Richard Simms is one of Sports Business International's Most Influential

Extract from Sports Business International magazine June 2009.

Ricky Simms (PACE Sports) Director of one of the leading athletics-representative agencies, Simms knew his workload was going to treble when he saw his client Usain Bolt run up endorsement opportunity after opportunity in the space of 9.69 seconds in Beijing's Bird's Nest Stadium at the 2008 Olympic Games. The Ulsterman with coaching qualifications had formed a close relationship with the Jamaican sprinter ever since he broke onto the scene as a teenager. Based in England, Simms represents a mass of British gold medal hopefuls who he will be looking to showcase for the 2012 Olympic Games only a matter of miles away from the PACE offices in south-west London.