Our Picture Editor is closer than most to the 52 million images on our SmartFrame Images platform. So which are his favorites?

SmartFrame Picture Editor Marc Goodwin has oversight of the huge volume of images entering our SmartFrame Images platform, from everyday football matches to the world’s grandest tournaments, film premieres, awe-inspiring landscapes, and the breaking news events that make the front pages.

As the curator of our Editor’s Picks, Marc holds an unrivaled position as the person closest to our content. So, out of the millions of images in the collection, which are the ones that truly stand out to him? Here, he runs through his selection.

Manchester City FC team talk

Marc says: This image was captured just ahead of Manchester City’s game against Nottingham Forest earlier this year – and it’s brilliant because it provides an inside view of a private team talk that is normally hidden from the public. The composition is perfectly symmetrical, using the stadium lights to create a sparkle that draws you into the center. It captures the importance of the moment and the intense way the players are looking at each other. While TV cameras usually show this from a distance, this image brings you right into that moment.

Skiing over the Olympic Rings

Marc says: This is an amazing moment, frozen in time. It feels more like a piece of landscape photography that has seamlessly incorporated sport. The angle of the crossed skis emphasizes how precarious and difficult this move is. It’s a beautifully composed, dead-center shot that looks like a piece of art you would hang on your wall.

Jack Black and Paul Rudd at the Anaconda premiere

Marc says: This picture is just ridiculous in the best way; it makes you laugh as soon as you see it. Jack Black always looks like he’s having the time of his life, and this shows that energy perfectly. He comes across as a normal bloke who is just genuinely excited to be there. It’s a brilliant, joyful image that captures the same spirit he brings to his live performances.

Patrick Dorgu’s overhead kick

Marc says: This is the quintessential overhead kick captured at the perfect moment. What really makes it stand out is the detail of the grass flying off the player’s boot and the ball held in such a tight, close position. You have the Brighton & Hove player, Bruno, looking on hopefully that it’s going to go wrong, and even the referee in the background is locked onto the action. The player’s face is absolutely great and his hair is going everywhere; it’s just a great, high-impact football picture that catches the eye immediately.

ICE crackdown in Minneapolis

Marc says: This is a very powerful news picture. You have the subject walking out of a nightmare situation, framed by smoke, flames, and an eerie redness in the background. What makes it so striking is the angle – the subject is looking directly at the photographer’s lens. It feels as though he is looking straight at you as he emerges from the chaos.

Lando Norris wins the Formula 1 World Drivers’ Championship

Marc says: This image captures the raw passion and excitement of a world-class athlete reaching the pinnacle of his sport. For a driver like Lando Norris, who has been karting since he was seven years old, this represents the culmination of a lifelong journey. The sheer action etched on his face tells the story of the entire season and the massive achievement of finally reaching that top spot.

Fire at Wang Fuk Court housing complex in Tai Po, Hong Kong

Marc says: This is a terrifying image that captures the sheer scale of a disaster. It’s impossible to look at this without feeling the pain and misery of the moment; it brings the same kinds of feelings the news about Grenfell Tower did. Seeing three full lanes packed with emergency vehicles beneath the massive structure emphasizes the human cost of the event. It’s a powerful, harrowing image that evokes real feeling, and it’s impossible to look away from.

Wales v All Blacks

Marc says: There is so much excitement and atmosphere in this shot, helped by the hazy, smoky light. It captures a strong moment of contrast between the teams. You can see the clear disappointment on the face of the All Blacks player right next to the Welsh team. Given that Wales has struggled in the top tier recently, seeing that level of passion and excitement on their faces makes for a very powerful sports moment.

Raye performs at Bloomingdale’s X Burberry Holiday Unveil

Marc says: I love the composition of this shot. The singer’s fingernails and the microphone lead your eye directly into her face. Even though her face is slightly out of focus, you can feel the power of the performance. The way the light hits the sequins and details leads everything back to her; it’s a great shot where you can almost hear the voice coming through the image.

Anthony Joshua takes on Jake Paul at the Kaseya Center in Miami

Marc says: This is a great frozen moment from a highly hyped fight that truly shows the power of AJ. The timing is perfect, capturing the white glove against the black background just as it follows through. You can see the sheer force as the opponent’s neck turns and his hair flies up. The impact was so hard it didn’t just break the jaw where it hit, but caused a break on the other side as well. It’s a violent shot, but undeniably impressive. 

Teyana Taylor at the Golden Globe Awards

Marc says: This is an incredibly crisp image, and a great, cheeky moment of excitement. The framing is mega – the flow of the dress and the lines of her arms lead your eye right up to that facial expression. With the light sparkling on her hair and shoulders, it’s a stunning, energetic portrait. I love it.

Lekki-Ikoyi Link Bridge, Lagos

Marc says: This is a textbook example of beautiful composition. Using a drone to get a perspective we don’t normally see, the photographer has captured a totally symmetrical landscape where every line leads straight to the center. It’s a beautifully thought-out image that functions as a piece of art. It’s the kind of picture that deserves to be displayed on a wall.

Suella Braverman defects to Reform UK

Marc says: For a news portrait, this is incredibly striking. It captures the former Home Secretary during her move to Reform UK. Regardless of your politics, the image conveys a real passion for her cause. The lighting is excellent, particularly the glow behind her hand, making it a very intense and emotional political moment.

Rita Ora performs at the 2026 Australian Formula 1 Grand Prix

Marc says: As far as an entertainment shot goes, this ticks all the boxes. It’s a lovely, well-lit picture that captures the grand occasion of a big event. The composition is beautifully symmetrical, with the smoke and the lights framing her and leading the viewer’s eye straight back to her.

Agency Group Head Simon discusses his start in the ad world, the biggest misconception around what advertisers actually need, and his passions outside the office

How did you get started in the ad world?

After I left university, I realized I didn’t want to live in Plymouth, which is where my family was. I had a girlfriend from London, so I decided to move there as quickly as possible – and there were lots of advertising jobs available.

I applied for one and got it, and quickly realized it wasn’t that difficult once you get over yourself and remember you’re just talking in public. Initially, I thought I was only going to do it for 18 months before figuring out what I really wanted to do, but 25 years later, I’m still doing the same thing!

My first job was at The Independent, where I stayed for four years and actually met my wife. From there, I was headhunted by The Mirror, worked at a recruitment consultancy, and eventually spent several years at both Northern & Shell and Reach.

What drew you to the technology side of the industry?

For about 14 years, I was successfully selling products that I didn’t necessarily believe in or feel particularly proud of. I was happily selling stuff, but there wasn’t a real sense of pride there.

When I looked at SmartFrame, I saw that the product was genuinely brilliant, and I fully believe in the proposition. All three sides of the business model make complete sense to me. I clearly understand where we fit in, what our unique selling point is, and how we can offer real, tangible value to brands and publishers. It is incredibly refreshing to represent a tangible product that I can honestly stand behind.

What does your role at SmartFrame look like day-to-day?

I’m only about seven weeks in, so a large part of my day currently involves outreach, learning the technology, and meeting people.

I don’t really have a set routine where I do specific tasks on specific days. My diary is entirely flexible to accommodate whoever I am trying to get hold of. If someone tells me they are only free for a quick coffee on a Tuesday at 4:00 PM, or on a Monday, I make sure I am there.

I also make a point to spend a few days a week in town simply seeing people and evangelizing the product. You can’t rely purely on digital output – you really need that human interaction.

What’s the biggest misconception you encounter about what advertisers actually need?

There is a constant challenge in the industry trying to balance the needs of content providers, publishers, and advertising agencies. We all understand that the internet needs advertising in order to remain free, but users are increasingly frustrated by websites that are just flooded with ads.

Consumers are so used to being bombarded that they almost just want to find the “x” as quickly as possible to close the ad and read the content. Because of this ad blindness, the industry has to realize that simply placing an ad isn’t enough anymore. Driving genuine, measurable attention is the metric everyone is increasingly obsessed with.

What advice would you give someone looking to get into advertising?

Put down your mobile phone and learn to be present in the room. The only way you achieve lasting success in this job is by getting people to want to talk to you, which means picking up on commonalities and finding little hooks that you can reference the next time you see them.

You have to learn how to have a genuine back-and-forth dialogue and pick up on human cues, not just buying signals. Ultimately, everyone knows you want to sell them something, but they also want to be seen as fully developed people with outside interests. If you take the time to genuinely see and listen to them, they are far more likely to give you their time going forward.

What’s changed most in the industry over the course of your career?

On the publisher side, sales units have shrunk massively, meaning fewer people are doing much more. Where you used to just sell newspapers, you now have to sell podcasts, apps, programmatic digital imagery, and direct buys. Because everyone is spinning so many different plates, people have had to become generalists rather than specialists.

On the agency side, there has been a massive headlong rush toward automation. People are increasingly happy to hide behind a keyboard and handle their interactions digitally. It is much tougher now to pull people out of their busy schedules for a natural human interaction – like grabbing a couple of pints at the pub to talk through a thorny issue – which makes relationship-building a bit of a lost art.

Is there a project or partnership you’re particularly proud of?

I am incredibly proud of my involvement with Generation Valuable, a pilot scheme connected to the Valuable 500. It’s an initiative where 75 companies around the world committed to elevating their disabled workforce into key decision-making roles.

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When I was at Reach, I was selected to participate, and my CEO mentored me for a year. We did a lot of great work, including getting all the Reach titles to increase their disability coverage, developing tagging and content trees that opened up new audiences, as well as helping build an accessibility board to assist in redesigning our digital platforms. For a long time, I felt I was just selling boxes with ads, so doing socially conscious work that actually tried to make the world a slightly better place is definitely my proudest career achievement.

How do you see the future of publishing, especially with AI reshaping how content is made and distributed?

The industry is always chasing the next buzzword. In 2025, every media agency was obsessed with “contextual relevance,” and now it seems the obsession has shifted entirely to “attention”. Eventually, there will be something else that takes its place.

When it comes to AI specifically, using it as a blanket coverage term instantly turns people off. We saw this when massive agencies put AI at the center of their story without explaining what it actually meant for individual departments. To get real buy-in, you can’t just throw the word around; you have to demonstrate specific, practical benefits and show how it maturely applies to the business structure.

How do you switch off when you’re not working?

I’ve been married for almost 18 years and have a 14-year-old daughter and an 11-year-old son, so family life naturally keeps me very busy. But to truly switch off, I am obsessed with two things: literature and the NFL.

I always have a book in my hand, even if it’s just to read a few pages while waiting at the doctor’s office. I admit I’m a bit of a snob about what I read. I stick mostly to classics, award-winners, and historical novels, with my all-time favorite being One Hundred Years of Solitude.

I’m also deeply passionate about American football. Even after 18 years as a fan, I’m still learning new things every Sunday, which challenges my brain in a way that watching standard football no longer does.

Our new SmartFrame Images platform is redefining how publishers and content owners use images online. Here, we explain what makes the platform so revolutionary and show you how to get started.

SmartFrame Images is designed to make sourcing and using editorial photography simple, cost free, and more secure. It removes the usual barriers around licensing and usage limits, and provides publishers with a straightforward way to embed high-quality images at scale.

Over 40 million images – and millions more added every week

The library includes more than 40 million images across a broad range of categories, from news, sport, and entertainment to lifestyle, culture, science, and more.

New content is added constantly, so you always have access to the latest moments and stories as they unfold.

So, whether you’re publishing breaking news or evergreen content, the platform ensures you always have something relevant ready to embed on your site.

No licensing fees

One of the biggest differences between SmartFrame Images and other platforms is that SmartFrame Images has no license costs or subscriptions.

This is all thanks to in-image advertising, which creates a fair system for all. Image rights holders are compensated fairly and publishers can earn from this advertising.

It’s a different way of doing things, but it’s fair and far more sustainable than the traditional model.

No limits on embedding

There are no monthly credit caps or usage thresholds. Whether you want to embed 10 images or 10,000, it’s entirely up to you.

You can also use the same image across multiple pages without restriction, helping you create consistent storytelling across your site.

Live Image Feed

If you want to see what’s new the moment it arrives, the Live Image Feed shows you the latest additions in real time. It’s the quickest way to stay ahead of major events, breaking news, and fresh editorial content.

Integrated captions

Every image comes with built-in captions that stay attached wherever the image is embedded. This ensures audiences always have the context they need – who took the photo, what it shows, when it was captured, and so on.

You don’t need to manually add or maintain captions yourself. The details are always accurate and consistent across your site.

These appear over the image when the user hovers over it, but otherwise remain hidden, giving users the benefit of both viewing options.

Content Credentials

With synthetic images becoming harder to distinguish from real ones, provenance matters more than ever.

SmartFrame Images supports Content Credentials, which gives you and your readers a clear view of how each image has been captured and handled.

This helps build trust, especially in news, sport, and cultural reporting, where accuracy and authenticity are critical.

Official and exclusive images

The platform includes a growing range of official and exclusive sports photography from partners such as Manchester City FC, Everton FC, Brentford FC, Six Nations Rugby, and New Zealand Rugby. This gives publishers direct access to premium, rights-cleared content that isn’t available elsewhere.

Alongside sport, the library also features editorial photography from agencies including action press international, ZUMA Press, SIPA USA, Pro Sports Images, News Images, and Every Second Media.

Earn while you publish

Whenever in-image advertising is displayed, publishers receive a share of the revenue. This means you can use premium editorial photography at no cost and still benefit financially.

Ads are either contextual or sponsorship placements designed to complement the images they appear in. They are brand safe, shown only occasionally, and capped in frequency to keep the user experience smooth for your audience.

WordPress integration

The SmartFrame Images WordPress plugin makes embedding even easier. It installs in minutes and lets you browse, search, and add images directly from within WordPress.

As long as you have a SmartFrame account, you can publish images without leaving your CMS.

Security built in

SmartFrame Images also helps protect images from unauthorized copying and misuse.

Conventional JPEG images are easy to copy and use in a way that’s not authorized by their owner. SmartFrame uses multi-layered security to prevent downloads and unauthorized redistribution – all without disrupting the viewing experience.

So … what are you waiting for?

SmartFrame Images is available now – and you can browse the collection without registration.

Want to start embedding images? Just register for an account and we’ll get you set up. Register here.

Marketing Communications Director Matt recently celebrated six years at SmartFrame. We find out how he got into his role, what he considers essential to effective communication, and a little more about life at SmartFrame.

How did you get into marketing communications?

My background is in journalism, specifically the technical side of photography. I worked as a journalist for 13 years, starting as a sub-editor at a consumer photography magazine before progressing to Technical Editor and then Editor.

I had always been drawn to the creative side of photography, but over time the technical side became more interesting to me. I realized that understanding the fundamentals on a deeper level would be valuable, so I decided to study for a degree in photographic science.

Having already worked in the industry for a while, by the time I got to university, I was also able to secure a steady stream of freelance work, which I fit around my degree. After university, and in between a period of traveling, I combined what I was already doing with a more marketing-focused role at a photographic retailer. It was an easy fit, as the lines between the two weren’t particularly defined and I often found myself doing both. So my journey to where I am now makes a lot of sense.

What does your role look like?

I initially joined as a copywriter, before moving into a Head of Copy role, and finally into my current role, which I’ve held for the past two years.

We’re a small marketing team, which allows everyone to have a hand in various things at the same time. That keeps things interesting, but it also helps everyone to develop in ways that might ordinarily not be possible.

Aside from the production of much of our communications and collateral, a key part of my role is to ensure that everything adheres to our brand guidelines and tone. This covers everything from technical guides and  blog articles to press releases, newsletters, and job descriptions. 

In addition to the above, the marketing  team prepares many pieces of sales collateral, and these all need to be maintained. SmartFrame is constantly changing – much like the broader imaging, publishing and advertising landscapes – so keeping everything accurate and current is critical.

Having a photography background has also come in handy. I’m often found capturing headshots and documenting the various events we attend, and capturing other images we use for marketing. I’ve also recently started to create video case studies (below).

Good communication is clear communication. The best writing is simple. This doesn’t mean it can’t be thought-provoking or challenging. You want to keep the audience engaged and informed, perhaps throw in a little humor here and there when appropriate, but never lose track of the purpose of the communication itself.

Being ruthless with editing is also vital. I forget where I first read this advice – it’s a point that has been made by many writers – but it has always served me well. The best writers say a lot with few words.

From years of breaking down complex technical concepts, I’ve learned to constantly ask: how much knowledge can I assume of the reader? Which information is key? How should I structure and pace this article so that it lands effectively?

Occasionally you come across an author whose style or delivery just lands in a way other writing doesn’t. Whenever I notice this, I think about what specifically has made the impact.

But I’d say the most important thing as a communicator is to place yourself in the position of the audience. It’s easy to write from the perspective of what you feel needs to be said, but I find it more important to write from the perspective of what needs to be understood. 

What inspires you?

Great writing, regardless of subject. Like many people, I don’t read as much as I could or would like to. But being time-poor means you can graze on lots of shorter articles, essays, and blog posts, which tends to open you up to great writers you might otherwise overlook.

I also find it interesting to see how language has evolved by reading older books on style. A production editor I once worked with introduced me to The Elements of Style by William Strunk Jr. and E. B. White, a classic American style guide first published in 1918. It’s amusing to see how forcefully certain rules that we’re fairly relaxed about today were once emphasized. Language evolves, of course, but it’s intriguing to see which rules have persisted and which have long been forgotten.

What advice would you give to someone else looking to get into marketing communications?

I suspect most people get into marketing communications as an extension of being a copywriter or more general marketer, so some kind of interest will usually be there already.

But a good place to start is to ask yourself why you want to get into marketing communications – that can help steer you toward the right role or company.

Some people see it as an outlet for their creativity, whether that’s through storytelling, wit, humor, or something else. Others may be drawn to the challenge of simplifying complex ideas.

Some people may be passionate about social media and thrive on seeing a marketing campaign or a piece of promoted content perform well. Personally, as my background is in technical writing, a company like SmartFrame feels like a very natural fit.

If you can identify what it is that draws you in, you’ll better understand where you’re most likely to thrive because you’ll naturally be more motivated to do a good job. Perhaps it sounds obvious, but I feel that finding something you genuinely enjoy is the key to a happy career.

How have you found working at SmartFrame?

It’s been a great journey so far! A lot happens in six years. We’ve moved offices a handful of times, navigated the pandemic, brought some exciting clients on board, and seen a huge transformation in the business in terms of its focus. Being here through it all makes me appreciate just how far we’ve come, and how much stronger we are today.

That said, while the company feels like a very different business to what it used to be, the core of it has remained the same. I put this down to the four co-founders still being with the company. They have ensured the cultural thread has remained while we’ve built out the team. Having a background at larger publishers, where turnover is high and brands are sold and acquired over the years, you appreciate the stability that a company like SmartFrame has.

How do you switch off when you’re not working?

Travel has always been a big passion of mine. I was lucky enough to do quite a bit of it when I was a journalist, and I’ve filled in a few gaps over the years through holidays. A few years before joining SmartFrame, I took a round-the-world trip that lasted just over three months, heading east through Europe, Asia, Australia, and the US before making it back to London. I also managed to see a bit more of Japan earlier in the year, which I only got to see very briefly in a work capacity before.

Travel is also when I tend to pick up my camera the most, photography being another passion. Outside of that, I trained briefly as a chef after leaving school and have collected hundreds of cookbooks. Not entirely unrelated, a trip around Margaret River in my early twenties sparked an interest in wine, which led to a WSET qualification, something I’d love to build on in the future.

Music is the other big one. Living in London makes it easy to go to gigs, and I try to get to at least a couple of festivals each year. That said, I also try to get out of the city whenever I can as there’s still so much of the countryside I haven’t seen. 

From building a telecoms business to pulling Portsmouth FC back from the brink, our Global Sports & Entertainment Director has built a career on instinct, grit, and backing the right people. Here, he shares his wisdom and learnings.

How did you get started?

On reflection, I’ve always been – and I don’t like to use this word too often – an entrepreneur.

With a lot of hard work, and the help of some great people, I built two relatively large independent companies – one in retail and the other in telecoms.

I exited both after many years, but from the 1980s to the late ’90s in retail, and the early 2000s to 2022 in telecoms, both were very successful in their own way.

I started the latter in Spain in the early 2000s. At the time, a lot of Brits were moving to Spain, and Telefónica wasn’t installing landlines at the new estates being built to accommodate the influx of new residents. So, my company, Telitec, which was already supplying cheap calls back to the UK, started installing wireless technology into these urbanizations and giving people internet access.

That doesn’t sound groundbreaking now, but back then it was huge. Early pre-3G wireless technology just wasn’t strong enough, and the ever-growing expat community was used to having the internet back in the UK. By then, it wasn’t just a nice thing to have – for many, it was a necessity.

The business was demand-led – so many expats but no infrastructure. No one was installing landlines. So we came in with an early wireless internet solution and plugged that gap. 

So how did this lead you to the world of sport?

The love and passion of my life has always been sport, specifically football. I’ll sit and watch anything that takes my fancy, but football is my real passion.

In 2012/2013, Portsmouth FC was in danger of disappearing. I had some experience helping clubs in Spain and the UK, and a Pompey-supporting friend of mine asked whether I – given my business background – would try and help, which I did.

The administrator, Trevor Birch – who’s now the CEO of the EFL, and someone I have so much respect for – helped guide us through a really difficult period.

But with the fans and high-net-worth individuals, we managed to take the club out of administration and save it from liquidation.

I agreed to stay on as CEO and during the next four years we turned the club around, returned it to profit, cleared all outstanding debts, achieved promotion, and became one of the only debt-free clubs in the league.

I was then introduced to Michael Eisner, the former Disney CEO and chairman. Knowing his background, I instinctively knew that he was the right person to take the club into the next stage of its journey if we wanted to compete in the Championship and beyond, and continue meeting the huge financial requirements at a then-decaying Fratton Park stadium.

I like to think that we became not just business associates but friends. To this day, I have so much respect for him, his family, and his former right-hand man, Andy Redman.

You then moved to Topps International, is that right?

Correct. Four years into Michael’s stewardship, Covid hit. Leading up to that, he had been speaking to me about a business he owned – Topps International.

As a whole, it wasn’t failing, but the international arm was. The US side was turning over and earning huge sums of money, but the international side was struggling. Turnover was minuscule, the brand hadn’t gained traction, and it was incurring substantial losses.

I went to Topps International specifically for Michael. We built an incredible team that turned that business around during my time as General Manager. It was a really exciting period, and I was privileged to work with some of the biggest football clubs in the world, UEFA, and the biggest leagues, sports, and entertainment brands in the world.

Helping to take the business from where it was to where it is now was probably the most rewarding and biggest achievement of my business career to date.

Michael Eisner once said you were one of the best businessmen he has known throughout his career. That’s quite a compliment!

Yes – coming from him, with all that he’s achieved in business and entertainment, it meant a huge amount. As I said, I have always respected Michael and his career, even before I met him, so to hear that from him is definitely the greatest business compliment I’ve had.

You joined SmartFrame earlier this year. What does your role involve on a day-to-day basis? And what are the biggest challenges?

My title is Head of Global Sports and Entertainment – and it’s a huge, overarching role.

It’s about bringing together sports clubs, entertainers, athletes, and organizations not just to protect their assets but to help them generate incremental revenue from those assets.

For many people, it takes time to wrap their heads around it; they are just so used to JPEGs. They’re used to how things have always worked. So it’s hard to get them to think differently.

The easiest way I can explain it is: “All we need is your content (images) – not only do we protect them, we monetize them for you.” No restrictions. No complicated terms. It’s that easy.

It sounds like your role is as much about education as it is execution.

Exactly.

A lot of my role is about helping clubs and entities understand that SmartFrame is very different from anything that currently exists.

It’s about making the unfamiliar familiar – and showing them just how easy and impactful SmartFrame will be for them. I honestly can’t see any downside. It truly is a win–win for clubs and leagues.

A big part of what I do is creating awareness. Sports clubs are used to a system that’s been around for years. So we’re essentially saying: “This is a new way. This is how we protect your images. This is how you can make money from them.” It’s a completely different approach to where we are now in that JPEGs have lost all value.

And honestly, most people are surprised. Their first question is almost always, “What’s the catch?” Because it just seems too good to be true!

What was the biggest lesson you learned during your time leading Portsmouth FC?

That success is always about the people and the team that you build.

Yes, you need a good product, but ultimately how well you commercialize that product comes down to the people involved. You’re only ever as good as the team around you.

It takes a different kind of person to commercialize an idea, a different specialist to build the product, someone with a different skill set to lead. To be the best you have to have the best that you can attract in each individual area of the business.

This is especially true in football. Each aspect of the club functions as an important independent strand that forms part of the whole: players, coaches (and specialists that exist within that area), operations, security, logistics, legal, matchday, hospitality, marketing, media, commercial – the list goes on!

People see football as a relatively simple business – just get the players on a pitch and play. But I can assure you that it’s not simple!

Most clubs now have goalkeeping coaches, set-piece specialists, strength and conditioning trainers, data analysts, recruitment analysts, and so on, all working to find those extra percentages in their unique part of the business.

That’s what gives clubs their edge. It’s those marginal gains – and it may only be very small percentage gains – that can be the difference between qualifying for Europe or not, relegation or promotion, ultimately defining whether you have what is deemed a successful or disappointing season.

People online love to play at being a football manager. Everyone thinks they know what they’d do. But when you’re inside a club, the same as running any business, you quickly learn that the best thing you can do is get the best person you can for a particular role, and then support, assist, and let them get on with what they do best.

Did your experience in telecoms shape that mindset?

Massively.

I am definitely not a techie, but I didn’t need to know how to build the infrastructure myself; we employed the best specialists we could to do that. I just needed to understand how it worked, what the market needed, and how to then deliver it commercially.

Tech people are brilliant, but they’ll often tell you what’s possible, not what’s viable. That’s where a commercial head is needed – balancing innovation with practicality, speed, and scalability.

Can you give an example of something that seems simple to fans but is far more complicated behind the scenes?

Wages and contracts are a great example.

Fans often ask, “Why didn’t the club just give that player what they wanted?” But it’s never just about one player.

Let’s say the top earner at club X is on £2,000 a week, and another player – maybe one with two years left – says, “I want to stay, but I’ll only sign if you give me £3,000 a week.” If you agree, you’ve now set a new benchmark.

Agents talk and players talk. Many agents represent more than one player at the same club. Suddenly, every other player wants a raise. You’ve raised the bar for one, but effectively for everyone, including future signings.

So while fans have the luxury of seeing one decision in isolation, when running a club you have to constantly think five steps ahead and consider the bigger picture.

If you could go back and give your younger self one piece of advice, what would it be?

To have learned the venture capital and equity investment market.

I’ve always grown my own businesses organically. I come from a working-class background, so for many years of my life the idea of taking external investment never sat right with me.

I always wanted to own the whole thing. But what I’ve learned is that if you want to run a village, that’s fine. If you want to build a city, you need investment.

When I was offered investment in past ventures, I turned it down because I wanted to stay in control. But that mindset almost definitely slowed growth. If I’d accepted equity or investment funding earlier, on reflection I believe that I could have taken my businesses way beyond the size that they were, and much quicker. Sometimes, owning a smaller slice of something much bigger is better than owning 100% of something small.

I also think that it’s not just about the money; with the right investment group, the network and support it brings can be equally, if not more, important.

That’s what I’d tell my younger self: don’t be afraid of giving up a piece of the business to grow something much bigger.

Finally, outside of SmartFrame, how do you unwind?

Football is still a massive part of my life. I remain a director at Portsmouth, and if I’m not at one of our games, I’m watching my son-in-law play for West Bromwich Albion. He’s married to my daughter Abbie, and he’s like an adopted son to me.

I’ve been married for almost 40 years, and we’ve got a grown-up son and daughter. My son, James, is expecting his first child in November, and we already have three young grandchildren – all boys, aged seven, six, and two. Abbie also just got a new puppy, so it’s always busy at their place!

We still love Spain and love to travel generally – when I was at Topps, I was lucky enough to visit places like Japan, India, Brazil, and Australia. Those were always bucket-list destinations for me.

I’m not sure this qualifies as unwinding, but if you love what you do – and I always have – then I’m not big into the need for unwinding!