Aaron’s research pursues psychological, organisational, and policy change in sport, business, health, religion and society.

Within an industrial specialty in sport business, Aaron’s work considers the intersections between sport’s economic and social dividends, seeking to reveal and critique the mechanisms governing its transformation from community participation to hyper-commercial juggernaut.

In the context of sport’s immense commercial footprint, Aaron’s research highlights sport’s structures, cultures and business models. Currently, Aaron is working to develop a cognitive science of sport, building upon his research examining the mechanisms of belief acquisition, management and change.

Aaron has authored 25 books and over 100 academic articles on these topics in a diverse range of journals, including the British Medical Journal, the Journal of Sport Management, Drug and Alcohol Review, and the European Journal of Operational Research. A full repository of Aaron’s research can be found at Google Scholar.