Executive team

EXECUTIVE DIRECTOR

Andrew is a senior operator and strategist in sports technology, governance and media. As COO of Scoreline, he leads operations for a global AI-powered fantasy sports ecosystem, and holds a senior governance role on the board of Welsh snooker.
A fantasy football expert and content creator — and Sun Dream Team Champion 2020/21 — he brings both industry expertise and genuine passion for the sector as co-founder of the UKFSF.

GENERAL MANAGER

Tim is a commercially focused strategist with over 20 years’ experience across media, sport and technology, helping organisations translate strategy into growth through audience insight, digital transformation and direct-to-consumer models. He is a co-founder of the UKFSF.
He has previously worked for Two Circles and the England & Wales Cricket Board (ECB), is an avid fantasy player of all sports, particularly FPL and NFL, and is writing a book on the history of fantasy sports.

HEAD OF COMMUNITY

Holly Shand is one of the most prominent female faces in the FPL punditry world with over ten years’ experience in the space. She is a FPL content creator and pundit for the Premier League, The Athletic & Sky Sports News.
In 2025, she won a Football Content Awards for Best in Fantasy Football Creators. She has 90k followers on X, more than a million likes on Tiktok and over 40k subscribers on YouTube.

advisors

FOUNDING ADVISOR

Jon is a highly respected sports leader and strategist with more than three decades of experience across disability sport, governance and international sporting organisations. He is President of World Boccia and founder of sports consultancy Sinsir, having previously served as Chief Executive of Disability Sport Wales, where he played a leading role in transforming participation and elite performance pathways across Wales.
Awarded an OBE for services to disability sport, Jon has held senior board and advisory roles across organisations including the British Paralympic Association, Commonwealth Games Wales and the Welsh Sports Association. He brings deep expertise in governance, inclusion and long-term sports development, alongside a passion for building sustainable and impactful sporting ecosystems.

FOUNDING ADVISOR

Craig is a subscription growth specialist with more than 15 years’ experience across digital media, sport and direct-to-consumer businesses. He is founder of FILDI, a consultancy helping Shopify-based scale-ups build and grow sustainable recurring revenue, drawing on senior subscription leadership roles at Sky, BT Group, News UK and Future, as well as digital sports platforms including NFL Game Pass and Tennis TV. His expertise spans subscriber retention, operations and lifecycle optimisation, helping brands strengthen long-term customer value across domestic and international markets.

CEO | SOLIO ANALYTICS

Tools & Data Providers

Jørgen is Co-founder and CEO of Solio Analytics, a sports analytics company developing data-driven tools to help fantasy players make better-informed decisions.
He brings extensive experience in strategy, business development and turning complex ideas into practical products, alongside a deep interest in fantasy sports and the role of data and technology in shaping how people play.
At the UKFSF, Jørgen brings particular expertise across innovation, analytics and product development, helping the Forum explore how technology and data are changing fantasy sports and the wider fan experience.

Further board members representing each of our five types of stakeholder, and a Chair of the Board, will be appointed in due course.