UK-based technology company, Feldspar, which is developing a smart running track, has announced three senior appointments to its board of directors.
Joining Feldspar’s board – with decades of experience across sports, entertainment, and business strategy – are Mathew Cole, Julia Elliott Brown, and Tim Godfrey. Meanwhile, Elliott Brown has been appointed Chair of the board, effective immediately. Further appointments to the board are expected later in the year.
Feldspar’s performance running track is being developed to incorporate advanced sensors. In addition, camera-based methods measure the movement of athletes through their footsteps and stride to capture data in real-time, bringing new levels of precision in analysing running performances.
Alvina Chen, Founder and CEO of Feldspar, said “As we advance the development of our modular digital high-performance running track and explore strategic opportunities to radically transform the fan experience at live sports events, having senior advisors with diverse expertise in sports, entertainment, and high-growth businesses is crucial.
“I am thrilled to have such an exceptional board supporting Feldspar. With these appointments, we are well-positioned to accelerate turning our vision into reality and bring our cutting-edge technology to the world of athletics, and create new, visually captivating experiences for live sports fans who value high-energy competitions and races full of adrenalin.
“The expertise that Mathew, Julia, and Tim bring will guide our growth and ensure, that as a tech-first company, we remain at the forefront of innovation for athletes and fans alike.”
The new board appointments follow Feldspar’s recent announcement of Olympic Gold medallist Darren Campbell MBE joining the company as Global Track Strategy Director.
New to Feldspar’s board, Tim Godfrey has played a role in developing and launching major sports leagues and IPs such as FIA Formula E, SailGP, the Professional Triathletes Organisation (T100 Triathlon World Tour), and, most recently, professional padel team competition, the Hexagon Cup.
Tim Godfrey, said “I am thrilled to join Feldspar as a Board Advisor, bringing my experience in launching and scaling start-up sports businesses across motorsport, sailing, triathlon and padel tennis to this innovative venture in athletics.
“I look forward to helping Alvina and the Board drive global growth and revolutionise athletics by establishing international partnerships, disruptive commercial, media, and broadcast frameworks that will make history in the world of athletics.
“Leveraging our unique AI and data capabilities we aim to set new industry standards and build strong relationships with key global players, positioning Feldspar as a leader in the next era of sports entertainment.”
Mathew Cole is an entrepreneur and senior executive with experience across media, sport, technology, and venture capital in the UK and Australia. As an entrepreneur, he founded The Blaze Agency (acquired by CSM), and Sporple, where he raised capital from top-tier venture funds and NBA/NFL ownership groups.
Julia Elliott Brown is a seasoned board advisor and entrepreneur with over 25 years of experience in building, funding, and scaling high-growth businesses, including internet pioneer UpMyStreet.com, the fashion-tech brand Upper Street, and consultancy firm Enter The Arena.
