Alex Frisby, Director

Alex is a strategic thinker known for helping leadership teams cut through complexity to create clarity, unlock growth and find long-term advantage.

Alex first worked at The Foundation as a Senior Consultant, leading growth and innovation work for brands including Jaguar Land Rover, M&S and O2. He left to work with social enterprises, helping them develop sustainable business models at GoodLab, then travelled, co-founding an outdoor lifestyle brand in Vancouver. Returning to the UK, he has enjoyed consulting independently and founded The Crux Agency where he partnered with organisations including RNIB, National Grid, and Tesco Insurance. He has now rejoined The Foundation, bringing a fresh entrepreneurial perspective and sector-spanning experience.

His work blends strategy, coaching and facilitation to challenge assumptions, overcome bias and build ideas teams believe in.