Will Fleming started practising his career in marketing in the mid 1980’s, initially working for British Gas Scotland in Marketing Planning and Marketing Research. He moved to Wales to become Neath Rugby Club’s Commercial Manager negotiating deals for their first ever club and kit sponsor. He moved to on to Swansea City Football Club before taking a change of direction into the brewing industry when he became the Marketing Services Manager at Crown Buckley and then Freetrade Marketing Manager at S.A. Brain & Co. in Cardiff. It was from here he entered academia as a Senior Lecturer in Marketing and Course Director for the Chartered Institute of Marketing (CIM) professional qualifications.