Tony Sheridan, Commercial Adviser & Non-Executive Director.
I help organisations unlock commercial value from product, sourcing, channels and customers.
Practical commercial advice for businesses, brands, boards, founders, sports organisations and rights holders that need clearer strategy, stronger execution and better routes to growth.
Commercial experience grounded in reality.
My background is built on reality, not theory.
I have bought, sourced, sold, operated, led, governed, launched channels, supported acquisitions, built sourcing routes and worked through private equity ownership transitions.
That experience matters because commercial strategy only creates value when it can be turned into a practical, deliverable operating model.
I work with organisations that need clear thinking, honest challenge and commercially realistic plans that can be executed.
Range strategy, product development, merchandise propositions, pricing, margin, customer value, product-market fit and commercial offer development.
Sourcing
Supplier strategy, international sourcing, factory routes, quality expectations, cost structure, risk, compliance and supply chain credibility.
Channel Development
Digital commerce, portal-led trading, event retail, business-to-business and business-to-consumer models, distribution and route-to-market planning.
Customer
Customer insight, cohort analysis, database value, repeat purchase, retention, lifetime value, lapsed customer recovery and campaign planning.
These areas can be reviewed individually or as part of a wider Commercial Health Check.
Some clients need a focused review of one issue, such as sourcing, product range, route to market or customer value. Others need a broader commercial review to understand where performance is being lost and where the strongest opportunities sit.
Commercial Health Check
Most businesses do not lose margin, cash or growth opportunity in one obvious place.
It usually happens through a series of small commercial leaks: range decisions, stock choices, suppliers and terms, pricing, margin control, commerce performance and customer value.
The Commercial Health Check is designed to find those leaks and turn them into practical actions.
I work with organisations in different ways, from focused consultancy projects through to board advisory and Non-Executive Director roles, including the following sectors:
Sport, federations and rights holders
Retail and multi-channel commerce
Events and live retail
Merchandise, teamwear and uniforms
Security, hospitality and corporate markets
Creative, craft and hobby sectors
International sourcing and supply chain
Investor-backed and entrepreneurial businesses
Why work with me?
I bring board-level perspective and practical operating experience.
My career has included executive board leadership within an investor-backed business, two private equity ownership transitions, Blackstone portfolio company exposure, acquisition activity, international expansion, China sourcing operations, US market launch, founder experience and Non-Executive Director roles.
I have worked across major organisations, growth businesses, federations, rights holders, founder-led companies and multi-channel retail environments.
The value I bring is straightforward: commercial judgement, practical delivery experience and the ability to connect strategic ambition with what actually works.
Strategy only matters if it can be delivered.
If you need someone who can challenge the thinking, understand the commercial reality and help turn the idea into something that works, let’s start a conversation.
