About Us 2017-09-23T12:13:26+00:00

About Us

rootsquared was started in 2016 to address specific needs in the market around strategy, change, offer development and channels relationships,

The rootsquared team has significant experience in running medium and large multinational business in the IT and Healthcare Sectors.

We believe our approach is both unique and innovative and allows us to use some the latest thinking in addressing real and tangible business challenges and opportunities.


Ian Bamford


In 35 years of industry experience, Ian has worked at senior levels in multinational companies such as Dell, Philips and Groupe Bull, as well as setting up and running small and mid-sized technology and consulting businesses in the USA and the UK. At Cambridge University he was a founding director of the Centre for Industrial Sustainability and has been instrumental in the commercialisation of new business tools such as the Value Analysis. He also has extensive experience delivery consulting and facilitation with Companies of all sizes.

Peter Ward


Peter had a very successful corporate career over many years. During this period he worked for both medium and large organisations in the Technology and Healthcare Market. As a thought leader, and now as a consultant and qualified accountant, Peter uses his wealth of experience in operational, financial, distribution and channel management to help organisations develop sustainable and scalable transformation options to the real business challenges and opportunities.

Richard Gibbs

Chief Research Officer

Richard has combined an academic dimension with his corporate career. His PhD research focussed on how firms can improve their competitive advantage thru better partnering and collaboration. He developed his research findings into a relationship management tool. His most recent commercial role was as Head of Strategy at Xerox, where he is also credited with driving thru major change and business transformation initiatives.

Find him on LinkedIn

Find him on LinkedIn

Find him on LinkedIn