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DHW Simpson Advisory

DHW Simpson Advisory partners with our clients to truly understand their unique business objectives and operating environment, tackle their problems, challenge the status quo and ultimately provide valuable, practical and tailored solutions.

An alliance providing a fresh, tailored perspective – there are no template solutions.

DHW Simpson Advisory in a moment

DHW Simpson is a trusted partner of clients in the sport, entertainment and cultural sectors.


  • Big 4
  • Leading NSO
  • Management consulting
  • Research
  • Sport strategy and planning


  • National and State Sporting Organisations
  • Cultural Institutions
  • Government
  • Professional Sporting Clubs
  • Not-for-Profit


  • Strategic and Business Planning
  • Game Development
  • Structure and Governance
  • Evaluation and Impact

Why partner with DHW Simpson Advisory?

  • Our clients get to leverage over 30 years of collective experience in sport management and consulting, with Dale and Mark having worked across major NSOs, market-leading and boutique consultancies.
  • This expertise is applied to every project for every client – there is no ‘B Team’.
  • We deliver evidence-based, practical advice. We are frank and fearless, prepared to challenge the status quo.

What We Do

Strategic and Business Planning

Strategic and operational business planning

  • Facilitating and developing strategies, implementing planning processes and working with senior management to align daily operations with strategic objectives.

Service delivery and organisational review and design

  • Reviewing and improving service delivery models and organisational structures.

Commercialisation and sponsorship

  • Commercial strategy, and identifying and valuing commercial properties.

Game Development

Strategy and planning

  • Developing game development strategies, facilitating departmental planning processes, strategic reviews of programs and services.

Participation program development

  • Developing participation programs, sustainability planning, developing financial and operating models, reviewing and redesigning program portfolios to capture new markets and enhance core offerings.

Value propositions

  • Identifying and articulating the value that game development activities deliver to internal and external stakeholders, and evaluating program and service outcomes.

Education and training

  • Presentating, facilitating workshops, coaching and mentoring to support game development practitioners.

Structure and Governance

Structure and governance strategy and review

  • Reviewing existing governance and business structures, providing practical advice for more effective models including transition planning and support.


Evaluation and Impact

Economic and community impact studies

  • Assessing the impact of elite and community sporting programs on the community.

Program evaluation

  • Evaluating the outcomes and impact of programs, initiatives and activities.

Feasibility studies and business cases

  • Assessing feasibility and building the compelling case for investment in products, programs and other initiatives.

Who We Are


Dale Wood

LinkedIn Twitter

Dale Wood is an experienced consultant focusing on the sports, cultural and entertainment sectors via his business DHW Collaborations.

He has over 21 years’ experience working directly with sports, cultural institutions, Government, brands, promoters and venues.  His experience includes:

  • Establishing his own business, DHW Consulting, in March 2013, and relaunched in March 2017 following hiatus for prior role. During 2018, the business expanded and rebranded to become DHW Collaborations, incorporating alliance contributors, Aaron Lake (DHW Ludus Infrastructure) and Mark Simpson (DHW Simpson Advisory).
  • With a reputed sport and entertainment agency, dual roles of Head of Strategy (management consulting) and Head of Insights (research).
  • Co-head of a ‘Big 4’ Sports, Events & Venues practice.

His experience incorporates all of DHW Simpson Advisory’s key service lines.


Mark Simpson


Mark Simpson brings a wealth of subject matter knowledge and technical skills to the DHW Simpson Advisory alliance, developed over a decade as a small business owner, a senior manager within a leading NSO and a management consultant.

His experience includes:

  • Establishing his own consulting practice, Mark Simpson Consulting, in July 2017, and forming DHW Simpson in July 2018.
  • Cricket Australia Head of Market Development (2015 to 2017), responsible for the strategic and operational leadership of entry level programs and their delivery in over 5,000 school and community centres nationally.
  • Cricket Australia Head of Game & Market Development Strategy (2013 to 2015), responsible for facilitating and developing the Participation Strategy, including the providing the framework for execution through the federated structure and delivery of strategic projects.
  • Grosvenor Management Consulting (2008 to 2013), delivering a range of business improvement, program evaluation, service delivery design and shared services procurement projects with Australian public and private sector clients.


We’re more than Dale and Mark.

DHW Simpson Advisory can’t do everything.  As such, we have developed a range of established relationships with like-minded businesses that we activate to meet clients’ needs. Subject matter alliances include:

Marketing, Venues and infrastructure, Economics, Research, Governance, People & Culture, Integrity

Our trusted partners have a similar approach to client service and relationships.

This shows, if we need to ramp up with complementary skills and resources, we can.


Dale and Mark have together and individually worked with an amazing array of clients across our careers. Specific, relevant credentials can be provided once we understand the problem you’re looking to solve.

Following are some our recent engagements, along with some testimonials to give you a sense for what we’ve done and our clients’ perspectives:

  • A range of projects for Professional Footballers Australia focusing on commercial advice, asset valuation and support for its CBA negotiation.
  • A strategy for the AFL in being more active in the schools’ space.
  • Commercialisation initiatives for Football Victoria, including the mapping of assets and preparation of value propositions.
  • An evaluation framework for Football Victoria’s innovative Club Support program.
  • A scoping study for Sport Australia for the development of a Community Sport Infrastructure digital platform.
  • Development of value propositions for the range of services AFL Victoria provides to leagues and clubs throughout the State.
  • Provision of a range of operating model options (along with financial modelling) for the owners of the Western Force rugby team.
  • A report identifying insights, opportunities and issues for Water Polo in Australia, supporting its governance reform process (for Sport Australia).
  • Support for Football Victoria in relation to positioning for the separation of the professional national leagues from Football Federation Australia.


Mark and Dale have a deep understanding of sport participation in Australia. Their work helped us to understand complex problems and develop practical strategies to tackle them.

Alistair Dobson

Former Head of Marketing, Participation and Audience Development at the AFL

DHW Simpson Advisory has been supporting Football Victoria over a number of initiatives since the middle of 2018. Dale and Mark are able to provide pragmatic, focused advice across a range of areas. Their strategic thinking has been valued by the executive and Board of Football Victoria.

Peter Filopoulos

Chief Executive Officer, Football Victoria

The PFA really got great value from working with DHW Simpson Advisory. The team was able to effectively facilitate our own thinking and was able to develop a structure around that, as well as providing their own insights into how to approach our challenges.

John Didulica

Chief Executive, Professional Footballers Australia