North America Team

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FOUNDER & GROUP CEO

Alex has 12 years experience across the UK, Europe, Australia and NZ of leading award-winning teams that have successfully re-defined how the sport, leisure and fitness sector uses data and plans investment into community programs and infrastructure. 

This is underpinned by the development and application of innovative market and business intelligence platforms that have been used by multiple governments, 100+ sport governing bodies, 3,000+ facilities, and influenced how over 17 million people are active today.

BOARD CHAIR

Michael has over 15 years of consulting experience throughout western and northern Canada, and is the Managing Partner at RC Strategies and the President of the Canadian Parks and Recreation Association. 

Michael ’s experience provides a holistic perspective to building recreation capital and introducing new high impact data and technology innovations.

GENERAL MANAGER & GROUP HEAD OF PRODUCT

Chris joins ActiveXchange with 15+ years of professional experience in operations, business intelligence, and product-oriented roles.  He has delivered tech-based products, digitalization strategy and leadership in large enterprise (regulated/ government environments) and innovative and entrepreneurial small to medium businesses.  

Chris holds a B.Sc - Engineering from Queen’s University, Kingston, ON, Canada and an MBA from the Smith School of Business at Queen’s. Chris is a lifelong athlete, professional coach (alpine skiing & sailing), and volunteer club/ advisory board member. 

ACCOUNT MANAGER - CLIENT SUCCESS

Sydney joins ActiveXchange with 7+ years of experience working in Aquatics Leadership and Recreation Planning (including for Strathcona County), bringing a wealth of frontline experience to our clients. 

Sydney holds a BA in Sociology and Psychology and is an advocate for the importance of universal access to sports, recreation and leisure. Her background as a competitive dancer has instilled in her a passion for physical activity and its transformative powers. Using data driven decision making, Sydney helps clients achieve their goals. 

DATA SCIENCE ANALYST

Sara is experienced in analyzing data and developing predictive models using a variety of Machine Learning and Artificial Intelligence techniques. She recently received her master’s degree in construction engineering and management from the University of Alberta. 

Sara's expertise in using Data Visualization to translate data into valuable insights and embedding these into business processes supports a range of ActiveXchange data intelligence partners.

DATA SCIENCE ANALYST

Youssef has a profound grasp of advanced mathematical concepts and statistical methodologies, coupled with expertise in data science and machine learning. His skill set extends to extracting actionable insights from intricate datasets and implementing machine learning and reinforcement learning algorithms to reveal patterns, trends, and correlations.

Youssef holds a Master's degree in Mathematics and Statistics, specializing in Data, Modeling, and Predictions from the University of Alberta. Additionally, Youssef is a soccer player and a judo practitioner.

GROUP CHIEF OPERATIONS OFFICER & GENERAL MANAGER, APAC

 Richard has a senior operations executive background focused on problem solving, building successful teams and promoting healthy culture within organizations. He has worked for a number of global organizations, with hands-on experience opening international offices on the ground and remotely. He played a key role in the growth experienced by Ai-Media, navigating its expansion into global markets and spearheading its journey to an ASX listing.

Being a father of two and having type-1 diabetes, Richard knows how important movement and health are and is excited to bring his skill set and experience to ActiveXchange.

GROUP CHIEF FINANCIAL OFFICER

Matthew is a strategic and commercially focused finance executive focused on corporate strategy, developing commercial growth and operational awareness, driving transformation, outsourcing and enhancing internal controls, cash management and financial planning.  

He specializes in management information, cash management, business intelligence, change management, financial planning & analysis, strategy, procurement, business development, controls and systems design & implementation. 

MARKETING EXECUTIVE

Monique has nearly 10 years of marketing & communications experience, with the majority of her career spent in the sports licensing and merchandise industry. She has worked closely with many of the major Australian sporting codes and teams, including the NRL, Football Australia and Cricket Australia, as well as international brands such as '47 and Nitro Circus.

Monique shares the team's passion for sport & physical activity, and can usually be found at a netball court in her spare time.