I am a freelance academic and PhD candidate at the University of South Wales, with over 10 years of experience in teaching, research, and consultancy. My academic focus is on the social and psychological aspects of consumer behaviour, particularly in sports marketing and the Ironman triathlon community. My current PhD research explores how sports consumer groups influence individual consumption decisions and long-term engagement in endurance sports, using an enhanced Theory of Planned Behaviour framework.I teach across a range of disciplines in sports marketing and public sector postgraduate programs. I am passionate about applied learning and have successfully run and delivered USW's flagship Hotel & Hospitality Management degree, connecting students with real-world industry challenges.My research uses autoethnography and storytelling in business, especially around identity and behaviour transformation, and has been published as a book chapter (https://www.amazon.co.uk/Meaningful-Journeys-Autoethnographies-Identity-Transformation/dp/1032484764). I have presented at various conferences and continue to contribute to academic and practical discussions. I am also an associate member of the Chartered Institute of Marketing, a Level 2 British Triathlon coach and a keen Ironman triathlete.ORCHID: https://orcid.org/0000-0002-7343-1560