Industry veteran Richard Millard has joined the senior team of leisure consultancy Max Associates.

Millard, who takes up the role of associate director later this month (October 2019), will be responsible for supporting the visibility and growth of Max Associates, predominantly in the public sector.

He will work together with the rest of the senior management team to identify emerging market opportunities and to grow the local authority client portfolio. Millard will also act as brand ambassador and respond to opportunities to place Max Associates at the "heart of progressive leisure provision".

“We have known Rich for many years and are excited to welcome him on board as the company moves into a new and exciting growth phase,” said Mark Steward, managing director.

“Until now, our brand has operated largely under the radar. Having such a well-known and respected figurehead on board as Rich will help us to increase brand visibility and credibility, presenting us with new and exciting opportunities to play an even more influential role in the country’s future leisure provision.

The announcement follows Millard’s recent retirement from his full-time role as partnership director at Places Leisure.

Commenting on his appointment, Millard said: “I hope to bring a new perspective to the table at Max Associates. Having spent my 40 year career entirely in the leisure sector, I have learnt first-hand, the value of partnerships, bringing together organisations, often cross-sector, to achieve mutual ambitions."