alacria exists to help others thrive

We are a strategic management consultancy partnering with clients to capitalise on the experience economy.

We focus on three critical growth drivers, informed by insight, with technology as an enabler.

Our experience means we develop practical solutions that can be implemented in the real world. We know, because we’ve walked in your shoes.

Experiences create connection

We enhance, using data and insights

alacria works with our clients to develop solutions that redefine experiences. We are focused on three critical pillars for organisational growth, with data and insights at the core.

We have developed and refined a unique approach to empower our clients to capitalise on the value that personalised engagement creates.

We create value through personalisation delivered the right way, at the right time, to the right person.

Experience Design

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 product development 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

We are specialised and disciplined

Building lifetime customer value through:
  • Experience design
  • Media rights strategy
  • Rights valuation
  • Contract negotiation
  • Sponsorship strategy
  • Got to market strategy
  • Event legacy programs
  • Sports betting strategy
  • Data strategy
  • Program development
  • Stadia commercialisation
  • Marketing strategy
  • Brand development
  • Grant applications
  • Tender response
  • International Relations
  • Public Policy
  • Strategic Communications
  • Public relations
  • Participant strategy
  • CSR development
  • Educational programs

Global context, local expertise

Nowadays where you are based is less relevant than where you have experience and local expertise.

alacria has truly global experience – our team has delivered projects across the world.

So whilst we have bases in Australia, Switzerland and the US, we have a track record of delivering great outcomes around the globe.


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;

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Worked with a number of sports to design, market and commercialise their participation experience;

Delivered an insights 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 to build a transformative, world leading sports officiating and content production facility;

Evaluated the value of association with two major leagues’ brands, increasing the return from their major sponsorships.

Designed and delivered the commercial transformation of an Olympic sport’s operating model.

Developed the future strategy for a major Olympic sport, with a renewed focus on participant and volunteer experience.

Provided product development and global market analysis and valuation for an emerging sports technology business.

Our team

Leah Mellor

Leah Mellor

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Luke Bould

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.

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