Ken has spent years at the intersection of sports and technology, watching clubs struggle with the same operational bottlenecks — spreadsheets for bookings, WhatsApp groups for player comms, disconnected tools cobbled together for payments. The harder question was never "can we do better?" — it was "why hasn't anyone built it properly yet?"

SmashBook is the answer to that question. Ken started the company with one conviction: padel clubs deserved a platform built specifically for the way they operate — not a generic booking tool bolted onto a payment processor, but a real operating system that handles bookings, staff, players, tournaments, and analytics in one place.

The AI layer came later, but the goal remained the same — to give padel clubs smarter tools, better automation, and clearer insights in a platform that is powerful enough to scale, yet simple and affordable enough for everyday club operations.