Ex-professional player 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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An investor-operator and exited founder with a global career spanning sport, fintech, and the creative industries. Expert in organisational strategy and multi-stakeholder management.

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“At Crux Football we’ve built a world-class team with decades of international experience, united by one goal: to be the change we want to see in women’s football. When I met Bex, I knew she was the game changer. In 20 years of work, I’ve never worked at this pace, it’s all happening! Her player led vision was smart, executable, and exactly what the game needed. Crux is bringing a level of data-driven decision making women’s football has not seen before. We start on the pitch and work outward - partnering with the local communities and sponsors of our clubs to create opportunity and lasting impact. Together we’re determined to redefine the sport’s future and ensure the rising tide lifts all boats.”

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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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.”