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.

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Rachael Burnside

Account 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.

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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.

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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.

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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.

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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.

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Emily Millar

Account Executive

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.

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Charlie Evans

Account Manager

Much of Charlie’s multi-disciplinary skill-set was earned in the experience of having bootstrapped his own sports apparel brand for seven years. He has developed invaluable entrepreneurial wisdom and expertise in marketing, comms, band, PR and social, which he brings to SHIFT clients including Zwift, and Continental Tires. A former triathlete, Charlie’s a “sometimes cyclist” and gym enthusiast.

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Sarah Bush

Account Manager

With a host of skills and experience garnered in a career that has taken her from London to New York and now to SHIFT’s headquarters in Bath, Sarah manages global campaigns and projects for a variety of clients including SRAM, ZIPP, Continental, KASK, KOO, fizik and Eurosport. A keen cyclist, Sarah’s also at home hurtling down a mountain with a pair of skis strapped to her feet.

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Conrad Turner

Account Manager

Conrad brings solid account management experience from working across a diverse set of clients in the UK (Sky TV) and New Zealand (KiwiRail). He joined SHIFT in 2020, brimming with enthusiasm to be working on cycling brands, after spending the previous three years on a round-the-world cycling expedition taking him from Britain via NZ to South America.

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