There is always more to sport than the score. I explore the people, decisions and forces shaping the games we love, using research, evidence and a lifelong connection to sport.
01 / My Story
I grew up playing sport, watching local matches and asking why things happened on the field. Sport gave me memories, belonging and a curiosity that never left.
For more than 20 years, my professional work has taken me from conversations with customers to decisions made in boardrooms. I have helped organisations understand people, solve complex problems and decide what to do next.
Sporty TidBits brings those two parts of my life together. It is my way of giving something back to sport.
02 / How I see sport
A game can look very different depending on where you sit. Before forming a view, I try to see it through all five lenses.
What people care about, follow and feel.
What the game asks of those who play it.
What teams, clubs and sporting bodies can realistically do.
How funding and choices shape the game.
The wider forces changing sport.
03 / My thinking in action
These are questions I independently investigated, connecting evidence, different perspectives and my own point of view. Each story opens in Substack, where the full article lives.
Can cricket grow commercially without losing the belonging that makes its fans care?
Cricket's challenge isn't simply protecting its past. It is designing a future where commercial growth and fan belonging can coexist.
Why does a sport with such popular stars struggle to capture its commercial value?
The better question isn't simply what the WTA can afford. It's how women's tennis can turn the value it creates into a more sustainable business.
Can one player change how a nation connects with tennis?
I explored Eala’s potential to create a new tennis audience through relatability, cultural pride and connection. Published on 16 August 2026, before The Economist, Forbes and ESPN explored her rise later that month.
Sport has taken me into the stands across countries, competitions and generations of athletes. These are some of the events I’ve been fortunate enough to experience firsthand.
Russia
6 matches
Sydney
Including semi-finals and final
Australia & New Zealand
5 matches, semi-final and final
Sydney
Including semi-finals and final
Melbourne
Tennis
Auckland
Rugby · Eden Park
…and many more.
05 / How I can help
Here are five ways I can help sporting organisations, teams and leaders understand what matters, make sense of change and decide what to do next.
Help us tell this well.
An article or data story in your voice, for your site, members or media.
Who is in our audience, who is missing, and why?
Interviews, data and insights in a report, with the evidence behind it and recommendations.
Something is changing. What does it mean for us?
An independent perspective on what's changing, why it matters and what opportunities or risks to consider.
What should we do about it?
Building on the insights above, I help you explore options, make informed choices and develop a practical plan to move forward.
Keep us ahead of this.
Ongoing research, fresh perspectives and regular conversations to help you stay ahead of what matters.
06 / Let's talk
Every sport has challenges worth understanding and opportunities worth exploring. I'd love to help you make sense of yours and find a way forward.