Working with the 3 co-founders to expand from a B2B to a B2C company, by creating their sustainability-focused brand strategy, and tagline 'Sportswear that goes further'.  

Co-led projects with internal & external specialists to bring it alive across all touch-points, including their first ever brand video. Plus with the internal team created an optimally branded e-commerce website, customer service experience and marketing strategy to deliver ambitious sales results and the most attractive brand to drive investor interest.

"I really enjoy working with Ashley. He has a great understanding of our industry, and as a cyclist himself he's really passionate and knowledgeable about the sport. He has a wide range of skills. His sweet spot is working strategic level, covering everything from brand development and implementation, through to marketing and commercials. His experience in the startup space means he's able to wear many hats and produce great results doing so!"

Rob Webbon, CEO & Co-Founder



Developed the brand and marketing strategy and implementation plan to launch the company in the Netherlands, helping doppio hit Year 1 sales targets.  Resulting in a comprehensive blueprint to launch into new markets.

"I really enjoyed and appreciated working with Ashley.  His unique combination of insight, practicality and expertise was invaluable in the successful launch.  Plus being so passionate and keen to challenge me made it always a lot of fun. Thanks for being a genuine partner to get doppio off the ground & on the road!"

Peter Eiselin, Founder


Ran the largest ever online study in US on electric bike users and their digital habits. Collaborating with the central and local teams, prepared a comprehensive strategic and implementation plan to launch Gazelle electric bikes nationwide in US

I met Ashley during his collaboration to create a digital marketing strategic framework for the launch of Gazelle bikes in the US which was used to start up all their marketing activities in 2018. Results to date have delivered a very successful initial phase of the launch.
I know Ashley as someone who is sincerely involved and committed in everything that he does. He is very much a strategic thinker while at the same time being very practical.  He is also very willing and patient to share his own extensive marketing knowledge and can be a mentor in sharing his experiences from his own life, on a professional and a personal level. 

Chris Dekker, Marketing Manager, PON.Bike/Ride Out


Led the brand strategy project, including deep dive and workshop sessions, to define the digital innovation team’s purpose and create an activation and implementation plan with their 48,000 employees

"During the start of our Digital Center of Expertise, Ashley worked with us and helped us discover our purpose, A very important step to get started and make a difference within the organization!"

Nina Maldonado, Agile Transformation & Digital Innovation Manager


Ran company-wide workshop to define brand purpose and implementation strategy, and provided on-going consultation and support.


"Working with Ashley, we honed a new-found and intuitive response to the way we do business.  Our team is more motivated, appreciates the big picture and the impact each colleague can make"

Jon Woodroof, Founder


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Comprehensive review of all online activities and preparation of a complete 2018 online marketing strategy, resource and implementation plan


"In a short period of time Ashley created a comprehensive framework and actionable plan to launch our online marketing. He is fun to work with and he is able to put strategic thinking into action." 

Matthijs Bakker, Managing Partner