About Final Third
Using the power of sport to lead on sustainability, with people at the heart of the journey.
Final Third is a multi-award winning sport and sustainability consultancy, recognised by the EFL, BASIS, Social economy,
Sports Industry and Sport Positive.
We work with clubs, charities and organisations across sport to provide guidance, training and practical steps on sustainability, helping teams respond to growing environmental and social impact expectations with confidence and credibility.
Our work combines strategic advice, education and delivery, supporting organisations from early planning through to long-term implementation.
Our Experience
Final Third works across the sport sector, supporting organisations at different levels and stages of their sustainability journey.Our experience spans professional clubs and leagues, governing bodies, charities, community organisations and education partners. We work as a campaign partner, within organisations, communities and classrooms.Working across these different contexts allows us to bring perspective and credibility to complex challenges. We understand the realities of sport and the pressures organisations face in turning climate ambition into real, lasting impact.
Our Approach
Our approach is practical and sport-first.
We understand the realities organisations face, including competing priorities, limited capacity and growing expectations. Our role is to help teams make sense of what matters most and focus on action that is credible and achievable.
Rather than one-size-fits-all solutions,
we work collaboratively to support informed decision-making, delivery and long-term impact.
How we can help
Final Third supports organisations across sport through consultancy, campaigns, partnerships and education.
Our work includes strategic advice, campaign creation and delivery, partnership and commercial support, bid writing, education and training programmes, fan and community engagement and advisory and board-level support.
Our wide range of services allows organisations to work with us in different ways, depending on their needs, ambitions and stage of development.
Our Values
Our work is guided by clear principles. We believe sustainability and social impact work in sport should be credible, inclusive and grounded in reality. We prioritise collaboration, transparency and care and focus on delivering work that creates lasting value rather than short-term visibility. These principles shape how we work with partners and how we define success.
People-First
We put relationships and real-world impact at the heart of everything we do.
Purpose-Led
We take on work that aligns with our mission - no greenwash, no box-ticking.
Empowering
We equip people and organisations to lead on sustainability with confidence.
Innovative
We bring fresh thinking, creativity & practical solutions to complex challenges.
Meet the Team
Final Third is supported by a growing team and strategic advisory board, bringing together expertise from sport, sustainability, education and community engagement.
Founder and Director
Richard Holmes
Rich is the Founder and Director of Final Third, with over 15 years’ experience across the professional football industry. Having worked within a Premier League and Championship club in coaching, business and education roles, he has led large teams and used sport to engage and empower diverse communities.
Since moving into the sport and climate space in 2020, Rich has supported more than 100 sporting organisations on their sustainability journeys, helped Planet League grow from 4 to 83 partner football clubs and launched Final Third in 2023. A founding member of Green Football's steering group, he has delivered major sport and climate campaigns across the UK and internationally, earning national recognition from the EFL and BASIS.
Rich recently completed an MBA with the University of York with Distinction, achieving two award for the Highest Achieving Student and the Highest Capstone Project, he is a father of two and a lifelong football fan. He is also a Trustee at the Birmingham and Black Country Wildlife Trust.
Project Manager
Emma Bruton-Follis
Emma enjoyed a 15-year career as a professional footballer, representing Aston Villa, Seattle Reign, Seattle Sounders, Birmingham City, Reading and Charlton Athletic, alongside England call-ups at U19 and U23 level. She holds a degree in Sport & Exercise Science from the University of Birmingham and following her playing career, moved into interior design and operations. A passionate advocate for sustainability and climate action, Emma joined Final Third in September 2025 and now leads behaviour change campaigns and project delivery across our work.
Education Consultant
Kate Strong
Kate Strong is a behavioural change expert, author, speaker and eco-adventurer, as well as a multiple world record cyclist, age-group World Champion triathlete and former aerospace engineer. Her work blends elite performance with climate advocacy, using sport as a platform to inspire action.
She conceived and completed Climate Cycle, a 3,300-mile ride around mainland Britain on a handmade bamboo bike, engaging 50 communities and climate initiatives along the way. In 2025, she organised Taff Tidy, a mass-participation river clean-up world record, mobilising communities to rethink their impact and protect nature.