Counterculture Partnership LLP is delighted to announce that John-Jackson Almond will be joining the company as a Partner.
John‑Jackson (JJ) Almond is a cultural strategist and executive leader whose career bridges the subsidised arts, local government, and international commercial entertainment. Working at the intersection of creativity, policy, and business growth, JJ has built a reputation for reimagining how theatres and cultural institutions deliver social value while remaining commercially strong and creatively ambitious.
As a senior leader at ATG Entertainment, JJ has played a global role in shaping the future of live entertainment. Most recently, as Group Head of Concepts, he led international teams to reinvent audience experiences across ATG’s portfolio in the UK, US, Spain and Germany — developing new models, digital and operational frameworks, and investment cases that elevated both customer value and commercial return. He has been central to embedding innovation, values-based leadership, and cultural intelligence within one of the world’s most dynamic entertainment companies.
On joining Counterculture, JJ Almond commented:
“What drew me to Counterculture is the same thing that has driven every chapter of my career: the conviction that cultural organisations can be ambitious, resilient and transformative all at once. Joining a team that brings that conviction to life every day — for clients across the cultural sector — feels like exactly the right fit. This also opens the opportunity for me to contribute to deepening and broadening the work of Counterculture across the theatre sector as a key area of growth.”
Counterculture Chair, John Newbigin OBE, welcomed JJ’s appointment as follows:
“From the subsidised arts sector at the local and regional level to the commercial entertainment sector on a global scale, JJ Almond brings unparalleled insight, passion and experience and I am absolutely delighted to welcome him to Counterculture where he will be an enormous asset to our growing client base.”
Further information about JJ Almond:
Earlier in his career, JJ led major public‑sector cultural portfolios as the Culture Lead for Tunbridge Wells Borough Council, leading cultural input to the £125 million Amelia Scott and the Lyric Theatre capital projects driving improvements in the town’s arts infrastructure. He also co-led London’s Park Theatre, creating one of the capital’s most acclaimed independent venues — a model of creative entrepreneurship and producing recognised with The Stage Award for Theatre of the Year, Olivier and Evening Standard Award nominations. A producer and director of both concerts and theatrical productions, JJ brings a rare dual perspective to the relationship between the stage, community and commerciality.
JJ’s commitment to education and practitioner development has seen him work in Higher Education — leading degree and diploma training, guest lecturing at Bath Spa University, and contributing to the creation of Masters Programmes in Acting, Musical Theatre, and Creative Producing.
Throughout his work, JJ has remained committed to the relationship between creativity and place: how cultural spaces shape identity, community, and economic growth. His leadership is rooted in values‑based approaches, and he is currently pursuing an MSc in Transactional Analysis — a modality he also applies in his private psychotherapy practice. An Associate Member of the Royal Society of Public Health, JJ understands the profound connection between cultural participation, mental wellbeing, thriving communities and sustainable creative business models.
A Fellow of the Royal Society of Arts, JJ brings a rare blend of executive insight, creative empathy, and policy fluency — helping organisations and local authorities navigate the evolving terrain between artistic purpose and sustainable growth.
About Counterculture:
Counterculture provides strategic, business and legal advice to help cultural, educational and creative organisations plan, manage and thrive, working for businesses, not-for-profits, public bodies, clubs and individuals – locally, nationally and internationally.
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Media enquiries to: Darren Johnson
darrenjohnson@crowfliescommunications.com
+44 (0) 7799 731 682
Notes to editors:
Counterculture Partnership LLP is a national multidisciplinary management consultancy working principally in culture, charities and education. Its Head Office is 23 St Leonards Road, Bexhill, East Sussex, TN40 1HH with offices also sited in Lewes and Edinburgh.