Behind The Gloves (BTG), the iGaming industry’s fitness-led networking community, has formalised its next phase of growth with the launch of a founding Advisory Board.
The move follows the success of its involvement in the SBC Charity Boxing Championship of 2026 (27 March), as BTG shifts from event-led activations to a scalable, long-term business model.
Originally founded in 2023 by former Strive Gaming executive and boxing enthusiast Lee McFarland, BTG emerged as a post-COVID initiative aimed at offering a healthier alternative to the industry’s late-night networking culture.
The newly formed Advisory Board brings in senior industry firepower to guide its expansion. Michael Brady, Founder and Chairman of Bede Gaming and Chairman of Connexus Group, joins alongside RiskCherry CEO Rob Fell and former Light & Wonder SVP of People and Capability Katie Byers.
The board will support BTG’s push into new verticals, including corporate wellness programmes, brand partnerships and digital products, as the initiative looks to scale beyond its roots in industry events.
BTG is positioning itself as a “business for good”, committing to reinvest a portion of its profits into community initiatives and charitable causes.
McFarland said: “The foundation of our Advisory Board reflects Behind The Gloves’ commitment to building a strong business that can expand globally and reach more people than ever.
“We’re thrilled to welcome Katie, Rob and Michael to the Board and look forward to leveraging our industry’s unmistakable energy to support good causes and deliver accessible activities for all fitness levels on a larger scale.”
What began as small boxing pad sessions has grown into a broader movement centred on health, wellbeing and networking at industry events. Participants are encouraged to swap late-night drinking for structured morning training — a shift that many say improves focus, energy and productivity.
With increasing backing from sponsors and a growing community, BTG is now targeting international expansion, betting that demand for purpose-led, fitness-driven networking will continue to rise.
