ABOUT FOX & FLARE
Built on Experience From Inside Hospitality.
“Strong commercial growth comes from a clear offer, the right relationships, a disciplined sales process and consistent follow through.”
Fox & Flare was founded by Freya Parsons after nearly two decades working across premium restaurants, private members’ clubs, live entertainment and complex venues.
Freya has led sales, events and operational teams, working alongside owners and senior leaders to turn ambitious ideas into propositions the market understands and teams can deliver.
FROM INSIDE THE INDUSTRY
Commercial Experience That Works in Practice.
Fox & Flare looks beyond what sounds good on paper to what clients will buy, teams can deliver, and businesses can sustain.
Nearly Two Decades in Hospitality
Freya’s career has covered premium restaurants, private members’ clubs, live entertainment and complex venues.
She has worked across sales, events and operations, giving her a broad understanding of how commercial decisions affect the wider business.
From Direction to Delivery
Good advice only matters if it can be put into practice.
Fox & Flare can move from commercial strategy and proposition development into CRM, reporting, pipeline management, introductions, sales activity and conversion support.
Relationships Built Over Time
Hospitality remains a relationship-driven industry.
Freya has built an established network across luxury and lifestyle brands, corporate and private clients, agencies, venue finders, PAs, EAs and the creative industries.
The value is not simply in making an introduction. It is knowing which relationships matter, when to make them and how to turn an initial conversation into a commercial opportunity.
An Operator’s Perspective
Working inside venues provides a clear view of both sides of every brief.
What does the client actually want to buy?
What can the venue confidently sell?
What can the team successfully deliver?
That balance shapes every Fox & Flare project.
“The best commercial strategies work for the client, the team and the business.”
FREYA PARSONS · FOUNDER, FOX & FLARE
THE MISSION
To Help Hospitality Businesses Turn Commercial Potential Into Lasting Performance.
Clearer propositions. Stronger sales activity. Better relationships. The right people. More effective commercial structure. If something is changing, underperforming or still missing, start with a conversation.