Advisory & Research

Sportsology Advisory
& Research Services

We partner with elite sports organizations to solve important problems and generate competitive advantage by thinking differently about strategy.

Our team brings deep domain knowledge and diverse experiences together to transform challenges into opportunities for growth. Offering expert advisory and bespoke research services, Sportsology is uniquely placed to deliver solutions that help organizations to adapt and grow in the ever-changing environment of elite sports.

Whether you want to solve one specific functional issue, or think more broadly about the direction and context of your organization, our team is ready to help you drive the transformation you want to see.

Mike Forde
Executive Chairman, Sportsology

Merger & Acquisition
Change management
Performance strategy
Diversity & inclusion
Team dynamics

Strategic Advisors

Our advisory services are specifically designed to help elite sports organizations develop genuine competitive advantage by thinking differently about strategy.

From leadership and culture, to change management and acquisition, our team of expert advisors is equipped to help your organization navigate present and future challenges.

Whether you want to solve one specific functional issue, or rethink the overall direction of your organization, our advisors have the knowledge and experience required to help you navigate the analysis and strategic thinking required to create transformational change.

Strategic Advisory Team

Joel Cohen

Business Models, Organizational Efficiency

A Management Consultant formerly with Deloitte and Accenture. Joel specializes in building new business models and helping clients transform as they respond to complex demands. This includes modernizing operations, reducing costs without impacting performance, and building new services to deliver strategic advantage.
Irina Pavlova

M&A, Organizational Efficiency

Irina spent seven years as a senior executive with the Brooklyn Nets and Barclays Center from 2010-2017. During that time she led on issues related to management and ownership, playing a key role in the operations of the team, including its rebranding and the construction of the Barclays Center.
Tom Penn

M&A, Organizational Culture

Tom Penn has extensive experience in elite sports, having held positions across ownership, front office and legal at major franchises including the Memphis Grizzlies, Portland Trail Blazers and LAFC. Tom has also served as an NBA analyst for the past decade on ESPN and Turner Sports.
Tom Young

Team Dynamics, Leadership

Tom Young is a performance psychologist specializing in team dynamics and leadership. Tom has worked at the highest levels of professional sports, providing psychological and leadership support to teams and individuals from the worlds of soccer, rugby, golf, boxing, motorsport and athletics.

Research Fellows

Understanding the market need for research-driven intelligence, we are committed to delivering tailored insights that support our clients to make key decisions and implement transformational change.

Our in-house research team is dedicated to the delivery of data-led insights that are further supplemented by the deep domain knowledge and consultative expertise of the Sportsology Research Fellows.

A hand-picked group of academics selected for their work in areas relevant to the challenges faced by sports organizations, the Research Fellows’ expertise is an invaluable guide for teams that want to supplement their ideas with the latest quantitative and qualitative information.

Research Intelligence Team

René Carayol

Diversity & Inclusion, Leadership

A successful executive coach, business leader, speaker and broadcaster, René Carayol is also a visiting professor at Cass Business School and has written a book, SPIKE, on strengths-based leadership. A specialist on issues of diversity and inclusion in business, René is a dynamic strategist who helps organizations transform statements of intent into meaningful action.
Dr Michael Haigh

Data Analytics, Forecasting

A research associate with the Department of Mathematics at Imperial College London, Michael specializes in the analysis of large datasets using a range of advanced statistical methods. Michael is also experienced in data visualization and the use of machine learning techniques to recognize patterns within data and forecast possible outcomes.
Dr John Oliver

Communications, Scenario Planning

Professor of Media Management at Bournemouth University, John Oliver is an experienced academic specializing in media, communications, scenario planning and transgenerational cultural transmission. During his career John has advised the UK government on media policy, as well as advising Middle East government agencies on operational structures and strategic communications.
Prof Tim Rees

Talent Development, Performance Measurement

A Professor in Sport at Bournemouth University, Tim Rees is an expert in the fields of talent development and the impact of psychology on performance. Tim’s research has been used to inform policy and practice across major sports organizations, including the British Olympic Association, England Rugby, and the ECB.
Goldie Sayers


A three-time Olympian, Goldie Sayers is now a successful executive coach, speaker and property investor. A graduate of the VSI MSc in Sporting Directorship, Goldie has conducted research in the area of athlete post-career transition and has a Level 7 qualification in executive and senior level coaching from ILM.

We partner with elite sports organizations to solve important problems and generate competitive advantage by thinking differently about strategy.

Let’s work together