INTERVIEW: LEE MCFARLAND
Changing the culture: Lee McFarland on wellbeing and community in iGaming
Lee McFarland, founder of Behind The Gloves (BTG), and winner of the Outstanding Contribution Award at this year’s European iGaming Awards, discusses how boxing sessions at iGaming events have evolved into a wider wellbeing initiative for the sector. He reflects on pressure within the industry, the role of shared physical challenge in building community, and why healthier cultures are becoming a business priority today.
GIO: Behind The Gloves has become a familiar presence at major industry events. What originally inspired you to bring boxing and fitness into the iGaming conference environment? Lee McFarland: Behind The Gloves started as an event concept, but it has grown in response to how people were feeling in the industry. I saw high-performing, ambitious professionals operating under constant pressure, with very few healthy outlets to reset, connect, or step away from the intensity of day-to-day work. Boxing became the entry point because it’s honest and grounding. It demands focus, discipline, and respect, but it’s also incredibly inclusive when delivered properly. What quickly became clear was that this wasn’t just something that worked at conferences, it worked wherever individuals and teams needed resilience, connection, and perspective. Events were simply the first environment where it gained traction.
GIO: From your perspective, what challenges around wellbeing and culture did you see in the industry that made initiatives like Behind The Gloves and Recovery in Gaming necessary? LM: We work in a fast-moving industry where the burden of expectation can be overwhelming. BTG provides a safe space for people to talk openly and address the impact that can have on our health. Wellbeing was often treated as either a personal responsibility or a surface-level initiative, rather than something that needed structure and intent. Behind The Gloves was created to address that gap in a practical way through shared physical challenge, community, and experiences that create healthier habits and conversations over time. Culture doesn’t change through statements alone; it changes through what people repeatedly experience together.
GIO: Many people think of iGaming primarily in terms of technology, regulation, and commercial performance. Why do you believe community and wellbeing are increasingly important topics for businesses in the sector? LM: Because performance is ultimately human-driven. You can have strong technology and solid regulation, but if your teams are disconnected, exhausted, or disengaged, long-term performance suffers. Community and wellbeing are no longer ‘soft’ topics; they’re operational considerations. They influence retention, leadership effectiveness, collaboration, and brand reputation. As the industry matures, businesses are recognising that sustainable success depends on healthier, more connected teams.
GIO: Behind The Gloves sessions are often described as breaking down barriers between companies and job roles. How does changing the social dynamic of events affect collaboration and relationships across the industry? LM: What Behind The Gloves does whether in corporate sessions, brand activations, or larger events is remove artificial hierarchy.
8 MARCH 2026 GIO
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80
