James Craig
Commercial leader and consultant in sport, tech and physical activity
james-craig
Northampton, United Kingdom
Joined June 2026
Summary
Commercial partnerships and revenue development in sport — James has held progressive commercial leadership roles at British Fencing (Participation Business Manager → Commercial Manager → Head of Commercial → Commercial Director) and worked on partnership and education commercialisation strategies to diversify income and grow participation. britishfencing+1
Digital product development and vendor partnerships — James led the redevelopment and commercialisation of the Explore Fencing app through partnership with Telescopic, focusing on backend stability, CMS development and new revenue streams for coaches and partners. co+1
Governance, continuity and practitioner guidance — He authors practical guidance for sports organisations (for example on business continuity), emphasising people, access controls, testing and cyber security, showing a focus on operational resilience in the third-sector sport context. tidyhq
Entrepreneurship and consultancy in sport and tech — James operates as an independent consultant and founder (James Craig Consultancy / JAMES CRAIG CONSULTANCY LTD) and founder of HubDub, indicating a move into advisory and consultancy work supporting sport, technology and participation initiatives. gov
Work
Projects
Writing
Business Continuity for Sports Organisations: A Practical Guide
January 1, 2026A long-form guide explaining business continuity vs. disaster recovery for sports organisations, outlining practical steps to map critical functions, assign backups, secure credentials, plan communications and test continuity plans.
BF PARTNERS WITH TELESCOPIC
August 1, 2022News article describing the partnership between British Fencing and Telescopic, including commentary from James Craig on the value of the digital partnership and its impact on the Explore Fencing app and wider commercial programme.