Gordon Cunningham

Senior Executive with a foundation in Sports Studies, Kinesiology, Sports Therapy, and elite coaching, backed by 10+ years directing commercial operations, multi-sport event logistics, and high-value partnerships. Proven track record launching digital sports tech platforms (Wattbike), leading global brand activations (Vivobarefoot), and directing embedded operations across high-pressure environments including the Tour of Britain, international football, GB Rugby, and the Royal Conservatoire of Scotland. Combines clinical sports performance expertise with commercial sharpness to build high-trust relationships across community systems, institutional bodies, and corporate sponsors.

Expert at converting physical literacy and mass-participation frameworks into sustainable commercial growth, governing cross-functional teams, and driving value across complex partnerships.

Managing Director - ACTIV MOVEMENT LAB - Glasgow & International

(2016-01 - 2026-01)

• Participation & Movement Hub: Founded and scaled an international performance and movement hub, driving community participation through targeted health, wellness, and physical literacy initiatives.
• Multisport & Event Operations: Embedded performance specialist across multiple events covering the Tour of Britain, International football and Ultra events directing high-pressure logistics, elite athletic environments, and cross-functional team dynamics.
• Institutional Alliances: Engineered technical performance partnerships and educational workshops with premier athletic and cultural bodies, including GB Rugby and the Royal Conservatoire.
• Executive Team Leadership: Directed a multidisciplinary team of elite coaches, therapists, and practitioners to deliver physical optimisation frameworks, behavioral change programs, and high-impact educational content.

Strategic Partnerships & Activations Lead (Consultant) - VIVOBAREFOOT - UK & Europe

(2024-01)

• Global Community Architecture: Formulated and delivered large-scale community activation and movement frameworks aimed at driving behavioural shifts toward natural health and physical literacy.
• Brand ROI & Commercial Activations: Leading international brand activations and translating technical biomechanics into commercial revenue streams while driving key pillars across B-Corp, Sustainability, and Regenerative (REVIVO) frameworks.
• Multi-Biome Event Execution: Engineered strategic partnerships with high-profile talent (Jason Fox SAS Who Dares Wins), raising nearly £250,000 in the inaugural campaign by creating accessible ultra-endurance participation models across challenging outdoor environments.
• Stakeholder & Health Integration: Directed holistic health activations (movement, cold/heat exposure, breathwork) across outdoor and indoor locations; served as Technical Advisor for Military Human Performance, managing high-level institutional stakeholder relations.

Commercial Partnerships & GTM Lead - WATTBIKE - UK & International

(2018-01 - 2023-01)

• Educational & Platform Strategy: Spearheaded the development of bespoke online learning platforms and educational content, expanding user engagement and national partner satisfaction.
• Development Pathways & Accreditation: Directed CPD training programs alongside national and international master trainers, establishing standardised delivery, brand consistency, and coach education frameworks across global markets.
• Lifecycle Management: Collaborated cross-functionally with the internal Wattbike team to lead the evolution of training materials and resources, directly improving client retention and long term partnership value.

BSc - Sports Studies & Kinesiology

Certification - Functional Range Conditioning - FRS System

Certification - FAKTR - Functional & Kinetic Training IASTM

Certification - Sports Therapist

Certification - Personal Trainer

Certification - PTLSS Teacher Training Level 4

Certification - Holistic Therapist - Federation of Holistic Therapists