About

Gui Athia spent 30 years in corporate affairs at Nike EMEA and Renault, navigating the intersection of business, regulation, and public opinion across multiple World Cups, Olympic Games, and Formula 1 seasons. He served as Vice-Chair of FESI (Federation of the European Sporting Goods Industry) and Chair of APICE.

He holds a Master's degree from The Fletcher School at Tufts University, with diplomas from INSEAD and the College of Europe. A TEDx speaker at Leiden University and a lecturer for 22 years in post-graduation programs in Brazil, he spoke across five countries in 2025.

Based in Portugal with deep roots in Brussels, São Paulo, and London, he advises organizations and leaders operating in the field where sports and politics meet. He is the author of Get the M.E.M.O.: Focus or Fail in the Age of Opinion.

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In 30 years of corporate affairs, I watched the same pattern repeat: an organization faces a dilemma where legal compliance doesn't equal political or social safety. The rules are unclear, the stakeholders disagree, and the decision has to be made before the analysis is complete. I built my practice to help organizations prepare for those moments — not after the crisis, but before the spotlight turns on.

M.E.M.O. is a 4-step framework for deciding with confidence when the rules are unclear: Map the stakeholders, the regulatory landscape, and where the risks sit. Execute a response by identifying decision options and trade-offs. Measure the impact of those decisions on all affected parties. Optimize by building the governance to do this continuously — not just once. The method applies to keynote speeches, private meetings, and the Decision Room.