Meet The Team: Daniel Cook
Hi, I’m Dan, and I’m the Chief Operating Officer at Different Breed.
What’s your role at Different Breed, and how does it make live events more inclusive?
I’m the Chief Operating Officer at Different Breed, responsible for turning strategy into scalable impact overseeing operations, driving innovation, and testing the market to identify opportunities that strengthen our offering.
By focusing on strategy, scalability, and innovation, I make sure inclusion stays at the core of everything we do. My role is about ensuring that our technology genuinely empowers disabled fans and delivers measurable impact for our partners at scale and with purpose.
Which part of Craig’s vision speaks to you, and how does it shape your day-to-day?
Craig’s belief that accessibility should be built in, not bolted on, really resonated with me when we first met almost three years ago. Accessibility isn’t just a compliance measure, it’s a design philosophy that benefits everyone. That principle shapes how I approach strategy, delivery, and partnerships: ensuring every decision keeps disabled fans at the heart of what we do.
What recent project or partnership taught you something new about accessibility?
The collaboration between Different Breed and Principality Stadium, where I also serve as Head of Ticketing has been particularly rewarding. Being on both sides of the partnership has allowed me to see first-hand the value these innovations bring to fans. The introduction of accessible fan guides and personalised information has transformed the supporter experience and directly contributed to multiple industry awards for accessible innovation.
It’s been a real reminder of how technology, when designed inclusively, can drive meaningful change at scale and set new standards across the live events industry.
If every venue did one thing tomorrow to improve access, what would it be and why?
Train every member of staff in disability confidence and then step back and consider the fan. Often a small, cost-free change can be the difference between a fan attending or staying home.
I like to think of this through the lens of marginal gains: small, consistent improvements that add up to seismic change. With creativity, passion, and energy, even the simplest adjustments can completely revolutionise a fan’s experience.
Which feature or workflow are you most proud of, and what problem does it solve for disabled fans?
The personalisation capability of our Fan Guides is a real game changing development for me. They allow fans to input their access requirements or simply link their Access Card and instantly see information relevant to them, removing uncertainty, reducing venue support demand, and giving fans control of their own experience.
It’s a perfect example of inclusion through design; simple in concept, powerful in impact.
Favourite gig: what made it unforgettable?
I’ve been lucky to see some incredible shows, and my role in the industry definitely spoils me for choice. Hosting the opening two nights of the Oasis reunion tour was an honour for the stadium and an unforgettable moment for everyone involved, the energy, the emotion, and the sense of history being made were electric.
But the moments that really stay with me are personal ones. Watching my daughter experience Taylor Swift live for the first time, seeing pure joy on her face reminded me exactly why we do what we do. Live events have a way of connecting people and creating memories that last a lifetime.
And when it’s just me as a fan, it’s hard to beat an Architects gig in Cardiff; loud, raw, and always unforgettable.
What’s the best accessibility innovation you’ve seen at an event you’ve attended?
Principality Stadiums recent work with GiveVision has been incredible. Their technology is transformative. Seeing fans’ faces light up, some even brought to tears at being able to see a match or performance, is genuinely moving. I’m immensely proud to be bringing this technology to Wales alongside Different Breed.
The Different Breed Fan Guides have also unlocked a wealth of data for Principality Stadium, which highlighted the need for enhanced services for visually impaired fans. The richness of that data, combined with the Access Card, has seamlessly plugged into our strategy and is driving accessible innovation throughout the supporter journey, from on-sale to event day.
Who would you drop everything to see live, and what’s your dream venue?
The Eagles at The Sphere in Las Vegas are right at the top of my list, I just haven’t found the right window yet. The venue looks like a once-in-a-lifetime experience for both sound and atmosphere.
I’ve been fortunate to see many of my favourite artists over the years, but one that slipped away was Johnny Cash, he would’ve been number one on my bucket list.
And if we’re talking dream venues, the Red Rocks Amphitheatre would be the dream setting.
Do you have any hobbies outside of live events?
My day-to-day can be busy with lots of travel and long days, so I make the most of family time as much as I can. I love travelling and taking the family away, we’ve just returned from a trip road tripping around California, where I even managed to squeeze in some baseball and NFL, which took fair bit of negotiation with the family... I also enjoy concerts, running, hiking, I’m currently training to climb Kilimanjaro.
Lightning round: big gig or small venue?, access pet peeve? and one tip for first-time attendees?
Big gig or small venue: As Head of Ticketing for one of the UK’s biggest stadiums, I should probably say “big”, but for me nothing beats a 200-cap, low-ceiling venue. I saw While She Sleeps in Hobo’s, Bridgend, a few years back, such a brilliant night.
Access pet peeve: Accessibility being treated purely as a tick-box exercise or a cost, rather than an opportunity to improve the fan experience.
One tip for first-time attendees: Get your hands on a Fan Guide! They often solve all your concerns and answer your questions upfront, helping you plan confidently and enjoy the day.