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

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.

Emily Bates

Emily Bates

Senior Research Manager

Emily Bates

Emily Bates

Senior Research Manager

Certified with the Market Research Society, Emily has a wealth of experience in designing, running and analysing research projects, with SHIFT and previously at the Customer Relationship Consultancy. As Research Manager at SHIFT, Emily is able to combine her talent for data and research with her passion for all things cycling; she’s a keen CX rider and strong supporter of the Women’s WorldTour.

Matt Martin

Matt Martin

Research Director

Matt Martin

Matt Martin

Research Director

Matt has nearly 15 years experience in consumer research and insights, most recently with Hall & Partners (Omnicom), working on global projects for clients including UEFA, Zurich Insurance and British Airways. Matt’s expertise spans a range of areas including brand positioning, brand tracking, concept and creative development. A keen leisure cyclist, he enjoys exploring his home city of Cardiff by bike.

David Peece-Philips

David Peece-Philips

Strategy Director

David Peece-Philips

David Peece-Philips

Strategy Director

Specialising in digital content, comms and strategy, David has significant experience leading strategy and content teams at some of the UK’s most ambitious agencies. He has developed digital marketing, capability and comms strategies for brands like Porsche, EDF Energy, Adidas, American Express, Universal Pictures and more, and is an avid mountain biker and road cycling fan.