Roy Westwood

Founder
Forward Associates

Roy Westwood founded Forward Associates in 2014 following a 25-year career working for some of the hospitality industry’s biggest players. Bringing this wealth of experience to bear, Forward Associates is responsible for the creative direction of many of the world’s most prestigious venues and events, including The O2, the new stadium for Tottenham Hotspur Football Club and The Wimbledon Championships. 

“Setting up on my own was a direct response to the fast-moving nature of the industry. Forward Associates, with its handpicked team of industry experts, allows us to act much quicker on market intelligence and ultimately makes us much more effective at achieving our end goal of improving guest experiences.”

With a background on the high street, Roy’s has an innate understanding of brands, previously working as a troubleshooter, analysing and repairing failing sites for brands such as Café Rouge.

From here, Roy worked with a number of high profile chefs in concept development and gained significant experience in high-level operations, having worked for Artizian and as an operations director for the White Circle Organisation. 

Further success brought Roy to the attention of Levy Restaurants UK – the sport and leisure division of the world’s biggest caterer, Compass Group. He has acted as a creative and design director for over a decade, sitting on the board and helping to formulate the strategic direction of the business. 

Case study 

The Wimbledon Championships – All England Lawn Tennis and Croquet Club
Skills: Masterplanning, Strategic planning, Innovation, Branding, Ideation, Mobilisation, Troubleshooting

Roy is responsible for the food and beverage and hospitality policy at the AELTC. He recently led a master planning project to define the 20-year strategic direction for The Championships.

In the short term, he has overseen a restructuring of public catering, introducing a tiering philosophy to the mix, which ensures there is always something to satisfy guests’ primary and secondary needs, whatever their budget.