Sports Investment Advisors
Cultural transformation at every level
Our work
True North is led by partners David Dixon and Indoo Sella Di Monteluce, whose backgrounds bring complementary strengths to the business. Between them, they bring deep experience in sport investment — club acquisitions, rights management, and data-led insight — spanning David's two decades in sports trading and technology and Indoo's work co-founding Global Eleven and Araya International, a specialist sports investment firm operating across Europe, the Middle East, and LATAM.
Each also brings a distinct cultural dimension. David's collaboration with performance specialists such as Gilbert Enoka has shaped True North's approach to cultural transformation on the pitch. Indoo's broader portfolio across hospitality, wellness, and culture — including Soneva Hotels and The Arts Club (London) — shapes its read on a club's commercial and cultural opportunity off it.
Advisory Board
Gilbert Enoka
Gilbert Enoka is one of the world’s most respected mental performance coaches. He’s best known for his 23 years and more than 300 Tests with the All Blacks, first as mental skills coach and then as Manager – Leadership. In that time the team won back-to-back Rugby World Cups, finished a very close runner-up in 2023, won a Laureus World Team of the Year Award, 21 consecutive Bledisloe Cups, three Grand Slams, eight Tri Nations and nine Rugby Championships.
In 2026 he returned to the All Blacks as Leadership and Mental Performance Coach ahead of the 2027 Rugby World Cup. Outside rugby, he has worked with the Crusaders, Silver Ferns, Black Caps, England cricket team and Chelsea Football Club, and with the NSW Blues in their winning 2024 State of Origin series.
His bestselling book, Become Unstoppable: The Blueprint from the World’s Most Successful Sports Team, sets out his approach to leadership, culture and mental performance. For more than 30 years he has also worked with top CEOs and businesses, and he thrives on working with people pursuing excellence and sustained performance.