I like problems where the answer hasn't already been written down.

I founded Contested to make working with athletes accessible to more businesses — and commercially valuable to more athletes.

Traditional athlete sponsorship concentrates money and opportunity at the very top of sport. But thousands of athletes have meaningful audiences, credibility and real connections within particular communities.

Contested helps businesses activate those athletes around real commercial objectives, particularly local awareness, foot traffic, customer acquisition and community engagement.

Alongside founding Contested, I've worked on the development and commercialisation of new products and ventures.

• finding and validating customer problems
• proposition and business-model development
• product strategy
• user research
• go-to-market
• positioning and messaging
• turning early concepts into things customers can actually use

I am particularly interested in the point where product, customer behaviour and commercial strategy meet.

Before working primarily with startups and new ventures, I worked in strategy at HSBC.

I studied Mathematics at Durham University.