Ten-pin bowling company the Hollywood Bowl Group has announced that Asheeka Hyde will be appointed as an independent non-executive director of the company, and as a member of the audit, nomination and corporate responsibility committees, effective 23 June 2025.

Hyde brings experience of building, developing, and leading data, analytics, and AI teams. She is currently the group technology director for data, analytics and AI at SSP Group, a global operator of food and beverage outlets in travel locations.

Hyde was previously head of trading analytics at Dunelm. She has worked across multiple geographies and in different industries including retail (Walgreens Boots Alliance), automotive (Jaguar Land Rover) and financial services (Capital One Bank).

Darren Shapland, Hollywood Bowl’s chair, said: “We are delighted to welcome Asheeka to the board. Her expertise in data analytics and AI will broaden the board’s experience in these areas and provide valuable insight as we continue to invest in technology to support the growth of the business.”