I had the pleasure of speaking with Ben Nichols, a communications expert with a diverse background in sports and anti-doping. We delved into his experiences at the World Anti-Doping Agency and how it shaped his approach to challenges. Ben shared insights on the complexities of managing communications in the digital age, particularly during crises. We discussed the evolution of PR strategies and the importance of authenticity in messaging. Ben also talked about his current focus on padel, a rapidly growing sport, and his various ventures in this space, including Padel22, a PR and marketing communications business. He highlighted the unique opportunity to shape the narrative of padel as a new sport in many markets. We explored the challenges and opportunities for paddle players in building their personal brands. Finally, Ben shared his passion for purpose-driven businesses and his vision for growing the padel industry. Overall, it was a fascinating conversation about communication strategies, sports marketing, and the exciting world of padel.