About Tom Fender

Tom co-owned and ran him! research and consulting in the UK between 1997 and 2014.  The firm quickly became known as the 'experts on shoppers and shopping', particularly in the convenience industry.

Tom oversaw the products, sales and marketing for him! - helping to turn a small niche consultancy into an industry name, used by virtually every small format retail business in the UK, and 49 of the top 50 brand owning FMCG suppliers.

him! are widely credited for helping to revolutionise the convenience sector, challenging retailers and suppliers to listen to the views of shoppers, to help shape future retail strategies.  Under Tom's stewardship, over 2 million convenience store shoppers were interviewed by him! to become fact-based advisors.

Tom spoke at over 200 conferences in the UK and abroad, and quickly got a reputation for delivering fast paced, punchy, fact-filled and provocative presentations which challenged delegates in new ways of thinking.

Tom was responsible for launching new programmes in the UK; route-to-market/wholesale, discounter, food-to-go channels all had him! syndicated research programmes, operating in them under the him! banner.

Tom stepped down from him! in 2014, once he'd recruited the new management team, following the acquisition of him! by William Reed Ltd.  

In 2015, Tom conceived the idea of launching a convenience shopper insights programme for the rest of the world so, in a partnership with William Reed Ltd., launched him! international.  They now work with a number of household names in markets around the world.

Tom also has a number of non-executive directorships, including at BOLT learning (www.boltlearning.com), a start-up tech firm specialising in digital learning.  Already, Bolt is now training 100,000+ people per annum, around the world, in 10 different languages in the construction field and has also launched in the convenience retail sector.

Tom is a hugely popular individual whose enthusiasm for work and life is infectious.  

Stuff I Care About

Tom's passions in life are sport and travel.  He launched FanzTrack in 2016 to help professional sports clubs improve the live match day experience based on feedback from fans.  

Tom is also supporting a number of young start-up firms as they seek to commercialise a concept, product or service.

Other stuff

In his spare time, tom plays lots of sport, has run 11 marathons, co-launched an annual industry charity bike ride to far flung places like Laos, Cambodia, Vietnam and most recently Sri Lanka for the charity MAG (http://www.maginternational.org/ ), which clears landmines in former war-torn regions to provide a safe environment for local families.

As well as running marathons, walking up mountains and many other similar activities, he loves a challenge.