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

Research Manager

Emily Bates

Emily Bates

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.

Joe Heywood

Joe Heywood

Strategist

Joe Heywood

Joe Heywood

Strategist

With a background that spans copywriting, SEO, social media and planning, Joe brings a wide variety of experience to the Strategy & Research team. In his previous role as a planner, he provided brand/comms strategies for the likes of Lexus, Toyota, BMW, Rolls Royce and Barratt Developments. After spending much of his youth shredding the trails around his hometown in Cornwall, he's switched his attention in recent years to road cycling and is delighted to be able to apply his strategic know-how to a lifelong passion.