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‘His brain works at 100 miles an hour’: Inside Brighton owner Tony Bloom’s top-secret Starlizard HQ – as sources reveal the cloak-and-dagger meetings, maths geniuses, intense working hours and ‘paranoia’ fuelling Seagulls’ remarkable success

It's lunchtime at London's Camden Lock and only the young professionals who emerge from a canal-side edifice called The Iceworks know that a business of huge Premier League significance lies within.

By IAN HERBERT · Daily Mail

Published: Tuesday, 22 September 2026 at 4:02 PM

Key Things to Know

Brighton and Hove Albion owner Tony Bloom uses his data consultancy, Starlizard, to drive club recruitment and strategy.
Starlizard is based at The Iceworks in Camden Lock, London, operating under tight security and non-disclosure agreements.
The firm uses predictive data and algorithms to evaluate players and match outcomes across football.

The Story in 60 Seconds

Brighton and Hove Albion owner Tony Bloom relies on his secretive analytics consultancy, Starlizard, to power the club's Premier League success. Located at The Iceworks in Camden Lock, London, the firm utilizes complex algorithms to assess predictive data on football players and match outcomes. Employees are required to sign strict non-disclosure agreements, maintaining a high level of confidentiality around the operation.

The high-security headquarters features private access-card rooms, framed Brighton shirts, and extensive perks including a gym, sauna, and private chef to retain staff. The insight comes as Brighton recently defeated champions Arsenal 3-0 in the Premier League and eliminated Manchester United from the Carabao Cup.

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