Insights & Ideas

I write here from time to time. About what I’m seeing, learning, testing. Mostly around football, systems, data, and how clubs can get sharper off the pitch. Sometimes it’s practical. Sometimes it’s more of a thought experiment. Either way, it’s honest, useful, and (hopefully) worth your scroll.
I also share thoughts more regularly on LinkedIn.
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Always happy to hear what you think — good, bad, or somewhere in between.

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The Ultimate CRM Buyers Guide for Football Clubs

Reading Time:

12 mins

A complete CRM buyers guide for football clubs. Learn how to audit your data, define requirements, compare vendors, run meaningful trials, and choose a CRM that boosts fan engagement, streamlines sponsorship sales, and delivers ROI within a single season.

The Club Revenue Formula: How Football Clubs Turn Fan Data Into Growth

Reading Time:

8 mins

Discover how football clubs can turn fan data into measurable revenue growth. This guide breaks down the Club Revenue Formula, showing how better CRM, CDP, and marketing automation lift ticket and merchandise income, with real examples, tactics, and results.

The Fan Lifecycle Framework: How Smart Clubs Turn Data into Loyalty

Reading Time:

13 mins

Learn how the Fan Lifecycle Framework helps football clubs build stronger, data-driven fan relationships. Discover practical steps to turn fan data into loyalty, revenue, and sustainable engagement without needing enterprise tech.

Marketing Automation Playbook for Small and Mid-sized Football Clubs

Reading Time:

8 mins

Small club, lean team. Connect ticketing, shop, and web data, launch 3 automations, and grow revenue in 90 days with a clear, practical roadmap.

Kick-start Segmentation Guide for Football Clubs

Reading Time:

9 mins

Discover how segmentation transforms football CRM. This guide shows clubs how to build fan segments from ticketing, webshop, and engagement data, design dynamic journeys in marketing automation, and unlock higher revenue, loyalty, and sponsor value.

CRM, CDP, and Marketing Automation in Football: What Clubs Need to Know

Reading Time:

7 mins

Learn the differences between CRM, CDP, and Marketing Automation in football. Discover how clubs can boost fan engagement, improve sponsorship ROI, and choose the right system without wasting budget.

Treat Your CRM Like a Product

Reading Time:

9 mins

Most clubs treat CRM like a tool. Here’s why you should treat it like a product. Learn how product thinking, with roadmaps, ownership, and adoption can turn your CRM into a revenue-driving engine.

The CRM Maturity Model for Football Clubs

Reading Time:

10 mins

Discover a practical CRM maturity model tailored for football clubs. Learn how football CDPs and data-driven strategies unlock fan engagement, sponsor value, and new revenue streams. Step by step.

How to unlock a new level of fan engagement with a 360-degree CRM

Reading Time:

14 mins

Discover how a mid-tier football club unlocked €200K in revenue by building a 360° CRM. Real strategies, real tools—ready for your club.

Clutter Kills: Why Your CRM Feels Broken (And How to Fix It for Good)

Reading Time:

13 mins

A practical deep dive into what causes CRM clutter, how it erodes team trust, and the operational habits that keep your system clean, usable, and effective.