Dr Ahmed is a Senior Lecturer at the University of Stirling and his research interests are based on supporting healthy behaviours with cross-cutting interests in digital business and sports research. He has recently been studying the use of social media by the public and sports brands such as football clubs. He has also been conducting research in the area of digital health such as exploring public views and opinions expressed on social media across a range of topics. Dr. Ahmed has multiple media appearances across print and broadcast and has published many peer-reviewed academic papers.

Mariann Hardey is a Professor of Digital Culture, Technology and Business at Durham University Business School. She is also a member of Advanced Research Computing (ARC) at Durham, where her role supports widening participation and accessibility in computing. Mariann is passionate about self-development and learning, with a focus on representation among business leaders and practitioners in the technology sector. She has given numerous presentations at international conferences and events, including the first TEDx event in the United Kingdom, and her work has been featured in international media. Mariann's two most recent books are The Culture of Women in Technology: An Unsuitable Job for a Woman and Household Self-Tracking in a Global Health Crisis. Both have received accolades from tech organisations and the academy. The Culture of Women in Tech forms part of the Master Class curriculum of the UK Government Digital Service to promote employment reform and inclusivity.