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

With more than 25 years spent working in marketing agencies – specialising in advertising, media and technology – Wayne has previously run leading digital agencies for Dentsu Aegis and WPP. He has extensive experience of developing marketing strategy and communications on a wide range of blue chip global clients including Diageo, P&G, HSBC, Toyota, Apple and Google, but has specialised in cycling for the last four years. He initially rekindled his interest in bikes by riding indoors on Zwift and is now a keen road cyclist who is also slowly developing a gravel habit.

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.

Doug Baker

Doug Baker

Head of Strategy & Research

Doug Baker

Doug Baker

Head of Strategy & Research

Doug has worked at some of the world's best digital agencies, most recently Analog Folk – Campaign’s Global Innovation Agency of the Year. He has led teams spanning Brand, Comms Planning, Research, Data, UX, Social and AI; and has developed strategies for major global brands including Nike, HSBC and PlayStation. All while being an avid road cyclist.

Will Fripp

Will Fripp

Client Services Director

Will Fripp

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.

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.