Behind The Gloves Assembles Advisory Board for Growth

(AsiaGameHub) –   Behind The Gloves (BTG)—the iGaming sector’s fitness-focused networking community—has solidified its next stage of growth by launching a founding Advisory Board.

This move follows BTG’s successful participation in the 2026 SBC Charity Boxing Championship (March 27), as the organization transitions from event-led initiatives to a scalable, long-term business model.

Founded in 2023 by Strive Gaming executive and boxing enthusiast Lee McFarland, BTG emerged as a post-COVID project aimed at offering a healthier alternative to the industry’s late-night networking culture.

The newly established Advisory Board brings in top industry leaders to guide BTG’s expansion. Michael Brady, Founder and Chairman of Bede Gaming and Chairman of Connexus Group, joins RiskCherry CEO Rob Fell and former Light & Wonder SVP of People and Capability Katie Byers.

The board will support BTG’s expansion into new verticals, including corporate wellness programs, brand partnerships, and digital products, as the initiative seeks to grow beyond its roots in industry events.

BTG is positioning itself as a “business for good,” committing to reinvest a portion of its profits into community initiatives and charitable causes.

McFarland said: “The launch of our Advisory Board reflects Behind The Gloves’ commitment to building a strong business that can expand globally and reach more people than ever before.

“We’re thrilled to welcome Katie, Rob, and Michael to the Board and look forward to leveraging our industry’s distinct energy to support good causes and deliver accessible activities for all fitness levels on a larger scale.”

What started as small boxing pad sessions has grown into a broader movement centered on health, well-being, and networking at industry events. Participants are encouraged to swap late-night drinking for structured morning training—a shift many say enhances focus, energy, and productivity.

With growing sponsor backing and an expanding community, BTG is now targeting international expansion, confident that demand for purpose-led, fitness-driven networking will continue to rise.