About PTI

PTI is a digital transformation consultancy which specialises in driving smart, scalable and sustainable revenues for the Sports and Entertainment industries through a holistic digital-led commercial vision.

Our approach combines the revolutionary vision of our Digital Transformation Pyramid with an evolutionary approach. Many of us have worked client-side and understand the realities of the day-to-day pressures so we recognise that whilst the endgame is genuinely transformational, we need to move at your pace.

Our clients have all started their journey with us on different parts of the pyramid but placing short term needs into the context of a broader long-term roadmap enables discussions about “cost” to become discussions about “investment”.

Whereas many rush into the “what?” PTI always start with “Why?”

Senior Management Team


Ben Wells

Chief Executive Officer

A strategic commercial marketer with experience across multiple business sectors, having consulted at Board level to sponsor brands (including at major events such as the FIFA World Cup) and held senior leadership positions in sports organisations, including Bath Rugby and Chelsea FC. Get in touch to discuss your commercial strategy and to understand how you can use your digital assets and smart reporting to generate revenue


Michelle Tricker

Chief Operating Officer

Michelle has worked in the Sports industry for nearly 20 years. Having worked within commercial teams at football clubs Michelle understands the challenges clubs and venues face to realise growth, deliver fan engagement, maximise revenue and create an ROI for investment in technology. Michelle leads the PTI team, systems and processes to ensure that we can deliver excellence for our clients and is a key point of contact throughout any engagement.


Daniel Brown

Chief Data and Digital Officer

A proven analytical and commercial leader that delivers bottom line returns, Daniel has a track record in transforming Sports and Entertainment companies by placing data insights and digital growth at the heart of their vision to deliver commercial, customer engagement and operational strategies. If you are a rightsholder looking to mature your data and digital journey, get in touch.


Dan Smith

Chief Technology Officer

With over 25 years spent working in the IT industry, much of which has been in and around the sporting industry, Dan has extensive experience in not just the technologies that underpin modern sports and entertainment venues, but also the critical part they play in enabling digital and commercial strategies. Working at a senior level across much of his career and with clients such as The Jockey Club, Norwich City FC and at a globally recognised first-class cricket club, and in recent years in Head of IT and CTO roles in major sporting venues, Dan has a proven track record and brings together technical knowledge, commercial understanding and people skills to encourage the best outcome across people, process and tools.

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