Gordon Cunningham

Commercial Director | Global Sports Partnerships

Talent

GlasgowMember since June 15, 2026

Global Commercial Strategy & Revenue DiversificationCorporate Sponsorship & Agency ManagementMulti-Sport & Major Event Operational GovernancePublic-Private Strategic PartnershipsDigital Product & Platform GTM ExecutionMultidisciplinary Team LeadershipAthlete & Institutional Stakeholder EngagementBrand ROI & Rights Commercialization

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About

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.

Experience

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.