As a sports journalist Alec has interviewed thousands of athletes over many years. It became plain to him that there was a real need for specialist media training for the sports industry. He set up Elite Sports Media to help athletes, sports federations and the wider sports industry achieve better results when dealing with the media.
The company has now grown so that Alec and his colleagues regularly work with numerous corporate clients, the British army and NATO. They also offer coaching in public speaking and safe use of social media.