Dr. Alex Fenton is a Doctor of Digital Business at The University of Salford Business School. His research is focused on how innovative digital transformation and technologies can improve business processes and impact positively on individuals and sports clubs.

Prior to becoming an academic, he ran a digital development company and helped to get Manchester online with the Virtual Chamber in 1997.

He is winner of a range of teaching and digital industry awards including innovative lecturer the and European Search Awards. He also created a smartphone project for major sports clubs called Fan Fit, which helps fans to get active as an official club app. He also released a book with Routledge in 2020 called Strategic Digital Transformation.