alacria exists to help others thrive

We create connection through experiences that are designed to enhance, using data and technology, growing lifetime customer value.

We are a strategic management consultancy which partners with clients from the private, public and not-for-profit sectors to define, harness and develop their strategic advantages to capitalise on the experience economy.

Experiences create connection

We enhance, using data and technology

alacria works with our clients to develop solutions that redefine experiences, utilising a three-pronged approach with technology as the enabler.

We execute simply and smartly.


By ensuring your customer’s experience is enjoyable and seamless, we grow their future value and build advocacy


We help you organise , understand and monetise customer data; creating insights that will improve decision making and enhance future experience


We value, design and articulate your proposition to optimise returns. In doing so, we grow the investment you can direct toward your purpose

Building lifetime customer value

We specialise in:

– Strategy
– Experience design
– Program development
– Media rights strategy
– Rights structure, valuation & sales
– Project management
– Marketing strategy
– Brand development
– Media, PR & government relations
– Product development
– Analytics
– Insights development
– Business intelligence systems
– Tender/RFP response
– Agency assessmen
– Contract negotiation
– eSports strategy

Why work with us


We believe there is a better way and will be brave in finding it


We do what we say we will, with confidence given we’ve done it before


A collective of the best minds and experience for you to tap into. We help turn strategy into action

True Care

alacria was born from a desire to make a real difference. We are passionate about what we do and care for our community, people and clients.


We balance all considerations in our decision making and act in the best interest of our clients, always.


Extensive and multi-faceted. Don’t take our word for it, ask around.

What we’ve done

We have worked to deliver great outcomes for our clients including:

Developed a data commercialisation strategy for one of the world’s largest media companies;

Worked with a number of sports on a redesign of their participation experience;

Delivered a strategy for a major sports league to help them make more evidence-based decisions;

Helped a leading Australian production company develop a strategy and secure funding for the build of a transformative, world leading sports officiating and content production facility;

Opened up new and diversified revenue streams for a digital marketing agency;

Built the brand and commercial strategy for Australia’s most exciting cricketer.

What they say

“alacria very quickly understood our opportunity, nailed the brief and were able to leverage their industry knowledge to help shape our conversation with a potential client. They quickly understood the intricacies of what we do and were able link that to the brief very well. They also delivered value beyond the brief by identifying other opportunities for our business based on their knowledge of some key market trends. With their help and our expertise, we feel we have an opportunity to break new ground with this potential client.”

Nick Biggin, Director & CEO of Greenroom Digital

"Having worked with Chris and Luke on many projects over the years, I know well the knowledge, expertise and approach they bring. They do what they say they will and do it very well. It will make alacria a success and we’re having a great experience working with them so far”

Cos Cardone, CEO of McGuire Media

Our team

Chris Nunn

Chris has become one of very few successful and widely trusted advisors to the APAC sports and entertainment industry.

Having worked for fifteen years within Australian sport in various commercial roles across the AFL industry, where he worked on taking AFL to China and for Cricket Australia, where he worked on transforming MILO Have-a-Go to In2Cricket and T20 Blast, Chris turned to consultancy in 2015.

Most recently as Managing Director, APAC of Futures S&E, Chris has guided the senior executives of most major sports’ rights holders, broadcasters, platforms and brands through the complex market, ensuring they maximise their returns and make the best decisions they can.

Luke Bould

Recognised as a leader in sport and entertainment, Luke has worked in the industry for over 20 years.

Luke’s experience includes 6 years as Chief Commercial Officer and Chief Marketing Officer of Football Federation Australia from 2014-19, having previously spent nine years as Head of Commercial for both Cricket Australia & Athletics Australia. He has unique experience in creating new products and experiences, including the development of BBL, football’s FFA Cup and MiniRoos junior program, evolution of A-League & W-League and development of FFA’s E-League efootball tournament.

His experience in creating customer connection and business value through marketing, sponsorship, broadcast and digital media has seen him engaged as a speaker and consultant in many global markets. In 2019 he was recognised, through his inclusion on the CMO50 list , as one of Australia’s leading marketers.

Luke is a Non-Executive Director of the FIBA Women’s Basketball World Cup 2022.

Dino DiPierdomenico

Is a founding director of the world’s leading sports participation services company, DMC Sports.

With more than 23 years experience in Australia, the UK and USA, Dino is an expert in sports licensing, fulfilment and membership services.

His ability to commercialise brand through licensing concepts has generated incremental client revenue. Dino’s experience lies in being able to think outside the square; utilising his vast international network he is continually seeking a smarter way.

Dino is heavily involved with community initiatives, as well as providing his time at board level for several not-for-profits and clubs.


Social feeds

Thankful for the opportunity to update 90 nations on Australia’s sports diplomacy program @expo2020dubai we look forward
to highlighting the unifying power of sports to promote gender equality, disability inclusion, social cohesion & healthy lifestyles #SDG3 #DFAT #GdayExpo2020

Overgoverned and underfunded: The bind strangling Olympic sports. A new way is needed as sport can no longer afford the duplication a& infighting of the current governance models. With a blank sheet of paper, representation & independence can co-exist.

I’ve never had a lump in my throat doing a voice over but today got me... 😢

“Once the capital of sport, soon there will be no teams left in Melbourne.”

Not a line I ever thought I’d have to say.

I know sport isn’t everything but it makes this city.💔

#lockdown #Melbourne

Youth and high school football should go to flag this fall. For public and student health. Will save money and headaches for principals. Could also recruit new families into game, given concerns about tackle injuries.

Leadership needed. Who’s first?

Great article by @TomFarrey in @sbjsbd this week about what’s next for community sport in the US. The four ways ‘Sports Can Help Rebuild America’ is a must read. @alacria supports all efforts to get more kids playing & initiatives to increase investment in community facilities.