If you always do what you’ve always done, you’ll always get what you’ve always got
Henry Ford – Founder of Ford Motor Company


It all started over a bottle of wine

A chance meeting of like minds as co-founders Blake Wooster & Rasmus Ankersen dreamed up the vision for 21st Club on a napkin in a restaurant.

The vision

The idea was based on the question: if we were the '21st club' in the league, how would we achieve an edge?

The mission

What started as an idea soon turned into an unavoidable itch and so the 21st Club was established in 2013 with the goal of Changing the Conversation in football.

Changing the conversation?

Changing the conversation was our way of capturing the essence of our movement – challenging the status quo in football and helping clubs finding a better way.

Hiring the best talent

We’ve hired some of the industry’s brightest talent – credible and passionate people who have extensive experience working in football and consulting.

A revolutionary tool

To create a movement you need a universal product. Therefore we created Evolution: a software application that captures our way of thinking so that club boardrooms can make better-informed decisions about the future.

Competitive edge

Alongside Evolution, we are constantly evolving the ‘21st Club Project’ manifesto – our blueprint for success that we share with our innovative clients who seek to achieve competitive edge.


Having established ourselves as the leading trusted advisors to football clubs, we have since diversified our proposition to other sports and other industries (e.g. golf and music).

Going global

Recognising the global expansion of the game, we opened offices, in San Francisco and Singapore, to help us continue to deliver on our mission to change the conversation in football.

When you believe in what you’re doing and use your imagination and initiative, you can make a difference
Samuel Dash – American Professor of Law

Meet the team