Wayne Brown

Chief Executive Officer

Wayne has spent approaching 30 years working in marketing agencies – specialising in advertising, media and technology – Wayne has previously run leading digital agencies for Dentsu Aegis and WPP. He has worked on a wide range of global clients including Diageo, P&G, HSBC, Toyota, Apple and Google, but has specialised in cycling for the last 7 years. He is a keen road cyclist, indoors and out, as well as being a regular skier.

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Doug Baker

Chief Strategy Officer

Having worked at some of the world's best digital and marketing agencies, Doug has strategic experience in Data, Research, Customer Experience, Brand and Comms Planning. Before taking on his current role at SHIFT, he had worked on major global brands including HSBC, Sainsbury’s, Nike, Barclays, Nando’s, BT and Volkswagen. Doug collaborates with our clients to shape impactful strategies for their businesses. In addition to leading SHIFT's research and strategy functions, Doug is also the product lead for SHIFT's global research panel The Rider Research Hub, a unique community that can connect brands to the views and needs of real riders. An enthusiastic by middling Cyclocross racer, who can also be found on the road, running local trails & commuting by Brompton.

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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, runner and has commuted by bike for 9 years.

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Matt Doman

Executive Creative Director

Matt brings three decades of creative experience from some of the world’s best creative agencies, including Abbott Mead Vickers, Fallon, and Bartle Bogle Hegarty. His work for Guinness, Audi, The Economist, Skoda, and Kronenbourg has won him over 100 international creative awards, including the coveted D&AD Yellow Pencil and Cannes Grand Prix. More importantly, his work for St John Ambulance helped save 53 children's lives. Cycling has always been a part of Matt’s life, from racing BMX as a kid to multiple tours across the Alps. Previously, Matt was also a professional racing driver, competing across Europe in sports car and endurance championships.

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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.

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Phil Smith

Chief Finance Officer

Following a 20 year career in finance, with roles in corporate finance advisory and as Finance Director in a consumer goods business, Phil joined Simon Wear as CFO of Shift in 2013. Since the early days he has been closely involved in the development of the company and of Play Sports Group, of which he was CFO until 2022. In recent years, marathon running and road cycling have given way to occasional Zwifting, walking and a major obsession with golf.

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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.

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Tom Foy

Head of PR

A brand communications specialist with a background in Formula One, premium automotive, and entertainment, Tom has held key positions at leading global agencies including Weber Shandwick, Edelman, and WPP. He has worked with brands such as Red Bull, Aston Martin, and Sony Pictures. A committed cyclist, he moved into the cycling industry in 2020. As department lead, Tom drives earned media strategy and PR best practices across our clients, overseeing the team to deliver global product launches, press office campaigns, media events, sponsorship activation, and more. He is also on SHIFT's senior management team. An avid road cyclist, Tom also has interests in motorsports and music production.

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Alex Faux

Media Planning Director

Prior to joining SHIFT in 2015, Alex specialized in organic acquisition before seeing the light with paid media. Initially starting at SHIFT with a focus on paid campaign builds (as well as organic social media management), he made the natural next step into performance media planning. Alex leads the global media strategy and planning for Rapha and spearheads the biddable media team. Away from work, Alex enjoys a number of activities including five-a-side football, cycling, and running, both on and off-road.

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Tim Durant

Head of Design

Tim worked in media for international publishing companies, leading creative teams in the automotive sector. With over 25 years of experience in the design and branding landscape, Tim is the driving force behind SHIFT's design team, where he specialises in creating impactful solutions for cycling brands and businesses across the globe. He has applied his extensive expertise in design and directing shoots to some of the industry's leading names, including the UCI Mountain Bike World Series, Track Champions League, Öhlins, British Cycling, CADEX, and Continental, to name just a few. He's a keen mountain biker and also enjoys running, kayaking, and swimming.

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James Dando

Business Director

James has a media career spanning 20 years, with roles in production at the BBC, international publishing companies, and for the last 10+ years, on the agency side, supporting SHIFT’s existing clients while onboarding new ones. James takes the lead on several of SHIFT’s clients, particularly where larger production and/or creative output is required. He is also responsible for directing the recruitment and onboarding of new clients to the agency, ensuring that both SHIFT and the client are set up for long-term success. As a five-time Ironman, James isn’t afraid to commit to something, but he enjoys a variety of pastimes, including CrossFit, trail running with his daughter, walks with the family, and the occasional camping trip.

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Emily Bates

Senior Research Manager

With over 10 years of experience working in a B2B insights agency, designing, running, and analysing research projects at SHIFT, Emily has a wide range of experience and is certified by the Market Research Society. At SHIFT, Emily is able to combine her talent for data and research with her passion for all things cycling, supporting thought leadership and the end-to-end delivery of client projects. After a few successful bike racing seasons and riding some of the biggest climbs in Europe, Emily now runs ultramarathons. She also enjoys gardening, renovating her house, and swimming in the sea at every opportunity.

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Simon Brace

Business Director

With 25 years in marketing communications, Simon started out at AMV.BBDO and progressed to board-level responsibilities at agencies covering nearly every discipline. From Mars to PepsiCo to Danone, Simon primarily led FMCG clients until he landed at SHIFT, where his sporting passions lie in cycling. Simon heads up teams managing various global macro communications for a variety of exciting and leading brands, including Giant, Zwift, Continental, Pinarello, and Classified. Simon is a competitive duathlete: current British Champion, bronze medalist at the World Long-Distance (2022), and bronze medalist at the European Middle-Distance (2024). He is also a Trustee and writes the newsletter for Team Bath AC.

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Tom Bowes

Producer

Tom Bowes is a producer at SHIFT Active Media, where he is responsible for all film and video projects; before joining SHIFT, Tom was a producer at Bracken Films and a post-production coordinator at Calling the Shots: delivering over 60 short films for Channel 4's Random Acts. He holds an IPA Production Certificate and trained in production coordination with the BBC Academy. A cycling commuter with bike-packing ambitions, Tom's biking highlight is descending Khardung La - one of the world's highest mountain passes.

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Tom Pinnegar

Account Director

Tom has been working agency-side for the past 7 years, starting as a media planner and buyer in Melbourne, supporting automotive, home builder, and fashion clients. Since moving back to the UK, he has transitioned into client service, leading multidisciplinary project teams to deliver integrated campaigns for sporting clients, where his passion lies. At SHIFT, Tom leads several accounts, including Zwift, CADEX, Factor, and Continental. Tom is a keen multisport athlete, having taken part in an Ironman, ultramarathon, and adventure race events. Where possible, these include his dog!

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El Graves

Research Executive

A former student of Veterinary Science who went on to earn a PhD in sustainable agriculture, El now works as a Research Executive. She has experience creating surveys focused on biological research and currently supports social content for the Rider Research Hub. El has also previously worked in the cycling industry, publishing video content. Two years ago, El began cycling and instantly fell in love with the sport. Now a member of her local cycling club, she has participated in a few crits. However, her passion has recently shifted towards mountain biking, trading tarmac for trails and swapping aero lycra for baggy shorts. This year, she hopes to be spotted at some XC races!

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Taylor Rowland

Designer

Before joining SHIFT, Taylor had a variety of creative design roles, both in-house and on the agency side. Over the last eight years, he has had the opportunity to work on a wide range of projects, from fine dining to extreme sports, and from re-branding efforts to image retouching. Throughout this time, he collaborated with many talented designers and creatives. In his role, Taylor brings marketing strategies to life, covering the full spectrum of creative design. This includes identity development, conceptualization, and even the occasional motion graphics project. Outside of work, Taylor is an avid road cyclist and enjoys hiking whenever he gets the chance.

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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.

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Lucy Rickett

Account Director

Lucy is an experienced agency account director who has spent more than six years working in creative agencies to develop integrated creative campaigns for clients including British Airways, Tesco, Movember, England Cricket, and the FA. Most recently, she returned from Paris, where she worked across the global Garnier account. Lucy has now turned her marketing expertise to the world of sport, where her passion lies. At SHIFT, Lucy is responsible for end-to-end client and campaign management across six of our key clients, including Rapha, British Cycling, fizik, LOOK, Bosch, and Deuter. Her experience across media, creative, social, PR, and content allows Lucy to collaborate with all teams across the business to deliver success for clients. A keen roadie, triathlete, surfer, and runner, Lucy has completed Ironman 70.3 and run the length of Cornwall. She is passionate about all things women's sport and is part of the Sports Industry Group NextGen Leaders programme for 2024.

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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.

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Matt Martin

Research Director

Matt has over 16 years of experience working in consumer research and insights for clients including UEFA, British Airways, and Zurich Insurance. His expertise lies in brand positioning, brand tracking, concept and creative development, and segmentation. As Research Director, Matt leads SHIFT's research services, including the Rider Research Hub, delivering a range of projects for clients as well as providing industry-level thought leadership. A keen gravel rider and runner, Matt enjoys exploring the roads and trails of South Wales near his hometown of Cardiff. When the weather is good, he likes to get out on his paddleboard, often with his kids in tow.

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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.

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Heather Mckay

Account Executive

Heather joined the account management team at SHIFT after completing a digital marketing apprenticeship while working at a wine and cocktail bar. Heather worked to promote the business digitally whilst managing the socia media account too. She first joined SHIFT for work experience during her course and returned full-time shortly after as an account executive. As a nature lover, Heather enjoys running and being outdoors whenever possible. She loves a cold winter hike and is always up for a team sport. She recently bought her first gravel bike, and is quickly staring to love it! Heather has a strong passion for art and design, often spending her free time learning new techniques or exploring creative projects.

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Joe Evans

Media Manager

Before joining SHIFT, Joe spent nearly a decade racing professionally. Since then, he has leveraged his extensive cycling knowledge to quickly build a broad skill set, allowing him to excel in various roles within the Media Planning and Buying Team. Joe's primary responsibility is helping clients deliver impactful campaigns in specialist media, but he also supports a range of projects, including SEO and content management. An outdoor enthusiast, Joe has recently taken up running and completed his first marathon this year.

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Isabella Stone

Senior PR Executive

With a background in professional road racing, Izzy is new to agency life but has previously held roles at companies including Williams F1 and Evans Cycles. After gaining experience in marketing and events, she joined the PR team at SHIFT, bringing a wealth of knowledge from the cycling industry. Now that she’s stepped away from racing, Izzy enjoys painting and horse riding, as well as continuing to cycle recreationally.

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Kirstin Bamford

Account Manager

Kirstin joined SHIFT in January 2023, having previously worked as a Solicitor at a leading Edinburgh law firm. Her client-oriented background, combined with her passion for sport, brings a unique perspective to the Account Management team. Kirstin works closely with the PR, Paid Media, Creative, and Content Services teams, playing a key role in maintaining client relationships and ensuring the successful execution of campaigns. Kirstin has a strong background in competitive sports, having grown up as a keen runner and competing internationally in three-day eventing (horse riding). Driven by her love for a challenge, her main interests are now triathlon and cycling.

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Emm Whitaker

Social Media Manager

With nearly a decade of experience in digital marketing, Emm's expertise is firmly rooted in the outdoor and cycling world, having worked with renowned brands like Rab and Santa Cruz, as well as contributing to various publications. Now serving as SHIFT's social media manager, Emm leverages this rich background to source and craft engaging content for our clients. A former national downhill racing champion as a teenager, Emm now enjoys guiding mountain bike adventures and exploring trails on a gravel bike. Emm also founded Reyt Good, a collective aimed at uniting people with the same love of bikes!

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Becky Roberston

PR Manager

Becky joined SHIFT from the snowsports industry, where she led communications for Faction Skis and other outdoor brands. Becky’s experience spans across public relations, digital marketing and events, leveraging athletes and content to engage new audiences. As PR manager, Becky will use her storytelling skills and events expertise to get the media, cycling and outdoor communities talking about our clients. Becky is a keen mountain biker, skier and trail runner - her love of the mountains has led her to live in Canada, Switzerland and France. She also has a love of languages, and speaks French, German and Spanish proficiently.

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Maria Gutierrez

Media Manager

Maria began as a special effects designer for movies before getting her master's in Marketing. She later specialised in paid media, starting with social and expanding into paid search. With 5 years of experience, Maria has worked extensively in e-commerce for global clients and is now exploring data analysis and Python for deeper insights. Maria currently oversees paid media strategies, focusing on implementing best practice assets and bidding strategies, particularly in paid search. Outside work, Maria enjoys mountain biking, dancing, and skate park sessions, and she previously played roller derby for the Bristol team and completed the Camino de Santiago.

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Isabella Willcox

Paid Media Executive

With a varying background in the Marketing industry, Isabella has experience working in Paid Media, SEO, Internal Marketing and more. At SHIFT, Isabella develops Paid media plans to meet client objectives and supports in executing multi-channel global advertising campaigns across Google Ads, Meta, Campaign Manager and YouTube. Outside of work, Isabella is a consistent gym goer and particularly enjoys Pilates. On weekends, you’ll often find her exploring the scenic trails of Cheddar Gorge. Fitness aside, she enjoys acrylic painting, with a particular love for capturing natural landscapes.

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Harriet Moxey

PR and Social Media Executive

Born in Sydney and raised in the Pacific Northwest, Harriet joined SHIFT after graduating from Exeter with a degree in Marketing and interning with the agency in 2023. Post-graduation, she traveled in Australia before working in digital marketing and content creation for a small, Seattle-based company. Harriet brings a fresh, global perspective to the PR team, focusing on building strong relationships with journalists and elevating client brands. Having been captain of the Exeter University Cycling Club, Harriet is an avid road cyclist alongside gravel, mountain biking, and recently venturing into triathlon. Raised in the Pacific Northwest in a family of Ironman triathletes who founded Nuun and Blue Seventy, she grew up immersed in the outdoors - from alpine skiing in the winters, to long rides in the summer.

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