Alex Cheatle

Spear’s Review

Alex Cheatle, group CEO and co-founder of Ten Lifestyle Group, says that ‘at Ten, we exist to earn (and deserve) the trust of our customers’. The company describes itself as a digital concierge and lifestyle management platform. 

Known as ‘Mr Fixit for the Affluent’, Cheatle has handled and arranged every manner of errand for HNWs, ranging from organising for a client to test-drive a Maserati to fetching a forgotten wallet in a London home for a client in Zurich. 

He considers the firm’s services to represent ‘light-touch bespokery of the highest quality’ and has, alongside fellow co-founder Andrew Long, relentlessly curated an extensive and impressive clientele pool comprising entrepreneurs, sport stars and professionals. His dedication to his goals is most evident in his conception of the business, drawing up plans while recovering from malaria he caught during a round-the-world trip.