INTERVIEW: LEE MCFARLAND


When people train together, challenge themselves, and support each other, job titles fall away very quickly.


That shared experience creates a different kind of connection. It leads to more open conversations, stronger relationships, and better collaboration across organisations. It’s one of the reasons BTG works just as effectively in corporate environments as it does in industry settings.


GIO: Behind The Gloves has created spaces for people to step away from the pressures of the industry through physical challenge and shared experience. What have you learned about the pressures people face in iGaming, and what more do you think employers and leaders should be doing? LM: What I’ve learned is that many people in the industry carry pressure quietly. There’s often an expectation to perform at a high level consistently, even when heavy workloads, travel, and constant change start to take their toll.


Behind The Gloves works because it creates a different environment one where people can reset, connect, and step out of their usual roles. That experience highlights how important it is for leaders to create healthier working environments day-to-day, not just during peak moments. Employers don’t need to have all the answers, but they do need to take responsibility for the culture they create. That means listening, setting realistic expectations, and recognising that supporting wellbeing is not a ‘nice to have’, but a core part of sustainable performance.


GIO: You’ve managed to secure sponsorship and support from major companies. What does that level of backing say about how industry attitudes toward wellbeing and responsibility are evolving? LM: It shows that the industry is taking wellbeing more seriously and expecting initiatives to deliver real value. Companies don’t support Behind The Gloves for optics they support it because it creates engagement, strengthens culture, and aligns with how they want to show up as employers and partners.


There’s been a clear shift toward long-term alignment rather than one-off visibility. That reflects a broader evolution in how responsibility, culture, and brand values are viewed across the sector.


GIO: Beyond industry events, your work has raised funds and supported community initiatives, including youth programmes. Why has it been important for you to connect iGaming with wider social impact?


McFarland received the Outstanding Contribution Award at the 2026 European iGaming Awards


LM: Because industries don’t exist in isolation. If we talk seriously about wellbeing and responsibility within iGaming, those values should extend into the communities around us. Over the past year, Behind The Gloves has donated over £20,000 to organisations that need support from children’s charities and women’s charities to grassroots sports and community initiatives. The focus has been on making practical contributions where funding can have an immediate and meaningful impact, rather than charity for visibility.


As we look ahead to 2026 and 2027, scaling Behind The Gloves through Impact Labs allows us to do this in a more consistent and sustainable way, creating lasting impact beyond the industry itself.


GIO: Running initiatives like these alongside a career in a fast-paced sector must be demanding. What motivates you to keep pushing these projects forward? LM: Legacy is my main driver. I want to help build something that leaves the industry better than I found it, while also creating positive impact beyond it.


For me, that means supporting healthier people, stronger teams, and more responsible businesses and ensuring that success within the industry can translate into meaningful support for communities outside of it. If Behind The Gloves can contribute to better cultures internally and tangible impact externally, then the effort is worth it. That long-term impact is what keeps me pushing forward.


GIO: Looking ahead, how would you like to see the culture of the iGaming industry develop over the next five years, particularly around health, inclusion, and community? LM: I’d like to see the industry recognised not just for how it manages responsible gambling, but for how responsibly it looks after its people and the communities around it. There is already a lot of good being done, and I think we can build on that in a more visible and intentional way.


That means creating healthier working environments, investing in inclusion, and supporting initiatives that have a positive impact beyond our own sector. If the industry continues to take responsibility for its employees and contributes meaningfully to external communities, it strengthens trust, culture, and long-term sustainability for everyone involved.


GIO: If you could give one piece of advice to companies or individuals who want to contribute positively to the industry beyond commercial success, what would it be? LM: Be intentional and consistent. Contributing positively shouldn’t be a one-off initiative or a box-ticking exercise, it needs to be built into how you operate and how you treat people.


Initiatives like Behind The Gloves exist to support that by creating practical ways for companies to invest in their people, strengthen culture, and contribute to communities beyond the industry itself. When responsibility and wellbeing are embedded into everyday business, commercial success tends to follow naturally.


GIO MARCH 2026 9


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