ABOUT
Research & Strategy for Sport
We help sports organisations make better commercial decisions through evidence-based insight and practical strategy.
Why we exist
Sports organisations face increasingly complex commercial challenges. Growing audiences, optimising revenue, and building sustainable businesses requires rigorous analysis and clear strategic thinking.
Too often, decisions are made on instinct, internal politics, or incomplete data. Strategies gather dust because they weren't built for execution. Research tells leadership what they want to hear, not what they need to know.
The Fourth Lane exists to change this. We combine the analytical rigour of management consulting with deep sector expertise and genuine understanding of fandom. We tell the truth, build practical plans, and help our clients win.
“Where insight becomes advantage”
Our values
Independence
We provide honest diagnosis that cuts through internal bias and politics. Our only agenda is finding the truth.
Triangulation
Every recommendation is grounded in quantitative data, fan insight, and operator expertise - not just one source.
Practicality
Strategies designed for delivery, with clear priorities, owners, and metrics. We build plans that actually ship.
Clarity
Sharp, executive-friendly outputs that people actually use. High signal. Low noise. No fluff.
Our Team
Zain Hirani
Founder & Principal
With a career spanning two decades across investment banking, strategy consulting and business transformation, Zain helps organisations turn data, research and real-world insight into sharper strategy and stronger commercial outcomes. He has advised global brands and rights-holders on growth, go-to-market and operating model change across sport, consumer technology and wellness.
Outside work, Zain is a keen endurance athlete with two Kona qualifications and is chasing the Six Star Marathon medal.
Principal
Annabel Harrison
Annabel is a storyteller at heart with a content and marketing background. She helps brands reach new audiences and retain existing ones by crafting compelling narratives across multiple channels, from print and digital to social. With clients spanning luxury, travel and consumer products, Annabel builds bridges between a brand’s identity and values and the customers it serves.
An avid reader, Annabel is currently writing her first novel. She has also recently discovered the wonderful world of Hyrox.
Let’s Talk
Get in touch to discuss your challenges and how we might help.