4Global reveals growth plans following IPO, hires Kerstin Obenauer to drive global expansion

Consultancy 4Gobal has revealed global growth plans following an IPO in January which valued the business at £24m.

4Global produces the Datahub and Social Value Calculator and has a number of contracts with organisations such as Sport England.

The company has hired Kerstin Obenauer as its chief customer officer in a new role, with a brief to drive global sales.

It also consults on major events, having worked on a range from London 2021 to the 2022 Women’s Euros

Sports data analysis and consultancy firm 4Global has appointed Kerstin Obenauer as chief customer officer as part of a new growth strategy.

The company, which holds substantial public sector contracts for organisations such as Sport England, did an IPO in January 2022 valuing it at £24m.

Obenauer will head up the account management and delivery team in a new role designed to expand the company’s client base internationally.

She was previously UK country director at equipment supplier, Egym, based in Munich.

4Global is known for its Datahub and Social Value Calculator products, which it says enable operators to map access to activity-based facilities, such as health clubs and leisure centres, in real-time and giving insights into customer behaviour and interests, while also helping to target investment.

The company also consults on sporting events, having worked on events from London 2012 to the 2022 Women’s Euros, which take place in England this summer.

Obenauer said: “When meeting with the team, it became clear we share the same mindset and vision. We know the crucial role physical activity and sport play in improving people’s lives. I look forward to making sure 4Global works worldwide to help deliver these opportunities.”

CEO, Eloy Mazon, said: “We’re seeing strong growth and expansion, both in Europe and North America and Kerstin’s expertise will allow us to scale both our services and our ambition to become the world’s leading consultancy in sports data and major events.”