Matt leads ASL with over 25 years of experience in live events, shaped by his early career as a professional motocross rider. Having built the business from the ground up, he understands what makes sport, audience and production click – and brings a hands-on, no-nonsense approach to delivering events that not only look right, but actually work.

Rupert brings deep expertise across sponsorship, sports marketing and live events, working with global brands to maximise partnerships and commercial impact. He understands how to make things land commercially, not just creatively – and brings a sharp, strategic lens, a strong network and just enough personality to keep things interesting.

Aimee shapes communications and brand at ASL, defining how ideas are positioned, understood and delivered. She brings an audience-first approach, blending strategy, content and commercial thinking to ensure everything connects and performs – keeping it grounded, human and actually enjoyable to engage with.

Tony looks after operations at ASL, with over two decades of experience delivering large-scale events. He’s the one who makes things happen on the ground—bringing structure, control and a calm, confident approach that keeps everything moving, even when the pressure’s on.

Kevin develops commercial relationships across ASL Active, supporting long-term partnerships and new business opportunities. He brings decades of motorsport and technical industry experience, combining operational knowledge with a practical, relationship-led approach that helps connect clients, partners and projects across the business.

Nina brings a proven track record in building and growing Bolesworth into a leading lifestyle and equestrian event. As a shareholder, she offers strategic insight shaped by real-world experience, with a strong understanding of audience, brand and commercial balance – helping guide how events are positioned and developed.