Squash Wales appoints The Value Xchange to drive engagement and unlock new commercial opportunities

Squash Wales has appointed The Value Xchange to develop a commercial action plan to drive engagement and growth opportunities for the sport.

Squash Wales is the national governing body of squash in Wales, responsible for developing the game at a national and local level. With elite Welsh players such as Joel Makin and Tesni Evans regularly in the world’s top ten, the future for the sport in Wales is exciting.

The Value Xchange are a London based, award-winning sports, media and entertainment marketing consultancy, helping their clients build enduring and positive relationships with the fans.

Squash Wales are responsible for developing the game at all levels. They are on a mission to create a positive and sustainable environment, as well as inclusive and welcoming, where everyone can reach their potential, encouraging new and existing club players to be more active, more often. They have recently developed a new CRM and membership programme, as well as a new brand identity.

David Peters, Founder & Co-Owner of The Value Xchange said “We are really excited to be working with Squash Wales. Squash Wales are at the start of their commercial journey and we will be working with them to build foundations in order to attract new partners –using our knowledge of sport and media, in order to build new audiences and develop compelling solutions for brands.”

Richard Bennett, Chair of Squash Wales, commented “During the restrictions imposed by Covid-19, the Squash Wales board and staff team have taken time to reflect on the future of squash and the resource needed to rebuild and grow squash into a lifelong sport for everyone. Squash offers an intensive workout in a short space of time and we need to ensure everyone has the opportunity to play squash at a level that is right for them. We hope our agreement with TVX will help us to explore new markets and audiences throughout Wales”