Alex Avery

Alex Avery

As the CEO of Pragma, Alex leads the development of the team and proposition, and oversees project delivery. He has long-standing experience of supporting leading investors, developers, operators, and brands improve the commercial performance of retail assets.

During his time at Pragma he has specialised in commercial space optimisation, retail strategy, and commercial due diligence, building the team into a globally recognised consultancy. He has overseen projects across the world, supporting the development of leading retail and airport assets in Europe, Asia, the Middle East, Africa, and the Americas.

Alex’s key strength lies in using a combined understanding of consumer behaviour, trading performance and the built environment, to develop strategies that create a positive experience and enhance the commercial value of retail developments.

He regularly speaks at industry conferences, on subjects ranging from consumer trends, to travel and retail property innovations, reflecting his interest in brands, people, and places.

Hunting out the best places to eat, discovering new concepts and music in different countries around the world keeps Alex occupied in his spare time.

Chris van Ryswyck

Chris van Ryswyck

Chris brings hands-on retail, analytics and nearly 8 years’ commercial experience at Gatwick Airport to Pragma’s team.

Chris helps our airport clients understand how to maximise their non-aeronautical revenues by looking at their passenger base and commercial space, in combination with business needs. Chris’s background helps him connect with the interplay between various airport departments, and, how commercial is often at the mercy of other areas of the airport environment.

Chris has led a number of Pragma’s flagship projects including our work with Vienna and Panama Tocumen Airports, as well as our Commercial Due Diligence.

Nick Zinzan

Nick Zinzan

Nick is Pragma’s MD for Operations, with overall responsibility for optimising company operations and developing the team, culture and working environment.

He works across company strategy and proposition, knowledge and training, finance planning and reporting, legal, HR and recruitment, as well as the occasional piece of work for key clients.

Following his graduation from Oxford University, Nick has worked for over 15 years in professional advisory services. He started his career at PwC before moving to Pragma as an analyst more than 12 years ago. He has worked on UK and international consumer strategy projects across all divisions, before taking on a more internally-focused role when Pragma was acquired by St Ives in 2011.

Outside of work, Nick maintains his focus on the outdoor sector too.

Lucie Mayhew-Smith

Lucie Mayhew-Smith

Lucie is an experienced HR Director and is committed to making Pragma a great place to work.

Lucie has worked across a range of industries including the arts, technology and finance.  She started her career at Michael Page and has also worked at GlaxoSmithKline

She is engendering a culture of collaboration and a productive working environment at Pragma and is passionate about training and ensuring managers have the skillset to manage their teams effectively.

Lucie studied Geography at Portsmouth University, have a PGCE and am CIPD qualified.  

She loves to bake, spend time with her two daughters and trail run with her dogs.

Andrew McVicker

Andrew McVicker

Andrew works with asset management, leasing and marketing teams.

 Andrew works with a diverse mix of investors, developers, asset managers and local authorities, all with a view to maximising the value of their retail assets.  With such a broad scope of end users, Andrew is often a key part of a broader team including architects, leasing, marketing and property teams.

Andrew joined the team following the integration of FSP and Pragma, having worked at FSP since May 2010, where he was appointed to the Board as Sales Director in June 2015. Prior to joining FSP, Andrew had worked at both ORC and CACI, having graduated from Manchester Metropolitan University with a BSC Hons degree in Geography.

Andrew utilises Pragma’s wide range of research capabilities and vast industry knowledge to understand customer behaviour and quantify the impact it has on retailer profitability. In doing so, Andrew is able to work with clients on both high level strategic assessments through to practical steps to maximise asset value.

Out of the office hours, Andrew spends most of his time debating the fighting capabilities of various dinosaurs with his young sons, sneaking the odd evening out with his wife and assessing the strengths and weaknesses of retail locations on various shopping trips.

Sam Fox

Sam Fox

Sam works with asset management, leasing and marketing teams on in-town and out of town assets both in the UK and in Europe.

Sam joined the team following the integration of FSP and Pragma.  She works with a number of developers as well as providing strategic advice on mixed used developments. As well as working with retainer clients, Sam works on a wide variety of projects including detailed shopper surveys, impact studies, focus groups and pre-acquisition assessments.

Sam joined FSP in June 2012 as a Senior Consultant and works extensively with major property clients including Legal & General, Aviva and Shaftesbury. Prior to joining FSP, Sam spent 8 years working for The Oxford Consultancy, providing research and consultancy to retail, property and publishing clients including John Lewis, Hammerson, McArthurGlen and the Daily Telegraph. 

Sam laughs at the concept of spare time, but somehow juggles being a mum of two young boys with a love of Zumba and Body Combat classes. Sometimes she even juggles to the boys.

Ed Newton

Ed Newton

Ed joined Pragma in February 2011 after completing a MEng in Civil Engineering from the University of Bristol. He is now a Director having started his career at Pragma as an Analyst.

He specialises in the holistic analysis of consumer and financial data to develop detailed revenue and space supportable models.  These have been applied across a wide range of projects including airport commercial reviews, space planning and commercial due diligence for major investment situations. Ed has played a key role in our ongoing work with Heathrow, as well as Bristol Airport and Mexican airports operated by Grupo Aeroportuario del Pacífico (GAP).

Ed is a keen amateur photographer and is often found wandering the streets and fields in search of a great shot.

Christina Roseler

Christina Roseler

Christina has 7 years of travel retail consulting experience, specialising in developing customer-centric commercial strategies that optimise passenger spend and satisfaction.

Before joining Pragma, Christina led the work in the travel sector at Javelin Group (part of Accenture Strategy) to help travel clients develop digital strategies that fit within the wider commercial programme. Her experience ranges from e-commerce and loyalty strategy formulation to space planning an revenue forecasting across geographies in Europe, the Middle East, Asia Pacific and South America.

Christina has an MSc Management from Imperial College London, and has a passion for planes, good food and cycling.