ecap Insights Podcast – Leading with Values Series, Episode 1 (Part 2 of 2): Playing the Long Game – Leading On and Off the Field with Tom Brookes
In this first episode of the Leading with Values Series for the ecap Insights Podcast, we explore what it truly means to lead with authenticity, both in business and beyond. In this episode, our founding partner, Daniel Murphy, sits down with Tom Brookes, sports marketing veteran and visionary founder of the ICONS Series, to uncover how he’s reshaping the world of sport through purpose-driven leadership and a passion for human connection.
Humanising Legends: Why ICONS Series Exists
Tom began his journey in the elite world of sports agencies, working with golfing giants like Rory McIlroy and Ernie Els. But it wasn’t long before he noticed something interesting: across every sport, athletes shared a common love for golf – a love that eventually seeded the idea for the ICONS Series.
But ICONS isn’t your typical celebrity golf event. It’s not about red carpets or reality TV stars. It’s about competition, camaraderie, and showcasing world-class athletes in a different, more vulnerable light.
“We’re not about badges and sponsorship. We’re about humanising revered sporting legends, creating moments where they can just be themselves – and compete.”
Competing With Heart: Creating an Authentic Athlete Experience
Unlike most post-retirement ventures, ICONS doesn’t aim to glamorise – it professionalises. Tom and his team recreate the high-performance environments athletes are used to, right down to locker room kit staff and strategically placed cameras. The result? Athletes feel like Ryder Cup players for a weekend.
“They’re still amateurs in golf, but we professionalise the environment so they feel like they’re stepping into something meaningful. That’s where their authenticity shines.”
This approach has turned heads. At a recent ICONS event in Thailand, players travelled over 30 hours just to be there. Not for the money – for the experience.
Beyond the Green: Entertainment, Community, and Impact
While golf is the glue, ICONS is built for broader appeal. With over 85% of its audience under 44 and average YouTube viewing times topping 29 minutes, ICONS proves that sport – when wrapped in authenticity and entertainment – can cut through to new, diverse audiences.
“Most attendees have never even been to a golf event. They’re fans of NBA, football, rugby… and they stay.”
ICONS also focuses on legacy – integrating education programmes, local engagement, and storytelling. Athletes aren’t just showing up; they’re showing a different side of themselves. For many, like former Premier League footballer Jimmy Bullard, that authenticity has opened up new career avenues and global fanbases.
The Business of Belief: Athlete-Led Ownership and Purpose
One of the most unique aspects of ICONS is that many of its shareholders are athletes themselves. From Shane Warne to George Gregan, the boardroom is filled with competitors who understand audience psychology as well as they understand gameplay strategy.
“Shane Warne was always three or four moves ahead. He understood the fan. He knew how to entertain. That same instinct transferred to helping us choose timings, locations, and even marketing strategy.”
Tom believes more athletes should be transitioning into leadership roles off the field, but impostor syndrome and a lack of structured opportunity often hold them back. ICONS is changing that.
Building Culture From the Inside Out
At its core, ICONS is a values-led business, shaped by a team that’s as driven by integrity as it is by performance. From Yorkshire roots to a global stage, the company has grown without losing its heartbeat.
“During events, we scale from a core team of 40 to over 800 staff and volunteers. We treat every single person with the same respect and care – and they notice. It’s not just about the athletes; it’s about building a culture of care and camaraderie.”
Feedback from athletes and volunteers alike highlights the uniqueness of ICON’s culture. Some even say it’s the best-run event they’ve experienced in their professional lives.
Leading with Authenticity
So, what does it mean to lead with authenticity?
For Tom, it’s simple:
“Whatever values you hold, you must embody them first. If your team doesn’t see you living those values, they won’t follow.”
And it’s working. From the inside-out, ICONS is a living example of what happens when you lead with heart, stay grounded in your mission, and build something that unites, rather than divides.
Final Thoughts
ICONS isn’t just transforming how we view sport – it’s redefining what legacy and leadership look like. It’s a masterclass in playing the long game, not just for accolades, but for impact.
If you’re a brand, athlete, or changemaker looking to engage audiences through real stories, real competition, and real purpose, ICONS is where the future is being written.
Listen to the full episode
🎧 Playing the Long Game – Leading On and Off the Field with Tom Brookes
👉 Watch the full episode above or on our Vimeo channel
👉 Connect with ecap on LinkedIn
🔗 Learn more about ICONS Series at Icons Series
📩 For partnership opportunities, contact amy@teamecap.com
Stay tuned for more episodes where we explore leadership insights across energy, healthcare, finance, and beyond.
