As CEO of Frasers Group, I’m here to make a tangible impact—transforming our brands, creating standout retail experiences, and driving real results. My journey with Frasers Group started in 2015, initially focused on property and retail, but soon expanded as I redefined our group’s culture, strategy, and brand portfolio. In 2019, I took on the role of Group Head of Elevation, setting the foundation for Frasers Group’s next generation.The Elevation strategy is at the heart of what I to do now as CEO. From reimagining Sports Direct as the UK’s leading sports destination to driving FLANNELS’ reinvention of luxury retail, I’m focused on elevating each brand under the Frasers Group structure. Our mission? To serve customers with the best brands in sports, premium, and luxury.My approach is simple and results-driven, and I believe in removing complexity wherever possible to push boundaries and deliver on our goals. Follow along to see how we’re making waves in retail and reshaping what’s possible.