Craig Niven is the founder of FILDI, a subscriptions consultancy that helps Shopify-based DTC scale ups build and grow their recurring revenues. With 15 years of subscription expertise from Sky, BT Group, News UK, Future PLC, and also streaming platforms like NFL Game Pass and Tennis TV, he brings this enterprise-level subscription expertise to Shopify-based DTC scale-up brands.

Craig is an expert in Subscriber Retention and Operations, and works directly with DTC brands or partners with Shopify development and CRO agencies to optimise the full subscription lifecycle, from checkout through to retention.

Craig began his career at Sky TV during their expansion to 10 million subscribers in 2009-10, then moving to Sky Sports during the Premier League and UEFA Champions League rights battle with BT Sport in 2014. He continued building his subscription expertise at BT Group and News UK, before launching and running OTT streaming platforms like NFL Game Pass and ATP Tennis TV, gaining direct experience with digital-first subscription models.

FILDI was specifically designed to help Shopify-based DTC scale ups across high-frequency categories like beauty, supplements, pet food, and coffee build, understand & grow sustainable recurring revenue growth, domestically & internationally.