Global Sport Technology

Existing Challenges


Commercial Model

Technology for sports federations is skewed heavily to Tier 1 sports who can afford substantial licensing fees or have the audience size to enter into sponsorship deals. 


Sector Experience

The founders and exec team behind GST are all from sports federation, team, content or management backgrounds within sport. We understand the language, needs and financial challenges of the space in which we operate.


Data Ownership

GST is an enabler – we don’t own the data of our federations and we don’t market services to them directly. 



Our mission.

Global Sport Technology (GST) is on a mission to democratise access to technology that connects every level of participation and membership across sporting organisations.

We’ve built a data and revenue platform designed to drive participation and fan engagement, creating new income opportunities for you and your sponsors, all the while giving you unrivalled access and control of your own data.

Our suite of athlete, coach, member and fan tools require no upfront fees, offering you financial independence and a scalable solution to grow your community without capital investment.


We’re not just a data platform – we’re a one-stop partner for all your technological needs, from membership and ticketing, to live-streaming your events. All our products are designed to work in synergy with one another, meaning there’s no hassle for you to collate data across platforms, and we can even synchronise with your existing databases.

Our state-of-the-art ticketing services has a transparent fixed-fee per transaction rate, no matter what the price of the ticket, reserving those all-important margins for you. The aim is to provide you with all the tools you need to support and expand your sporting community, whilst streamlining your operations and keeping costs to a minimum.

  • 1

    Coaching & Training

    Building a consistent progression framework enables coaches, athletes and recreational participants to be measured on an equal footing anywhere in the world. Reducing unfair matches and ensuring high quality competition can be achieved by linking to a progression system. The administration for events can be reduced by accessing both membership and progression data on entry. Recreational participants and junior members make up the bulk of most federations base, therefore providing a reason to join the federation through coaching and progression encourages future membership.

  • 2

    GST Magnify

    By knowing who your participant and fan base are you are able to creates an actionable database to whom you can sell – events, training, third-party benefits and most importantly accreditation/licences. Funds aggregated from membership fees are shared between stakeholders and GST which becomes part or your yearly income. Furthermore, additional revenue can be attained from affiliations and third-party purchases as data drives sponsorship and partnerships.

  • 3

    GST Pass

    Global average fees on tickets equate to 10-20% of the ticket price. GST charges a flat fee of £1 per ticket, equivalent to around 2.5% of the average ticket price. Average number of days to get paid AFTER your event has taken place. GST pays clients daily. For some events that could be 3 months faster than Ticketmaster. Most ticket companies do not provide all the participant or fan data with the event owner. GST provides the event owner with 100% of all the data from any event ticket.

  • 4


    Membership is changing. Sport and sports federations have a role of entertainment and community. With more people staying at home, it has been a battle for federations to find new ways to provide services to their members, as well as protecting their revenue streams and attracting new members. The continued growth of content consumption via connected devices should be seen as an opportunity to embrace the power of streaming, both pre-recorded or live, rather than a threat to revenue streams.

  • 5


    Our leadership team consists of an expert group with a number of years of experience in business development, sport and technology. They have backgrounds working within Olympic Federations, influential sports media agencies and managing renowned professional sports clubs, which provides GST with an unrivalled depth of knowledge and experience in which they are able to pass on to you.



    Giles Goodwin

    Giles Goodwin

    Co-Founder & Chief Executive Officer

    Giles is a founding Director of Hedron Sports who has over 17 years’ experience in the media and digital sectors. From 2011 to 2015 he led the global digital media distribution team at IMG Media representing their large client base including the ICC, Wimbledon Tennis and Rugby World Cup 2015. The focus of the role was creating commercial partnership with global digital platforms and publishers. Before IMG Media Giles spent six years in several high-profile commercial roles including time at ESPN based in London building commercial partnerships with global brands. As a former professional cricketer Giles maintains a deep interest and association with the world of sports.

    Lee Booth

    Lee Booth

    Co-Founder & Chief Technology Officer

    Lee has more than 20 years’ experience of designing, building and innovating technology and mobile platforms. He has worked with some of the world’s biggest brands creating interactive experiences, mobile apps and payment systems. Lee has founded and exited three digital tech and marketing business spanning mobile, WiFi, social and IPTV. Lee is currently chairman and co-founder of two technology companies specialising in data-driven events and platforms for music, sport and retail. Clients include Samsung, MasterCard and several mobile networks. Lee is also a non-exec for a charity sector start-up and mobile funding platform and works on a volunteer basis as a Director of the annual Marlow Town Regatta and Festival, which helps to raise funds for the Marlow Rowing Club.

    Jonathan Symonds

    Jonathan Symonds

    Chief Operating Officer

    Jonathan is an engaging and inspiring leader with a track record of driving sustainable results through innovative, market-leading business and operational strategies across a global and multi-faceted organisation. A digital evangelist with a keen commercial nose who can translate complex technology solutions into everyday language.

Jonathan has held board positions in a wide range of organisations from the CIO of the Marcus Evans group to managing director of Ipswich Town Football club. His time at Apple computers he sat on the UK Innovations team.

    Nick Davies

    Nick Davies

    Head of Communications

    Nick Davies spent more than 20 years at the IAAF (now World Athletics), in senior roles including Communications Director, Spokesman, Deputy CEO and Chief of Staff. In 2017 Nick joined the Agency Pagefield Communications and helped to launch Pagefield Sport, which worked with blue chip clients in F1, tennis, Olympic boxing, surfing, golf and athletics. Nick also consulted for the world’s leading social media publishing platform for Athletes, UNSCRIPTD, which was bought by US sport social media giant Players Tribune. Fluent in French and Spanish, Nick also provides strategic communications advice to private and corporate clients in sport.

    Nav Ali

    Nav Ali

    Project Delivery Director

    Nav has had a 25-year corporate career with DSG international plc (now known as Dixons Carphone), both as a retail store manager and latterly in supply chain and logistics, responsible for all import logistics, negotiating service provider contracts and implementing operational capability. Over the last 10 years or so, Nav has provided and managed independent consultancy and project management services across a wide range of sectors and industries including for the UK Ministry of Defence and HMRC. Nav will ensure GST client expectations are managed and projects are delivered on time and to budget. Nav is one of the Directors of the Marlow Town Regatta and Festival, responsible for organising the annual 2-day event in June.

    Sasha Crace

    Sasha Crace

    Client Services Manager

    Sasha is the Client Services Manager at GST, working both client side and internally with the development team. She previously worked for a sports events and ticketing company, gaining valuable experience of liaising with agencies and sport associations. Prior to that, Sasha was an account manager for a UK based creative agency working both in marketing and project management. As well as playing hockey regularly as her teams captain, Sasha writes a sport blog and provides radio punditry and commentary for both cricket and rugby.



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    Lets start

    Whether you would like to work with us or if you just have a question, please feel free to get in touch with the team, we would love to hear from you.