A unique team blending decades of cycling expertise with international bike industry relationships and blue chip agency experience

Wayne Brown

Wayne Brown

Chief Executive Officer

Wayne Brown

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.

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.

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.

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.