

    Stefan Van Der Fluit Founder & CEO, FLOWBIO

  • “Matt helped me streamline my strategy, prioritise effectively, and work in a more organized manner. Thanks to his guidance, I feel more confident, calm, and motivated. I’m truly grateful to have him as part of my team.”

    Juliana Mantilla CEO & Founder, The BERT Shoe

  • “Matt is an integral part of shaping the conceptual and commercial blueprints for a number of our sportstech ventures - including Muuvr, Insiders and Hovva - from a cold, standing start. His depth of experience enables him to give a calm and balanced perspective across a vital range of areas from product and people to investment and marketing.”

    Michael Hartweg Founder, MICA Ventures

Biography

I have a lifelong passion for endurance sports, shaping my education, career, and global experiences. After earning a B.Sc. and M.Sc. in Sports Science & Recreation Management from Loughborough University, I began in corporate sports events before moving into sports travel.

I later led major brand activations for Deloitte, McDonald’s, Adidas, and Castrol at global events like the FIFA World Cup, Olympics, and the UEFA Champions League. Transitioning to the rights-holder side, I held several executive roles, including COO of OC Sport, culminating as CEO of Haute Route, which was acquired by the IRONMAN Group in 2021.

  • With expertise in acquisitions, joint ventures, and international expansion, I’ve launched events in the U.S., China, Brazil, Mexico, the Middle East, and Europe. For the past five years, I’ve provided strategic consultancy across events and now have a larger focus in sports technology—including wearables, membership & immersive engagement platforms, and hardware — advising & supporting investors and mentoring founders.

    Additionally as an angel investor, I’m passionate about supporting ambitious entrepreneurs in scaling their businesses for success.

Souplesse
noun (f), French

‘Suppleness, agility, grace of movement, adaptability, aptitude to regulate one’s conduct according to the circumstance’. As it pertains to cycling, Souplesse equates to ‘good style, giving the impression of making it look easy, a oneness with the machine’.