Who we
are
Working with Next Up brings the reassurance of partnership with pragmatic foresight experts who are focused on advancing your goals through accessible, actionable foresight.
Our founders are foresight specialists with over 30 years’ combined experience in helping some of the world’s best-known businesses plot their path to the future.
But every organisation is different in its challenges, culture and environment. So, we approach every question with a tailored approach and hand-picked team of edge thinkers and subject matter specialists, combined with AI horizon scanning.
This ensures we enrich what you know with the most relevant, robust view of the future and activate this in the best way for your business.
Who we are
Working with Next Up brings the reassurance of partnership with pragmatic foresight experts who are focused on advancing your goals through accessible, actionable foresight.
Our founders are foresight specialists with over 30 years’ combined experience in helping some of the world’s best-known businesses plot their path to the future.
But every organisation is different in its challenges, culture and environment. So, we approach every question with a tailored approach and hand-picked team of edge thinkers and subject matter specialists, combined with AI horizon scanning.
This ensures we enrich what you know with the most relevant, robust view of the future and activate this in the best way for your business.
MEET THE TEAM
Josh McBain
Founder & CEO
A leading global foresight expert, over the previous 15 years Josh has designed and delivered extensive foresight programmes which have led to transformative change for some of the largest and most complex brands and organisations in the world.
Having built and led the consultancy business at Foresight Factory for 8 years across the London and New York teams, Josh has since headed the foresight function at VisitBritain before founding Next Up in 2025.
With extensive experience of delivering foresight models, scenario planning, hunting grounds and thought leadership projects, as well as complete end-to-end foresight programmes, Josh has a proven record of delivering impactful projects that have been widely covered in global media, made a tangible impact on client business performance and used to influence government policy.
A frequent keynote speaker, Josh has presented at high-profile conferences, panels and events – including at Advertising Week Europe, IAPP Data Protection Congress, IPA Business Growth Conference, events for the British Chamber of Commerce in China and for the UK Pavilion at the Beijing Expo.
Josh has a specialist focus on the travel, mobility, technology, finance and alcohol sectors having worked for clients such as Jaguar Land Rover, Unilever, British Airways, Snapchat, Acxiom, Greene King and Allianz.
Pippa Goodman
Founder & Managing Director
A highly-regarded figure in the world of foresight, Pippa has 30 years of experience at prestigious organisations such as Foresight Factory, London Business School and Engine Group UK (now Next 15).
She has worked with some of the world’s best-known brands and businesses as a trusted long-term partner to senior stakeholders, masterminding the design and delivery of foresight programmes that drive impact and cultural change.
Her expertise spans strategic foresight and scenario development to turbocharge early innovation strategies and identify hunting grounds; as well as continuous foresight programmes that apply horizon scanning to power business model development and individual workstream objectives.
She specialises in a range of sectors across Health & Wellbeing, Beauty & Personal Care, Retail, Food & Drink and Mobility, working for clients such as Arla Foods, Beiersdorf, Walgreens Boots Alliance, John Lewis and Avolta.
A regular keynote speaker, Pippa is passionate about the future and blending her foresight, communications and innovation skills in the design and delivery of each client programme.
John Robson
John is a highly experienced business leader and advisor with a background spanning the marketing, market research, and consulting industries. In 2001, he co-founded Sparkler, an award-winning consumer insight and brand strategy consultancy. Sparkler grew into a thriving business of 80 employees with a £10m turnover, delivering impactful work for clients around the world.
At Sparkler, John played a key role in leading international accounts for companies such as Spotify, Twitter, Amazon, and Microsoft in the digital sector. Domestically, he spearheaded notable projects with organisations including TUI and The FA, contributing to their strategic growth.
Following Sparkler’s acquisition by PA Consulting in 2018, John became a Partner, where he oversaw the smooth integration of the business into PA’s broader operations. This included expanding Sparkler’s footprint with the launch of new offices in New York and Stockholm. After successfully completing the integration, John left PA Consulting in 2022.
Since then, John has embraced a portfolio career, working closely with founders and boards of tech and marketing start-ups and scale-ups. In addition, he provides brand consultancy to established blue-chip companies, offering strategic guidance.
As the Non-Exec Chair of Next Up, John is passionate about helping establish the business as one of the UK’s leading foresight consultancies. With a focus on collaboration, innovation, and long-term impact, he is committed to supporting the company’s growth and success in 2025 and beyond.
Lucy Jacob
People & Operations Director
Lucy Jacob is a dynamic and innovative People & Operations Director known for her pragmatic ‘roll-up-your-sleeves’ approach. She is deeply passionate about fostering a people-centric culture and upholding the highest standards of operational integrity and excellence.
Before joining Next Up, Lucy was the Global People and Operations Director at Foresight Factory, where she spearheaded transformative initiatives that significantly elevated the organisation’s effectiveness and efficiency.
Following her tenure at Foresight Factory, Lucy expanded her horizons by providing HR and governance guidance in a volunteer capacity for the social mobility charity LTSB. She also undertook interim responsibilities as Operations Director at Thinks Insight and Strategy, where she continued to showcase her leadership and operational acumen.
With extensive global expertise across diverse industries including design, publishing, television, and consulting, Lucy has a proven executive skill set in leading and enhancing core business functions such as HR, governance, finance, facilities, and legal. Her strategic vision and execution have consistently driven remarkable organisational performance.
