We are Altius Live
We activate people

At Altius Live, we focus on devising, developing and delivering events on behalf of rights holders and federations to help them activate and deliver their commercial programmes for their partners.

We work with clients to ensure events and activities fit within their overarching strategy as well as working with the partners and sponsors associated with the event to ensure their needs are met.

We've got it covered

Altius Live offers the
following services

Strategic consultancy on in-house
event planning and delivery

Day to day operational delivery of mass participation events including the provision of national and regional delivery teams on behalf of rights holders

Stakeholder engagement support for working with local authorities and delivery agencies involved in mass participation events

Advice on event creation strategic planning linked to new commercial programmes being developed by federations and rights holders

Meet Altius Live

We have a dedicated and experienced team at Altius Live…

… and because we are owner-managed, our clients get the benefit of a direct relationship with us, unlike many larger companies.

Justin Walkey

Non-Executive Chairman

Bruce Philipps


Adam Mason

Senior partner

Joe Ainscough

Account Manager

Justin has been immersed in the business of sport and its intersection with the media world throughout his career. He founded Bird & Bird’s market leading legal advisory Sports & Media Group which he led out of London before relocating to Hong Kong in 2012 to head up Bird & Bird’s operations in Asia Pacific. Justin has enjoyed a diverse range of corporate, commercial and regulatory mandates for many of the leading sporting brands and marquee sports events and properties. He has a natural understanding of the business and politics of sport and of the challenges faced by sport today in addressing ever evolving integrity and governance issues as well as in adapting to the rapidly developing digital world that we now occupy. Justin is recognised in the elite band of sports legal advisers and remains actively engaged in sports and media projects globally and in particular now with mandates which have an Asian dimension in fast developing markets such as China and ASEAN.

Prior to founding Altius, Bruce was the Director of Communications & Commercial at the Lawn Tennis Association, the National Governing Body for tennis in Britain. His responsibilities also included all British tennis major events during his 5 years at the organisation. Bruce led the new commercial drive back in 2007 to create the now widely acclaimed and groundbreaking programme with Aegon as the first ever Lead Partner of the LTA. He has also sat on the Tournament Committees for the Aegon Championships at Queen’s and the Barclays ATP World Tour Finals at the O2 arena. Before the LTA, Bruce was Head of Corporate Affairs at the Government agency, Sport England, and worked closely with a range of sports as well as on major projects such as Wembley and London’s successful bid to host the 2012 Olympic and Paralympic Games. Bruce is the Chief Executive of Altius.

Adam is a commercially minded marketer within the sports, entertainment and rights holder marketplace with over two decades experience. Formerly Marketing Director at the Lawn Tennis Association (LTA) where he led the development and implementation of the new marketing strategy across the sport. Before this promotion, Adam led the LTA’s sponsorship division and was central to the award-winning commercial programme that saw Aegon become the first lead partner of the sport. Adam also led on the sales and delivery of the LTA’s hospitality portfolio and was a member of Aegon Championships Tournament Committee, the Major Events Review Group and the AELTC Ticket Sub-Committee. Adam started in the industry with IMG, working on the Rugby World Cup in 1999 before moving to Octagon where he led on a variety of projects working with top-flight brands such as Diageo, Vodafone, Zurich and Cable & Wireless. Adam’s agency client work has encompassed sponsorship consultancy, rights activation and asset creation across a broad range of sports including rugby, football and cricket, as well as live music. Before he moved into the sports industry, Adam worked in the City as a fund manager. Adam is a former Non-Executive Director of British Shooting.

Joe joined Altius in May 2017 having achieved a degree in Religion and Theology from Bristol University. Prior to joining Altius Joe gained experience in the sports industry at sponsorship agency JSC and worked at events including The Open Championship in 2016 as well as the 2014 Ryder Cup in Gleneagles. Since joining Altius, Joe has been central to Altius’ client activities, providing key support in managing client relationships, developing commercial strategy and leading our market research and engagement requirements to source commercial partners for our clients, including the negotiation and execution of a multi-year partnership with one of the UK’s leading FMCG brands. Joe’s client experience includes: British Cycling, British Rowing, Swim England, The PGA, The British Street Food Awards and The Plunkett Foundation.


Simon Adby

Senior project manager

Tristan Wesley

Senior project manager


A highly dedicated event, venue and project manager, Simon has extensive experience of working in demanding roles within the events and sport industries. He brings Venue and Event Management expertise from the London 2012 Olympic and Paralympic Games, inaugural Invictus Games London 2014, and England 2015 Rugby World Cup.

As a specialist strategic planner Simon is particularly adept at managing conflicting priorities and multiple projects, analytical problem solving, building and maintaining strong relationships, planning and recruiting extensive workforce teams, and, high level influencing skills.

Having graduated from Loughborough University in 2003 with a degree and Masters in Sports Management & Marketing, Tristan embarked on a career in the sports industry and over the past 16 years has worked with a range of rights holders and brands to deliver commercial strategies, sponsor activations and large-scale sporting events.

Tristan has extensive knowledge and experience of managing multiple stakeholders in high pressured environments and prides himself at working efficiently and effectively to delivery high quality results.

Previous clients and events have included London 2012, Glasgow 2014 Commonwealth Games, England 2015 Rugby World Cup, The Boat Race Company, Major League Baseball London Series, Team GB, The FA, British Cycling, Lloyds Bank.

Run with Altius Live

Altius Live manage the
operational delivery of the
HSBC UK Let's Ride

  • British cycling

Talk to Altius Live

Feel free to get in touch, we'd love to hear from you.

Altius Live is a wholly owned subsidary of Altius Sports, a UK based commercial and sponsorship consultancy working across sport, arts and entertainment focused on providing strategic support to rights holders and federations on how to grow their revenue base, maximise commercial incomes and manage and develop their brands and properties.

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