Two decades across professional sport, startups, SaaS and small business. Named where I can; anonymised where discretion is the whole job.
It started as a conversation at a training-camp hotel in early 2019. We worked the deck through the Tour of California that spring and had our anchor partnership signed by that July. I was there from that first idea to the day we wound down operations in 2024.
My role: co-founder and Chief of Staff (and CMO for a stretch). I built the investor and board communications, pulled siloed teams into one data-driven operating rhythm, and ran partnerships from professional athletes to Fortune 100 relationships. Concept to a global metabolic-health brand that partnered with Abbott, Oura and Garmin. Built the category; timing beat the company.
The world’s first all-diabetes professional cycling team. From 2013, I helped grow it into a marketing and partnership powerhouse. Today it carries a bigger social following than every team at the Tour de France team, combined. I’ve recently been asked back to help with partnerships and marketing.
The proof: the title partnership with Novo Nordisk now runs through 2031. A rare, decade-plus commitment to a team that wins on meaning as much as podiums.
Stood up a relief nonprofit from nothing within 50 hours after the hurricane.
After Hurricane Helene hit western North Carolina, I oversaw the media effort and built the brand and external comms: effectively building the organisation, (minus the financials) within 2 days. Organization continues to provide support for rebuilding throughout WNC.
Helped a WorldTour rider become more than a name in the peloton.
Supported and steered his strategic messaging from 2017 to his end-of-2021 retirement — media, press and a strong social presence — helping develop the platform for a highly successful next chapter after racing.
A brilliant founder doing five jobs at once.
~10 hours a week as fractional Chief of Staff: prioritisation, operating cadence, and protected founder time. Launched from concept to a live platform; in VC due diligence as of late 2025.
A healthy CAC that couldn’t scale - the ceiling was upstream.
Found the leaky bucket under the ad account: onboarding filtered out half of every cohort, and 77% of the owned audience had gone quiet.
CROWLOFT