Meet the Director

Alex Williams

Director

After earning a degree in IT and Business Management, Alex Williams joined Cicada Sports in 2008, embarking on a journey that has seen the company grow into a cornerstone of cricketing excellence in the West Midlands and beyond. With over 20 years of experience in the cricket retail industry, Alex combines his technical knowledge with an enduring passion for the sport he has loved since playing his first match at the age of 10.

As the driving force behind Cicada Sports, Alex expertly manages relationships with key stakeholders at leading brands such as Gunn & Moore, Gray-Nicolls, Kookaburra, and more, ensuring the company continually delivers exceptional equipment and service.

His hands-on approach extends to collaborating closely with cricket clubs and leagues across the region, fostering strong partnerships that support the game at every level, from grassroots to professional.

Beyond his professional role, Alex enjoys family time, staying active through gym sessions and yoga, and indulging in his love of cricket whenever possible.

A fan of Coldplay, the Foo Fighters, and a perfectly cooked steak, Alex is committed to both personal and professional excellence, leading Cicada Sports with integrity, expertise, and a deep connection to the cricketing community.

“As we look ahead, my vision for Cicada Sports is one of continued growth and deeper connections. I am committed to nurturing our partnerships with the major brands, cricket clubs, and leagues, ensuring we remain a trusted name in cricket across the West Midlands and beyond. Together, we will expand our offerings, foster excellence, and inspire the next generation of players and clubs. At Cicada, it’s not just about selling equipment; it’s about supporting dreams and building legacies that will stand the test of time. I am excited about the journey ahead and proud to lead this incredible community.”