Emerge Digital appoints Wales and Lions legend Alex Cuthbert as regional director

Daniel Bevan - Editor

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Managed IT services provider Emerge Digital has announced a major expansion into South Wales, alongside the appointment of Wales and British & Irish Lions legend Alex Cuthbert as its new Regional Business Development Director.

The move strengthens the company’s footprint in the region as it grows operations across the UK from its existing base in Gloucestershire.

Cuthbert, who retired from professional rugby in September following a distinguished international career, will lead on business development and regional growth.

Best known for his role in Wales’ 2012 Six Nations Grand Slam and the 2013 British & Irish Lions tour, Cuthbert has built a portfolio of business interests since transitioning from professional sport, experience Emerge Digital said will support its strategic ambitions.

“I’m hugely excited to join Emerge Digital at such a pivotal stage for the organisation,” said Cuthbert.

“Throughout my rugby career, teamwork, preparation, and trust were everything, and those values are just as important in business.

“What impressed me about Emerge Digital is how committed they are to supporting organisations not just with technology, but with the confidence and structure to grow.”

He added: “South Wales has always been home for me, and it’s full of ambitious companies doing incredible things.

“I’m looking forward to getting out into the region, meeting those businesses, understanding their challenges, and helping them use technology in ways that genuinely move them forward – this feels like the start of a really exciting chapter.”

Emerge Digital already operates across the South West and works with clients including Brains Brewery, Gloucester Rugby, The Tyre Group, Everhot, DEYA Brewing Company and Lakes Showering Spaces.

The expansion into South Wales, particularly Cardiff, reflects what the company described as growing demand for managed IT support, cyber security, cloud solutions and digital transformation services.

Nigel Church, chief executive of Emerge Digital, said: “It’s an absolute pleasure to welcome Alex to the team.

“As a lifelong rugby fan, to have an individual who performed at the highest level in his chosen sport, be that for Wales or the British & Irish Lions, is a privilege.

“International rugby demands teamwork, dedication and a constant willingness to improve. Alex brings these qualities and enhances the collective strengths of the team.

“His appointment expands our presence in Cardiff and accelerates our plans across South Wales.”

The announcement comes as Emerge Digital prepares to unveil a partnership with Cardiff-based cyber security specialist PureCyber.

The collaboration is expected to combine PureCyber’s services, including 24/7 monitoring, incident response and penetration testing, with Emerge Digital’s managed service capabilities, strengthening the overall offering to businesses across Wales.