Bex Smith is the founder and CEO of Crux Football, a company building a dedicated, multi-club model, investing in women’s clubs across Europe and operating them as independent, player‑first businesses with their own identities, supported by shared world-class infrastructure across operations, commercial and data. Crux recently acquired the Première Ligue Féminine’s Division 1 team, Montpellier HSC Féminines, and Sweden’s FC Rosengård. A former player, captain for New Zealand, Champions League winner and Olympian, she has held senior roles across governance and club football, including leadership positions with FIFA and as a sporting director, giving her a rare 360‑degree view of players, rights‑holders and brands.