Founder | Sports, Marketplace, Mobility & Growth Specialist | Strategic Advisor

Graeme built his career across investment management, technology and high-growth consumer businesses, with a particular focus on marketplaces, mobility, partnerships and scaling operations.

Over the last 15 years, Graeme has worked with entrepreneurs, investors and leadership teams across both startup and corporate environments, combining commercial strategy with hands-on execution.

As Co-Founder of Hiyacar, the UK’s longest-running peer-to-peer car sharing marketplace, he helped build one of the UK’s leading mobility technology platforms from the ground up. During that time, the company raised £17.3M in investment, including more than £12M from angel investors, whilst building a trusted community of over 200,000 users.

Graeme’s experience has included building teams, scaling revenue, developing strategic partnerships and navigating the challenges of growing venture-backed technology and mobility businesses in competitive consumer markets.

He’s worked closely with investors, boards and senior leadership teams throughout the fundraising and growth journey, helping shape both commercial strategy and long-term postponing.

More recently, Graeme Co-Founded ASM, a next-generation sports management and commercial advisory business focussed on elite female athletes, football talent pathways and athlete commercialisation. Through ASM, he’s developed a strong network across professional football, women’s sport, commercial partnerships and athlete representation, whilst advising on opportunities across sports, media and technology.

Graeme’s approach combines strategic thinking in practical execution, helping founders and leadership teams simplify priorities, build strong teams and create scaleable businesses with clear positioning and sustainable growth.

Areas of expertise include:

• Sports, media and athlete commercialisation
• Marketplace, mobility and SaaS growth strategy
• Fundraising and investor readiness
• Product and customer strategy
• Team building and leadership
• Commercial partnerships and brand strategy
• Financial modelling and business planning
• Scaling B2C and platform businesses

Graeme is passionate about supporting ambitious founders, operators and investors building scalable businesses across technology, mobility, consumer and sports sectors.