Emerge Digital has unveiled a major expansion into South Wales, reinforcing its regional presence and appointing former Wales and British & Irish Lions winger Alex Cuthbert as Regional Business Development Director.
The move represents a key step for the fast-growing managed IT services provider, which is scaling its UK operations from established bases in Gloucestershire. As part of the expansion, Cuthbert will take responsibility for driving business development and supporting long-term growth across the region.
Having retired from professional rugby last September after a highly successful career, Cuthbert brings with him not only elite sporting experience but also a growing track record in business, developed since stepping away from the game. His background is expected to play a central role in supporting Emerge Digital’s strategic ambitions.
“I’m hugely excited to join Emerge Digital at such a pivotal stage for the organisation,” said Alex.
“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.”
He 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.”
Emerge Digital already operates extensively across the South West, working with a growing list of recognised clients including Brains Brewery, Gloucester Rugby, The Tyre Group, Everhot, DEYA Brewing Company, and Lakes Showering Spaces.
Its move into South Wales, with a particular focus on Cardiff, comes in response to increasing demand for reliable IT support, cyber security, cloud services, and digital transformation solutions across the region.
Nigel Church, CEO of Emerge Digital, welcomed the appointment, saying: “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.
“His appointment expands our presence in Cardiff and accelerates our plans across South Wales.”
The announcement follows news that Emerge Digital is preparing to launch a partnership with Cardiff-based cyber security specialist PureCyber. The firm is known for services including 24/7 monitoring, incident response, penetration testing, and broader cyber resilience programmes.
The partnership is expected to strengthen the combined offering for businesses by pairing specialist cyber expertise with Emerge Digital’s managed IT services, further enhancing Wales’s reputation as an emerging hub for cyber innovation.
