Our Team

Daniel Deeks : Founder & Managing Director

With over a decade of experience within the stadia sector, Daniel has forged a non-linear path towards establishing Stad Astra, where a hybrid incorporation of expertise, interests and hopes for the future all meet.

After leading the research for Construct Stadia, a modular stadium technologies business, at twenty years old, Daniel then headed up project development at CSMI Holdings, specialists in stadium project management. Here he oversaw a multitude of elements from leading projects, procurement, consulting, branding and market opportunities. Combining these skills birthed the concept of Stad Astra.

Having worked on projects both domestically and internationally, most notably the internal restructure of Resorts World Arena at the NEC in Birmingham, Daniel’s network within the venue and sustainability sectors has become a core strength that enables Stad Astra a vast pool of resources to symbiotically work in unison with on a multitude of opportunities that can arise when in dialogue with clientele. This allows for more in-house and turnkey solutions, whilst opening up fresh philosophies on how best to provide a quality service.

With one eye always on the future, sustainability plays an integral role in the vision Daniel has for Stad Astra moving forward. Implementing ‘green ideologies’ into businesses, both back of house and front facing, empowering sporting entities to utilise their community and global outreach to start turning the tide against climate change. This passion stems from a lifetime of being surrounded by animals and wildlife; something which vehemently drives decisions to ensure the company is at the forefront of the fight against the climate crisis.

Outside of Stad Astra, Daniel consults for a number of other companies from within the sporting and venue sectors, where he ensures best practice and decisions are made to facilitate revenue generating opportunities and sourcing suitable projects teams.

Edward McCarthy : Non-Executive Director

With an extensive and comprehensive network of contacts within the venue industry worldwide, Edward has built relationships with architects, structural engineers, finance consultants, suppliers and clients in every corner of the globe.

A highly motivated professional with excellent communication and interpersonal skills, he is organized with outstanding relationship building skills, which ties up excellently with his planning, analytical and decision-making capabilities. This has amalgamated in an in-depth understanding of stadium & arena design and construction developed over the past three decades.

Edward negotiated the acquisition of the terraced wings from the Olympic Aquatic Centre, London, which was to be re-configured for use in other venues after the London 2012 Olympic Games.

While working with Intelligent Engineering, Edward was part of a team responsible for a multitude of global projects, such as LG Arena (UK), O2 Arena (Ireland), Olympic Aquatic Centre (UK), Manila Arena (Philippines), Georgia Tec (USA), Flushing Meadows (USA), San Jose Earthquakes (USA), Gulf Stream Racecourse (USA), with numerous projects in the latter stages of discussion in the USA, Brazil, Italy, Russia, Singapore, Middle-East, UK and Ireland, when he moved to take up a new position.

Daniel and Edward have worked closely for many years which has allowed for a flourishing and fruitful business partnership, which Edward now brings directly to Stad Astra in his Non-Executive role, where he will advise and consult on projects from across the venue industry, utilising his invaluable experience.

Dr Kim Winser OBE : Non-Executive Director

Kim Winser OBE, described by Forbes as one of Europe’s most internationally renowned businesswomen. Her experience covers the UK, Europe, Asia and North America.

Kim has strong knowledge of brand development, brand repositioning, realising the potential of business across international markets and communicating brand engagement. She is passionate about design and product development, retail, particularly ecommerce, digital selling and marketing. She advises for Stad Astra on opportunities within these sectors, providing invaluable knowledge and business acumen that enables the business to make accurate and astute decisions.

Appointed as the first female and youngest Director of Marks & Spencer Plc., she held global posts as CEO of Pringle of Scotland and CEO of Aquascutum. She was special adviser over several years to Natalie Massenet at the luxury on-line marketplace Net-A-Porter. In 2013 Kim launched her own digitally based fashion business, Winser London. She also works with private equity houses on investments and growth opportunities.

Kim was appointed by the British Prime Minister as Board Trustee of the Natural History Museum, in addition appointed Chairman of the commercial and digital committee for the Museum. She serves as an Independent Non-Executive Director of the Hong Kong & Shanghai Hotel & Property Group (Peninsula Hotels and Property Group). She previously served as Non-Executive Director for Edrington who own several brands, including Macallan and Brugal.

She has been a long-term supporter of the Prince’s Trust with HRH King Charles III and The Royal Marsden with Lady Helen Windsor. Kim was awarded her Doctorate by Heriot-Watt University, Scotland, and was given an O.B.E., Order of the British Empire, by Queen Elizabeth II for her contribution to the British fashion industry.

Dr Graham Deeks, MSc D. Phil (Oxon) : Non-Executive Director

Graham has shown an acute aptitude in both sport and business his entire life, leaving a trail of innovations in his path. Having earned his business wings at Loughborough College at an early age, his work in the education sector led to Oxford University, specifically a Masters in educational management. This was followed by doctoral studies, and five years later his title became Dr Graham Deeks MSc D. Phil (Oxon), upon completion of his thesis ‘Control Around Managing Change and Leadership’.

Family commitments prevented the opportunity to become Professor of Education at the University of California, but this did lead to alternative opportunities, with Graham expanding his knowledge into the commercial world, where he became the management executive of two medium-sized companies, before venturing into consultancy work into his semi-retirement.

His paper on ‘Opportunities & Threats Facing SME’s (Small, Medium Enterprises) In an Everchanging World’ was sponsored by the EU, following consultation in London and Brussels, with various elements of these studies still implemented at government level today.

Graham’s currently finishing his first book, ‘Wondering, That’s the Trick’, which ponders and challenges the human condition, specifically humanity’s position within the universe. His lifetime of work across a multitude of areas within the educational sector has constantly challenged his way of thinking and how new approaches can be considered and implemented throughout society.

Stad Astra utilises Graham’s leading-edge ideologies to the betterment of not only the business itself, but how they can be more fruitfully harnessed across the multiple niches we encounter as part of our unique working sector that provides solutions in venues, brand opportunities and future-proofing sustainable solutions.

Lauren Sheehan : Creative

Lauren provides an additional level of creativity and ingenuity to Stad Astra’s branding arm, with her experience spanning across retail, marketing, events management and team leadership.

Having worked in England in her formative years, she has since plied her trade in Portugal and most notably, Australia, where she established her own events management venture, operating out of Sydney and the surrounding areas of New South Wales for over 8 years. She maintains ownership of this business, working remotely from across the world, whilst also providing her knowledge to Stad Astra across all facets of the branding opportunities that the business engages in.

Implementing avant-garde philosophies to the business model, Lauren’s insightful views allow for Stad Astra to entertain potential projects and clientele with a well-rounded, enterprising attitude that syncs nicely with the company’s own principles of providing a service that can disrupt the status quo.

Lauren’s passion towards fighting climate change has become something of a personal mission, which has led to her often being found at sustainability expos and events, where she continuously strives for more education on how we can best help sporting institutions utilise their powerful platforms to inform fans of the best practices to push for a more carbon-neutral world. Daniel and herself will be working closely together to continue entertaining the best strategies moving forwards, with their green hats firmly on.