Alison is the major shareholder in Goodform. After initial experience in the marketing department of a software company, Alison went on to spend many years in software for the sports industry, as a Strategy Manager and subsequently Account and Product Director roles. An experienced Account Director, she has worked with many names in football, including Liverpool FC, Everton FC, Brighton and Hove Albion, Leeds United, Manchester City FC, Chelsea FC, Rangers FC, Swindon FC, Bradford City FC, Wolverhampton Wanderers, Sunderland AFC and Newcastle United FC and many rugby clubs and venues. Alison helped to create and deliver strategies for Clubs implementing CRM, Ticketing, Corporate Sales and Financial systems.
Alison is also Managing Director of Membership Management Company, part of the Goodform group, with clients such as Arthritis Care and Townswomen Guild forming the client base.
In her spare time, Alison enjoys spending time with her two children, trips to the theatre and travelling to new and wonderful places.
David is currently Chairman of Goodform, alongside his other roles in sport in the UK. Having set the business up in 2002 with partner Stuart Dalrymple, together they grew it to be one of the UK’s leading sports marketing agencies. Among key Goodform achievements have been rugby’s “Big Match”; creating the concept and process of “Commercial Audits”; several ground-breaking membership schemes; innovative training programmes; various outsourcing projects; authoring Commercial Guidelines for NGBs on behalf of UK Sport; and pioneering CRM and data initiatives.
David’s career has spanned the public, private and voluntary sectors, with specialist experience in sport & leisure. After a Politics degree, then marketing qualifications, he worked for Shell, Unilever and Dexion, before twenty years in Whitehall, which included periods as the Government’s chief advisor on sport and as a Director of the (then) Sports Council. Back in the private and voluntary sectors, he held several CEO and MD positions, including VWV Studios in S.Africa, the Johannesburg Olympic bid, Badminton England and ISPAL. His Chair roles include Business in Sport & Leisure, the Physical Activity Alliance, British Fencing and the Institute of Groundsmanship.
Michael is responsible for the day to day leadership of the Goodform team and acts as an Account Director across the client base.
Before joining Goodform in 2012, Michael spent 16 years at Watford FC where his role as Head of Business entailed creating a sustainable business plan and leading all commercial and operational departments within the Club.
Despite enduring cruciate ligament injuries to both knees, Michael still hasn’t given up hope of becoming a pro footballer!!!
Oliver has been Director and Shareholder of Goodform since 2007.
Oliver owns Richmond Ltd, a commercial real estate development and investment company based in Paris, which has undertaken 250.000 m² of retail and office projects since 2000.
He is currently Joint-Owner and Chairman of Maidstone United FC, a National League football club and Director and Shareholder of Brive, a Top 14 French rugby club and former European Cup winner.
Oliver is founder and spokesman for 3G4US, an association of UK football clubs seeking to promote the benefits of 3G synthetic turf in English football. He has worked on several stadium development and extension projects as developer and consultant.
Oliver is also currently an Ambassador for Action Aid, a world-wide charitable organisation.
Joe is responsible for leading all brand and digital based projects across Goodform’s clients.
Previously, Joe was Marketing Director at Queens Park Rangers Football Club before joining IMG and relocating to Qatar. During Joe’s time in the Middle East, he was also Managing Director of a creative agency that specialised in brand and digital.
Joe is an avid watcher of all sports and a keen golfer, currently in pursuit of a single figure handicap.
Alexandra takes a strategic lead on Goodform’s research and insight projects and oversees the delivery of CRM and insight services across our client base.
Ali joined Goodform in 2015 from a specialist healthcare market research agency, where she gained an in-depth knowledge of qualitative and quantitative market research methodologies. Prior to this, she spent a year teaching PE after graduating from Oxford University in 2011.
Ali is the co-founder of a blog on sports policy and development, and is a qualified assistant tennis coach. She has completed two marathons and is currently trying to avoid entering any more by dedicating her time to tennis, netball and watching pretty much every sport going instead.
Steve’s expertise lies in developing strategies to help sports organisations and governing bodies drive fan and participant engagement, data growth, event attendances and improved fan and member experiences.
A graduate of the MBA Football Industries programme, Steve previously worked with Manchester City FC and Celtic FC to help identify and engage their global fan bases.
As well as a proud member of the oldest amateur football club in England, Liverpool Ramblers AFC, Steve is a keen golfer, active sports player and fan.
Jason has been involved with IT, data and databases for over 40 years, and has seen a lot of changes in that time. After a career in IT, including three years as IT Director of the world’s largest orthopaedics manufacturer and founding two highly-successful IBM Partner businesses, Jason joined Goodform in 2012, initially as General Manager.
A massive passion for data means that Jason is now responsible for all data matters at Goodform, including data quality and the rapidly-evolving subject of Data Governance. Jason is qualified to level three in Data Protection and advises both clients and the Goodform team on Data Protection and Data Governance. As well as data, Jason also manages Goodform’s Operation Centre.
When he is not immersed in bits and bytes Jason enjoys skiing, music and sound engineering, medieval history and collecting antique glass.
Abby is responsible for managing CRM activities for a range of Goodform’s clients across football, rugby, formula 1 and athletics. As a Maths graduate with a broad experience in sport, she helps clients maximise the value within their data, and grow their audiences.
Previously, Abby spent time at ukactive working with public and private health operators such as Fitness First, Virgin Active & GLL, and had a lead role in helping deliver the Barclays Spaces for Sports CSR programme whilst based at the UK’s largest sports charity, the Football Foundation.
Abby is a keen sportswoman who can never turn down a game of anything, especially tennis, football and beach volleyball.
Paul joined Goodform in 2011 and focusses on the tactical side of delivery for our clients, such as planning and designing a variety of marketing campaigns plus a consultancy side where he provides insight into client’s data and recommendations for future strategies.
Paul works with clients such as Silverstone, RBS 6 Nations, Watford FC, The EFL, British & Irish Lions, and Hampshire Cricket. He also works with London 2017 in the build-up to the event this year, developing communication strategies and continually growing and targeting within their database.
Paul recently took up rugby, having been inspired by working on Rugby World Cup 2015, and now plays on the wing for Old Leamingtonians RFC and as well as regularly attending Wasps games.
Sarah manages research and insight projects from concept to conclusion for Goodform’s clients.
Sarah has a wide range of experience working with national governing bodies having previously worked as a Senior Sports Consultant. She specialised in research and evaluation as part of her MSc in Sport Development.
Sarah is a keen netball player and is active in the local league.
Stephanie is responsible for the administration of several membership schemes, including WRU, Professional Cricketers Association, Carers UK, The Battle of Britain Memorial Flight Club and UKA Academy. dealing with member enquiries, emails, processing membership, fulfilment, processing payments and sending out renewal notices.
Stephanie joined Goodform in June 2010 after working at a Baby Lifeline where she helped with various tasks including general administration, answering the phone line and creating and developing fundraising ideas.
In her spare time, Stephanie enjoys swimming and has swam competitively for the City of Coventry Swimming Club in the past. She also enjoys watching Rugby at an International and local level along with the social events that come with Rugby teams!
Michael is responsible for dealing with membership enquiries, payments and fulfilment on a day-to-day basis across all MMC’s clients. Michael is also heavily involved in research tasks, telesales projects and gathering call stats.
Michael joins us straight from completing his A Levels and achieving his apprenticeship qualification through the company. He has a keen interest in both sport and business and has been involved in a number of projects throughout his time at Goodform for both football clubs and governing bodies.
Michael has played football for a number of local clubs before moving into coaching after achieving his FA Level 1.
Nathan is responsible for the design and creation of client digital campaigns.
He has always been passionate about design, initially teaching himself at an early age and developing artwork for independent YouTube channels.
Nathan enjoys all aspects of sport, and is an avid supporter of Northampton Saints.
Michael is responsible for handling inbound Wembley Stadium Tour bookings at the weekends as well as helping with in-house administration and telesales projects during the week.
Michael was a logistics specialist in the HM Forces, where he completed an operational tour of duty to Afghanistan and was awarded with an operational medal. Before joining Goodform, he worked as a first line IT support assistant and administrator. He is currently studying Business IT at Coventry University.
Michael is a keen footballer and represented his regiment in Army football competitions, both in Canada and Cyprus during his time in the army.
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