Jo Redfern is Founder of Futrhood Media, a consultancy helping sports and entertainment organisations connect with younger generations through digital culture. An award-winning strategist, she works with clients including the Premier League, The R&A and ITV Studios to build engagement across social video, gaming and emerging platforms. Known for insight-led thinking and cross-platform creativity, Jo helps rights holders understand Gen Z and Gen Alpha behaviours and turn digital fandom into lasting communities.