With over a decade of experience in global brand marketing for some of the world’s most recognised names, James Attfield founded Canter Group to bring a solutions-led, strategic approach to the thriving country western scene across the UK and wider Europe.
Drawing on his own western roots, including a family legacy in western riding, James lives and breathes the country western lifestyle, from music and fashion to horses, sport, and hospitality.
A passionate western rider himself, he combines deep cultural understanding with professional expertise to help businesses, artists, and venues grow with authenticity and impact in this vibrant and growing space.
James Attfield - Founder, Canter Group
Canter Group exists to help brands, artists and venues thrive in the fast-growing, fast-evolving world of European country western culture. We believe the best strategies start with a deep understanding of the audience, and that’s where we’re different.
While the market is saturated with agencies and consultants, Canter Group brings something rare: true insider insight. As both a seasoned marketing strategist and an active, passionate member of the country western community, founder James Attfield doesn’t just study the culture - he lives it.
That means every piece of advice, every campaign, and every connection is built on real world relevance and authenticity. We bridge the gap between brand thinking and audience belonging, helping businesses connect with the country western space not just as marketers, but as trusted participants.
At Canter Group, our vision is to build a collective of leading brands, artists, venues, and businesses that truly embody the spirit and values of the country western lifestyle.
We seek to partner with those who don’t just operate in the space, but live and breathe it, offering authentic experiences and services to their communities. By uniting the very best across industries, from music and fashion to ranches, farms, and events, Canter Group creates a collaborative network where partners benefit from shared insights, trusted connections, and aligned goals.
Together, this collective will sit at the forefront of the country western movement in Europe, driving its growth with integrity, creativity, and purpose.