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What professional sport and a successful CX strategy have in common

Edmund's approach to Customer Advocacy

In this episode we spoke with Edmund Bradbury. Edmund is a former professional cyclist and neuroscientist turned CX consultant who now works with the likes of HSBC Global CX, Stagecoach, Tesco Mobile and Bupa. 

Edmund discussed what customer leaders can learn from the world of professional sport in creating and executing successful CX and retention programmes.

During our chat, Edmund also shared some of the key neuroscience principles that can help build deeper, more profitable relationships with your customers.


About Edmund

Edmund Bradbury co-leads the Customer Experience practice for The Foundation - a customer-led growth consultancy based in Kings Cross, London. His clients include Stagecoach, Bupa, Simplyhealth, LNER, HSBC and more.
His background is a bit unusual. Edmund's first career was as a professional cyclist. He signed for his first Pro Road Cycling team while studying for a Neuroscience degree at the University of Cambridge and then embarked on five years of racing bikes around the world.
He has had several top results across the UCI Europe, Asia and Africa tours - including a silver medal in the British National Time Trial Championships in 2015, 2nd place in the Tour du Maroc, and top 20 finishes in the Tour of Britain and Tour de Yorkshire.
Edmund transferred from professional sport to consulting in 2019. To this day, his sports background, combined with his neuroscience studies, gives him a unique perspective on the systematic and human challenges of helping organisations deliver great experiences for their customers.

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