Roy Westwood

Roy Westwood
Founder & CEO
Forward Associates

Roy Westwood founded Forward Associates in 2015, following 22 years of working with some of the hospitality industry’s biggest brands. His longevity is built on his ability to create concepts that deliver thrilling guest experiences and since that time, his strategic approach has touched over 70 major entertainment venues, across four continents.

His career begun in 1993 working on the high street, managing restaurants and working as a troubleshooter. This included the rolling-out and repositioning a number of high street brands and overseeing significant growth in a short period of time. Roy’s ability to understand what makes a good brand is invaluable. He appreciates the powerful halo effect of doing things properly, which in turn leads to better guest experiences and new revenue streams.

His next role was working with a number of high profile chefs in a number development positions, covering branding, concepts and products. This included operating roles overseeing mobilisations and new launches. He subsequently held a senior sales and marketing director role over a number of years. By 2009, Roy was working with a FTSE100 company, sitting on the board for over five years in his role as Creative Director - Strategy & Innovation. Here, Roy was responsible for the creative direction of over 60 prestigious entertainment venues. These include some of Europe’s most prominent sporting developments, including the new home for Tottenham Hotspur, The O2 and The Wimbledon Championships.

Since 2015, his focus has been solely on Forward Associates – a consultancy specialising in international venue strategy. Forward Associates has grown quickly to more than 20 full-time staff – a testament to its unrivalled expertise in creating venues where every asset works seamlessly to attract different demographics by yielding multiple opportunities. This creates genuine 365 spaces where the guest experience never waivers.

His work with Forward Associates has shaped the creative direction of a number of new developments for prominent EPL, Championship and National Stadiums. This has included a brand guardianship role at the new Tottenham Hotspur stadium and work with Chelsea FC and Aston Villa FC, Porto FC among many others.

As part of a long-term partnership with AEG, he has supported the evolution of significant entertainment venues, including The O2 and Wembley Arena in London, The Hydro in Glasgow and the Movistar Arena in Buenos Aires.

Finally, as part of consortiums supporting bid propositions, his work with Forward Associates has taken him to Asia, to create a sporting legacy for Hong Kong, to the US, where he has worked on branding and merchandise opportunities with some of the leading NFL franchises, and to Scandinavia for a conference and arena resort just outside Oslo.

Today Forward Associates has offices in London, Helsinki, and Chicago.


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