Adam is Company Secretary and Director of Substance with responsibility for communications. He leads a number of research projects including The Social and Community Benefits of Angling project funded by the Big Lottery and the Social Value of Football project for Supporters Direct.

Adam has extensive research and policy experience in the areas of sport and popular culture and was Deputy Director and Senior Research Fellow at the Manchester Institute for Popular Culture, Manchester Metropolitan University from 1996-2006. In this time Adam led a number of major academic research projects and applied research at MIPC, including projects for the ESRC, UK Sport, the European Commission and the Football Foundation. He was also a leading member of the Government Football Task Force and published widely on issues of democratisation in football and popular culture.

Adam is a board member of both FC United of Manchester and Cornerhouse. He is also a drummer and has also been a band member and manager, music writer, cycle courier, barman, pot collector and pea picker.