Will Cross

Will Cross brings a lifelong commitment to cue sports and a strong belief in the value of community, fairness, and broad participation. His focus is on strengthening the sport through grassroots development, inclusive pathways, and a culture that connects players at every level. His background includes extensive experience in leadership, governance, strategic planning, and organisational management, supported by an MBA and more than a decade running his own company.

He also has deep expertise in technology leadership, large‑scale transformation, and stakeholder engagement, with a track record of managing complex programs and significant budgets. Will is particularly passionate about helping APPA modernise its digital presence, improve communication with members, and build a more engaged, sustainable national community. His goal is to support APPA’s growth while contributing to a sport that has shaped much of his life.

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