Rowan joins Spectate after more than 10 years with Virgin, and brings more than 25 years’ industry experience to the role, mainly in sports-focused roles.

During his time with Virgin, Rowan managed relationships with TMCs with sports clients, as well as direct commercial sports relationships and strategy.

These included the Professional Cricket Association, Professional Golf Association, Professional Football Association, Premiership Rugby, and the League Managers Association.

"Having worked in travel and aviation for more years than I care to remember, with roles that include sports travel management, business development, account management and commercial sports strategy, I am very much looking forward to engaging with clients and associations, old and new, in this exciting role," said Rowan.

Spectate’s focus spans luxury sports tours and tailor-made experiences across Formula 1, cricket, rugby, golf and tennis, among others.

Rowan’s appointment follows the departure of Alex Catton in August.