About Greg, our Principal Consultant.
Greg has over 20 years’ experience in the leisure industry – 18 years as an operator and the past two (and counting) as a consultant. He supports clients with procurement, capital investment strategies, service reviews, and feasibility studies, including revenue projections and business plans.
Outside of work, Greg has joined the padel hype and recently become a little obsessed with kettlebell training – perhaps a side effect of turning 40…!

Testimonials
“Max Associates combined strong sector knowledge with a clear understanding of Dorset’s geography and diverse communities. Their evidence-based approach — incorporating stakeholder consultation, facility mapping, condition and performance analysis, and commercial review — gave us a clear picture of current provision and future need.
The resulting strategy provides a prioritised and deliverable but ambitious investment programme, including new-build and refurbishment projects supported by robust revenue modelling and capital cost estimates. Their review of management options across our mixed portfolio was particularly valuable, demonstrating the financial and qualitative benefits of moving towards a single management model.
Max Associates were professional, collaborative and highly responsive throughout, and we would confidently recommend them to other local authorities seeking strategic leisure planning expertise.”
Paul Rutter
Service Manager for Leisure, Arts and Cultural Services, Dorset Council
“Working with Kirsty and the team at Max Associates to develop our Active Communities Framework has been an invaluable experience. Their expertise and collaborative approach were instrumental in shaping the Active Communities Framework. Kirsty brought a deep understanding of sport, physical activity, and community engagement, ensuring that each strategy that was part of the framework was evidence-based, practical, and aligned with our local priorities. The process was smooth, well-structured, and collaborative. Kirsty listened to our needs, challenged our thinking where appropriate, and provided clear guidance throughout. These strategies provide a strong foundation for decision making, investment planning, and partnership development, helping us deliver better outcomes for residents and create more active, healthier communities”.
Julie Cardwell
Head of Leisure Services, North Northamptonshire Council
“The Max Associates team are extremely professional and knowledgeable and the work they have delivered for South Derbyshire has been outstanding.
In South Derbyshire we had an outsourced procurement function with NHS Chesterfield – so the support Max Associates offed the Council in this process was invaluable. They ensured we created the right service specifications to get the outcomes we were looking for and to get the best responses from the market.
Prior to the actual leisure contract procurement work Max Associates conducted soft market testing to help initiate this process. Also, with their expertise and support we were able to go out to market, appoint and mobilise new contractors with in a 12-month period.
The outcomes from this means that significant savings will be realised to the council over the term of the contract, also investments into the leisure facilities have also been delivered in the first year of the contract, which has led to increased participation and customer satisfaction.
Max Associates have also supported us on facility mix recommendations for a future leisure centre design and are working with us to devise a future Active Wellbeing Strategy.
I would highly recommend Max Associates services to other local authorities to support any leisure contract procurement or leisure/physical activity strategy work.”









