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

Wayne Brown

Wayne Brown

Managing Director

Wayne Brown

Wayne Brown

Managing Director

With 26 years working in marketing services – specialising in advertising, media, data and technology – Wayne has run leading digital agencies for Dentsu Aegis and WPP and worked on a wide range of clients that include Diageo, HSBC, Toyota, Virgin, Apple and Google. He has now worked in cycling for three years and is a keen roadie, who spent most of his first year riding indoors only.

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 Research & Strategy

Doug Baker

Doug Baker

Head of Research & Strategy

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.

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.

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.