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 for the last four years. 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.

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.

Doug Baker

Doug Baker

Head of Strategy & Research

Doug Baker

Doug Baker

Head of Strategy & Research

Doug has worked at some of the world's best digital agencies, most recently Analog Folk – Campaign’s Global Innovation Agency of the Year. He has led teams spanning Brand, Comms Planning, Research, Data, UX, Social and AI; and has developed strategies for major global brands including Nike, HSBC and PlayStation. All while being an avid road cyclist.

Will Fripp

Will Fripp

Client Services Director

Will Fripp

Will Fripp

Client Services Director

With 30 years' experience and counting, Will is a cycling industry veteran. Previously Marketing Director at Specialized and at UK distributor Madison prior to that, leading marketing, brand management, eCommerce and product development. His insight and experience is of great benefit to SHIFT clients now he's leading SHIFT’s client management team. An avid mountain biker since his teenage years Will has more recently shifted his passions into eMTB.

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.

Rachael Burnside

Rachael Burnside

Business Director & Marketing Director

Rachael Burnside

Rachael Burnside

Business Director & Marketing Director

With more than a decade’s experience leading multi-channel campaigns at advertising agencies across sport, automotive and the public sector, Rachael brings her specialism in digital marketing with expertise in e-commerce to benefit SHIFT’s clients. Following many a childhood summer chasing the Tour around France, Rachael has since become an avid road cyclist and Zwift time trialist.

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.

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.

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.

Charlotte Sampson

Charlotte Sampson

Senior PR Manager

Charlotte Sampson

Charlotte Sampson

Senior PR Manager

In four years at SHIFT, Charlotte has led highly successful PR campaigns for a host of brands and events across cycling and tri-sports, combining industry knowledge and love of the sport. Prior to joining SHIFT, she has significant experience in cycling PR and marketing, including Garmin and Muc-Off, along with Festina, SweetSpot, Wattbike and CEP Compression. Charlotte loves being outdoors – on skis, on her road bike, and racing cyclo-cross!

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.

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.

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.

Charlie Bird

Charlie Bird

Account Executive

Charlie Bird

Charlie Bird

Account Executive

From seven years as a hedge fund trader to launching his own spin studio in Bath, Charlie's experience is a little different to most of his colleagues at SHIFT! But with his passion for cycling brands and crit racing – together with his mathematical background and entrepreneurial work ethic – Charlie's a perfect fit with the team, bringing valuable skills and a unique perspective.

Emily Bates

Emily Bates

Research Manager

Emily Bates

Emily Bates

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.

Poppy Magee

Poppy Magee

Senior Media Manager

Poppy Magee

Poppy Magee

Senior Media Manager

With more than six years in advertising, Poppy has experience in copywriting, ad operations, digital media planning and account management. She’s worked at large publishers and within the Omnicom Group at OMD NZ and PHD London. As SHIFT’s Senior Media Manager she works across many accounts including Zwift, SRAM, ZIPP, Look and Allied. Poppy may be more experienced in surf and snow but is set to learn fast about the world of cycling.

Emily Millar

Emily Millar

Account Manager

Emily Millar

Emily Millar

Account Manager

Supporting and leading projects with enthusiasm, ideas and insight, Emily combines her marketing skills with her passion for cycling. Her previous role as Community Manager for cycling channel GCN gave her the perfect opportunity to gather deep insight into cycling consumers and their behaviours, which she uses to benefit SHIFT’s clients. A keen road cyclist, Emily takes any opportunity she can to ride her bike in the mountains.

Evan Edwards

Evan Edwards

PR Executive

Evan Edwards

Evan Edwards

PR Executive

Evan’s a key supporting player in the SHIFT PR team, and across the wider agency – our super-domestique – he’s a proficient speaker of French and Italian with a flair for writing. Evan's been riding on the road and track (with a fair bit of MTB thrown in) since the age of 11 and is particularly partial to piloting his 1980s steel tandem when a willing stoker can be found.

Stephanie Everson

Stephanie Everson

Resource and Project Director

Stephanie Everson

Stephanie Everson

Resource and Project Director

Steph has many years of agency experience, project managing a variety of multi-media campaigns and projects for small and large worldwide clients such as Unilever, Nike, HSBC, Barclaycard and Starbucks. She works closely with SHIFT’s creative team to manage workflow from initial conversations and concept through to end delivery. As well as embracing the gym, she's a leisure cyclist who enjoys exploring cycle routes in England’s South West.

Ash Thompson

Ash Thompson

Media Manager

Ash Thompson

Ash Thompson

Media Manager

Having worked in digital marketing for the last four years, Ash has a keen focus on data analysis and all things analytics. He is a key asset for SHIFT’s clients on driving results within global campaigns spanning from purely Ecommerce focused to Brand Building with some of the industry leaders. Outside of work, Ash is an avid runner, with ambitions to complete a triathlon.

Karen Freer

Karen Freer

Media Manager

Karen Freer

Karen Freer

Media Manager

Karen brings 15 years of advertising experience to the SHIFT Media Planning & Buying team, having worked in varying roles across Broadcast, Digital and Endemic media. Karen has played a key part in some of our Global campaigns ensuring maximum penetration across multiple territories is achieved, while ensuring her own personal knowledge from her cycling passion influences her strategies.

Daniel Blanchard

Daniel Blanchard

Media Executive

Daniel Blanchard

Daniel Blanchard

Media Executive

Dan helps plan campaigns across print and digital endemic media, for a range of SHIFT’s clients. A roadie and mountain biker, with a degree in Law and a year’s experience in a bespoke branded content agency, he brings a unique industry perspective to the Media Planning & Buying team. Hailing from the Surrey Hills, Peaslake and Boxhill are amongst his cycling locations of choice!

Lauren Page

Lauren Page

Media Manager

Lauren Page

Lauren Page

Media Manager

With nine years’ experience of paid media planning and buying, both agency and client-side, Lauren has a passion for creating dynamic and engaging media campaigns. As Media Manager at SHIFT since 2018 she focuses on creating highly targeted ad campaigns across Facebook, Twitter and Instagram. Lauren is a keen runner and loves to start the day right with HIIT training!

Kevin Peach

Kevin Peach

Designer

Kevin Peach

Kevin Peach

Designer

Kevin’s talent for design – and passion for illustration – sees him delivering design solutions and campaigns for many of SHIFT’s clients that engage audiences both in print and online. He previously worked in advertising and broadcast for brands including Chillfactor, Mazda, McDonalds, Specsavers and Tribute. Peachy’s love of bikes started with BMX in the 1990s before moving on to mountain bikes, where it has stayed ever since!

Meg Dickerson

Meg Dickerson

Social Media Manager

Meg Dickerson

Meg Dickerson

Social Media Manager

Meg is experienced in planning, delivering, managing, and analysing social media strategies. From event coverage to product and brand promotion, her work with Strava, SRAM, Continental, Pinarello, and many more is underpinned by her extensive knowledge and experience of performance cycling. With a focus on time trialling, Meg races for the ŠKODA DSI Cycling Academy, pushing for gender equality in the sport.

Neil Giles

Neil Giles

Video Editor

Neil Giles

Neil Giles

Video Editor

Neil brings his 13 years of post-production editing, motion graphics and VFX across film, sport, drama, commercial and factual to SHIFT’s film creative. During his time in-house at the BBC Neil has gained numerous credits on BBC Natural History Unit productions including Africa and Frozen Planet. He got immersed in cycling through years of work on shows such as Channel 4's Adrenalin Rush, The British Triathlon and Ironman Triathlon series.

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.

Tom Fitzjohn

Tom Fitzjohn

Designer

Tom Fitzjohn

Tom Fitzjohn

Designer

Tom develops quality creative outputs for SHIFT’s clients, including branding, strategic visualisation, infographics, film, photography and motion graphics. Along with a first class degree in Graphic Communication, he has significant agency experience, working for clients including M&S, John Lewis, GCN and Continental. Outside work Tom is… mainly outside: cycling, running or wild swimming. When he’s inside he bakes bread, helping the impressive carbs intake.

Bruno Gordon

Bruno Gordon

Social Media Executive

Bruno Gordon

Bruno Gordon

Social Media Executive

Originally a modelmaker working for many of the UK's top architecture practices, Bruno followed his love for cycling to join the growing SHIFT team, turning his communication and creative skills towards an industry with fewer spinning blades and more spinning wheels. He spent almost a decade cycling in London, before more recently embarking on long tours in Scotland and Ireland.

Philip Deacon

Philip Deacon

Senior Creative

Philip Deacon

Philip Deacon

Senior Creative

Philip is an award-winning advertising creative. He's worked on brands such as DFT, Project Literacy, Nintendo and Samsung. He rode MTBs before suspension was invented, is the UK's 74th best cyclocross racer (40-49) and has an embarrassingly-full bike shed.

Hannah Freestone

Hannah Freestone

Account Director

Hannah Freestone

Hannah Freestone

Account Director

Hannah has almost two decades of experience working in marketing, PR and creative; from London agencies to a start-up business. She brings B2B and B2C experience from the likes of Tesco, Dulux, Rugby World Cup, Unilever, RAC and Boots. Her predominant expertise lies within brand and integrated marketing communications. Hannah is a mountain-biking-Mum, enjoying cross-country, downhill and bike park-riding.

Phillip Burns

Phillip Burns

SEO Manager

Phillip Burns

Phillip Burns

SEO Manager

Phillip is a digital professional with 4 years of SEO experience, specialising in the technical aspects of optimisation. He began his career at Oban International, where he worked on ventures for Jo Malone, Kaspersky, Estée Lauder and AXA Global Healthcare. Ever active, Phillip regularly commutes by bike, enjoys bouldering as well as hiking and is looking to take on the 3 Peaks Challenge.

Joe Heywood

Joe Heywood

Strategist

Joe Heywood

Joe Heywood

Strategist

With a background that spans copywriting, SEO, social media and planning, Joe brings a wide variety of experience to the Strategy & Research team. In his previous role as a planner, he provided brand/comms strategies for the likes of Lexus, Toyota, BMW, Rolls Royce and Barratt Developments. After spending much of his youth shredding the trails around his hometown in Cornwall, he's switched his attention in recent years to road cycling and is delighted to be able to apply his strategic know-how to a lifelong passion.

Robin Yarwood

Robin Yarwood

Media Executive

Robin Yarwood

Robin Yarwood

Media Executive

Robin specialises in paid media and started his journey off his own back, signing his own clients and honing his skills from first hand experience. Looking to take his career up a gear, he's since joined SHIFT and brings with him that same tenacity and ability that has propelled him so far in his career. Robin is a keen snowboarder and, since he's inevitably already caught the cycling bug, soon to be MTB rider.

Owen Coutts

Owen Coutts

PR Manager

Owen Coutts

Owen Coutts

PR Manager

With more than a decade's experience across a diverse range of roles, from mountain bike tech editor to World Cup Downhill and ITU Triathlon race mechanic, Owen has amassed extensive market and consumer knowledge. Owen's deep understanding of the industry and 'bike nerd' expertise is now being applied to benefit SHIFT's PR clients. On the bike, Owen is an all rounder - as happy slowly summiting alpine passes on a road bike as he is ripping down them on a mountain bike - but he's most often seen riding gravel.

James Dalziel

James Dalziel

Account Director

James Dalziel

James Dalziel

Account Director

James is a marketing & communications professional with more than 15 years of global experience, specialising within active lifestyle brands. Holding positions at Honda, Monster Energy, O'Neill & Tourism Australia, his predominant expertise lies in brand and integrated marketing communications. Alongside a passion for all things on 2 wheels, he has a love of surfing in tropical waters and snowboarding in deep powder.

Tom Pinnegar

Tom Pinnegar

Account Manager

Tom Pinnegar

Tom Pinnegar

Account Manager

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.

Tizzie Robinson-Gordon

Tizzie Robinson-Gordon

PR Intern

Tizzie Robinson-Gordon

Tizzie Robinson-Gordon

PR Intern

Tizzie is an intern supporting the PR Team this summer. This is her first experience working in the cycling industry, giving her the chance to delve further into the sport she loves. When she isn't studying at the University of Edinburgh, Tizzie is a student triathlete and is hoping for a successful season of racing as she looks to participate in the World Triathlon Age-Group Qualifiers at the end of the year.