Industry experts Mathew Cole, Julia Elliott Brown, and Tim Godfrey bring decades of experience across sports, entertainment, and impactful business strategy, with Elliott Brown appointed Chair of the Board, effective immediately. Further appointments to the board are expected later in the year.

Alvina Chen, Founder and CEO of Feldspar, said: “As we advance the development of our modular digital high-performance running track and explore strategic opportunities to radically transform the fan experience at live sports events, having senior advisors with diverse expertise in sports, entertainment, and high-growth businesses is crucial. I am thrilled to have such an exceptional board supporting Feldspar. With these appointments, we are well-positioned to accelerate turning our vision into reality and bring our cutting-edge technology to the world of athletics, and create new, visually captivating experiences for live sports fans who value high-energy competitions and races full of adrenalin. The expertise that Mathew, Julia, and Tim bring will guide our growth and ensure, that as a tech-first company, we remain at the forefront of innovation for athletes and fans alike”

The new board appointments follow Feldspar’s recent announcement of Olympic Gold medallist Darren Campbell, MBE joining the company as Global Track Strategy Director to drive the firm’s success in transforming athletic training and performance.

About Mathew Cole

Mat Cole is an entrepreneur and senior executive with decades of experience across media, sport, technology, and venture capital in the UK and Australia. As an entrepreneur, he founded The Blaze Agency (acquired by CSM), and Sporple, where he raised capital from top-tier venture funds and NBA/NFL ownership groups. Mat has successfully launched and managed private capital funds and, as Investment Director at Edge UK, invested on behalf of UK banks and private LPs. He has advised public and private investors on sports investment strategies across credit, equity, and venture. Mat has led seed to Series B stage investments globally, with highlights including Podcorn (acquired by Audacity), Clippd.com and PixelMax. He also mentors with Techstars and Football Beyond Borders.

About Julia Elliott Brown

Julia Elliott Brown is a seasoned board advisor and serial entrepreneur with over 25 years of experience in building, funding, and scaling high-growth businesses, including internet pioneer UpMyStreet.com, the fashion-tech brand Upper Street, and consultancy firm Enter The Arena. She has been advising entrepreneurs for more than a decade, and serves on a number of  boards including  Shape Talent, Not In The Guidebooks, and Nixi Body. Julia is  a member of the Women and Enterprise All Party Parliamentary Group, contributor to the Rose Review and long serving judge at the Great British Entrepreneur Awards. She also hosts the Fundraising Stories with Female Founders podcast and authored the bestselling book RAISE, shortlisted for the Business Book Awards 2023.

About Tim Godfrey

Tim Godfrey is a seasoned executive with extensive expertise in both early-stage and established sports media organisations. He has operated globally at C-suite and board level, helping to build and scale sports properties from scratch, with a proven track record of delivering rapid growth and commercial success. With a vast network spanning international markets, and specialisms in media rights, broadcasting, marketing, digital, sponsorship, and strategic investment, Tim has played a pivotal role in developing and launching major sports leagues and IPs such as FIA Formula E, SailGP, the Professional Triathletes Organisation (T100 Triathlon World Tour), and, most recently, the world’s biggest professional padel team competition, the Hexagon Cup.

Godfrey, said: “I am thrilled to join Feldspar as a Board Advisor, bringing my experience in launching and scaling startup sports businesses across motorsport, sailing, triathlon, and padel tennis to this innovative venture in athletics. I look forward to helping Alvina and the Board drive global growth and revolutionise athletics by establishing international partnerships, disruptive commercial, media, and broadcast frameworks that will make history in the world of athletics. Leveraging our unique AI and data capabilities we aim to set new industry standards and build strong relationships with key global players, positioning Feldspar as a leader in the next era of sports entertainment."