Charged with leading its exciting expansion into a new region, Cheltenham-based IT provider Emerge Digital announces the appointment of rugby legend Alex Cuthbert, this January 2026.
Building on its existing rugby links as the official IT partner of Gloucester Rugby – and following the appointment of former Cherry and Whites centre Mark Atkinson in 2024 – the former Wales and British & Irish Lions back joins Emerge as regional business development director for South Wales, as the firm extends its reach into Cardiff and beyond.
The expansion marks a 'major milestone' in the firm's growth beyond Gloucestershire, reflecting a rising demand for high-quality IT support, cyber protection, cloud solutions and
digital transformation services in South Wales.
Best known for standout moments during Wales’s 2012 Six Nations Grand Slam and the 2013 Lions tour, Alex, who retired from professional rugby last September, has built a strong portfolio of business interests in recent years, experience which the firms says will support its strategic ambitions going forward.
Alex said: 'I’m hugely excited to join Emerge Digital at such a pivotal stage for the organisation.
'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.'
Part of the firm's South Wales expansion is an upcoming partnership with PureCyber, a Cardiff-based cyber security company specialising in round-the-clock monitoring, incident response, penetration testing and security resilience.
Emerge says the partnership will create 'a more comprehensive offering' for businesses, combining PureCyber's technical expertise with its managed service capabilities.
Alex 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.'
Nigel Church, CEO 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.'
