UCI ProTour Milan–San Remo Il Lombardia UCI World Championships Global 6 Cycling WorldTour Network Headquartered in Dubai Equity First. Visibility Follows. UCI ProTour Milan–San Remo Il Lombardia UCI World Championships Global 6 Cycling WorldTour Network Headquartered in Dubai Equity First. Visibility Follows.
Index / About

Built from the inside out.

// Founder's Letter

JMM doesn't pitch from the outside. Every relationship in our network has been built personally, over years inside professional cycling — first as a rider, then as a team operator, now as a commercial advisor. We understand the sport, the people and the economics because we've lived them.

// Chapter 01

Six seasons.
One monument.

James Mitri raced six seasons on the UCI ProTour circuit representing New Zealand — competing at Milan–San Remo, Il Lombardia and the UCI Road World Championships. The years on the road weren't a footnote; they're the entire foundation.

Inside the peloton you learn how teams are run, how sponsors are won and lost, how brands earn credibility and how they squander it. You learn who matters and who's pretending. That's the network JMM is built on — relationships from the inside, not a database bought from outside.

"You can't fake credibility in this sport. You can only earn it."
// The Path

From the
peloton to
the boardroom.

2017 UCI ProTour Debut First season on the UCI ProTour circuit. New Zealand national team. Six seasons that follow define every relationship we work with today.
2020 Global 6 Founded Founded Global 6 professional cycling team. Four operating seasons (2021–2024) — sponsorship acquisition, team management, commercial strategy.
2022 Final ProTour Season Closed out competition with Milan–San Remo, Il Lombardia, and the UCI Road World Championships on the season's slate.
2024 JMM Launched JM Management & Consultancy formally launched, alongside Altivelo (luxury cycling experiences) and Eminence Cycle Co.
2026 Headquartered in Dubai UCI WorldTour athlete representation, premium hospitality partnership delivery, brand consultancy across Europe, Middle East and beyond.
// Chapter 02

Equity is the
only currency
that scales.

We use the word "equity" deliberately. It means commercial alignment — both sides winning before either side smiles for the camera. Too much sports consultancy starts with visibility metrics: impressions, reach, exposure value. We start with whether the deal makes financial sense.

The work is harder this way. We turn down briefs more often than we accept them. But the partnerships that result hold up. Brands stay. Athletes get paid. Teams build infrastructure rather than chase headlines.

That's the whole pitch. We don't have a deck.

// The Network

Who we
work with.

A select roster across professional sport, performance brands, and capital. We work with a small number of partners at any time — by design.

/ 01
Teams

Commercial strategy, sponsorship acquisition and operational advisory for professional cycling teams — up to UCI WorldTour level.

/ 02
Athletes

End-to-end commercial representation. Contract negotiation, personal brand development, sponsor partnerships and long-term positioning.

/ 03
Brands

Market entry strategy, athlete and event partnerships, authentic integration into professional cycling that delivers commercial return.

/ 04
Events

Concept development, partnership brokerage and delivery of premium cycling experiences — single-day to multi-day programmes.

// Operating Principles

How we
operate.

Four principles that govern how we take on work, how we structure deals, and how we walk away.

01 Financial logic first

Every partnership is structured to deliver commercial value to both sides before any conversation about visibility, marketing or campaign assets begins.

02 Selective by design

We work with a small number of clients at a time. If we can't deliver meaningfully, we won't sign. No volume game, no inflated rosters.

03 Inside, not outside

We are introducers, advisors and operators with personal relationships across the sport. We are not financial advisors and we don't claim to be.

04 Move quickly when aligned

When the brief is right, we move. No drawn-out chemistry calls. If the alignment is there, we structure and execute — fast.

WORK WORK
// Ready to align?

Let's talk.

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