Pete Fitzboydon

Managing Director

Contact info

UK Office

+44 207 240 7700

[email protected]

Pete has a reputation for creating high-profile bold and impactful strategies

Pete has spent almost 20 years working to change people’s lives through sport leading and working for some of the highest profile organisations in the sector, particularly the English Football Association, the Football Foundation, London Sport and Cycling UK. He created the Blueprint for a Physically Active Sporting City for London, following the 2012 Olympic and Paralympic Games, which undertook with the Mayor of London to make one million people more active by 2020. On leaving London Sport as CEO in 2017, almost a quarter of this target had already been achieved. Much of Pete’s passion revolves around impacting society for the better, for example funding over £1bn of community sports projects during his 10 years at the Football Foundation. This fascination with community impact led him to also develop an award-winning software product during his time at the Football Foundation – Upshot – which gave community organisations and their funders the ability to measure and show the community impact of their projects. Technology and data have always been a prominent thread of Pete’s work. He pioneered the sport and leisure sector’s move to using Open Data to make sport easier to find and book online; an implementation board he chaired on behalf of the Open Data Institute and Sport England. He also opened the UK’s first ‘SportTech’ business incubator, created the award-winning Upshot software, launched the first public-purse funded sport tech start-up fund, and has spoken at events around the world on the subject, including at the Rio 2016 Olympics. Prior to joining thinkBeyond, Pete was the Interim CEO of Cycling UK, helping them to navigate the uncertainty of the Covid-19 pandemic. During this time, he worked to stabilise their financial position before helping to more than double their annual turnover, successfully positioning the organisation as a part of the UK Government’s transport solution during the pandemic. Through all of his achievements, Pete has been fuelled by his natural curiosity and the desire to disrupt positively the status quo. Using his two decades of accumulated knowledge and experience, Pete is committed to helping clients deliver ground-breaking initiatives all over the world.