About Pragma

Meet the experts

We place an emphasis on understanding each client’s particular priorities and providing accurate insight and commercial advice that improves our clients’ sales and profits.

Tom Holt CEO Read full profile »
Ralph Fernando Managing Director, Strategy & Investor Services Read full profile »
Alex Avery Managing Director, Airports, Travel & Commercial Spaces Read full profile »
Nick Zinzan Managing Director, Operations Read full profile »
Steve Delo Managing Director, Operational Planning & Performance Read full profile »
Helene Mills Director, Strategy & Consumer Read full profile »
Nick Ashcroft Director, Investor Services Read full profile »
Chris van Ryswyck Associate Director, Airports, Travel & Commercial Spaces Read full profile »
Jacob Gascoine-Becker Associate Director, Strategy & Consumer Read full profile »
Tony Reynolds Associate Director, Investor Services Read full profile »
Kristin Graham Senior Consultant, Investor Services Read full profile »
Ed Newton Senior Consultant, Airports, Travel & Commercial Spaces Read full profile »
Asher Cohen Senior Consultant, Investor Services Read full profile »
Frances Skrokov Senior Consultant, Investor Services Read full profile »
Jessica Williams Consultant, Strategy & Consumer Read full profile »
Patrick Cox Consultant, Airports, Travel & Commercial Spaces Read full profile »
AJ Chandrasena Consultant, Investor Services Read full profile »
Katie Tang Senior Analyst, Airports, Travel & Commercial Spaces Read full profile »
Caroline Pollard Senior Analyst, Strategy & Consumer Read full profile »
Aakash Patel Senior Analyst, Investor Services Read full profile »
Avril Breen Senior Analyst, Strategy & Consumer Read full profile »
Edmund FitzGerald Senior Analyst, Investor Services Read full profile »
Ailis Topley Analyst, Investor Services Read full profile »
Alex Cook Analyst, Investor Services Read full profile »
Holly Jackson Analyst, Investor Services Read full profile »
Michael Little Analyst, Airports, Travel & Commercial Spaces Read full profile »
Naveed Javaid Analyst, Strategy & Consumer Read full profile »
Melissa Yeunh Analyst, Investor Services Read full profile »
Kes Daood Analyst, Strategy & Consumer Read full profile »
Chris Sampson Head of Operations Read full profile »
Claire Tallent Finance Manager Read full profile »
Rachel Snelgar Personal Assistant Read full profile »
Patrick Woodall Senior Advisor Read full profile »
Adrian Williams Senior Advisor Read full profile »

The Pragma Story

Established over a quarter of a century ago, it’s our unique combination of research, analysis, retail operations and implementation skills that sets us apart.

  • 1987

    Founded by Roy Palmer and Monica Lucas, Pragma undertakes its first project for Kimberly Clark, in the Middle East

  • 1988

    Pragma begins working with Lloyds TSB, going on to evaluate their full branch network

    Pragma employs its first full-time member of staff (who is still with us today!)

  • 1989

    Pragma moves from 34 to 32 York Street, Twickenham

  • 1991

    Pragma begins working with Laura Ashley, undertaking nine projects in total

  • 1992

    Pragma completes its 100th project, for Boots

  • 1994

    Pragma first works with Esprit UK, where Patrick Woodall was CEO. He went on to become Chairman of Pragma

    Pragma undertakes its first airports project in Munich

  • 1996

    Pragma undertakes a feasibility study of the retail potential for Canary Wharf

    Pragma continues its work in the Museums and Gallery sector with a project for the Tate Modern

  • 1997

    Pragma completes its 250th project, for Railtrack (now Network Rail), who we worked with from 1995 to 2005

  • 1999

    Pragma continues its work in the leisure sector, with four projects for The Tussauds Group

  • 2000

    Pragma works with the RAC, Arcadia and the London Eye

  • 2001

    Pragma conducts its first CDD project, for Charterhouse Capital Partners

    Nick Zinzan and Helene Mills join the Pragma team

  • 2002

    Pragma undertakes a project for P&O Cruises (including two weeks in the Caribbean!) and begins working with Belfast Airport

  • 2003

    Pragma completes its 500th project, for Starbucks, and secures Bristol Airport as a new client

    Pragma reaches 15 employees

  • 2004

    Pragma undertakes a CDD project for American Golf, who remain an ongoing client

  • 2006

    Pragma starts work with Pets at Home, with 11 different projects delivered to date

  • 2007

    Patrick Woodall and Alex Avery join Pragma and we undertake a due diligence project for Hotter, forming an ongoing strategic relationship

  • 2008

    Pragma begins its longstanding relationship with Pret a Manger

    Pragma employs its 20th team member, and divisionalises into its Strategy, Investor Services and Airports, Travel & Commercial Spaces teams

  • 2009

    Pragma undertakes its 750th project, for Luton Airport, who we have worked with from 1999, and continue to do so today

  • 2010

    Pragma conducts due diligence projects for Cath Kidston and Phase Eight, forming ongoing relationships with both. Tom Holt joins the Pragma team

  • 2011

    Pragma becomes part of the St Ives Plc Group

    Amongst Pragma’s awards, Pragma wins M&A Awards’ Due Diligence Specialist of the Year. In the years that follow, Pragma wins nine other industry awards, including Finance Monthly’s Consultancy Firm of the Year for 2014 and 2015

  • 2012

    Pragma delivers its 1,000th project, for Dreams

  • 2013

    Pragma moves to Blackfriars, London

    Pragma begins work on one of the world’s largest airports, Dubai’s Al Maktoum International

  • 2014

    Pragma celebrates its 1,250th project – a CDD project for AS Adventure

    Pragma works alongside Foster + Partners for Mexico City Airport, another of the world’s largest airports

  • 2015

    Pragma joins forces with FSP, a leading retail property consultancy, acquired as part of the St Ives Group

    Pragma reaches 30 employees, with Tom Holt becoming CEO, and Patrick Woodall becoming Chairman

  • 2016

    Pragma completes its 1500th project and supports GO Outdoors on its sale to JD Sports

Click and drag mouse to navigate

How we help your business

Increase sales
and profits »

We use insight to provide rapidly improved business models and profitablity

Read More »

Better understand
your customers »

Our key strength is understanding how customers behave and what motivates them to buy. We uniquely combine insight and analysis with commercial expertise

Read More »

Strategy
development »

We help businesses develop commercial strategies for their brands, channels and operations. Our planning and facilitation services offer our clients support in taking their strategy forward

Read More »

Evaluate a business
or market »

Pragma’s team of analysts and consultants work with investors and operators to provide commercial, operational and vendor due diligence

Read More »

Want to join us?

If you are interested and would like to find out more about any current opportunities at Pragma. whether at analyst level or more senior then follow the link below

Find out more »