James Ellender has spent his career working across the leisure, sport and education sectors, starting his career at his local leisure centre more then 20 years ago. Working across not for profits, private and government organisations, James held senior executive state and national roles across Community, Sales, Marketing, and Communications.  Most recently James was the CEO of ActiveXchange, pioneering a data driven, evidence-based approach underpinned by predictive modelling to enable better planning, investment and delivery across community sport, leisure, aquatics and fitness. 

Today, James is the Head of Fandom NSW QLD at the AFL and is tasked with building out a bespoke approach that works hand in glove with all facets of the AFL to grow community impact, foster awareness and interest of the great Australian game and build the next generation of fans in priority markets. 

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