General Sports Worldwide

Our People

We help build the best players, partnerships, leaders and teams. For the future of sport.

General Sports Worldwide

Our People

Throughout GSW, our mission is upheld by the great people who make up this company. It is our aim to deliver best in class service to our clients and establish long-term relationships with them by bringing them successes, time and time again.

who we are

The Board

Andy Appleby
Sports Team M&As

Andy Appleby

Founder & Chairman

Lou DePaoli
Executive Search

Lou DePaoli

President, Executive Search and Team Consulting

Micheal Huyghue
ATHLETE MANAGEMENT / DIVERSITY / CONSULTING

Michael Huyghue

Managing Director of North America

CONSULTING / ATHLETE MANAGEMENT / M&A

Sam Rush 

CEO of General Sports Worldwide


Andy Appleby

Founder & Chairman

For more than three decades, Andy has been at the forefront of sports. From an All-American champion wrestler to becoming a top executive of the NBA’s Detroit Pistons to then Club Chairman and owner of Derby County Football Club (Premier League and Championship). As Chairman, it is Andy’s reach and the relationships he has built throughout his career that make the concept of a Sports Team M&A division appealing to prospective investors and current team owners alike.

Andy has sold every ticket, suite and sponsorship; Managed at every level of team sports; And also owned at every level of professional sports – on both sides of the Atlantic. In addition he has built and grown his very own award winning baseball league and ballpark.

Andy has a Master’s Degree in Sports Management and a Bachelor of Science in English from Springfield College in Massachusetts. He serves on the Board of Directors for the General Sports Foundation/Suite Dreams Project. Andy was awarded the prestigious Ernst & Young Entrepreneur of the Year Award in 2002.

Lou DePaoli

President

Lou is an executive with 28+ years of senior-level Leadership experience across multiple teams and leagues in North America.   He is known for being an innovative and charismatic leader with a proven track record of significantly increasing franchise values across multiple sports leagues, markets, and venues, while recruiting, training, and developing some of the best front office talent in the sports and entertainment industry. Lou’s career includes roles as Executive Vice President for the New York Mets (MLB), Executive Vice President & Chief Marketing Officer for the Pittsburgh Pirates (MLB), and Executive Vice President & Chief Marketing Officer for the Atlanta Spirit (Atlanta Hawks (NBA), Atlanta Thrashers (NHL), and State Farm Arena). Lou was also an original member of the NBA’s Team Marketing and Business Operations (TMBO) department who as Vice President, Team Marketing & Business Development helped create the in-house consulting group’s philosophy of driving and sharing best practices and innovation across all NBA, WNBA, and NBA G League, and was responsible for building the analytical infrastructure and reporting that is still used today. Prior to joining the NBA’s League Office, Lou was the Vice President, Sales with the Florida (now Miami) Marlins, and Vice President of Sales for the Worcester IceCats (AHL). Lou graduated from the University of Massachusetts with a B.A. in Management of Professional Sports Organizations.

Michael Huyghue

Managing Director of North America

Michael is widely regarded as one of the most prominent figures in the professional sports industry having a career that spans over 35 years. Michael has been a pioneer in the industry, paving the way for other African Americans who followed in his footsteps.

Michael is currently the Managing Director of North America for General Sports Worldwide. In this role Michael directs the diversity initiatives division and personally provides consulting services for elite sports leagues and their commissioners, including the NFL, to advance the diversity initiatives of each league. Michael also directs the player representation division and manages countless professional athletes. Michael is also currently a Visiting Professor at Cornell University Law School where he created and teaches his course: The Art of Negotiation in Business & Sports. Most recently, Michael founded and directed, as Commissioner, the United Football League, raising over $200M in seed money. The UFL operated for four nationally televised seasons, competing directly against the NFL.

In 2001 Michael launched a highly successful Sports and Entertainment Agency, Axcess Sports & Entertainment, that represented professional athletes, Olympians, and entertainers. Michael has represented or partnered with athletes and celebrities including Magic Johnson, Oscar De La Hoya, Snoop Dogg, Billy Butler, Fred Funk, Vince Wilfork, and others. In 1994 Michael was selected to run football operations for the NFL start up Jacksonville Jaguars. Under his leadership, the Jaguars collected more wins in their first five seasons than any other new franchise in the history of the NFL, including a remarkable two AFC Championship game appearances. Michael gained widespread prominence in 1991 as the youngest and one of the first black general managers in professional football with the NFL’s World League of American Football. Michael went on to hold the most senior position in the league reporting directly to a committee of NFL owners. Michael also sat on the Management Council Executive Committee, the College Advisory Committee, and as the senior member of the Committee on Minority Hiring.

Sam Rush 

CEO of General Sports Worldwide

Sam is an executive with 20 years’ experience in the sport and entertainment sector. A former professional rugby player with Saracens and qualified solicitor Sam has held the posts of COO at SFX Sports Group, President of international business at the Wasserman Media Group (WMG) and President & CEO of Derby County Football Club.

Sam has previously held long term roles as a board member of the Amateur Boxing Association and as Treasurer of the British Association for Sport and Law. Sam on two occasions has been named as one of the top 3 most influential agents in the world by Sport Business and over a period of many years as one of the top 50 most influential people in sport by the Times newspaper. Sam was voted by executives within English football as the CEO of the Year in the 2014/15 season.

who we are

Our Leadership

Nick Andrews
Athlete Management

Nick Andrews

General Counsel & COO of General Sports Europe
FA Registered & FIFA Licensed Agent

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Athlete Management

Mark Gottlieb

Managing Director of GSE Talent
FA Registered & FIFA Licensed Agent

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Athlete Management

James Cross

Managing Director GSW Cricket
FA Registered & FIFA Licensed Agent

Brandon Furse
Sponsorship Brokering

Brandon Furse

Senior Vice President Ticketing and Technology

Travis Apple

Executive Vice President

Travis Apple is currently the Executive Vice President of Executive Search and Team Consulting for General Sports Worldwide. In this role he oversees recruiting efforts including interviewing and hiring, consulting, and runs sales and leadership training for many teams, companies, and entities in sports and entertainment.

Apple brings General Sports Worldwide 15 years of sports leadership experience, most recently as the Chief Revenue Officer for Event Dynamic. Prior to that he was Vice President of Ticket Sales & Service for the Miami Marlins (MLB) and Senior Director of Team Marketing and Business Operations (TMBO) where he oversaw ticketing for all of the NBA, WNBA, and G- League teams. He was also the Vice President of Ticket Sales & Service for the Phoenix Suns (NBA), Phoenix Mercury (WNBA), Arizona Rattlers (AFL), and Northern Arizona Suns (G-League). Prior to that, he was the Senior Director of Ticket Sales for the Orlando Magic (NBA), and the Director of Business Development for the Pittsburgh Pirates (MLB). He began his career with the Atlanta Hawks (NBA), Atlanta Thrashers (NHL), and State Farm Arena. 

Apple has a proven track record of success across multiple sports organizations and has an outstanding reputation in the sports and entertainment industry for identifying, training, and developing top talent. At each of the stops in his career he has assembled top notch sales teams to generate revenue regardless of team performance. In addition, Apple also has written a book Hustle Your Way to $ucce$$ in Sports Sales, hosts a weekly podcast 52 Weeks of Hustle where he sits down with industry leaders to discuss their career path and what it takes to be successful.

Brandon Furse

Senior Vice President Ticketing and Technology

Brandon is a senior executive with over 25 years of experience working within the sports industry. Holding senior commercial roles at both Nottingham Forest and Derby County along with working at Director level within a global, market leading SaaS tech business, supplying ticketing solutions across the English Premier League, EFL, Eredivisie, Serie A and US Leagues.

Brandon has a proven track record of enhancing the commercial efficiencies and business to consumer revenues, by focusing on strategic management and planning in Ticketing, Technology, Customer Service and Communications.

Nick Andrews

General Counsel & COO, General Sports Europe
FA Registered & FIFA Licensed Agent

Heading up the GSW Boxing division, Nick has 25 years of experience in the sport, advertising and entertainment sectors. A qualified solicitor, Nick started his career at renowned international law firm Bird & Bird before joining media giant Clear Channel. Nick was Group Counsel to SFX Sports Group (now Wasserman Media Group) handling some of the highest profile and highest value football transfers in history as well as more than 200 commercial, sponsorship and broadcasting agreements. At Clear Channel Nick was a key legal and entrepreneurial commercial influence in its European business as well as retaining a position on the Board, being General Counsel, Property Director and holding various lead compliance roles. In 2017 Nick co-founded the 366 Sports Agency and led negotiations on 366’s acquisition by Andrew Appleby’s General Sports Worldwide in the summer of 2020. Nick is currently COO and General Counsel of General Sports driving the build out of the various global sports divisions whilst retaining his Football Agent license.

James Cross

Managing Director GSW Cricket
FA Registered & FIFA Licensed Agent

ECB Licensed Cricket Agent & FA Licensed Intermediary. James represents several world class cricketers and is widely regarded as an industry leading Agent, possessing one of the strongest networks within the game both at home and abroad. This is demonstrated by the number of clients involved in the leading cricket competitions around the world. 

James is truly invested in ensuring that his clients remain at the forefront of County, Franchise and International Cricket. With a wealth of experience in managing footballers, James has a portfolio of players across all the divisions, and has completed multiple football transfers and contract negotiations. James is also a fluent French speaker and is active in the French football market. Commercially James has worked with top premier league players such as Anthony Martial and Riyad Mahrez on projects with global brands such as Footlocker and BT Sports.

Stephen Curnow

Executive Vice President of Sponsorship Brokering

Stephen has over 25 years working in the sports industry, uniquely as a rights holder, sports agent and brand owner. He started his career working for the Coca-Cola Company in Europe in a number of brand marketing roles culminating his seven years as the regions Sponsorship Manager responsible for both football and music.

Following his passion for sport Stephen joined the Football Association as Sponsorship Manager for Euro 96, the hugely successful European Football Championships held in England, following that with the appointment as the EPLs first Commercial lead under football’s iconic leader Rick Parry. During that period Curnow would oversee significant growth in the League’s commercial revenue.

On leaving the EPL Stephen spent 6 successful years as Senior Vice President of Commercial for Benfield Sports, a new London based sports agency. During that period Stephen delivered 2 significant deals in motorsport, firstly Telefonica as title sponsor of the Suzuki MotoGP team and the establishment of the FIM Grand Prix Speedway Series.

Stephen was then headhunted to join the industry leading agency SFX Sports – to manage commercial income for the agency’s 750 iconic athletes, and then staying on when the agency was acquired by Wasserman Media Group. During this period Stephen concluded a number of successful partnerships including Castrol, Umbro, Yahoo!, Intel, P&G and MSN.

More recently Stephen’s sports experience has been as a Commercial Director in F1. During his 12 years in the sport he has presided over some of the most significant sponsorships including Coca-Cola, Microsoft, Unilever, BWT, NEC, American Movil and Diageo – establishing himself as one of the industries most experienced, creative and talented executives.

Mark Gottlieb

Managing Director of GSE Talent, FA Registered & FIFA Licensed Agent.

Mark joins the business as Managing Director of Talent across the Representation divisions. Mark is an FA Registered Agent and is a FIFA Licensed Football Agent. Mark has spent the last three decades forging a fantastic career across sport and media with a particular focus over the last 12 years in football player representation both within leading agencies and also within his own agency business. Having cut his teeth in the Advertising agency world working with blue chip clients, Mark’s marketing and communication skills are best in class. Mark prides himself on providing a complete 360 service to his elite and long standing players. Mark has also procured and completed many top end commercial deals including high profile shirt deals for EPL teams. Mark’s excellent reputation for integrity, professionalism and high service standards are well known within the football industry and he currently represents a number of elite emerging talent footballers. Mark’s historical involvement in F1, Boxing and Track and Field will compliment and strengthen the years of experience already at General Sports across these divisions. Mark is active across social media particularly LinkedIn and is seen as an inspiring figurehead of professionalism in the global arena of sports management.

JG Photos - Cuyler Holmquist 01-BW - headshot closeup (1)
Executive Search / Consulting / M&A

Cuyler Holmquist

Vice President – Executive Search, Strategic Consulting & Analytics

Jez Moxey
SPORTS TEAM M&AS

Jez Moxey

Head of Sport Team Mergers & Acquisitions

Ashley Peden
Sponsorship Brokering

Ashley Peden

Senior Vice President

Ryan Picou
Executive Search and Training

Ryan Picou

Vice President, Executive Search and Team Consulting.

Cuyler Holmquist

Vice President – Executive Search, Strategic Consulting & Analytics

Cuyler has 13+ years of experience across the sports, media, and technology industries and has been an experienced consultant and advisor to numerous sports organizations in North America and Europe while being considered an expert in Sports Geography; understanding the “state of play” for sports in any given geography at any given time. 

Cuyler also has been successful in Executive Recruiting working for famed firms such as Odgers Berndtson and Sucherman Group.

He is also fluent in three languages and has lived and worked in numerous countries including the US, UK, Sweden, Switzerland and the Netherlands.

Jez Moxey

Head of Sport Team Mergers & Acquisitions

Jez has enjoyed a long and illustrious career within the English football world and is recognized as one of game’s leading chief executives, having been named FC Business Chief Executive of the Year in 2015.

In a 16-year spell as CEO of Wolverhampton Wanderers FC, Jez led two Premier League promotions and handled hundreds of millions of pounds of player contracts and transfer fees, whilst maintaining the team’s position as the 10th most profitable club in the sport over a five-year period (Deloitte). In 2016, he headed the sale of Wolverhampton Wanderers FC to Chinese conglomerate, Fosun International in a deal worth £50m. In addition, he increased shareholder value through strategic facility developments and was involved in several high-profile sport construction projects.

As CEO of Stoke City FC, Jez drove the construction of a 28,000 capacity stadium, part funded by a 10-year naming rights deal and a share investment agreement with the City Council. That project helped transform the club into a hugely attractive proposition for sale and Jez guided the takeover of Stoke by an Icelandic consortium. Currently, Jez serves on the board of the EFL, the Professional Game Board and Professional Football’s Negotiation and Consultative Committee as well as previously serving on the FA Board, FA Council and various Premier League committees.

Ashley Peden

Senior Vice President

A highly accomplished commercial professional with 20+ years proven experience in high level partnership acquisition in English Football. Ashley was previously Director of Partnerships at Derby County Football Club. His successes include acquiring Global and National partners for Front of Shirt, Technical Rights, Retail, Pouring Rights, Stadium Naming Rights, and significant Image Rights deals. Several of these acquisitions remain some of the largest commercial partnerships in EFL history. 

Ryan Picou

Vice President, Executive Search and Team Consulting

Ryan has 18+ years of experience in the sports industry where he has achieved outstanding results in sales and sales leadership roles across multiple sports organizations. 

Ryan is also well known as an excellent leadership and sales trainer, in and out of the sports industry, and leads that division for our firm after spending six years being a lead trainer for the NBA League Office in TMBO.

He is also a respected thought leader in Premium Seating strategies and sales in the sports and entertainment industry having helped open multiple new buildings and selling out their premium inventory. 

Brodie Waters

Senior Vice President of Athlete Management

Brodie Waters has a career in sports that spans over twenty years, working with premier leagues, brands and athletes in the industry. As the founder and President of IMAC Consulting, Inc., Waters provided consulting services to various teams in the NFL as well as for major media outlets – including ESPN. Widely regarded as an expert on the NFL salary cap, Waters is the creator of the Roster Management System, which provides advanced analytical data and in-depth contract analysis and statistical interpretation. In addition, Waters served as a consultant to various organizations, aiding on subjects ranging from negotiation tactics, client management and revenue generation. 

For more than 10 years he worked with the PGA TOUR, leading the efforts of the World Golf Hall of Fame, overseeing the global expansion of the brand and creating new partnerships. Prior to the PGA TOUR, he served as Vice President at Axcess Sports & Entertainment, where he headed the Football Division, negotiating multiple 1st Round NFL contracts for players such as Vince Wilfork, Pacman Jones and Jon Beason, as well as led the Consulting Division, where he developed projects with the likes of Snoop Dogg, Oscar De La Hoya and Magic Johnson.

who we are

Our People

Montel Adofo
Athlete Management

Montel Adofo

Performance Coach

Anthony Aluko
Athlete Management

Anthony Aluko

Head of Football Performance

Brock Appleby
Executive Search / Consulting

Brock Appleby

Executive Search and theClubhouse®

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Athlete Management

Mark Aspinall

Head of Football
FA Registered & FIFA Licensed Agent

Montel Adofo

Performance Coach

After graduating with a BSc Sports & Exercise Science Degree, Montel gained valuable experience coaching elite footballers across Europe under the wing of Anthony Aluko (Head of Performance Division). With over 5 years of coaching experience, Montel aims to incorporate components of physical plyometric training alongside technical and position specific drills on the pitch, offering a multifaceted approach to his training. Additionally, Montel is a qualified CIMSPA Level 3 Personal Trainer; with over 7 years of Gym Instructing and Personal Training experience.

Anthony Aluko

Head of Football Performance

Anthony Aluko is a Football Performance Specialist, working at elite emerging and senior level across some of the biggest footballing markets in Europe. He has trained a range of players from up and coming talent worldwide, to premier league stars. Anthony has over 14 years coaching experience; coaching teams, academy players, futsal, European teams, women’s teams/ players & S&C. With 7+ of those years dedicated to individual player development.Industry-recognised, Anthony is also a brand performance headliner for Nike Inc in the UK. With experience working with many sports brands within football.

Brock Appleby

Manager

Brock acquired 3+ years of experience in the sports industry before joining GSW in 2023. He began his career for the Chicago Fire FC (MLS) out of college, previously interning at the San Francisco 49ers (NFL), and the United Shore Professional Baseball League. Brock made a name for himself at the Fire by selling season ticket packages and creating valuable relationships with some of the city’s elite business leaders; he was promoted twice during his time with the Fire. Brock is highly regarded for his work ethic, creativity, and overall approach in the ticket sales process. 

Brock graduated from the University of Missouri in 2019 with a bachelor’s degree in Sport Management. He currently resides in Chicago just a few blocks from historic Wrigley Field.

Mark Aspinall

Head of Football, FA Registered & FIFA Licensed Agent

Mark has more than 12 years experience in the sports industry where he’s supported clients with both there on and off the field matters. Having joined the business back in 2017, he was officially made GSW’s Head of Football in 2023 in a new role that overlooks the general growth of the football division. Mark has built up a fantastic network of client’s which has enabled the football division to continue its success over the past 5 years.

Micheal Barker
Commercial Executive

Michael Baker

Sponsorship and Executive Search consultant

Athlete Management

Jayden Barrington

Talent Identification

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Athlete Management

Josh Brian

Head of Football Data & Analytics

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Athlete Management

Chris Fitzsimmons

Women’s Football
Player Liaison

Michael Baker

Commercial Executive

Michael is a Sport Business and Innovation masters graduate where he developed his passion and knowledge about the sports industry, in the particular areas of commercial revenue generation and sustainability, which culminated in his dissertation topic around fan sentiment towards front of shirt sponsoring brands in the English Premier League. Michael has been working with General Sports Europe’s commercial consultancy division since 2022, helping to develop the commercial strategy and secure commercial partnerships with some of General Sports’ prestigious rights holder partnerships. Beyond this, Michael has also helped drive strategy for special projects and opportunities across the business.

Jayden Barrington

Talent Identification

Jayden joined General Sports Worldwide after playing several years of both grassroots and high-level academy football. Jayden is an aspiring agent and Talent ID, who already has an extensive contact list across the top level of the football industry, including from emerging talent, first team players and key personnel within clubs.

Josh Brian

Head of Football Data & Analytics

Josh Brian is the Head of Football Data & Analytics, who has worked with many elite players across Europe. Using statistical and video analysis, Josh specialises in providing detailed data reports and one-to-one sessions with footballers, at various levels, to highlight their strengths and areas of development – whilst also providing actionable insights to improve performance. Previously of Brentford Football Club, Josh has developed a strong knowledge of football analytics and its ability to positively impact and effect decision-making within football organisations. Josh graduated from UCFB, Wembley Stadium, in 2019 with a First-Class Honours degree within a football business related subject. Josh joined General Sports Worldwide in 2021.

Chris Fitzsimmons

Women’s Football
Player Liaison

Chris joined General Sports Worldwide’s Women’s Football Division just under 3 years ago. Chris has built a strong network of talent in women’s football, from U17’s academy football right up to the senior Lionesses. Chris is based in the Northwest of England, but travels both domestically and overseas to attend women’s matches, which has helped him develop his extensive contact list.
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Athlete Management

Jeff Freeman

Head of Track & Field

Kayla Lawson
Executive Search

Kayla Lawson

Senior Manager Executive Search and Team Consulting

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Athlete Management

Ian Luck

Head of Football
FA Registered & FIFA Licensed Agent

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Athlete Management

Luke Murphy

Player Liaison

Luke Murphy

Player Liaison

Luke is an ex professional footballer with around 500 professional appearances at four clubs; Crewe Alexandra, Leeds United (bought for + £1M), Burton Albion and Bolton Wanderers. Captained every professional team he played for, which also includes leading Crewe Alexandra to winning the EFL Trophy at Wembley. Substantial contact list developed over 25 years within football; Dario Gradi MBE, Neil Baker, James Collins, Steve Davis, Neil Critchley and Steve Holland who currently is the England men’s national team Assistant Manager. Luke most recently partnered with Robbie Savage at Macclesfield F.C. and is now working as a Player Liaison for General Sports Worldwide

Jeff Freeman

Head of Track & Field

Jeff is a World Athletics ratified athlete representative who manages elite Track & Field athletes all over the world, co-ordinating their competition schedules and also representing them commercially. A former television producer, he’s passionate about helping athletes fulfil their potential on and off the track as they navigate the Olympic Games’ flagship sport.

Kayla Lawson

Senior Manager

Kayla has over four years of experience in the sports industry, previously working for the Phoenix Suns (NBA) and Phoenix Mercury (WNBA) where she was promoted twice in a short period of time for her outstanding results. Kayla was recruited out of college to join the Suns. Kayla is highly regarded for her tireless work ethic, attention to detail, creativeness, and upbeat energy. She is also passionate about building and maintaining relationships. She has a strong focus on making an impact on people in a positive way. Kayla is an active member of WISE (Women in Sports and Events).

Ian Luck

Head of Football
FA Registered & FIFA Licensed Agent.

Ian brings a quality network of contacts and a wealth of experience working in football representation for the last 10 years. Ian has played an integral role in development of several elite senior & young professional footballers. Ian is also a senior member of the football division within General Sports Worldwide.

Jack Morley
Social MEDIA

Jack Morley

Head of Social Media

Matt Orme
Finance

Matt Orme

European Financial Controller

Joanne Orme
Athlete Management

Joanne Orme

General Manager – General Sports Europe

Athlete Management

Tom Stalker

Head of Boxing

Tom Stalker

Head of Boxing

 

Thomas leads the General Sports Boxing division managing the growing stable of fighters. Thomas has significant experience in the boxing management business following a glittering amateur and professional career.  Thomas Captained the GB Boxing team including names such as Anthony Joshua at the 2012 London Olympics while also claiming the prestigious title of Amateur Boxer of the Year. A former GB, European and Commonwealth Games champion Thomas brings all of his experience from the ring to the impressive roster of fighters he will now guide to British, European and World success. 

Jack Morley

Head of Social Media

Jack is the Head of Social Media at General Sports Worldwide, after joining initially as a consultant back in early 2023. Jack oversees all aspects of the social media platforms within the organisation and has a wealth of experience working in this field, having originally started out working as an apprentice within a digital marketing agency over 12 years ago.

Matt Orme

European Financial Controller

 

With over 35 years working in the Manufacturing Industry Matt brings a wealth of experience to work alongside the Management Team on all financial matters. Matt has been instrumental in implementing the company’s forecasting and budgeting process, introducing and producing in depth monthly Management Reports to ensure full financial visibility throughout the company.

Joanne Orme

General Manager – General Sports Europe

Jo has more than 15 years experience in the sports industry where she has worked with high profile sports people and their families as well as a variety of corporate teams in the commercial world. Jo joined 366 Group from Stoke City where she was Assistant Club Secretary. Her time at Stoke followed more than a decade at Derby County where she took on the role as Executive Assistant to the corporate team and also that of Assistant Club Secretary.

Experienced in transfers, contract negotiations and commercial deals, Jo is a great asset to General Sports supporting the sports agents and their clients ensuring at all times the highest level of client service is provided.

Aiden Tierney
Athlete Management

Aidan Tierney

Manager of Operations

Nelson Tobin
Sponsorship Brokering

Nelson Tobin

Commercial Executive

Aidan Tierney

Manager of Operations

Aidan is a Manager of Operations at General Sports Worldwide who specializes in contracts, negotiations, and labor law. His experience includes player representation, consulting, diversity initiatives, event management, and project organization. A former Ivy League athlete with a reputation as an innovator and a leader, Aidan is a great asset to General Sports Worldwide, supporting the firm and its clients and ensuring the highest level of client service is provided at all times. Aidan holds a Bachelor of Science degree in industrial and labor relations with a minor in business from Cornell University where he graduated with honors.

Nelson Tobin

Commercial Executive

Nelson has a wealth of sporting experience having played rugby at an elite level representing his county as well as London Irish and Ealing Trailfinders. He received a rugby scholarship to Brunel University wherein he was contracted to play for the championship club and study at the same time. In 2023 he graduated with a BSc in Sport, Health and Exercise Sciences, granting an in-depth understanding of the statistical elements of player and team performance, giving powerful insights into valuing and evaluating sports assets. Nelson plies his trade across the company, working as a partnership consultant on behalf of some of the biggest sporting bodies in the UK, as well as helping run the commercial operations at GSW Boxing. He has also played a role in Mergers & Acquisitions, aiding in the sale of historic and influential sporting franchises.

who we are

The Board

Andy Appleby
Sports Team M&As

Andy Appleby

Founder & Chairman

Andy Appleby

Founder & Chairman

For more than three decades, Andy has been at the forefront of sports. From an All-American champion wrestler to becoming a top executive of the NBA’s Detroit Pistons to then Club Chairman and owner of Derby County Football Club (Premier League and Championship). As Chairman, it is Andy’s reach and the relationships he has built throughout his career that make the concept of a Sports Team M&A division appealing to prospective investors and current team owners alike.

Andy has sold every ticket, suite and sponsorship; Managed at every level of team sports; And also owned at every level of professional sports – on both sides of the Atlantic. In addition he has built and grown his very own award winning baseball league and ballpark.

Andy has a Master’s Degree in Sports Management and a Bachelor of Science in English from Springfield College in Massachusetts. He serves on the Board of Directors for the General Sports Foundation/Suite Dreams Project. Andy was awarded the prestigious Ernst & Young Entrepreneur of the Year Award in 2002.

Lou DePaoli
Executive Search

Lou DePaoli

President Executive Search and Team Consulting

Lou DePaoli

President

Lou is an executive with 28+ years of senior-level Leadership experience across multiple teams and leagues in North America.   He is known for being an innovative and charismatic leader with a proven track record of significantly increasing franchise values across multiple sports leagues, markets, and venues, while recruiting, training, and developing some of the best front office talent in the sports and entertainment industry. Lou’s career includes roles as Executive Vice President for the New York Mets (MLB), Executive Vice President & Chief Marketing Officer for the Pittsburgh Pirates (MLB), and Executive Vice President & Chief Marketing Officer for the Atlanta Spirit (Atlanta Hawks (NBA), Atlanta Thrashers (NHL), and State Farm Arena). Lou was also an original member of the NBA’s Team Marketing and Business Operations (TMBO) department who as Vice President, Team Marketing & Business Development helped create the in-house consulting group’s philosophy of driving and sharing best practices and innovation across all NBA, WNBA, and NBA G League, and was responsible for building the analytical infrastructure and reporting that is still used today. Prior to joining the NBA’s League Office, Lou was the Vice President, Sales with the Florida (now Miami) Marlins, and Vice President of Sales for the Worcester IceCats (AHL). Lou graduated from the University of Massachusetts with a B.A. in Management of Professional Sports Organizations.

Micheal Huyghue
ATHLETE MANAGEMENT / DIVERSITY / CONSULTING

Michael Huyghue

Managing Director of North America

Michael Huyghue

Managing Director of North America

Michael is widely regarded as one of the most prominent figures in the professional sports industry having a career that spans over 35 years. Michael has been a pioneer in the industry, paving the way for other African Americans who followed in his footsteps.

Michael is currently the Managing Director of North America for General Sports Worldwide. In this role Michael directs the diversity initiatives division and personally provides consulting services for elite sports leagues and their commissioners, including the NFL, to advance the diversity initiatives of each league. Michael also directs the player representation division and manages countless professional athletes. Michael is also currently a Visiting Professor at Cornell University Law School where he created and teaches his course: The Art of Negotiation in Business & Sports. Most recently, Michael founded and directed, as Commissioner, the United Football League, raising over $200M in seed money. The UFL operated for four nationally televised seasons, competing directly against the NFL.

In 2001 Michael launched a highly successful Sports and Entertainment Agency, Axcess Sports & Entertainment, that represented professional athletes, Olympians, and entertainers. Michael has represented or partnered with athletes and celebrities including Magic Johnson, Oscar De La Hoya, Snoop Dogg, Billy Butler, Fred Funk, Vince Wilfork, and others. In 1994 Michael was selected to run football operations for the NFL start up Jacksonville Jaguars. Under his leadership, the Jaguars collected more wins in their first five seasons than any other new franchise in the history of the NFL, including a remarkable two AFC Championship game appearances. Michael gained widespread prominence in 1991 as the youngest and one of the first black general managers in professional football with the NFL’s World League of American Football. Michael went on to hold the most senior position in the league reporting directly to a committee of NFL owners. Michael also sat on the Management Council Executive Committee, the College Advisory Committee, and as the senior member of the Committee on Minority Hiring.

Sam Rush
CONSULTING / ATHLETE MANAGEMENT / M&A

Sam Rush 

CEO of General Sports Worldwide

Sam Rush 

CEO of General Sports Worldwide

Sam is an executive with 20 years’ experience in the sport and entertainment sector. A former professional rugby player with Saracens and qualified solicitor Sam has held the posts of COO at SFX Sports Group, President of international business at the Wasserman Media Group (WMG) and President & CEO of Derby County Football Club.

Sam has previously held long term roles as a board member of the Amateur Boxing Association and as Treasurer of the British Association for Sport and Law. Sam on two occasions has been named as one of the top 3 most influential agents in the world by Sport Business and over a period of many years as one of the top 50 most influential people in sport by the Times newspaper. Sam was voted by executives within English football as the CEO of the Year in the 2014/15 season.

who we are

Our Leadership

Athlete Management

Nick Andrews

General Counsel & COO of General Sports Europe
FA Registered & FIFA Licensed Agent

Nick Andrews

General Counsel & COO of General Sports Europe

Heading up the GSW Boxing division, Nick has 25 years of experience in the sport, advertising and entertainment sectors. A qualified solicitor, Nick started his career at renowned international law firm Bird & Bird before joining media giant Clear Channel. Nick was Group Counsel to SFX Sports Group (now Wasserman Media Group) handling some of the highest profile and highest value football transfers in history as well as more than 200 commercial, sponsorship and broadcasting agreements. At Clear Channel Nick was a key legal and entrepreneurial commercial influence in its European business as well as retaining a position on the Board, being General Counsel, Property Director and holding various lead compliance roles. In 2017 Nick co-founded the 366 Sports Agency and led negotiations on 366’s acquisition by Andrew Appleby’s General Sports Worldwide in the summer of 2020. Nick is currently COO and General Counsel of General Sports driving the build out of the various global sports divisions whilst retaining his Football Agent license.

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Athlete Management

Mark Gottlieb

Managing Director of GSE Talent
FA Registered & FIFA Licensed Agent

Mark Gottlieb

Managing Director of GSE Talent, FA Registered & FIFA Licensed Agent

Mark joins the business as Managing Director of Talent across the Representation divisions. Mark is an FA Registered Agent and is a FIFA Licensed Football Agent. Mark has spent the last three decades forging a fantastic career across sport and media with a particular focus over the last 12 years in football player representation both within leading agencies and also within his own agency business. Having cut his teeth in the Advertising agency world working with blue chip clients, Mark’s marketing and communication skills are best in class. Mark prides himself on providing a complete 360 service to his elite and long standing players. Mark has also procured and completed many top end commercial deals including high profile shirt deals for EPL teams.  Mark’s excellent reputation for integrity, professionalism and high service standards are well known within the football industry and he currently represents a number of elite emerging talent footballers. Mark’s historical involvement in F1, Boxing and Track and Field will compliment and strengthen the years of experience already at General Sports across these divisions. Mark is active across social media particularly LinkedIn and is seen as an inspiring figurehead of professionalism in the global arena of sports management.
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Athlete Management

James Cross

Managing Director GSW Cricket
FA Registered & FIFA Licensed Agent

James Cross

Managing Director GSW Cricket

ECB Licensed Cricket Agent & FA Licensed Intermediary. James represents several world class cricketers and is widely regarded as an industry leading Agent, possessing one of the strongest networks within the game both at home and abroad. This is demonstrated by the number of clients involved in the leading cricket competitions around the world. 

James is truly invested in ensuring that his clients remain at the forefront of County, Franchise and International Cricket. With a wealth of experience in managing footballers, James has a portfolio of players across all the divisions, and has completed multiple football transfers and contract negotiations. James is also a fluent French speaker and is active in the French football market. Commercially James has worked with top premier league players such as Anthony Martial and Riyad Mahrez on projects with global brands such as Footlocker and BT Sports.

Brandon Furse
Sponsorship Brokering

Brandon Furse

Senior Vice President Ticketing and Technology

Jez Moxey
SPORTS TEAM M&AS

Jez Moxey

Head of Sport Team Mergers & Acquisitions

Jez Moxey

Head of Sport Team Mergers & Acquisitions

Jez has enjoyed a long and illustrious career within the English football world and is recognized as one of game’s leading chief executives, having been named FC Business Chief Executive of the Year in 2015.

In a 16-year spell as CEO of Wolverhampton Wanderers FC, Jez led two Premier League promotions and handled hundreds of millions of pounds of player contracts and transfer fees, whilst maintaining the team’s position as the 10th most profitable club in the sport over a five-year period (Deloitte). In 2016, he headed the sale of Wolverhampton Wanderers FC to Chinese conglomerate, Fosun International in a deal worth £50m. In addition, he increased shareholder value through strategic facility developments and was involved in several high-profile sport construction projects.

As CEO of Stoke City FC, Jez drove the construction of a 28,000 capacity stadium, part funded by a 10-year naming rights deal and a share investment agreement with the City Council. That project helped transform the club into a hugely attractive proposition for sale and Jez guided the takeover of Stoke by an Icelandic consortium. Currently, Jez serves on the board of the EFL, the Professional Game Board and Professional Football’s Negotiation and Consultative Committee as well as previously serving on the FA Board, FA Council and various Premier League committees.

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Executive Search / Consulting / M&A

Cuyler Holmquist

Vice President – Executive Search, Strategic Consulting & Analytics

Cuyler Holmquist

Vice President – Executive Search, Strategic Consulting & Analytics

Cuyler has 13+ years of experience across the sports, media, and technology industries and has been an experienced consultant and advisor to numerous sports organizations in North America and Europe while being considered an expert in Sports Geography; understanding the “state of play” for sports in any given geography at any given time. 

 Cuyler also has been successful in Executive Recruiting working for famed firms such as Odgers Berndtson and Sucherman Group.

He is also fluent in three languages and has lived and worked in numerous countries including the US, UK, Sweden, Switzerland and the Netherlands.

Ashley Peden
Sponsorhip Brokering

Ashley Peden

Senior Vice President

Ashley Peden

Senior Vice President

A highly accomplished commercial professional with 20+ years proven experience in high level partnership acquisition in English Football. Ashley was previously Director of Partnerships at Derby County Football Club. His successes include acquiring Global and National partners for Front of Shirt, Technical Rights, Retail, Pouring Rights, Stadium Naming Rights, and significant Image Rights deals. Several of these acquisitions remain some of the largest commercial partnerships in EFL history. 

Ryan Picou
Executive Search and Training

Ryan Picou

Vice President, Executive Search and Team Consulting.

Ryan Picou

Vice President, Executive Search and Team Consulting
Ryan has 18+ years of experience in the sports industry where he has achieved outstanding results in sales and sales leadership roles across multiple sports organizations. Ryan is also well known as an excellent leadership and sales trainer, in and out of the sports industry, and leads that division for our firm after spending six years being a lead trainer for the NBA League Office in TMBO. He is also a respected thought leader in Premium Seating strategies and sales in the sports and entertainment industry having helped open multiple new buildings and selling out their premium inventory.
who we are

Our People

Montel Adofo
Athlete Management

Montel Adofo

Performance Coach

Montel Adofo

Performance Coach

After graduating with a BSc Sports & Exercise Science Degree, Montel gained valuable experience coaching elite footballers across Europe under the wing of Anthony Aluko (Head of Performance Division). With over 5 years of coaching experience, Montel aims to incorporate components of physical plyometric training alongside technical and position specific drills on the pitch, offering a multifaceted approach to his training. Additionally, Montel is a qualified CIMSPA Level 3 Personal Trainer; with over 7 years of Gym Instructing and Personal Training experience.

Anthony Aluko
Athlete Management

Anthony Aluko

Head of Football Performance

Anthony Aluko

Head of Football Performance

Anthony Aluko is a Football Performance Specialist, working at elite emerging and senior level across some of the biggest footballing markets in Europe. He has trained a range of players from up and coming talent worldwide, to premier league stars. Anthony has over 14 years coaching experience; coaching teams, academy players, futsal, European teams, women’s teams/ players & S&C. With 7+ of those years dedicated to individual player development.Industry-recognised, Anthony is also a brand performance headliner for Nike Inc in the UK. With experience working with many sports brands within football.

Brock Appleby
Executive Search / Consulting

Brock Appleby

Executive Search and theClubhouse®

Brock Appleby

Manager

Brock acquired 3+ years of experience in the sports industry before joining GSW in 2023. He began his career for the Chicago Fire FC (MLS) out of college, previously interning at the San Francisco 49ers (NFL), and the United Shore Professional Baseball League. Brock made a name for himself at the Fire by selling season ticket packages and creating valuable relationships with some of the city’s elite business leaders; he was promoted twice during his time with the Fire. Brock is highly regarded for his work ethic, creativity, and overall approach in the ticket sales process. 

Brock graduated from the University of Missouri in 2019 with a bachelor’s degree in Sport Management. He currently resides in Chicago just a few blocks from historic Wrigley Field.

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Athlete Management

Mark Aspinall

Head of Football
FA Registered & FIFA Licensed Agent

Mark Aspinall

Head of Football, FA Registered & FIFA Licensed Agent

Mark has more than 12 years experience in the sports industry where he’s supported clients with both there on and off the field matters. Having joined the business back in 2017, he was officially made GSW’s Head of Football in 2023 in a new role that overlooks the general growth of the football division. Mark has built up a fantastic network of client’s which has enabled the football division to continue its success over the past 5 years

Micheal Barker
Commercial Executive

Michael Baker

Sponsorship and Executive Search Consultant

Jaydon
Athlete Management

Jayden Barrington

Talent Identification

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Athlete Management

Josh Brian

Head of Football Data & Analytics

Josh Brian

Head of Football Data & Analytics

Josh Brian is the Head of Football Data & Analytics, who has worked with many elite players across Europe. Using statistical and video analysis, Josh specialises in providing detailed data reports and one-to-one sessions with footballers, at various levels, to highlight their strengths and areas of development – whilst also providing actionable insights to improve performance. Previously of Brentford Football Club, Josh has developed a strong knowledge of football analytics and its ability to positively impact and effect decision-making within football organisations. Josh graduated from UCFB, Wembley Stadium, in 2019 with a First-Class Honours degree within a football business related subject. Josh joined General Sports Worldwide in 2021.

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Athlete Management

Chris Fitzsimmons

Women’s Football
Player Liaison

Chris Fitzsimmons

Women’s Football

Chris joined General Sports Worldwide’s Women’s Football Division just under 3 years ago.  Chris has built a strong network of talent in women’s football, from U17’s academy football right up to the senior Lionesses. Chris is based in the Northwest of England, but travels both domestically and overseas to attend women’s matches, which has helped him develop his extensive contact list.

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Athlete Management

Jeff Freeman

Head of Track & Field

Kayla Lawson
Executive Search

Kayla Lawson

Senior Manager Executive Search and Team Consulting

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Athlete Management

Ian Luck

Head of Football
FA Registered & FIFA Licensed Agent

Ian Luck

Senior Agent, FA Registered & FIFA Licensed Agent

Ian brings a quality network of contacts and a wealth of experience working in football representation for the last 10 years. Ian has played an integral role in development of several elite senior & young professional footballers. 

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Athlete Management

Luke Murphy

Player Liaison

Jack Morley
SOCIAL MEDIA

Jack Morley

Head of Social Media

Luke Murphy

Player Liaison

Luke is an ex professional footballer with around 500 professional appearances at four clubs; Crewe Alexandra, Leeds United (bought for + £1M), Burton Albion and Bolton Wanderers. Captained every professional team he played for, which also includes leading Crewe Alexandra to winning the EFL Trophy at Wembley. Substantial contact list developed over 25 years within football; Dario Gradi MBE, Neil Baker, James Collins, Steve Davis, Neil Critchley and Steve Holland who currently is the England men’s national team Assistant Manager. Luke most recently partnered with Robbie Savage at Macclesfield F.C. and is now working as a Player Liaison for General Sports Worldwide

Jack Morley

Head of Social Media

Jack is the Head of Social Media at General Sports Worldwide, after joining initially as a consultant back in early 2023. Jack oversees all aspects of the social media platforms within the organisation and has a wealth of experience working in this field, having originally started out working as an apprentice within a digital marketing agency over 12 years ago.

Joanne Orme
Athlete Management

Joanne Orme

General Manager – General Sports Europe

Joanne Orme

General Manager – General Sports Europe

Jo has more than 15 years experience in the sports industry where she has worked with high profile sports people and their families as well as a variety of corporate teams in the commercial world. Jo joined 366 Group from Stoke City where she was Assistant Club Secretary. Her time at Stoke followed more than a decade at Derby County where she took on the role as Executive Assistant to the corporate team and also that of Assistant Club Secretary.

Experienced in transfers, contract negotiations and commercial deals, Jo is a great asset to General Sports supporting the sports agents and their clients ensuring at all times the highest level of client service is provided.

Matt Orme
Finance

Matt Orme

European Financial Controller

Matt Orme

European Financial Controller

With over 35 years working in the Manufacturing Industry Matt brings a wealth of experience to work alongside the Management Team on all financial matters. Matt has been instrumental in implementing the company’s forecasting and budgeting process, introducing and producing in depth monthly Management Reports to ensure full financial visibility throughout the company.

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Athlete Management

Tom Stalker

Head of Boxing

Aiden Tierney
Athlete Management

Aidan Tierney

Manager of Operations

Aidan Tierney

Manager of Operations

Aidan is a Manager of Operations at General Sports Worldwide who specializes in contracts, negotiations, and labor law. His experience includes player representation, consulting, diversity initiatives, event management, and project organization. A former Ivy League athlete with a reputation as an innovator and a leader, Aidan is a great asset to General Sports Worldwide, supporting the firm and its clients and ensuring the highest level of client service is provided at all times. Aidan holds a Bachelor of Science degree in industrial and labor relations with a minor in business from Cornell University where he graduated with honors.

Nelson Tobin
Sponsorship Brokering

Nelson Tobin

Commercial Executive

Nelson Tobin

Commercial Executive

Nelson has a wealth of sporting experience having played rugby at an elite level representing his county as well as London Irish and Ealing Trailfinders. He received a rugby scholarship to Brunel University wherein he was contracted to play for the championship club and study at the same time. In 2023 he graduated with a BSc in Sport, Health and Exercise Sciences, granting an in-depth understanding of the statistical elements of player and team performance, giving powerful insights into valuing and evaluating sports assets. Nelson plies his trade across the company, working as a partnership consultant on behalf of some of the biggest sporting bodies in the UK, as well as helping run the commercial operations at GSW Boxing. He has also played a role in Mergers & Acquisitions, aiding in the sale of historic and influential sporting franchises

Jeff Freeman

Head of Track & Field

Jeff is a World Athletics ratified athlete representative who manages elite Track & Field athletes all over the world, co-ordinating their competition schedules and also representing them commercially. A former television producer, he’s passionate about helping athletes fulfil their potential on and off the track as they navigate the Olympic Games’ flagship sport.

Michael Baker

Commercial Executive
Michael is a Sport Business and Innovation masters graduate where he developed his passion and knowledge about the sports industry, in the particular areas of commercial revenue generation and sustainability, which culminated in his dissertation topic around fan sentiment towards front of shirt sponsoring brands in the English Premier League. Michael has been working with General Sports Europe’s commercial consultancy division since 2022, helping to develop the commercial strategy and secure commercial partnerships with some of General Sports’ prestigious rights holder partnerships. Beyond this, Michael has also helped drive strategy for special projects and opportunities across the business.

Kayla Lawson

Senior Manager

Kayla has over four years of experience in the sports industry, previously working for the Phoenix Suns (NBA) and Phoenix Mercury (WNBA) where she was promoted twice in a short period of time for her outstanding results. Kayla was recruited out of college to join the Suns. Kayla is highly regarded for her tireless work ethic, attention to detail, creativeness, and upbeat energy. She is also passionate about building and maintaining relationships. She has a strong focus on making an impact on people in a positive way. Kayla is an active member of WISE (Women in Sports and Events).

Jayden Barrington

Talent Identification

Jayden joined General Sports Worldwide after playing several years of both grassroots and high-level academy football. Jayden is an aspiring agent and Talent ID, who already has an extensive contact list across the top level of the football industry, including from emerging talent, first team players and key personnel within clubs.

who we are

The Board

Andy Appleby
Sports Team M&As

Andy Appleby

Founder & Chairman

 

For more than three decades, Andy has been at the forefront of sports. From an All-American champion wrestler to becoming a top executive of the NBA’s Detroit Pistons to then Club Chairman and owner of Derby County Football Club (Premier League and Championship). As Chairman, it is Andy’s reach and the relationships he has built throughout his career that make the concept of a Sports Team M&A division appealing to prospective investors and current team owners alike.

Andy has sold every ticket, suite and sponsorship; Managed at every level of team sports; And also owned at every level of professional sports – on both sides of the Atlantic. In addition he has built and grown his very own award winning baseball league and ballpark.

Andy has a Master’s Degree in Sports Management and a Bachelor of Science in English from Springfield College in Massachusetts. He serves on the Board of Directors for the General Sports Foundation/Suite Dreams Project. Andy was awarded the prestigious Ernst & Young Entrepreneur of the Year Award in 2002.

Lou DePaoli
Executive Search

Lou DePaoli

President, Executive Search and Team Consulting

 

Lou is an executive with 28+ years of senior-level Leadership experience across multiple teams and leagues in North America.   He is known for being an innovative and charismatic leader with a proven track record of significantly increasing franchise values across multiple sports leagues, markets, and venues, while recruiting, training, and developing some of the best front office talent in the sports and entertainment industry. Lou’s career includes roles as Executive Vice President for the New York Mets (MLB), Executive Vice President & Chief Marketing Officer for the Pittsburgh Pirates (MLB), and Executive Vice President & Chief Marketing Officer for the Atlanta Spirit (Atlanta Hawks (NBA), Atlanta Thrashers (NHL), and State Farm Arena). Lou was also an original member of the NBA’s Team Marketing and Business Operations (TMBO) department who as Vice President, Team Marketing & Business Development helped create the in-house consulting group’s philosophy of driving and sharing best practices and innovation across all NBA, WNBA, and NBA G League, and was responsible for building the analytical infrastructure and reporting that is still used today. Prior to joining the NBA’s League Office, Lou was the Vice President, Sales with the Florida (now Miami) Marlins, and Vice President of Sales for the Worcester IceCats (AHL). Lou graduated from the University of Massachusetts with a B.A. in Management of Professional Sports Organizations.

Micheal Huyghue
ATHLETE MANAGEMENT / DIVERSITY / CONSULTING

Michael Huyghue

Managing Director of North America

Michael is widely regarded as one of the most prominent figures in the professional sports industry having a career that spans over 35 years. Michael has been a pioneer in the industry, paving the way for other African Americans who followed in his footsteps.

Michael is currently the Managing Director of North America for General Sports Worldwide. In this role Michael directs the diversity initiatives division and personally provides consulting services for elite sports leagues and their commissioners, including the NFL, to advance the diversity initiatives of each league. Michael also directs the player representation division and manages countless professional athletes. Michael is also currently a Visiting Professor at Cornell University Law School where he created and teaches his course: The Art of Negotiation in Business & Sports. Most recently, Michael founded and directed, as Commissioner, the United Football League, raising over $200M in seed money. The UFL operated for four nationally televised seasons, competing directly against the NFL.

In 2001 Michael launched a highly successful Sports and Entertainment Agency, Axcess Sports & Entertainment, that represented professional athletes, Olympians, and entertainers. Michael has represented or partnered with athletes and celebrities including Magic Johnson, Oscar De La Hoya, Snoop Dogg, Billy Butler, Fred Funk, Vince Wilfork, and others. In 1994 Michael was selected to run football operations for the NFL start up Jacksonville Jaguars. Under his leadership, the Jaguars collected more wins in their first five seasons than any other new franchise in the history of the NFL, including a remarkable two AFC Championship game appearances. Michael gained widespread prominence in 1991 as the youngest and one of the first black general managers in professional football with the NFL’s World League of American Football. Michael went on to hold the most senior position in the league reporting directly to a committee of NFL owners. Michael also sat on the Management Council Executive Committee, the College Advisory Committee, and as the senior member of the Committee on Minority Hiring.

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CONSULTING / ATHLETE MANAGEMENT / M&A’

Sam Rush 

CEO of General Sports Worldwide

Sam is an executive with 20 years’ experience in the sport and entertainment sector. A former professional rugby player with Saracens and qualified solicitor Sam has held the posts of COO at SFX Sports Group, President of international business at the Wasserman Media Group (WMG) and President & CEO of Derby County Football Club.

Sam has previously held long term roles as a board member of the Amateur Boxing Association and as Treasurer of the British Association for Sport and Law. Sam on two occasions has been named as one of the top 3 most influential agents in the world by Sport Business and over a period of many years as one of the top 50 most influential people in sport by the Times newspaper. Sam was voted by executives within English football as the CEO of the Year in the 2014/15 season.

who we are

Our Leadership

Athlete Management

Nick Andrews

General Counsel & COO of General Sports Europe
FA Registered & FIFA Licensed Agent

Heading up the GSW Boxing division, Nick has 25 years of experience in the sport, advertising and entertainment sectors. A qualified solicitor, Nick started his career at renowned international law firm Bird & Bird before joining media giant Clear Channel. Nick was Group Counsel to SFX Sports Group (now Wasserman Media Group) handling some of the highest profile and highest value football transfers in history as well as more than 200 commercial, sponsorship and broadcasting agreements. At Clear Channel Nick was a key legal and entrepreneurial commercial influence in its European business as well as retaining a position on the Board, being General Counsel, Property Director and holding various lead compliance roles. In 2017 Nick co-founded the 366 Sports Agency and led negotiations on 366’s acquisition by Andrew Appleby’s General Sports Worldwide in the summer of 2020. Nick is currently COO and General Counsel of General Sports driving the build out of the various global sports divisions whilst retaining his Football Agent license.
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Athlete Management

Mark Gottlieb

Managing Director of GSE Talent
FA Registered & FIFA Licensed Agent

Mark joins the business as Managing Director of Talent across the Representation divisions. Mark is an FA Registered Agent and is a FIFA Licensed Football Agent. Mark has spent the last three decades forging a fantastic career across sport and media with a particular focus over the last 12 years in football player representation both within leading agencies and also within his own agency business. Having cut his teeth in the Advertising agency world working with blue chip clients, Mark’s marketing and communication skills are best in class. Mark prides himself on providing a complete 360 service to his elite and long standing players. Mark has also procured and completed many top end commercial deals including high profile shirt deals for EPL teams.  Mark’s excellent reputation for integrity, professionalism and high service standards are well known within the football industry and he currently represents a number of elite emerging talent footballers. Mark’s historical involvement in F1, Boxing and Track and Field will compliment and strengthen the years of experience already at General Sports across these divisions. Mark is active across social media particularly LinkedIn and is seen as an inspiring figurehead of professionalism in the global arena of sports management.

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Athlete Management

James Cross

Managing Director of GSW Cricket
FA Registered & FIFA Licensed Agent

 

ECB Licensed Cricket Agent & FA Licensed Intermediary. James represents several world class cricketers and is widely regarded as an industry leading Agent, possessing one of the strongest networks within the game both at home and abroad. This is demonstrated by the number of clients involved in the leading cricket competitions around the world. 

James is truly invested in ensuring that his clients remain at the forefront of County, Franchise and International Cricket. With a wealth of experience in managing footballers, James has a portfolio of players across all the divisions, and has completed multiple football transfers and contract negotiations. James is also a fluent French speaker and is active in the French football market. Commercially James has worked with top premier league players such as Anthony Martial and Riyad Mahrez on projects with global brands such as Footlocker and BT Sports.

Brandon Furse
Sponsorship Brokering

Brandon Furse

Senior Vice President Ticketing and Technology

 

Brandon is a senior executive with over 25 years of experience working within the sports industry. Holding senior commercial roles at both Nottingham Forest and Derby County along with working at Director level within a global, market leading SaaS tech business, supplying ticketing solutions across the English Premier League, EFL, Eredivisie, Serie A and US Leagues.

Brandon has a proven track record of enhancing the commercial efficiencies and business to consumer revenues, by focusing on strategic management and planning in Ticketing, Technology, Customer Service and Communications.

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Executive Search / Consulting / M&A

Cuyler Holmquist

Vice President – Executive Search, Strategic Consulting & Analytics

Cuyler has 13+ years of experience across the sports, media, and technology industries and has been an experienced consultant and advisor to numerous sports organizations in North America and Europe. He is considered an expert in Sports Geography; understanding the “state of play” for sports in all geographies. He’s also known for the proprietary fanbase measurement approach he developed, providing clients with dynamic and unique insights.

Cuyler also has been successful in Executive Recruiting, working for famed firms such as Odgers Berndtson and Sucherman Group.

He is a European-American dual national who is fluent in three languages and has lived and worked in numerous countries including the US, UK, Sweden, Switzerland and the Netherland

Jez Moxey
SPORTS TEAM M&AS

Jez Moxey

Head of Sport Team Mergers & Acquisitions

 

Jez has enjoyed a long and illustrious career within the English football world and is recognized as one of game’s leading chief executives, having been named FC Business Chief Executive of the Year in 2015.

In a 16-year spell as CEO of Wolverhampton Wanderers FC, Jez led two Premier League promotions and handled hundreds of millions of pounds of player contracts and transfer fees, whilst maintaining the team’s position as the 10th most profitable club in the sport over a five-year period (Deloitte). In 2016, he headed the sale of Wolverhampton Wanderers FC to Chinese conglomerate, Fosun International in a deal worth £50m. In addition, he increased shareholder value through strategic facility developments and was involved in several high-profile sport construction projects.

As CEO of Stoke City FC, Jez drove the construction of a 28,000 capacity stadium, part funded by a 10-year naming rights deal and a share investment agreement with the City Council. That project helped transform the club into a hugely attractive proposition for sale and Jez guided the takeover of Stoke by an Icelandic consortium. Currently, Jez serves on the board of the EFL, the Professional Game Board and Professional Football’s Negotiation and Consultative Committee as well as previously serving on the FA Board, FA Council and various Premier League committees.

Ashley Peden
Sponsorship Brokering

Ashley Peden

Senior Vice President

 

A highly accomplished commercial professional with 20+ years proven experience in high level partnership acquisition in English Football. Ashley was previously Director of Partnerships at Derby County Football Club. His successes include acquiring Global and National partners for Front of Shirt, Technical Rights, Retail, Pouring Rights, Stadium Naming Rights, and significant Image Rights deals. Several of these acquisitions remain some of the largest commercial partnerships in EFL history. 

Ryan Picou
Executive Search and Training

Ryan Picou

Vice President, Executive Search and Team Consulting.
Ryan has 18+ years of experience in the sports industry where he has achieved outstanding results in sales and sales leadership roles across multiple sports organizations. Ryan is also well known as an excellent leadership and sales trainer, in and out of the sports industry, and leads that division for our firm after spending six years being a lead trainer for the NBA League Office in TMBO. He is also a respected thought leader in Premium Seating strategies and sales in the sports and entertainment industry having helped open multiple new buildings and selling out their premium inventory.
who we are

Our People

Montel Adofo
Athlete Management

Montel Adofo

Performance Coach

Montel Adofo

Performance Coach

After graduating with a BSc Sports & Exercise Science Degree, Montel quickly gained valuable experience coaching elite footballers across Europe under the wing of Anthony Aluko (Head of Performance Division). Montel aims to incorporate components of physical plyometric training alongside technical, mental and tactical analysis, offering a multifaceted approach to his specialised training. Additionally, Montel is a qualified CIMPSA Level 3 Personal Trainer working for Nuffield Health, his clients boast of his bespoke sessions and training plans tailored to each indivduals needs; with a focus on building strength and explosive power to match football specific needs, in order to elevate performance.

Anthony Aluko
Athlete Management

Anthony Aluko

Head of Football Performance

Anthony Aluko

Head of Football Performance

Anthony Aluko is a Football Performance Specialist, working at elite emerging and senior level across some of the biggest footballing markets in Europe. He has trained a range of players from up and coming talent worldwide, to premier league stars. Anthony has over 14 years coaching experience; coaching teams, academy players, futsal, European teams, women’s teams/ players & S&C. With 7+ of those years dedicated to individual player development.Industry-recognised, Anthony is also a brand performance headliner for Nike Inc in the UK. With experience working with many sports brands within football.

Brock Appleby
Executive Search / Consulting

Brock Appleby

Executive Search and theClubhouse®

Brock Appleby

Manager

Brock acquired 3+ years of experience in the sports industry before joining GSW in 2023. He began his career for the Chicago Fire FC (MLS) out of college, previously interning at the San Francisco 49ers (NFL), and the United Shore Professional Baseball League. Brock made a name for himself at the Fire by selling season ticket packages and creating valuable relationships with some of the city’s elite business leaders; he was promoted twice during his time with the Fire. Brock is highly regarded for his work ethic, creativity, and overall approach in the ticket sales process. 

Brock graduated from the University of Missouri in 2019 with a bachelor’s degree in Sport Management. He currently resides in Chicago just a few blocks from historic Wrigley Field.

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Athlete Management

Mark Aspinall

Head of Football
FA Registered & FIFA Licensed Agent

Mark Aspinall

Football Intermediary

Mark first joined the Agency 4 years ago and has over 10 years experience as a football intermediary. He also has a wide ranging client list that includes talent from League Two all the way up to the Premier League. Based in Manchester, Mark mainly works with talented Senior and youth players.

Micheal Barker
Commercial Executive

Michael Baker

Sponsorship and Executive Search consultant

Michael is a Sport Business and Innovation masters graduate where he developed his passion and knowledge about the sports industry, in the particular areas of commercial revenue generation and sustainability, which culminated in his dissertation topic around fan sentiment towards front of shirt sponsoring brands in the English Premier League. Michael has been working with General Sports Europe’s commercial consultancy division since 2022, helping to develop the commercial strategy and secure commercial partnerships with some of General Sports’ prestigious rights holder partnerships. Beyond this, Michael has also helped drive strategy for special projects and opportunities across the business.
Jaydon
Athlete Management

Jayden Barrington

Talent Identification

Jayden joined General Sports Worldwide after playing several years of both grassroots and high-level academy football. Jayden is an aspiring agent and Talent ID, who already has an extensive contact list across the top level of the football industry, including from emerging talent, first team players and key personnel within clubs.

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Athlete Management

Josh Brian

Head of Football Data & Analytics

Josh Brian is football performance analyst who has worked with various elite players, domestically and overseas, from various levels of the football pyramid. Using statistical and video analysis, Josh specialises in providing detailed and tailored sessions with both first team and academy players to identify the player’s strengths and areas of opportunity – whilst also providing actionable insights and development points to improve their performances moving forward. 

Previously of Brentford Football Club, Josh has developed a strong knowledge of football analytics and its ability to positively impact and effect decision-making within football organisations. Josh graduated from UCFB, Wembley Stadium, in 2019 with a First-Class Honours degree within a football business related subject. Josh joined General Sports in 2021.

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Athlete Management

Chris Fitzsimmons

Women’s Football
Player Liaison

Chris joined General Sports Worldwide’s Women’s Football Division just under 3 years ago.  Chris has built a strong network of talent in women’s football, from U17’s academy football right up to the senior Lionesses. Chris is based in the Northwest of England, but travels both domestically and overseas to attend women’s matches, which has helped him develop his extensive contact list.

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Athlete Management

Jeff Freeman

Head of Track & Field

Jeff is a World Athletics ratified athlete representative who manages elite Track & Field athletes all over the world, co-ordinating their competition schedules and also representing them commercially. A former television producer, he’s passionate about helping athletes fulfil their potential on and off the track as they navigate the Olympic Games’ flagship sport.

Kayla Lawson
Executive Search

Kayla Lawson

Senior Manager Executive Search and Team Consulting

 

Kayla has over four years of experience in the sports industry, previously working for the Phoenix Suns (NBA) and Phoenix Mercury (WNBA) where she was promoted twice in a short period of time for her outstanding results. Kayla was recruited out of college to join the Suns. Kayla is highly regarded for her tireless work ethic, attention to detail, creativeness, and upbeat energy. She is also passionate about building and maintaining relationships. She has a strong focus on making an impact on people in a positive way. Kayla is an active member of WISE (Women in Sports and Events).

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Athlete Management

Ian Luck

Head of Football
FA Registered & FIFA Licensed Agent

Ian brings a quality network of contacts and a wealth of experience working in football representation for the last 10 years. 

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Athlete Management

Luke Murphy

Player Liaison

Jack Morley
Social MEDIA

Jack Morley

Head of Social Media

Ian brings a quality network of contacts and a wealth of experience working in football representation for the last 10 years. Ian has played an integral role in development of several elite senior & young professional footballers. Ian is also a senior member of the football division within General Sports Worldwide.

Jack is the Head of Social Media at General Sports Worldwide, after joining initially as a consultant back in early 2023. Jack oversees all aspects of the social media platforms within the organisation and has a wealth of experience working in this field, having originally started out working as an apprentice within a digital marketing agency over 12 years ago.

Joanne Orme
Athlete Management

Joanne Orme

General Manager – General Sports Europe

 

Jo has more than 15 years experience in the sports industry where she has worked with high profile sports people and their families as well as a variety of corporate teams in the commercial world. Jo joined 366 Group from Stoke City where she was Assistant Club Secretary. Her time at Stoke followed more than a decade at Derby County where she took on the role as Executive Assistant to the corporate team and also that of Assistant Club Secretary.

Experienced in transfers, contract negotiations and commercial deals, Jo is a great asset to General Sports supporting the sports agents and their clients ensuring at all times the highest level of client service is provided.

Matt Orme
Finance

Matt Orme

European Financial Controller

 

With over 35 years working in the Manufacturing Industry Matt brings a wealth of experience to work alongside the Management Team on all financial matters. Matt has been instrumental in implementing the company’s forecasting and budgeting process, introducing and producing in depth monthly Management Reports to ensure full financial visibility throughout the company.

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Athlete Management

Tom Stalker

Head of Boxing

Thomas leads the General Sports Boxing division managing the growing stable of fighters. Thomas has significant experience in the boxing management business following a glittering amateur and professional career.  Thomas Captained the GB Boxing team including names such as Anthony Joshua at the 2012 London Olympics while also claiming the prestigious title of Amateur Boxer of the Year. A former GB, European and Commonwealth Games champion Thomas brings all of his experience from the ring to the impressive roster of fighters he will now guide to British, European and World success.

Aiden Tierney
Athlete Management

Aidan Tierney

Manager of Operations

 

Aidan is a Manager of Operations at General Sports Worldwide who specializes in contracts, negotiations, and labor law. His experience includes player representation, consulting, diversity initiatives, event management, and project organization. A former Ivy League athlete with a reputation as an innovator and a leader, Aidan is a great asset to General Sports Worldwide, supporting the firm and its clients and ensuring the highest level of client service is provided at all times. Aidan holds a Bachelor of Science degree in industrial and labor relations with a minor in business from Cornell University where he graduated with honors.

Nelson Tobin
Sponsorship Brokering

Nelson Tobin

Commercial Executive

Nelson has a wealth of sporting experience having played rugby at an elite level representing his county as well as London Irish and Ealing Trailfinders. He received a rugby scholarship to Brunel University wherein he was contracted to play for the championship club and study at the same time. In 2023 he graduated with a BSc in Sport, Health and Exercise Sciences, granting an in-depth understanding of the statistical elements of player and team performance, giving powerful insights into valuing and evaluating sports assets. Nelson plies his trade across the company, working as a partnership consultant on behalf of some of the biggest sporting bodies in the UK, as well as helping run the commercial operations at GSW Boxing. He has also played a role in Mergers & Acquisitions, aiding in the sale of historic and influential sporting franchises.

Tom Stalker

Head of Boxing

Thomas leads the General Sports Boxing division managing the growing stable of fighters with Co-Head Paul Smith. Thomas has significant experience in the boxing management business following a glittering amateur and professional career.  Thomas Captained the GB Boxing team including names such as Anthony Joshua at the 2012 London Olympics while also claiming the prestigious title of Amateur Boxer of the Year. A former GB, European and Commonwealth Games champion Thomas brings all of his experience from the ring to the impressive roster of fighters he will now guide to British, European and World success. 

Aidan Tierney

Manager of Operations

Aidan is a Manager of Operations at General Sports Worldwide who specializes in contracts, negotiations, and labor law. His experience includes player representation, consulting, diversity initiatives, event management, and project organization. A former Ivy League athlete with a reputation as an innovator and a leader, Aidan is a great asset to General Sports Worldwide, supporting the firm and its clients and ensuring the highest level of client service is provided at all times. Aidan holds a Bachelor of Science degree in industrial and labor relations with a minor in business from Cornell University where he graduated with honors.

Nelson Tobin

Commercial Executive

As the newest member of the General Sports team, Nelson has a wealth of sporting experience having played rugby at County level for Middlesex, as well as securing a place at both London Irish and Ealing Trailfinders Fast Track Academies. He also spent four years at Wasps colts winning consecutive championships at each age level. Nelson has an in-depth understanding of the statistical elements of player and team performance giving powerful insights into valuing and evaluating sports assets. A fluent multilingual, Nelson holds a BSc in Sports Health and Exercise Sciences from Brunel University and provides a unique connection to the company’s client demographic of professional sportspeople.

Miguel Veloso

Head of European Football Operations

Miguel started playing football at the age of five years old, played until his late twenties for clubs SVV Sloterdijk, Neerlandia SLTO and AFC AJAX. Miguel had to stop due to an injury and therefore started to working as a player agent.

Miguel is an experienced player agent, with 14 years in the industry. He has done deals in almost all countries in Europe and South America. Through his time as player at AFC AJAX  he has a multitude of key contacts in the football industry, from presidents, to directors to scouts.

Miguel is known for outstanding relations with every level and clubs from youth to first team in most of the countries in Europe as also in Brazil. Miguel’s key = qualities and skills lie in an extensive knowledge of football, possessing a large international network, and, personal experience as an ex-football player. Miguel knows what it feels to be on the pitch and the importance of building relationships and to put people at ease with his approach. Miguel also has experience in managing a club and football school (Portugal and Brazil respectively).

General Sports Worldwide

Diversity, Equality and Inclusion

At GSW work as a team and embrace diversity and equality in a serious way. We are committed to building a team with a variety of backgrounds, skills and views. The more inclusive we are, the better our work will be. Creating a culture of Equality isn’t just the right thing to do, it’s also the smart thing.

where we are

Our Locations

General Sports Europe, LLC

London

1 Kingsway, London, WC2B 4DS

UK Headquarters

Manchester

19-25 Manchester Road, Wilmslow, Cheshire, SK9 1BQ

General Sports Worldwide, LLC

Jacksonville

841 Prudential Drive, Ste. 1200, Jacksonville, FL 32207
North America Headquarters

Detroit

400 Water Street, Suite 250, Rochester, Michigan, MI 48307

General Sports worldwide

There may be people who have more talent than you, but there's no excuse for anyone to work harder than you do - and I believe that. - Derek Jeter