Emerge Digital has announced a significant expansion into South Wales, strengthening its footprint in the region and appointing former Wales and British & Irish Lions wing Alex Cuthbert as its new Regional Business Development Director.

The move marks a major milestone for the growing managed IT services provider as it increases operations across the UK from existing bases in Gloucestershire.

Alex, who retired from professional rugby last September following a distinguished career, will lead on business development and regional growth.

Known for standout moments during Wales’s 2012 Six Nations Grand Slam and the 2013 Lions tour, he has built a strong portfolio of business interests in recent years, experience that will support the company’s strategic ambitions going forward.

“I’m hugely excited to join Emerge Digital at such a pivotal stage for the organisation,” said Alex.

“Throughout my rugby career, teamwork, preparation, and trust were everything, and those values are just as important in business.

“What impressed me about Emerge Digital is how committed they are to supporting organisations not just with technology, but with the confidence and structure to grow.”

He added: “South Wales has always been home for me, and it’s full of ambitious companies doing incredible things.

“I’m looking forward to getting out into the region, meeting those businesses, understanding their challenges, and helping them use technology in ways that genuinely move them forward – this feels like the start of a really exciting chapter.”

Emerge Digital already operates across the South West and works with a rising portfolio of recognised clients, including Brains Brewery, Gloucester Rugby, The Tyre Group, Everhot, DEYA Brewing Company, and Lakes Showering Spaces.

The firm’s move into South Wales – notably Cardiff – reflects rising demand for high-quality IT support, cyber protection, cloud solutions, and digital transformation services across the area.

Nigel Church, CEO of Emerge Digital said: “It’s an absolute pleasure to welcome Alex to the team. As a lifelong rugby fan, to have an individual who performed at the highest level in his chosen sport, be that for Wales or the British & Irish Lions, is a privilege.

“International rugby demands teamwork, dedication and a constant willingness to improve. Alex brings these qualities and enhances the collective strengths of the team.

“His appointment expands our presence in Cardiff and accelerates our plans across South Wales.”

The news comes as Emerge Digital prepares to announce a partnership with PureCyber, a Cardiff-based cyber security specialist known for services such as round-the-clock monitoring, incident response, penetration testing, and wider security resilience programmes.

The collaboration is expected to create a more comprehensive offering for businesses, combining their technical expertise with Emerge Digital’s managed service capabilities.

Industry observers say the partnership will further strengthen Wales’s reputation as a fast-growing hub for cyber innovation.