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.
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.
As Operations Manager, Luke has day to day ownership of delivery for all projects within our Contact Centre and Delivery Teams.
Before joining Goodform, Luke was a Manager within Contact Centres for the Automotive industry, working with prestigious global brands and focused on delivering high levels of Customer Service and process improvements.
Luke is a keen Cyclist, having conquered some of Europe’s toughest climbs and is Head Coach for the U8’s at his local Rugby Union Club.
Michele leads on the day to day management of several of Goodform's clients.
Michele has a varied background in the sports industry, including working for the official travel and hospitality programme of the Rugby World Cup 2015, sport sponsorship and media and disability sport.
Outside of work Michele enjoys a variety of sports and is a member of an Olympic weightlifting club.
Stephanie plays a supporting role on the handling of membership enquiries and payments across some of Goodform’s key clients. Stephanie also supports on the day-to-day accounting and HR requirements from invoicing clients to managing the wellbeing of Goodform employees.
Stephanie joined Goodform in June 2010 after working at a Baby Lifeline. Here she helped with various tasks including general administration, handling inbound and outbound calls and creating and developing fundraising ideas.
In her spare time, Stephanie enjoys spending time with her daughter and watching rugby at both an International and local level. Steph is also a former member of the City of Coventry Swimming Club where she swam competitively for several years.
After graduating from Loughborough University, Rhys joined Goodform as a Sales and Marketing Executive. Rhys plays a key support role in developing sales opportunities and creating and managing marketing assets for Goodform.
Rhys has always had a passion for sport and utilised this interest at University when completing his Bsc Sport Management undergraduate. It is at University where Rhys developed a strong interest in marketing and during his third year he completed a Brand and Marketing placement at Birmingham City Football Club.
Rhys is a keen footballer and regularly attends both home and away Birmingham City FC matches throughout the season.
Hitesh is responsible for the Sportswise Analytical Platform which provides insight and performance analytics for Goodform Clients. It enables clients to track campaign performance, forecasting growth, and identifying opportunities within their fan base.
Previously, Hitesh worked as a Business Intelligence Analyst across several industries such as Finance and Retail back in his home town of Toronto, Canada. Recently he worked as a Sales Development Manager at a Birmingham based energy company before joining Goodform.
Hitesh is an avid sports fan with a love for Hockey, Basketball and Football. He lived in Canada where he enjoyed playing Ice Hockey before moving to England and trading the skates for football boots.
Tereza is responsible for the design, management and delivery of the research and insight projects, including day to day liaising with clients and other team members.
Tereza joined Goodform after working at Millward Brown and Birmingham-based market research agency Research by Design, where she worked across a wide variety of clients using both qualitative and quantitative research techniques.
Tereza is a keen hiker, hoping to complete her goal of climbing all highest UK peaks with Scotland’s Ben Nevis soon. She also enjoys playing tennis or squash and watching winter sports.
Tom works across both research and marketing based projects for a wide range of Goodform clients.
Graduating from Aston University in Business & IT in 2017, Tom also has previous experience of Digital Marketing.
Tom has held a Wolves Season Ticket for the last 12 years, and is currently enjoying attending both home and away Premier League matches. Tom is a regular weekday Snooker player, and plays football for the Beeches at weekends.
Michael is responsible for dealing with membership enquiries and payments on a day-to-day basis across a handful of Goodform’s clients. Michael is also heavily involved in supporting the delivery of email campaigns, research tasks and client reporting.
Michael joined us in June 2015 after completing his A Levels and achieving his apprenticeship qualification with Goodform. 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 and is currently a Racing Club Warwick FC Season Ticket Holder. His aim is to visit as many Football League Grounds as possible.
Harriet is responsible for dealing with membership enquiries, payments and fulfilment on a day-to-day basis across Goodform clients as well as helping in several research projects.
Harriet joined Goodform after completing her Social Geography degree at Edinburgh University where she was an avid rugby player, writing her dissertation on perceptions in the sport. She played a part in several sport committees including the Sports Union Executive committee.
She has run two marathons an OMM and an ultra and is avoiding letting her sister bully her into any more.
Mike works as a Data Consultant with Goodform working across a number of initiatives.
Prior to Goodform, Mike worked for 30 years in the Market Research industry with Millward Brown and Kantar. Here he held both technical and senior management roles encompassing operations, data processing/analysis and software development.
Mike has been a distance runner for most of his life, but has more recently taken up climbing/bouldering.