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Will Greenwood

Chief Customer Officer UK

Afiniti

London, UK

Will Greenwood
Michael Greenwald
Tiedemann Advisors
Oliver Gregson
J.P. Morgan Private Bank

Will Greenwood’s Biography

Will Greenwood MBE is a former England rugby player who thrived at the position of centre.

Enjoying a career that spanned 11 years, Will represented both Harlequins and Leicester Tigers, two highly respected names at club level. He also excelled at international level for England, compiling 55 caps and proudly played a part in the historic 2003 World Cup victory over Australia. In addition, Greenwood also competed for the British & Irish Lions during multiple tours, displaying great leadership whilst performing on the grandest stage.

Following his retirement, Will established himself as a journalist, presenter and analyst for Sky Sports and The Telegraph. He is also a successful businessman, having set up Legend Holidays & Events, a company providing family holiday experiences and corporate events, and the Sports Fest family sporting festival. His transition into the world of business was aided by his academic acumen. Prior to the commencement of his playing career, Will graduated from Durham University with a degree in economics.

Aside from his sporting and business ventures, Will is a keen charity supporter, particularly of organisations that address premature birth and child bereavement. A patron of Child Bereavement UK, Will walked to the North Pole in 2018, in memory of his son Freddie and in the process, raised an astonishing £750,000 for Borne’s Research.

Will currently serves as Chief Customer Officer for the UK arm of Afiniti, a software company with the development of artificial intelligence at its core.

Will’s Newsfeed

Virgin
What business can learn from sport

Virgin Books share an extract from World Class, in which Will Greenwood and Ben Fennell explore the ideal qualities of top leaders in their respective fields.

Sky Sports
LISTEN: Jean de Villiers on Will Greenwood's British and Irish Lions Podcast

Former Springbok captain, Jean de Villiers, speaks to Will Greenwood on his British and Irish Lions podcast about previous Lions tours to South Africa in 1997 and 2009. De Villiers was a member of the victorious Springbok squad of 2009. They also discuss the first two test matches in this series and look forward to the decider.

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Will’s Background

Afiniti
Chief Customer Officer UK
Nov 2020 - Present
London, UK
Founded in Washington DC in 2005, Afiniti is an American multinational data and software company. The company's primary focus is developing artificial intelligence for use within customer call centres.
Sky Sports
Rugby Commentator
2006 - Aug 2021
London, UK
Established in 1990 and operated by Sky, Sky Sports is a selection of British subscription television channels. The channel leads the way in sports television throughout the UK and Ireland, and has played an integral part in sports commercialisation, encouraging the Premier League's formation in 1992
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Will’s Gallery

Other Business Interests

Legend Holidays and Events
Director
May 2011 - Present
London, UK
Legend offers one-of-a-kind luxury family holidays and sporting events. The key difference is, they’re hosted by some of the biggest names in sport. The company aim is simple - to create legendary moments that family, friends and colleagues can treasure.
Canterbury
Ambassador
Stockport, UK
Founded in 1904, Canterbury of New Zealand is a UK based sports clothing company specialising in rugby. The brand's name derives from the location where the company was established, Canterbury, New Zealand. Its appeal gathered momentum having produced kit for the All Blacks and the company logo, featuring three kiwi birds, represents its three founding members.
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Philanthropy

Borne
Patron
Jan 2002 - Present
London, UK
Borne is a medical research charity based in Imperial College facilities at Chelsea and Westminster Hospital. Their aim is to identify the causes of premature birth to save lives, prevent disability and create lifelong health for mothers and babies.
Child Bereavement Charity
Patron
Jan 2002 - Present
London, UK
Child Bereavement UK supports families and educates professionals when a baby or child of any age dies, is dying or when a child is facing bereavement. It was founded in 1994 as The Child Bereavement Trust by Jenni Thomas OBE, an influential figure within the NHS who worked with the charity throughout its first 15 years.
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Media

Management Today's Workplace Evolution Podcast: Will Greenwood and Ben Fennell
Podcast
Sep 2021
Authors Will Greenwood and Ben Fennell talk to Business Psychologist, Michael Costello, about their new book "World Class: Lead, Learn and Grow Like a Champion".
On The Ball
Media Appearance - "Will Greenwood tells the story about the time he almost died playing for the British & Irish Lions"
Dec 2019
Galway, IE
Appearing as part of a Heineken Rugby Club Roadshow, Greenwood, along with former Ireland player Brian O'Driscoll, detail various experiences that occurred throughout their career. Among the many tales relived, Will extensively explains the harrowing time he almost lost his life after a freak tackle whilst playing for the British and Irish Lions.

Publications

World Class: How to Lead, Learn and Grow like a Champion
Co-Author
Sep 2021
London, UK
Written alongside Ben Fennell, who boasts extensive experience of maximising growth for the world's biggest brands, Will explores the behaviours required to achieve world-class performance. With fascinating insight provided by fellow leaders including Rio Ferdinand and Sir Clive Woodward, the title serves as an invaluable reference for securing success in the worlds of both sport and business.
Bulgarian Bruises, Bloodgate and Other Stories: The Changing World of Rugby
Author
May 2013
London, UK
Achieving about all there is to achieve in the game of rugby, Will offers fascinating insight, from hilarious character sketches to technical discussion and recollections of that historic 2003 World Cup win with England. Touching upon various aspects of the sport, both grassroots level and featuring as a professional, this title is a must for rugby fanatics.
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Awards & Endorsements

Durham University
Honorary Graduate
May 2004
Durham, UK
Will's outstanding talent and achievements in World Rugby was recognised by his alma mater with this award of an honorary degree.

Press Releases

Press Release for World Class: How to Lead, Learn and Grow like a Champion
Sep 2021
World Class contains many life stories and the lessons learnt along the way shared by leaders in sport and business, providing strategies to apply in order to become world-class leaders.

Will’s Education

Durham University
Economics
1991 - 1994
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