About
The Amigos Story
We’re often asked, “Why Amigos?”, and the answer is simple.
Our founders have known each other for years, each building successful marketing businesses with different strengths and naturally working together when customers needed more than one skillset. In the IT channel, that’s always been the way with relationships built on trust and collaboration.
Over time, it became clear our customers didn’t just need one of us. They needed all of us, but not all of the time. They also needed a more modern way to engage buyers whose expectations no longer matched traditional quarterly channel sales approaches.
So in 2019, The Amigos Network was born, along with the notion that businesses can be more competitive by taking everything all wrapped up as a subscription service. Things don’t stand still and we’ve invested in evolving our technology and our communities
What a buyer or seller experiences with us is simple and seamless. What happens behind the scenes is where magic happens, but the principle of ‘Amigos’ remains at the heart of everything we do.
We couldn’t do what we do without the support of our amazing team of digital marketers, copywriters, designers and the extended businesses we partner with.
Shelley Hirst:
Co-Founder
Shelley’s experience is in B2B technology marketing, having led go-to-market programmes for start-ups, scale-ups and global brands.
She specialises in bringing clarity to complex technologies and propositions by combining compelling messaging with practical execution and communication that drive both buyer engagement and sales momentum.
With a deep understanding of how partners are recruited, enabled and motivated, and how decisions are made across long, multi-stakeholder sales cycles, she applies this experience to building engagement models that create trust, improve sales conversations and deliver measurable growth.
Max Sherwood:
Co-Founder
Max built his career on understanding buyer motivation and behaviour and how those insights translate into effective commercial outcomes.
With a foundation in retail advertising, he decodes what drives customers and shapes strategies that resonate where it matters most: in market and at the point of purchase.
At the heart of his work is a deep appreciation for how people make decisions — what they pay attention to, what they value, and how relationships and trust influence buying journeys. This understanding has guided his approach to building engagement platforms and buyer communities that deliver measurable business value.
Henrik Kindstedt:
Sales Advisory
Henrik has built his career at the intersection of technology and enterprise demand, with a long track record in founding and scaling security-focused ventures and driving revenue performance in complex, regulated environments.
A recognised voice in cybersecurity and privacy, Henrik regularly shares thought leadership on the balance between robust security and data protection, and the implications of policy and technology on trust in digital systems.
Today, Henrik applies his commercial leadership and deep industry perspective to help technology businesses grow predictably while maintaining credibility with the customers and partners that matter most.
Steven Grosvenor:
CTO
Steven is a seasoned technical marketing specialist with over 25 years’ experience across web development, data and conversion optimisation, leading digital transformation initiatives for B2B and B2C organisations.
He specialises in marketing technology, automation and systems integration, combining strategic thinking with hands-on delivery to create high-performance digital solutions that improve user experience and enable businesses to scale with confidence.
As CTO of The Amigos Network, Steven oversees the design, build and implementation of scalable, secure platforms, working closely with clients and partners across multiple sectors to deliver measurable growth and ROI.