From our experience working closely with cycling businesses and brands, we saw first hand the lack of data and insight available to those working in the category. This is why we have spent the past 5 years investing in research and insight talent, to create the world’s leading cycling research team.

Meet the talented team behind our research offering.

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.

A enthusiastic but middling Cyclocross racer, who can also be found on the road & commuting by Brompton.

Matt Martin, Research Director

Matt has over 14 years of experience working in research agencies, including Hall & Partners (Omnicom) and Millward Brown (Kantar).

He has extensive expertise in brand and communications research, running projects for clients such as UEFA, NatWest and Zurich across the world.

A keen graveleur, he enjoys exploring his home city of Cardiff by bike.

Emily Bates, Senior Research Manager

Emily is Certified with the Market Research Society and has a wealth of experience in designing, running and analysing research projects.

Previously to SHIFT Emily was at a Customer Relationship Consultancy, where she specialised in Net Promoter Score tracking projects.

Emily has raced on the road and in cyclocross and strong supporter of the Women’s WorldTour. Although these days you’re just likely to find her tackling an ultra running event!

El Graves, Research Executive

El began studying veterinary science and then went on to complete a PhD in sustainable agriculture.

Previously El has experience creating surveys angled towards biological research, as well as currently supporting social content for the Rider Research Hub. She has also had experience working in the cycling industry publishing content.

El is equally happy flying round a crit circuit or ripping along singletrack. She even commutes 50km a day by bike!

We are confident that no company invests as much time as SHIFT in researching the many facets of cycling. We do this for the same reason we chose to work at SHIFT in the first place: our passion and excitement for helping the cycling industry better understand, serve, and connect with cyclists across the globe and get more people on bikes.