OUR PRINCIPLES
ABOUT TSCG
Built from inside the business of sport
That Sports Consultancy Group was built on more than two decades of hands-on experience across the commercial business of sport.
From club retail and ecommerce to licensing, partnerships and go-to-market strategy, we understand the commercial and operational realities behind sustainable growth.
We work alongside organisations to turn strategy into practical action, bringing senior experience without unnecessary layers or one-size-fits-all recommendations.
Built through hands‑on experience across the business of sport
2005
Began in branded high-street sports retail before moving into professional football, building hands-on experience leading retail, ecommerce, ticketing and commercial operations while developing a practical understanding of how clubs grow revenue and serve supporters.
2021
Moved into senior roles across sports retail, ecommerce and technology businesses, leading retail transformation while developing licensing, partnerships and broader commercial growth.
2023
Founded That Sports Consultancy Group to give clubs, brands and sports businesses access to practical senior expertise without unnecessary consultancy layers.
How we work
These principles shape how we approach every brief, work alongside client teams and turn strategy into practical commercial action.
Selected project imagery reflects work delivered across Lee Hyde’s wider career, including roles held before establishing TSCG.
Commercial outcomes first
Every recommendation starts with the commercial reality. We focus on the actions most likely to improve performance, strengthen capability and create measurable value.
Independent perspective
We give clear, honest advice based on what the business needs, not what is easiest to say. That means challenging assumptions when necessary and avoiding predetermined solutions.
Practical by design
Strategy only creates value when it can be implemented. We turn analysis into clear priorities and practical actions that reflect the people, resources and commercial realities of each organisation.
Commercially grounded
Our thinking is shaped by experience inside sports organisations and businesses, where decisions must work operationally as well as strategically.
Working alongside you
We combine your team’s knowledge with our external perspective and experience. The strongest solutions are built together, with clear ownership from the outset.
Value that lasts
Quick wins have their place, but our aim is to leave organisations stronger. We build capability, clearer decision-making and commercial foundations that continue beyond the engagement.
Senior expertise, assembled around the brief
Founder-led
Direct access to senior expertise
One clear point of accountability
Commercial understanding from the outset
Continuity from strategy through delivery
A lean and responsive way of working
Built for the challenge
Expertise matched to the challenge
Trusted global specialists, brought in when needed
Support shaped around your internal team
Flexible project, fractional or retained support
A delivery model scaled to your requirements
Our team
The people behind TSCG
TSCG is founder-led, supported by a trusted network of senior specialists across retail, ecommerce, licensing, partnerships and commercial growth. We bring together the right expertise for each brief, giving clients direct access to experienced people without unnecessary layers.
Lee Hyde
Founder & Director
United Kingdom
Lee is a senior sports retail and commercial operator with more than two decades of experience across clubs, brands and technology businesses. He founded TSCG to give organisations direct access to practical expertise spanning retail operations, ecommerce, licensing, partnerships and commercial growth.
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Chloe Hyde
Director
United Kingdom
Chloe is a co-director of TSCG and supports the administration and coordination that keeps the business running effectively. Working behind the scenes, she provides structure and continuity across the company’s day-to-day operations.
Domenic Notarfrancesco
Strategic Advisor
United States
Domenic is an international sports commercial leader with experience across market entry, business development, partnerships and sporting goods. As a Strategic Advisor to TSCG, he provides senior perspective on selected briefs, particularly where international growth and market development are central to the challenge.
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