Laurence leads Advanced Analytics at the Rugby Football Union, where his team is building the customer analytics capability that underpins helps boost the profile of Rugby across fans players and volunteers. We focus on understanding fans, players, and volunteers through segmentation, lifetime value, propensity modelling, and pricing analytics etc, turning data into decisions that shape how the RFU grows the game.

Our work sits at the intersection of data, strategy, and storytelling, building the platform and models on one side, and helping the business act on what they tell us on the other. Laurence is particularly interested in how sports organisations can use analytics to deepen fan relationships, unlock commercial growth, and support participation at every level of the game.