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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More