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

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.

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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 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.

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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.

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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.

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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.

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