people and the choices they make.
Hi, I’m Lewis Greenup—the founder of Lewis.
After years working with big professional services firms, I realised that the traditional approach to strategic planning wasn’t cutting it for clubs. It was too corporate, too drawn out, and often left clubs with documents they didn’t know how to implement.
It started with a simple frustration: too much strategic planning felt disconnected — from people, from purpose and from practical reality. After years of working for leading consulting firms in and around clubs, Lewis saw the same patterns repeating. Clubs were investing time, money and effort into strategic plans that never got used. CEOs felt discouraged. Boards felt overwhelmed. Teams weren’t brought along for the journey. And the very people who were meant to benefit from the strategy — staff, members, communities — were often left out of the conversation.
So, I set out to change that. Recognising a simple truth: great strategy is about people and the choices they make. And the magic happens when you connect the two.
Our process is purpose-built for clubs—clear, collaborative, and tailored to your members, your board, and your team. Whether you’re preparing for major development or simply looking to get ahead of the curve, we’ll give you the roadmap and confidence to make it happen.
Need to change the content and sync with the proposal being developed
I grew up in Cowbridge, a small village in Wales (the original South Wales).
I’m a lifelong learner with a Master’s in Geomorphology (yes, really).
I’m a tragic fan of the Rabbitohs (we can’t all be perfect).
When I’m not on the road visiting clubs, you’ll find me camping with my kids or scribbling ideas on a whiteboard.
If you’re ready to future-proof your club and bring your team on the journey—let’s chat.
Level 1, 5 George Street,
North Strathfield,
NSW 2137, Australia
