Craig Edmondson
Craig Edmondson
co-founder and ceo
23 Ventures

Craig is a senior advisor with extensive global experience delivering revenue growth and operational leadership at both early stage and established businesses in the converging world of sport, gaming, media, entertainment, and technology.


Most recently, Craig was the commercial lead and CEO of an esports business at Zwift, where he formed part of an executive team that helped achieve Unicorn status for the innovative SportsTech company following a $450m Series C round led by KKR. Craig pioneered the development of Cycling Esports and partnered with the UCI, IOC and other key stakeholders to deliver multiple major events including World Championships, an Olympic Series and Virtual Tour de France, alongside developing other revenue growth strategies for the core SaaS business.


Previous experience includes commercial strategy and sales, digital transformation, and global brand development at the Premier League, one of the world's most successful sports properties, where he spearheaded their transformation from an unrelatable corporate institution into a digital first, iconic global consumer lifestyle and entertainment brand with more than 1bn fans, £3bn annual revenue and a 17% CAGR during his 14-year tenure.