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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 an ex-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 featured 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 played for the British & Irish Lions during multiple tours, displaying no reluctance to perform on the grandest stage.

Since retirement, Will has gone on to establish himself as a renowned analyst for Sky Sports and The Telegraph. Will 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

Sky Sports
LISTEN: Ken Owens on Will Greenwood's British and Irish Lions podcast

On this week's Will Greenwood Lions podcast, he speaks to Welsh hooker Ken Owens. Will and Ken discuss the feeling in the Lions camp ahead of the first game in the three-test series against the world champion Springbok team.

Sky Sports
LISTEN: John Bentley on Will Greenwood's British & Irish Lions podcast

On this week's Will Greenwood's Lions podcast, he welcomes John Bentley who was one of the heroes of the victorious 1997 tour to South Africa.

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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 - Dec 2020
London, UK
Established in 1990 and operated by Sky, Sky Sports is a selection of British subscription television channels. It 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

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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Will’s Education

Durham University
Economics
1991 - 1994
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