Nick Baxter

Nick Baxter brings a rare combination of high-performance discipline and entrepreneurial vision to AI Expert. A former professional rugby union player turned business leader, Nick is best known as the founder of Baxter Williams, a Worcester-based recruitment firm with a reputation for exceptional client relationships and sector expertise across property, construction, commercial and executive recruitment.

Since launching Baxter Williams in 2017, Nick has grown the business into one of the region’s most respected recruitment firms, steering its expansion through key milestones - including the purchase of its first commercial premises and diversification into new markets. His leadership is rooted in building high-performing teams, fostering strong client partnerships and driving growth through integrity and strategic thinking.

At AI Expert, Nick leverages his business acumen and network to advise on growth strategy, client relationships and commercial development, helping guide SMEs through the complexities of AI adoption with the same pragmatic approach that underpins his own entrepreneurial success.

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