Former Wales international and co-founder of Sportin Wales Alex Cuthbert sits down to discuss his newest role at Emerge Digital.

Since hanging up my boots in September, people keep asking if I miss rugby. I do. You don’t spend your life competing every week and just switch that off. But I’ve found something that scratches that itch in a different way at Emerge Digital.

The move came about quite naturally. I’d been speaking to Mark Atkinson, the former Gloucester centre. He was already doing a part‑time role with Emerge in Cheltenham and got in touch to ask what I was up to. Away from the media work, the answer was simple: not much. I needed structure in the week. I needed something challenging.

Through Mark I met Nigel Churches, who is the Chief Executive at Emerge. The more we talked, the more it made sense. The business had grown strongly from its base in the Southwest. They wanted to push into Wales and Cardiff. That’s a world I know well. It felt like a good fit for both of us.

I’ve always been interested in tech. I’m curious about how AI and digital tools fit into everyday life and work. Emerge sits right at that intersection. It’s a fast‑growing MSP/MIP with a strong culture.

Revenue has been climbing sharply year on year. Coming from a changing room where standards and improvement are everything, that kind of environment felt familiar.

My role is regional business director for Wales. On paper, that sounds like opening doors and making introductions. In reality, it’s much deeper. The big difference with Emerge is that everything starts with the client’s business. We’re not pushing a bit of tech for the sake of it.

When I’m in a meeting, we’re talking about how that company actually works. Where they hurt. Where the friction is day to day. Then we look at how tools like AI, Copilot and the wider Microsoft stack can be woven into what they already do. The goal is lasting change. Not a quick win that fades after a month. We think in terms of six months, twelve months and beyond.

In some ways, it feels very similar to rugby. You prepare. You do your homework. Then you perform. My media work with Sportin Wales, Premier Sports, BBC Radio 5 Live and others has drilled that into me as well.

If you’re on air, you need to know the teams, the players, the storylines. At Emerge it’s the same. If I’m meeting a new client, I need to know their world. Once you’ve done the prep, you can speak with real confidence.

One thing that has never changed is my competitive streak. I want to do things well and I want to be the best version of myself, whatever the arena.

Retiring from rugby could have felt like a full stop. With Emerge, it feels more like a new season. Different pitch. Different kit. Same drive to perform.

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