The Pools make big changes as part of 2025 reshuffle with industry leaders arriving

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UK bookmaker The Pools have called on the experience of Chris Williams and Matt Knowles to improve their product development and customer engagement.

Williams joins as head of product, while Knowles comes in as head of CRM.

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They follow the likes of Sharon Wright as marketing director and Phillip Donegan as chief technology officer in joining The Pools, with backgrounds from Nike, adidas, Reebok and Betfred.

Williams, formerly of LiveScore Group, Sky Betting & Gaming and SIS Betting, brings a decade of experience in developing betting products across app, mobile and web platforms.

Knowles joins with a wealth of knowledge in customer engagement and retention in numerous roles at BV Group, Betfair, Gamesys and Betway Group.

James Arnold, The Pools CEO, believes the pair will be crucial for their 'multi-platform digital transformation' next year.

He said: “As we head into 2025, both enhancing our product and building upon our relationships with loyal customers while targeting new ones is imperative to our major rebrand and sustaining growth in 2025.

“We are in good hands with Chris and Matt’s rich experience in these areas and bringing them on board gives me great satisfaction as I know the many skills both have to offer and the value they’ll bring to The Pools moving forward.

“With so much excitement about our prospects for next year, our improved web, mobile and app experience for customers will be a cornerstone of our multi-platform digital transformation.”

Williams, who will be tasked with improving multi-channel offerings and delivering a user-friendly betting experience, is eager to develop The Pools' 100-year heritage.

He added: “The Pools is a British institution and has such a rich heritage in the UK so I am thrilled to join James and the team for an exciting new chapter in 2025.

“My remit will be to deliver a best-in-class product across web, mobile and app as we relaunch this iconic brand to new audiences and I am delighted to accept the challenge.”

Knowles will be responsible for optimising customer relationship strategies, loyalty programmes and satisfaction initiatives. And he's looking forward to the challenge of finding new audiences for a well-established company.

He said: “The Pools is built on its loyal customer base that has given the brand its unique and unrivalled identity across its 100-year history.

“I am looking forward to helping engage and grow The Pools’ many players and targeting new audiences as James and the team continue to make great strides with such a well-respected and much-loved brand.”

The Pools are expected to make even more leadership appointments over the next few months as they continue their digital transformation.