SHIFT Active Media is home to a unique group of people. Blending decades of cycling expertise with modern blue chip agency experience.

Wayne Brown

Wayne Brown

Chief Executive Officer

Wayne Brown

Wayne Brown

Chief Executive Officer

With more than 25 years spent working in marketing agencies – specialising in advertising, media and technology – Wayne has previously run leading digital agencies for Dentsu Aegis and WPP. He has extensive experience of developing marketing strategy and communications on a wide range of blue chip global clients including Diageo, P&G, HSBC, Toyota, Apple and Google, but has specialised in cycling since 2017. He initially rekindled his interest in bikes by riding indoors on Zwift and is now a keen road cyclist who is also slowly developing a gravel habit.

Doug Baker

Doug Baker

Chief Strategy Officer

Doug Baker

Doug Baker

Chief Strategy Officer

Having worked at some of the world's best digital agencies, Doug has strategic experience in AI, Data, UX, Social, Brand, Comms Planning and Research. He's worked on major global brands including Nike, HSBC and PlayStation. At SHIFT Doug leads the research and strategy functions, including leading the creation of our proprietary, global cycling panel - The Rider Research Hub. All while being an avid cyclist, occasional CX racer and commuter.

Rachael Burnside

Rachael Burnside

Head of Marketing and Growth

Rachael Burnside

Rachael Burnside

Head of Marketing and Growth

With more than a decade’s experience leading multi-channel campaigns at advertising agencies across sport, automotive and the public sector, Rachael's specialism is in digital marketing with expertise in e-commerce. At SHIFT, Rachael oversees various client accounts, including Rapha, fizik, Cotswold Outdoor, Runners Need, and Snow & Rock. Rachael also spearheads the marketing function of the business, strategically expanding SHIFT's profile and business, growing the brand - and leading the charge in promoting the Rider Research Hub. Rachael is also the founder of Uplift - The Women in Cycling Industry Mentorship Programme. All whilst being an avid road cyclist and commuter.

Matt Doman

Matt Doman

Executive Creative Director

Matt Doman

Matt Doman

Executive Creative Director

Matt is an award-winning Creative Lead, who shares with SHIFT his wealth of creative agency experience, including work for Audi, Barclays, Guinness, Skoda, The Economist and Vodafone. Cycling has never not been a part of Matt’s life, be that racing BMX as a kid, riding across the Alps with The Fireflies Tour, or the Manchester to London challenge with Rapha.

Simon Wear

Simon Wear

SHIFT Founder and Chairman

Simon Wear

Simon Wear

SHIFT Founder and Chairman

A specialist digital media executive with unrivalled experience deeply rooted in the cycling industry, Simon is also a life-long rider – chiefly road – and cycle-sports enthusiast. Simon founded SHIFT Active Media in 2010, forging the agency’s character as well as its business model, and is CEO of Play Sports Group, home to GCN and other leading cycling channels. In previous roles as COO and Director of International Media for special-interest media group Future PLC, Simon took leadership positions in the creation or revitalisation of market-leading websites such as Cyclingnews.com, BikeRadar.com and TechRadar.com.

Phil Smith

Phil Smith

Chief Finance Officer

Phil Smith

Phil Smith

Chief Finance Officer

CFO of SHIFT and the Play Sports Group since 2013, Phil leads the financial, funding and legal aspects of the Group's development. Once an avid runner and road cyclist, PBs are beyond reach these days and he's more likely to go for a short ride involving a pub stop.

Tom King

Tom King

Head of Media

Tom King

Tom King

Head of Media

With a decade of agency-side experience delivering proven, performance-driving media strategies across a wide range of sectors covering both brand building and eCommerce, Tom is a digital expert with a deep skillset in search, social and digital media, as well as traditional media. Tom’s a road cyclist who loves to explore the Somerset hills and once summited the mighty Mont Ventoux.

Dario Esposito

Dario Esposito

Business Director

Dario Esposito

Dario Esposito

Business Director

With responsibility for all Italian clients, Dario’s expertise and experience combines marketing, communication and project management skills – and he’s the go-to person for road racing. Alongside oversight for a wide range of SHIFT’s client work – from media to creative and beyond – Rome-based Dario heads up our team providing press office services in multiple languages to UCI WorldTour races, including the Giro d'Italia, Italian Classics and the UAE Tour.

Tom Foy

Tom Foy

Head of PR

Tom Foy

Tom Foy

Head of PR

A brand communications specialist with nearly 20 years' experience running global campaigns for leading sports, automotive and entertainment brands, Tom brings a wealth of PR expertise to the SHIFT team. He has held key positions at leading global agencies including Weber Shandwick, Edelman and WPP, working with brands including Red Bull F1, Aston Martin and Microsoft. A long-time avid cyclist, Tom has previously raced bikes on and off-road, and enjoys regular club rides and sportives.

Alex Faux

Alex Faux

Media Planning Director

Alex Faux

Alex Faux

Media Planning Director

Alex has 9 years’ experience working in digital acquisition with a skill set encompassing performance paid media channels, SEO and CRO. He has been pivotal in the success of some of the industry’s largest media campaigns of the past decade, and drives significant performance for many of SHIFT’s clients. When not in the office, Alex can be found riding on the road or racing a local crit.

Tim Durant

Tim Durant

Head of Design

Tim Durant

Tim Durant

Head of Design

With more than 20 years’ experience in the field, Tim heads up SHIFT’s design team, working with cycling brands and businesses around the globe, delivering market-leading branding, design and creative solutions for clients including Santini, Wattbike, Öhlins, British Cycling, Continental, Zwift and SHIFT’s sister channels including GCN – and, being a keen mountain biker of course, GMBN, the Global Mountain Biking Network.

James Dando

James Dando

Business Director

James Dando

James Dando

Business Director

James has a unique media, agency and tri-sports experience spanning more than 15 years – which includes production roles within the BBC and C4, management roles with international publishers and leading award-winning media campaigns, sponsorships and global activations for major brands and products. And as a five-time Ironman he knows the passion of competition and the value of putting in the hard miles.

Emily Bates

Emily Bates

Senior Research Manager

Emily Bates

Emily Bates

Senior Research Manager

Certified with the Market Research Society, Emily has a wealth of experience in designing, running and analysing research projects, with SHIFT and previously at the Customer Relationship Consultancy. As Research Manager at SHIFT, Emily is able to combine her talent for data and research with her passion for all things cycling; she’s a keen CX rider and strong supporter of the Women’s WorldTour.

Simon Brace

Simon Brace

Business Director

Simon Brace

Simon Brace

Business Director

Having started out at the UK's largest and most awarded ad agency, AMV.BBDO, Simon cut his teeth on major brands such as BT, Mars and Gillette. Moving to Bristol, he widened his expertise to Digital and CRM, developing campaigns for PepsiCo and Danone before joining SHIFT, following his sporting passions: cycling and running. A GBR-age grouper, Simon placed 5th in the 2019 Long Distance Duathlon World Champs.

Tom Bowes

Tom Bowes

Producer

Tom Bowes

Tom Bowes

Producer

Tom's achievements in Film and TV production are diverse: from coordinating post-production on over 60 short films for Channel 4's Random Acts, to creating tour visuals for Metallica. Since training with the BBC, he now focuses on producing, working with major cycling brands such as Continental, YT and Zwift. A cycling commuter with bikepacking ambitions, Tom’s biking highlight is descending Khardung La - one of the world's highest mountain passes.

Lizzie Dunthorne

Lizzie Dunthorne

PR Manager

Lizzie Dunthorne

Lizzie Dunthorne

PR Manager

Lizzie came to SHIFT from the world of communications and public affairs for international environmental, clean energy, and tech firms, bringing with her significant experience in developing and running thought leadership campaigns. Outside of work, she's an avid cyclist and can either be found making questionable filter coffee on a long-distance bikepacking ride or plotting a multiple-cafe stop club run.

Tom Pinnegar

Tom Pinnegar

Account Director

Tom Pinnegar

Tom Pinnegar

Account Director

After starting his career at Havas Media 8 years ago, Tom has developed as an account manager specialising in digital planning and buying both in the UK and in Australia. Having worked closely with brands such as Subway, Volvo and New Balance, Tom combines considerable experience with a passion for sports marketing that's fueled by a love for both triathlon and hockey.

Ian Young

Ian Young

Senior Media Manager

Ian Young

Ian Young

Senior Media Manager

With almost two decades' worth of experience in planning ecommerce and brand campaigns, as well as analysing and optimising digital customer journeys, Ian has a detailed understanding of how consumers interact with brands across both digital and traditional media channels. Ian has ridden Land's End to John O'Groats and taken on the Fred Whitton Challenge, but can be more often found riding the hills and lanes around Bath.

Taylor Rowland

Taylor Rowland

Designer

Taylor Rowland

Taylor Rowland

Designer

Taylor is a creative designer and visual craftsman with a passion for all things cycling. Having worked across industries spanning tech, hospitality, finance, charity, music and sport, he is now thrilled to be able to apply his design skills to his favourite pastime. Taylor’s a roadie and fixie lover, and when he's not at his desk you’ll find him out in nature; either on foot or on two wheels."

Jon Denham

Jon Denham

PR Executive

Jon Denham

Jon Denham

PR Executive

Jon joins SHIFT as PR Executive, working to support the PR team and wider agency. Prior to joining the team, he earned his credentials developing and curating successful events, workshops and exhibitions to promote international brands and creatives. An avid cyclist, Jon has a degree in photojournalism, having photographed cycling products and races including the Tour of Britain and the London to Surrey Classic.

Lucy Rickett

Lucy Rickett

Account Manager

Lucy Rickett

Lucy Rickett

Account Manager

Lucy is an experienced agency account manager who has spent more than half a decade working in creative agencies to develop integrated creative campaigns for clients including; British Airways, Tesco, Movember, England Cricket, the FA and London Pulse. Most recently, she returned from Paris where she worked across the global Garnier account. Away from work, Lucy is an ex-netballer who discovered a love for two wheels after getting into triathlons.

Nick Howes

Nick Howes

Senior PR Manager

Nick Howes

Nick Howes

Senior PR Manager

Nick launched his career as a sports journalist at The Press Association and also enjoyed time at Sky Sports before moving into the world of cycling by joining Team Sky upon their launch in 2010. During his time there he worked as press officer and digital manager, attending the biggest races in the sport. Since then Nick has also held communications manager roles for the 2019 UCI World Championships and Tour de Yorkshire, and has worked at M&C Saatchi, Velon and Rouleur. Based in Yorkshire, Nick is an avid roadie.

Eve Horton

Eve Horton

Media Executive

Eve Horton

Eve Horton

Media Executive

Eve has years of experience in digital marketing, having started her career working for high end fashion brands in London, including Vivienne Westwood and Agent Provocateur. Eve's often described by colleague as 'the organised one', and is a natural problem-solver who thrives by taking on new challenges. She is a self-confessed "fair weather cyclist" but if that means a two week cycle tour in the south of France, who would blame her?

Matt Martin

Matt Martin

Research Director

Matt Martin

Matt Martin

Research Director

Matt has nearly 15 years experience in consumer research and insights, most recently with Hall & Partners (Omnicom), working on global projects for clients including UEFA, Zurich Insurance and British Airways. Matt’s expertise spans a range of areas including brand positioning, brand tracking, concept and creative development. A keen leisure cyclist, he enjoys exploring his home city of Cardiff by bike.

Sam Bradshaw

Sam Bradshaw

Media Planning Director

Sam Bradshaw

Sam Bradshaw

Media Planning Director

Sam has nearly 10 years experience working in media planning and content partnerships for clients in a range of industries, including Volvo, Paramount Pictures and Nickelodeon. Outside of work he loves the adventure that cycling brings, but is just as happy enjoying the outdoors whether that's bike packing, surfing or hiking with his family.

Imogen Donaldson

Imogen Donaldson

Social Media Manager

Imogen Donaldson

Imogen Donaldson

Social Media Manager

Imogen is a recent History of Art graduate and first gained experience in social media through her work at a charity. In her role at SHIFT she explores the diverse range of online behaviours and uses this to inform content planning across social media. Imogen is a keen road cyclist and squash-player but also loves the arts and likes to keep creative in her free time.

Ben Quarterley

Ben Quarterley

Media Executive

Ben Quarterley

Ben Quarterley

Media Executive

Ben has experience across paid media both client side and agency, and is bringing his passion for everything digital marketing to SHIFT's dynamic and engaging campaigns. Outside of work, Ben loves everything fitness and, after losing 5 stone in 2018, he achieved a personal goal of qualifying as a personal trainer.

Henry Honeywood

Henry Honeywood

Production Coordinator

Henry Honeywood

Henry Honeywood

Production Coordinator

Having previously delivered projects for the military and the Department for Digital, Culture, Media and Sport, Henry brings project management based skills to the production department, working to help coordinate SHIFT's creations. Along with a passion for visual productions, he has an interest in anything two-wheeled, with mountain biking and bikepacking being his two biggest obsessions, closely followed by climbing and surfing.

Joe Evans

Joe Evans

Media Executive

Joe Evans

Joe Evans

Media Executive

Joe joined the SHIFT Media Planning and Buying team as a recent university graduate, but brought with him a wealth of cycling experience having raced professionally for teams such as Madison Genesis and Great Britain Junior Team. He is already putting his knowledge to use and learning more about the cycling media industry.

David Preece-Phillips

David Preece-Phillips

Strategy Director

David Preece-Phillips

David Preece-Phillips

Strategy Director

Specialising in digital content, comms and strategy, David has significant experience leading strategy and content teams at some of the UK’s most ambitious agencies. He has developed digital marketing, capability and comms strategies for brands like Porsche, EDF Energy, Adidas, American Express, Universal Pictures and more, and is an avid mountain biker and road cycling fan.

Isabella Stone

Isabella Stone

PR Executive

Isabella Stone

Isabella Stone

PR Executive

With a background in professional road racing, Izzy has a great understanding of life and work within the cycling industry. Although new to agency life, Izzy has held roles at companies including Williams F1 and cut her teeth in marketing before joining the PR team at SHIFT. Now that she's stepped away from pro-racing Izzy enjoys taking to the Cotswold lanes on two wheels.

Kirstin Bamford

Kirstin Bamford

Account Executive

Kirstin Bamford

Kirstin Bamford

Account Executive

Kirstin joins SHIFT having worked as a Solicitor at a leading Edinburgh law firm. A former international horse rider, Kirstin is now a keen GBR-age group triathlete and loves all things swim-bike-run. Her client-orientated legal background combined with her understanding of performance sport brings a unique perspective to the Account Management team.

Jack Power

Jack Power

Media Manager

Jack Power

Jack Power

Media Manager

Jack is an experienced paid media specialist, having delivered paid social and search strategies for the likes of INEOS Automotive, Intrepid Travel, Motability Operations, The National Trust and Sports England. Graduating with first-class honours in Marketing and Advertising, Jack has put this to good use while working for a number of digital agencies in Paid Media, Content Management, SEO and Analytics. Having played sports from a young age, Jack took up triathlon training during the pandemic to stay fit. Jack has since developed a love for cycling and is currently preparing to complete his first IRONMAN.

Alexiane Salimon

Alexiane Salimon

Account Director

Alexiane Salimon

Alexiane Salimon

Account Director

With six years of experience in account management, managing diverse client portfolios at a top media agency in Manchester, Alexiane brings expertise in media planning and strategic campaign management, steering campaigns for renowned brands, like Victorian Plumbing, Vita Coco, Manchester City FC and Samsonite. In addition to her daily commutes, her passion for cycling extends to adventures, such as cycling to Paris and conquering the iconic Sa Calobra.