Alex, who previously ran the Goodwood Estate and is a former CEO of House of Fraser, takes up his role at Scottish Gas Murrayfield early in 2025.

A qualified accountant, Alex started his career with Ernst & Young followed by time in  music and media before senior management roles in the travel, sports and retail industries, including extended periods working with teams in Asia, Europe and North America.

The 50 year-old joins Scottish Rugby from private equity-owned education provider Inspiring Learning, where he has been CEO since 2019.

Prior to that Alex spent nine years at the Goodwood Estate, first as Chief Financial Officer before a seven-year tenure as Chief Executive, overseeing a team of more than 650 people, which ran some of the largest sporting festivals in the world, including the Goodwood Festival of Speed, the Goodwood Revival and Glorious Goodwood horse racing.

After an extended period of growth at Goodwood, Alex was appointed Chief Executive of retail giant House of Fraser, leading the organisation before it was bought by Mike Ashley’s Sports Direct group.

He has a proven track record of achieving commercial growth, accelerating the transformation of established businesses to achieve improved performance, and at the same time, consistently emphasising the importance of authenticity, openness and community values.

Throughout his leadership career Alex has consistently built high performing, collaborative and energetic teams with measurable growth in both employee engagement and individual development.

Alex has extensive knowledge of membership models, ticket sales, hospitality and sponsorship agreements, major build projects and multi-layer governance structures. His experience also includes utilising data and digital, both through the importance of building a data-rich customer view, alongside developing content digital platforms, World Horse Racing being the case in point.

During his time at Goodwood the estate enjoyed around 1million visitors annually with revenues doubling. More recently Inspiring Learning has delivered in excess of 500,000  life-changing outdoor educational experiences to young people and adults each year at locations across the UK and Asia, increasing revenues by a third in the past three years, in a time of unprecedented market turmoil.

Alex’s career has also provided opportunities to develop a deep understanding of the power and importance of participation, the outdoors and the potential they offer to those who need it most.

A rugby player in his youth, Alex has remained a committed fan of the game, holding a Season Pass to Scottish Gas Murrayfield and regularly attending matches.

Speaking on his appointment, Alex said: “I am very pleased to have the opportunity to lead a team charged with shaping the future of something that is about so much more than rugby. A sport that brings families together, inspires fans and connects communities in the way Scottish rugby does makes it more important than ever.

“There are many opportunities ahead for the sport globally and locally and I see no reason why Scotland cannot continue to be a positive force in the world game and within the wider sporting community.”

“My interactions with John McGuigan and David (Nucifora), along with a number of board members have only amplified my confidence in what we have the potential to achieve. I cannot wait to get to Edinburgh and crack on.”

Scottish Rugby Limited Chair, John McGuigan, said: “I’m delighted Alex has agreed to join Scottish Rugby. He has significant experience in the areas we need to excel in over coming years, combined with fantastic energy and an open style of leadership.

“During the later stages in the recruitment process Alex had the opportunity to connect with our recently announced performance consultant David Nucifora . They will be a great partnership with complementary skills and a shared desire to grow the game in Scotland at all levels.

“On behalf of Scottish Rugby Ltd  we very much look forward to Alex’s arrival.”

Scottish Rugby Union Chair, Professor Lorne Crerar, said: “Alex is an excellent appointment as Chief Executive and a very positive addition to the leadership team of Scottish Rugby.

“I have been very impressed with Alex’s understanding of the key issues and opportunities facing us.

“I am delighted he is joining Scottish Rugby and we all look forward to working with him.”

Alex Williamson

Career summary

2019 – Present Inspiring Learning

Chief Executive Officer

2018 – 2019 London Legacy Development Corporation

Senior Management Consultant

2017 – 2018 House of Fraser

Chief Executive Officer

2008 – 2017 The Goodwood Group

2013 – 2017 Chief Executive Officer

2012             Group Managing Director

2008 – 2012 Chief Financial Officer

2005 – 2008 TUI

2007 – 2008 Head of Finance Specialist Sector

2005 – 2007 Head of FP&A Online Destination Services

2003 – 2005 EMAP PLC

North East Financial Controller

2000 – 2003 Warner Music international

Senior Business Analyst

1996 – 1999 Ernst & Young

Audit Senior – Energy Group