Providing strategic advice to start up VR company utilising the Sandbox technology. Its untethered technology is a game changer in the use of VR. The addition of F&B allows it to enter the social competitive world as a front runner.

Advised growing competitive social concept on it’s international strategy.

The world’s first social competitive concept based around football. Toca’s first site opened in London’s O2 in 2021.

• Visionary for the concept and gamification of Toca
• Led the team in concept design, brand, operating models, sales, site finding and marketing

In 2015 I created a new division of TopGolf focusing on franchising new international territories.

• Set the strategy and approach to franchise TG internationally
• Built partnerships and negotiated franchise agreements with various multinational organizations
• Franchises were secured to grow the Topgolf brand in Australia, Mexico, Dubai, Central Europe and China, all of which have now opened sites
• Set the strategy for the acquisition of Top Tracer technology which has seen thousands of installations of the system in driving ranges across the globe
• Conducted UK wide search for new TG locations, successfully negotiated for location in Glasgow which became the first TG location opened in the UK in 17 years
• Grew the team to twenty-five people in three years

As President, I moved the company from being a good concept into a vibrant, successful company ready to expand across the USA. Achievements:
• Setting a clear brand identity, creating a program of brand expression through the company, driving creativity into every aspect of the customer experience
• Altering group strategy to focus on entertaining the young adult market leading to a 23% year on year increase in group revenue in 2012 (and 35% improvement on peak time trade)
• Built operating models to define the expectation for the operators while leaving a culture of entrepreneurship at operating level
• Moved company into readiness for aggressive growth plans and oversaw a $150m (200%) growth in equity value in 18- month period.
• Sourced and negotiated a REIT financing deal of $500m to fund the roll out of a further twenty Topgolf locations

- Completed equity financings totalling $100m to grow the number of locations
- Negotiated and led purchase of TopGolf Technology from licensors allowing consolidation of the TG companies and saving the company a franchise fee of 6% of revenues