Senior hire strengthens commercial strategy as Soul Padel expands its community-first padel model across the UK
Manchester, UK, 27 January 2026
Soul Padel has announced the appointment of Will Thomas as Commercial Director, reinforcing its leadership team as the business continues to grow its footprint across the UK.
Will joins at a pivotal moment for Soul Padel, following a series of senior appointments designed to support the company’s next phase of expansion and operational maturity . His role will focus on optimising partnership opportunities and building long-term commercial relationships as Soul Padel continues to evolve from an early-stage challenger into a leading national padel operator with a strong community-first model.
Will joins from Powerleague, where he was Head of Commercial within the UK’s premier small-sided football business, including supporting its recent move into padel. Prior to this, he held roles with Essex Cricket and Harlequins Rugby, as well as brand and agency sides with LiveScore Group and CAA Sports respectively giving him broad experience of the commercial and partnerships landscapes from all three major stakeholders perspectives within the sports industry.
His appointment reflects the growing importance of partnerships within Soul Padel’s model, as brands increasingly seek authentic, participation-led opportunities that deliver genuine community engagement rather than traditional sponsorship exposure.
As Soul Padel continues to open new clubs and deepen its local presence, partnerships play a central role in supporting accessibility, inclusion, and long-term sustainability. The business already works alongside organisations such as Decathlon, as well as schools, universities, local authorities, and health-focused partners. This includes the launch of Soul Padel on Campus in 2025 at Loughborough University, a dedicated concept designed to introduce padel to students and educational communities, embedding the sport within campus life and positioning padel as a space where people can meet, play and connect.
Alongside its physical expansion, Soul Padel has also invested in innovative digital channels designed to strengthen engagement and build lasting relationships with its playing community. The launch of the Soul Mates loyalty app six months ago has already seen 7,000 players register on the platform, providing members with rewards, communications, and a seamless way to stay connected with their local club and the wider Soul Padel community.
For partners, this growing digital ecosystem offers an additional opportunity to engage authentically with an active and highly social audience, complementing in-club presence with measurable, participation-led engagement.
Mark Hewlett, Founder and CEO of Soul Padel, said, “Will’s appointment is a really important step for us. As we grow, our partnerships need to grow with us in a way that stays true to our values. Will brings a strong understanding of how brands want to engage with communities through sport, and how participation-level partnerships can deliver genuine impact for both sides.”
Will Thomas added, “Padel is at a fascinating point in its growth, and Soul Padel stands out for its focus on accessibility, community, and social connection. The combination of high-quality clubs and a fast-growing digital community through Soul Mates creates exciting opportunities for partners who want to engage in a more meaningful way. I’m excited to be joining the team at such an important stage in the journey.”
As Soul Padel continues its UK expansion, Will will play a key role in ensuring that commercial partnerships actively support the company’s mission to make padel welcoming, inclusive, and rooted in local communities.
About Soul Padel
Soul Padel is a UK-based padel operator focused on creating inclusive, community-driven spaces where people can meet, play and connect. Soul Padel partners with local authorities, schools, and like-minded organisations to make padel welcoming and accessible to people of all ages and backgrounds. With a growing portfolio of clubs and a strong pipeline of new locations, Soul Padel is committed to supporting both physical and mental wellbeing through participation sport, while building vibrant social hubs at the heart of local communities.
For media enquiries, please contact:
Mark Hewlett
Email: mark@soulpadel.co.uk
Phone: 07961310078
Website: soulpadel.co.uk
