Why us

tenāx – Latin – Tenacious, firm, steadfast

Tenax Analytics was established to help organisations manage risk and cut through the complexity of protecting critical data.


Our name comes from the Latin for ‘steadfast’ – and that value underpins all we do. We are steadfast in our support and service for clients, and in our technical, legal and business acumen.


Our experience spans cybersecurity, IT risk management, cyber law, data visualisation and marketing management, enabling even the smallest organisations to benefit from world-leading technical and legal expertise. 


Long-time advocates of privacy by design and evidence-based recommendations, we help our clients not only to follow best practice for data protection, but to prove it.

Why we do it


Over 35 years’ experience across legal, hospitality and charity leadership


Certified Data Protection Officers under GDPR


Independent, solution-agnostic and objective

Legal Specialists

Leading cyber and data protection legal specialists – our legal lead wrote the legal textbook on data protection and cyber security law!


International expertise with consultants based in UK and US

We exist to answer the need for independent, insightful and objective guidance for organisations struggling to comply with data protection demands. As business leaders we understand the challenges you face as we’ve been there ourselves. You’re looking for fail-safe, personal and cost-effective solutions that propel your business forward, not waste your time or money. We offer just that.

Bruce Smith, Managing Director, Tenax Analytics

Bruce Smith

Managing Director, Tenax Analytics

A certified GDPR practitioner with over 35 years’ experience in events and hospitality services Bruce oversees all Tenax’s client solutions. Leading Tenax’s consultancy services, he is the go-to expert for practical insight across the data protection spectrum.

Chris Hunnes

Vice President, Change Management

Christine Hunnes has nearly 30 years in the corporate meeting and business travel
industry. She is considered a Strategic Meetings Management Subject Matter Expert (SME).


For 10+ years Christine has been Global Travel and Meetings Procurement Category Manager for a global professional services firm. She negotiates and manages agreements valued at more than $1.5B in contract spend. Prior to her procurement role, Christine was the Vice President, Strategic Meetings Management and Director, Strategic Account Management for a large travel management company.


Christine holds a certification in EU GDPR Foundations and as an EU GDPR Practitioner (IBITGQ). She was named one of the 2010 Top 20 Change-makers in the meetings industry by Corporate Meetings & Incentives magazine, earned the Global Business Travel Professional (GTP) certification in 2013, is Six Sigma Greenbelt Certified, and is a member of the GBTA Meetings Committee.

Board Members

Richard Dutton

Managing Director, ELIAS Partnership
Richard provides Tenax with unrivalled insight into the not-for-profit  sector, with senior management experience in marketing and fundraising services. 

Richard is also an experienced Non-Executive Director – with specific experience of the compliance and governance challenges facing major organisations.

His unique knowledge empowers Tenax Analytics to provide bespoke services for the not-for-profit sector.

Paul Miller

Advisory Board Member

Paul’s extensive experience in the incentive travel industry provides Tenax Analytics with specific insight into the challenges facing the sector, especially in cross-border data protection.

Wendy Moffatt

Advisory Board Member
Wendy is a long-standing member of SITE (Society for Incentive Travel Excellence), of which she was Chairman of the Great Britain Chapter in 1992-3 and Global President in 1999. She was voted Meetings & Incentive Travel Personality of Year in 2017 for her work in the third sector, founding the Brain Tumour Research Campaign in 2004.

Get in touch

We’re here to help! You can call us on
+44 07384 721142 or email on bruces@tenaxanalytics.com

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