Sometimes the best idea is to stop having an old idea.


Rethink is a boutique, football focused, sports and culture consultancy based in San Francisco, California. Our clients include professional football clubs, leagues, national federations and investments groups from across the Americas and Europe.


Rethink’s approach is highly collaborative, designed to build organizational capabilities, increase coherence and improve performance, from ideation through to execution. We are well connected within the football industry and can draw on a global network of contacts and partners with proven track records to develop bespoke solutions that deliver real and lasting value.


Rethink was founded by James Easton. Prior to establishing Rethink, James gained extensive executive management experience working at some of Canada’s most successful and politically important firms and organizations.

James holds an MA from SFU and an MBA from Royal Roads University. Previously, he played professional football with the Tampa Bay Rowdies, Dundee United  and the Vancouver 86ers/Whitecaps and was capped by Canada at youth and senior national team levels.


Rethink has a diverse portfolio of consulting experiences and believes strongly in the importance of building lasting, sustainable relationships. Our clients include Concacaf, Canadian Premier League, MLS, Canada Soccer, Pepsi, Armis, Brandit, Canada Soccer Business, Grande Sports World, Lil’Wat Nation and Musqueam First Nation.


Rethink believes strongly that sport, and in particular football, can be a force for positive social change. As such, we are proud to  support Common Goal, an organization that uses the power of football to help advance the United Nations Sustainable Development Goals.


To learn more about Rethink or how our consultancy might assist you with your project, please contact us via one of the methods below. Thank you for visiting.