Having held senior roles across football, Henderson has experienced both sides of a football club first-hand.

His philosophy is straightforward: clubs that align performance, operations, communications and commercial functions will make better decisions and give themselves the best chance of succeeding over the long term.

The sports performance industry has never been more competitive. New technologies, recovery tools and training innovations continue to enter the market, all promising to help athletes perform better and recover faster. As the market matures, however, it is becoming increasingly clear that the brands creating the greatest long-term value are those investing not just in product development, but in scientific evidence.