Adam is a Principal Lecturer of Strategy and Marketing within the School of Sport and Service Management at the University of Brighton.  Adam has a wealth of commercial knowledge gained from working at a senior strategic level in a FTSE 250 company. He started his career in the travel industry working as a tour guide rising to the position as Head of Marketing. It was during his time as Head of Marketing, Research and Product Development that he developed an expert understanding of the issues around strategic direction and the challenges applying the principles of strategic marketing to an extremely competitive and challenging commercial environment. Adam's work included developing the company's strategy for Corporate Social Responsibility (CSR) and setting industry wide reporting standards on CSR issues with the United Nations Environmental Program's.

Since joining the University Adam has led the validation of the two new Sport Business Management courses, has taken a lead role as the academic responsible for graduate employability, enterprise and innovaiton. This included presenting tool kit for an online graduate tool kit (skills on tap) at the 12th International Entrepreneurship Educators Conference. Adam has also being central to a number of consultancy projects related to tourism development. In addition to his academic studies his personal research interests focus primarily on leisure mobility, consumer behaviour  and the impact on the environment, he is working on completing his PhD with the School of Applied Social Science at the University of Brighton. He has also developed an innovative method of diary data collection, the email-diary.