Ex-professional player Olympian, Champions League winner, and former FIFA exec, combining governance expertise with player development insight to build compliant, high-performance clubs.

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“For as long as I can remember, football has been the heartbeat of my life. I’ve seen it from every angle - as a player, as a leader, and as someone privileged to work alongside extraordinary talent in the women’s game. I’ve also seen the barriers. I started Crux Football because I don’t believe the structures of European women's club football, as they exist today, truly work for the women’s game. We’re here to reimagine the system - so it better serves players, clubs, and fans. Because scaling the women’s game isn’t just good for football - it’s good for the world”.

Former Vice Chairman of Crawley Town FC and strategy consultant. Experienced in bringing best practices and outside thinking into football to grow, innovate and inspire.

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"I joined Crux Football because the future of women's football in Europe is exceptionally bright and Bex is uniquely positioned to lead us there. The signal is clear, the success points are inspiring, and the momentum is palpable. There is so much room for collaboration, innovation, and creative thinking as we create its own structures and chart its path. We've put together a leadership team and an investor base capable of accelerating the future of the women's game - here we go!".

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Former Visa marketing leader with global sponsorship expertise. Signed the first-ever sponsorship deal focused solely on UEFA women’s football competitions.

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“I joined Crux Football because I see that beyond the amazing growth we’ve seen in recent years, women’s football has yet to become a sustainable business model. Without it, women's football may never reach its full potential. Under the leadership of Bex Smith, Crux Football has an inspiring drive to transform the fundamentals of women's football, grounded on a clear strategy. I am bringing this experience to Crux Football, to shape a commercial partnership model that works for brands while making a tangible impact to women’s football.”

Exited Founder & CEO of StatsBomb and former Head of Brentford Recruitment. A pioneer of football analytics, delivering data-driven recruitment and cost-efficient squad building.

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“I have been a supporter of women's football for as long as I have been a fan. That carried through in what we did at StatsBomb, offering free data to women's teams that had the passion to use it, but lacked other resources.

When Crux came along, it offered a chance to add investment, expertise, and our team's wealth of professional experience in an area that's already taking off. I couldn't be more excited at what the future holds.”

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A global expert in applying a data-driven mindset to sports, specializing in growing audiences and driving revenue across the full commercial spectrum of women’s football.

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"I have had a front-row seat to the most successful women’s football projects of the last decade, and I’ve seen firsthand the challenge of turning that momentum into sustainable club businesses. Audience growth, brand building, and commercial development will be the key pillars for our clubs, with data and insights guiding our decisions on and off the pitch. I am joining a 'Dream Team' at Crux Football - the right combination of vision, leadership, and expertise to redefine how women’s football clubs are built for their players and their fans"