The business’ new ELT includes Chief Operating Officer Tom Henson, previously Managing Director, and Chief Revenue Officer Mark Atkinson, the former professional rugby player who joined the firm in 2024, with Nigel Church remaining as CEO. 

Mel Cheeseman has been appointed Chief Experience Officer, over 35 years’ experience in leadership, business operations and marketing, while Phil Waters joins as fractional Chief Financial Officer, having previously served as Managing Director at Croft MSP, where he built a £40m business. 

Together, the new ELT will focus on identifying and bringing the latest advances in emerging technologies, automation, cyber security and innovation-led services to address evolving client challenges while accelerating transformation across the business. 

Mel will also be supported by newly appointed Steve Brady, Head of Innovation, to drive forward its AI strategy, service development, and client experience. 

Over the last two years, the firm has established itself as one of the region’s leading AI implementation partners for small and midmarket businesses. Building on this success, in September it will launch its CPD-certified OnyxAI ‘Human in the Loop’ programme, which supports organisations in taking a people-led approach to adopting AI safely and sustainably.  

The firm is also strengthening its cybersecurity capabilities through its ongoing partnership with Cardiff-based MSP, PureCyber while continuing its expansion into South Wales, headed up by their Sales Director, Alex Cuthbert a former Wales international and British and Irish Lions player. 

Nigel Church, CEO said: “When I look at our executive team, where they’ve come from and what their capabilities are, I truly believe it’s a team capable of delivering on our ambitions of becoming one of the leading managed services and technology partners nationally. 

“It’s not just their experience either, they genuinely care. They are all people-centric individuals, and everything they do has our clients and our team at its heart. That’s the culture we’ve got within the business, and each appointment has been made with these principles firmly in mind. 

“Our new executive structure is designed to ensure the service and support we are well known for is maintained through our next phase of growth. The future is looking incredibly bright, and I can’t wait to see what our whole Emerge Digital team is able to deliver for our clients over the coming years.” 

The certification marks a period of strategic growth for the business following its recent expansion into South Wales and the appointment of Business Development Director, former professional rugby player Alex Cuthbert. Last month the company also revealed a new three-year as part of its technology partnership with premiership team, Gloucester Rugby. 

The business now employs 24 team members, turnover has grown 15% year-on-year and the number of supported users has increased by 30% over the last 12 months. 

B Corp Certification places Emerge Digital among a growing global movement of purpose-led organisations. The UK is home to more than 2,700 Certified B Corporations, making it the largest community of this type in the world, with 60 based in the county alone. 

Among these UK businesses are several of the technology provider’s own clients including Gloucestershire-based education food supplier Green Gourmet, Lakes Showering Spaces and Equimedia, as well as Worcestershire businesses, Hewett Recruitment and Cytoplan UK. 

A recent addition to Emerge’s client base is Widgit, a pioneering software company specialising in symbol-supported communication, which received its own B Corp certification in July last year. 

Meeting all environmental, social and governance standards, supporting its certification, Emerge Digital has introduced a range of people-led initiatives. These include formalised training programmes, an employee assistance programme, a profit-sharing scheme, and up to two additional days’ paid leave each year for employees to support its chosen charities – Cheltenham Animal Shelter and Gloucestershire Wildlife Trust – as well as a charity of their choice. 

This people-first approach has also informed the planned launch of the firm’s new ApexAI service, designed to place employee digital wellbeing at the centre of AI adoption. By combining leadership alignment, foundational skills training, real-world workflow development, and ongoing community support, the programme helps teams adopt AI safely and sustainably, encouraging the use of technology to create positive, measurable impact for people. 

Nigel Church, CEO, said: “At Emerge Digital, we’ve always believed that how you do business matters just as much as what you deliver. B Corp Certification validates the culture we’ve built, one that puts people, community and integrity at the heart of what we do, and it reflects the way we approach AI too, using technology to support people, reduce pressure and create positive impact.” 

This latest agreement will extend the partnership to nearly a decade of working together, during which Emerge Digital has helped Gloucester Rugby transform its digital infrastructure, from installing a robust wired network and integrating big screens to relocating staff offices and upgrading team technology. This is all underpinned by ongoing managed IT support, matchday assistance, and cybersecurity solutions.

This next phase will see Emerge Digital and Gloucester Rugby both invest in the club’s premier hospitality space, the Captain’s Lounge, to boost attendance by 20% this season. Beyond matchdays, it will provide a tech and conferencing venue for local businesses, charities, and community groups.

Upgrades to the lounge include an AI Fan Photo Stand, one of the UK’s first real-time AI sport photo experiences, allowing fans to generate high-quality branded images of themselves with the Gloucester Rugby Team.

Future enhancements to the Captain’s Lounge will incorporate cutting-edge features designed to elevate the overall fan experience. These improvements include a visually impressive entrance, creating an immersive experience. Additional AI-driven features will continue to roll out throughout the season aimed at enhancing conference and corporate events held in the lounge, setting a new benchmark for smart spaces in rugby.

Nigel Church, CEO of Emerge Digital, which operates across the south west and south Wales, said: “Gloucester Rugby has been a client of Emerge Digital for many years, during which time we’ve worked closely with the club as its infrastructure and technology have evolved to meet the demands of modern professional rugby. Our partnership has spanned connectivity, application development, and data reporting, supporting both day-to-day operations and initiatives designed to enhance the supporter experience.

“Building on that long-standing relationship, we’re proud to sponsor the club’s principal conferencing and hospitality space at Kingsholm Stadium. Formerly the Captain’s Lounge, the space is now known as the Emerge Digital Captain’s Lounge.

“We’ve already invested significant time, effort, and resource into elevating the experience within the lounge, including the introduction of an AI photo booth that adds a fun, interactive element for supporters on matchdays. Further enhancements are underway, with a continued focus on innovation and using technology to create memorable experiences both on and off the pitch.”

Alex Brown, Gloucester Rugby CEO, added: “Our fans want more than a great game - they want convenience, innovation, and experiences that last beyond the final whistle. Partnering with Emerge Digital allows us to deliver that while opening doors for local businesses and community groups. This is about building a future-ready club that leads both on and off the pitch.”

The move marks a major milestone for the growing managed IT services provider as it increases operations across the UK from existing bases in Gloucestershire.

Alex, who retired from professional rugby last September following a distinguished career, will lead on business development and regional growth.

Known for standout moments during Wales’s 2012 Six Nations Grand Slam and the 2013 Lions tour, he has built a strong portfolio of business interests in recent years, experience that will support the company’s strategic ambitions going forward.

“I’m hugely excited to join Emerge Digital at such a pivotal stage for the organisation,” said Alex.

“Throughout my rugby career, teamwork, preparation, and trust were everything, and those values are just as important in business.

He added: “South Wales has always been home for me, and it’s full of ambitious companies doing incredible things.

“I’m looking forward to getting out into the region, meeting those businesses, understanding their challenges, and helping them use technology in ways that genuinely move them forward – this feels like the start of a really exciting chapter.”

Emerge Digital already operates across the South West and works with a rising portfolio of recognised clients, including Brains Brewery, Gloucester Rugby, The Tyre Group, Everhot, DEYA Brewing Company, and Lakes Showering Spaces.

The firm’s move into South Wales – notably Cardiff – reflects rising demand for high-quality IT support, cyber protection, cloud solutions, and digital transformation services across the area.

Nigel Church, CEO of Emerge Digital said: “ It’s an absolute pleasure to welcome Alex to the team. As a lifelong rugby fan, to have an individual who performed at the highest level in his chosen sport, be that for Wales or the British & Irish Lions, is a privilege.

International rugby demands teamwork, dedication and a constant willingness to improve. Alex brings these qualities and enhances the collective strengths of the team.

“His appointment expands our presence in Cardiff and accelerates our plans across South Wales”

The news comes as Emerge Digital prepares to announce a partnership with PureCyber, a Cardiff-based cyber security specialist known for services such as round-the-clock monitoring, incident response, penetration testing, and wider security resilience programmes.

The collaboration is expected to create a more comprehensive offering for businesses, combining their technical expertise with Emerge Digital’s managed service capabilities.

Industry observers say the partnership will further strengthen Wales’s reputation as a fast-growing hub for cyber innovation.

Released in 2024, Gloucestershire’s Economic Strategy announces plans for the county to become a hub for the UK’s intelligence, security, and cyber agencies. It also aims to attract world-leading businesses in digital communications, advanced manufacturing, and agri-tech. Proposals include initiatives to accelerate investment, create jobs, and develop future skills, positioning Gloucestershire as a leader in green industries and technologies.

Despite these plans, Gloucestershire County Council’s new economic growth board predicts that the local economy will stagnate this year due to the impact of the government’s National Insurance increase on local SMEs.

The Gloucestershire Growth Forum, hosted at the University of Gloucestershire and supported by their dedicated Growth Hub team, will run its first event on March 19th, to provide actionable growth guidance to more than 20 local businesses. Attendees will hear from senior business leaders and voices from across the region delivering a series of workshops covering funding, growth, team development, innovation strategy, ESG, exit planning, sales, and technology adoption, as well as 1-2-1 sessions.

Guest speakers include Alex Brown, CEO of Gloucester Rugby, who will be discussing his experiences with leadership both received and given during his rugby career, the transition into off-field leadership roles at Gloucester Rugby, and how his leadership approach has steered the club to its strong competitive and commercial position.

Other business leaders supporting the forum include Nikolas Venios, Founder of The Ideas Agency, Peter Quintana, Director at business consultancy hgkc, and Paul Hillis, Regional Director of Sandler Training. Better Business Better World’s Camilla Barnes, a sustainability consultant specialising in B Corp certification, is also backing the event, alongside Nigel Griffiths, Corporate Finance Consultant from FRP Advisory, and Hayley Parker, Director of Tandem Consultancy.

Nigel Church, CEO of Emerge Digital, said: “The county has a huge amount of untapped potential for growth. The plan outlined by the council last year highlights the scope of the opportunities in the region across multiple sectors, especially technology and cyber. These events will help businesses to understand the steps they can take to take advantage of these opportunities, improve their offerings, support growth, and help boost the local economy.”

Alex Brown, CEO of Gloucester Rugby, said: “The support for Gloucestershire Growth Forum is fantastic. As a local company deeply rooted in the county, it’s exciting to see so many businesses coming together to connect and fuel growth in the region. Gloucestershire is a county which has lots to offer across multiple sectors, and the Gloucestershire Growth Forum will seek to provide practical advice to all of them, while also giving leaders the chance to network and learn about each other’s businesses.”

Alex Cottrell, Head of External Relationships at the University of Gloucestershire, said: “We are delighted to support this event and play our part in connecting regional businesses with opportunities for growth. Through our dedicated Growth Hub which first opened its doors in 2014, and our unique access to academics, research, student talent and skills, our teams have supported thousands of SMEs. Our growing portfolio of services to business allows us to drive economic growth and create lasting careers and professional development opportunities for our student and business communities.”

The funds received from registration fees will also go to three charities, The King’s Trust, Wildfowl and Wetlands Trust (WWT) and Cheltenham Animal Shelter.

About Emerge Digital

Emerge Digital is a technology and digital innovation company and Managed Services Provider (MSP) dedicated to igniting tech-powered growth for SMEs. Whether a business is scaling rapidly or looking to reclaim industry leadership, Emerge Digital aids in providing sustainable growth through innovation.

The company’s solutions – including outsourced IT support, cyber security, cloud infrastructure, and advanced technologies like AI and automation – are tailored to organisations’ specific needs, helping not only meet today’s challenges but also lead tomorrow’s trends.